What it is
Numeric distribution is a measurement of a company’s ability to make a brand available to its customers when they make a purchase. Distribution measures the physical availability of a brand.
It is defined as number of stores, selling at least one product of Brand, divided by the total number of stores in the market.
How to use
Numeric distribution assesses the degree to which a brand has penetrated its potential channels.
What to consider
Distribution, the metric commonly used for tracking product availability, has a number of variations: purchase, sales and handler distribution; in-stock and out-of-stock (OOS) distribution.
It is usually measured in numeric and weighted terms, and it may be weighted in either volume or value.