The average sales per store can be calculated by
dividing the total sales volume by the number of stores distributing the product. The number of
stores distributing the product is determined by multiplying the numeric distribution by the
number of stores in the market universe.
$$\text{Average Sales per Store}=\frac{\text{Sales Volume}}{\text{Number of stores distributing the product}}$$
$$\text{Number of stores distributing product = Numeric Distribution × # of stores in Universe}$$
For example, if the sales volume is 10,000 kg, the numeric distribution is 50%,
and the number of stores in the market breakdown is 800, the average sales per store would be:
$$ Average \,Sales = \frac{10,000}{0.5 × 800} = \frac{10,000}{400} = 25 \,kg\,per\,store$$
While this measure is simple and easy to understand, it can be misleading as it
does not consider the quality of distribution. To illustrate this point, let us examine the
following hypothetical data for Nescafe and Maxwell House.
Nescafe:
- Sold in 2,000 outlets,
- Average sales per store = 200 kg/month
Maxwell House:
- Sold in 100 outlets,
- Average sales per store = 300 kg/month
Exhibit 30.6 Average sales per store and rate of sales per store for Nescafe and Maxwell House.
Based on average sales per store alone, it may seem that Maxwell House is selling
at a faster pace than Nescafe. Intuitively, this does not sound right. Maxwell House’s
distribution is confined to only 100 outlets, suggesting that it is a relatively small brand.
Upon filtering the data and drilling down to the 100 stores handling Maxwell House,
we find that Nescafe is actually selling 1,500 kg per month in those stores
(Exhibit 30.6), which is far greater than the average sales per
store for Maxwell House.
This demonstrates that the average sales per store metric fails to account for the
size of stores. This is a significant omission because smaller brands tend to be distributed only
in larger stores that carry a wide assortment. As a brand grows and its distribution expands, its
average sales per store tends to decrease as it moves into smaller stores.