This describes the importance of shops that sell a certain brand, segment or product.
It is calculated in a chosen market as the overall revenue of shops selling the brand, segment or product divided by the overall revenue of all shops.
Your chosen market is defined by the selected product group, country and time period plus any additional filters you apply. Remember, a market is limited to the channels that GfK is tracking for a product group in a country.
It is shown as a percentage value from 0-100%. For example:
Brand A is selling in 20 of the 100 shops that sell washing machines. These 20 shops have a revenue of 3m Euros and the overall revenue (across all 100 stores) of washing machines is 4m Euros.
This means that Brand A’s active weighted distribution is 3m/4m = 75%.
If you notice a pattern where a brand/product has a low active numeric distribution but a high active weighted distribution, this means that it is sold in a small number of shops (relative to the total number of selling shops) that make up the majority of sales.
This KPI Is not available for all countries or channels.