What should I think about before building a Store Coverage Change?
A Store Coverage Change should aim to drive incremental value to:
Your brand
The retailer
The overall category
Key considerations:
Direction of change – is distribution increasing or decreasing?
Current vs future coverage – how widely the SKU is available today vs after the change
Channel coverage – whether the product is available in physical stores, online, or both
Volume impact – driven by the scale and quality of distribution change
Store quality – whether added or removed stores are higher or lower performing
Execution timing – how quickly the change will be implemented
Cannibalisation within your range – expanding one SKU may impact others already in distribution
A strong Store Coverage Change reflects the true impact of availability changes, not just the number of stores affected.