Overview
The Brand Spotlight Dashboard is designed for cannabis professionals, including brand managers, producers, and retailers, to gain detailed insights into individual brand performance within the competitive landscape. This dashboard allows users to track sales performance, pricing trends, and availability metrics, as well as compare key metrics to market and category benchmarks.
By leveraging this dashboard, users can identify growth opportunities, monitor competitive positioning, and optimize product strategies.
Using the Dashboard
- Select a Territory: Filter data by state, region, or county to focus on specific markets. Click "Apply Changes" to load relevant data.
- Select a Brand: Use the dropdown to analyze the spotlighted brand and compare it against competitors or market averages.
- Select Metrics: Use the “Select Metric” dropdown to toggle between key performance indicators (KPIs) for a brand or product line.
- Analyze Trends: Visualize brand performance trends over time across selected metrics, including sales, share, pricing, and velocity.
Key Metrics Available
The Select Metric dropdown allows users to focus on the following performance metrics:
- Total Retail Sales
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- Tracks overall dollar sales for the selected brand.
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- Enables users to monitor sales growth and performance trends.
- Total Units
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- Measures total units sold for a brand's products.
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- Highlights consumer demand and product movement.
- Share
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- Shows the brand's market share as a percentage of total sales.
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- Allows benchmarking against competitors.
- Dollar Velocity
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- Measures the rate at which a brand’s products generate sales relative to availability.
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- Useful for assessing revenue efficiency across markets.
- Unit Velocity
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- Tracks the rate of product units sold relative to availability.
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- Provides insights into product demand and inventory effectiveness.
- Availability
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- Measures the brand's presence across retail locations and regions.
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- Indicates distribution effectiveness and market penetration.
- Original Price
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- Displays the average list price of a brand’s products.
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- Allows analysis of pricing strategy relative to market benchmarks.
- Discounted Price
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- Tracks the average price of products sold under promotions or discounts.
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- Helps evaluate the impact of discounting strategies on sales performance.
- Purchase Price
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- Captures the average price paid by customers at the point of sale.
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- Highlights alignment between pricing and consumer willingness to pay.
Insights Provided by the Dashboard
- Trending Performance: Visualize Total Retail Sales, Share, and Pricing Trends over time to identify rising or falling performance.
- Category Performance: Analyze product performance at different levels, such as Infused Pre-Rolled or Vape Cartridge, to determine leading product categories.
- Brand Comparisons: Compare your spotlighted brand’s metrics to competitors or market averages for a comprehensive competitive analysis.
- Top Products: Identify the top 10 performing products by units sold or sales value to inform product-level strategies.
Pro Tips
- Use Share and Availability together to identify markets where your brand has untapped growth potential.
- Compare Original Price and Discounted Price to evaluate pricing effectiveness and promotional lift.
- Analyze Dollar Velocity and Unit Velocity to prioritize products or price points that deliver high returns.
Support
For more details or guidance, access the Brand Spotlight Metric Glossary & Video Tutorials link provided within the dashboard.
The Brand Spotlight Dashboard enables cannabis professionals to focus on brand-specific performance, optimize pricing and distribution, and stay competitive in evolving markets.