The Brand Sell-In Narrative is built specifically to support a new item or new distribution conversation. Instead of defending existing shelf space, this flow helps you tell a clear story about why your product belongs on shelf at a specific retailer.
The Brand Sell-In Narrative brings together key shopper insights and product performance metrics to show how your brand performs across the broader market, the value it brings to the category, and why it’s a smart addition for the retailer.
What are the Assumptions of this Flow?
This flow assumes that your product is not currently carried by the retailer or banner you’re targeting. Because of that, much of the analysis looks beyond the focus store to show how the product performs elsewhere, alongside how the category is behaving within the focus store, and the value of your product’s shoppers to that retailer, even if they currently buy your product at other stores
Prompts
To run this Narrative, you’ll be prompted to select a few key parameters:
Required: Product, Category, Store, and Time Period
Optional: Competitive Set
When Should I Use the Competitive Set?
Selecting a competitive set will not change any total category results. The goal of selecting a competitive set should be to sharpen your data story by anchoring your analysis around products that are the most relevant to your specific business goals.
For example, if you're a newer brand in a category, it might not be meaningful or fair to compare your metrics to dominant, well-established players. Instead, you could define a competitive set made up of smaller or similarly positioned brands that more accurately reflect the landscape you're competing in.
Note: Not all cards will factor in the competitive set. Competitive sets are applied where it makes sense to compare across multiple products; some cards already carry enough information for a single focus product, and adding additional products would make the visualization overly dense or harder to interpret.
Topic Cards
This section will review each topic card within the Brand Sell-In Narrative answering the following questions for each card as well as an example for each:
Which report is the card sourced from?
How would I prompt that report to investigate further into this data?
Note: Topic card content can vary to some extent based on the provided prompting. The instructions below reflect Report prompts for replicating the data for flows that use the following prompting: Selected Product, Selected Category, and Selected Date Range. If you have specific questions for Report prompting related to another input scenario (e.g. one that includes a Selected Store), please reach out to your Numerator team.
How did panel metrics impact the YOY change in [Selected Product] [Selected Category] spend (anywhere, not specific to [Selected Store])?
How did panel metrics impact the YOY change in [Selected Product] [Selected Category] spend (anywhere, not specific to [Selected Store])?
Report sourced from: Shopper Comparison → Basic Metrics tab; and Shopper Metrics
How to Prompt the Report:
This report prompting requires multiple reports and calculations. For help on recreating this data please get in touch with your Numerator contact.
How well does [Selected Store] convert total [Selected Category] category shoppers at their stores?
How well does [Selected Store] convert total [Selected Category] category shoppers at their stores?
Report sourced from: Leakage Tree → Benchmark tab
How to Prompt the Report:
How much of Any Product in Selected Category buyer spending leaked from Selected Store during the Selected Date Range period?
By default, in-platform results are sorted by: Descending Household Penetration of closed / converted shoppers
To what extent and where do non-converted [Selected Category] category shoppers at [Selected Store] go to purchase [Selected Product]?
To what extent and where do non-converted [Selected Category] category shoppers at [Selected Store] go to purchase [Selected Product]?
Report sourced from: Leakage Tree and then Shopper Metrics
How to Prompt the Report:
This is done by running a Leakage Tree, creating a Smart People Group from the results, and then running that People Group in a Shopper Metrics report. For more information on how to run and calculate using this report please get in touch with your Numerator contact.
By default, in-platform results are sorted by: descending % of non-converted shoppers buying Selected Product at Selected Store
How do [Selected Product] shoppers (anywhere) demographically compare to current [Selected Category] category shoppers at [Selected Store]?
How do [Selected Product] shoppers (anywhere) demographically compare to current [Selected Category] category shoppers at [Selected Store]?
Report sourced from: Advanced Shopper Profile
How to Prompt the Report:
Start by making a People Group of Selected Product within Selected Category shoppers, not limited to any store. Then make a second People Group of Selected Category at selected Store shoppers.
Then run the report for:
How did [People Group of Selected Product within Selected Category shoppers] compare to [People Group of Selected Category at selected Store shoppers] during the Selected Date Range period?
By default, in-platform results are sorted by: The same order they show up in the Advanced Shopper Profile report
How incremental has [Selected Product]'s growth been to the [Selected Category] category?
How incremental has [Selected Product]'s growth been to the [Selected Category] category?
Report sourced from: Existing Brand Source of Volume
How to Prompt the Report:
What was the source of volume for Selected Product Selected Category purchased at Any Store during the Date Range period?
With the advanced option Year Ago or Prior Period set to Year Ago
Note: The analysis for this card is NOT limited to the Selected Store.
When [Selected Product] shoppers make their next trip to the Selected Category] category, are they returning to [Selected Product]?
When [Selected Product] shoppers make their next trip to the Selected Category] category, are they returning to [Selected Product]?
Report sourced from: Consecutive Purchasing
How to Prompt the Report:
How has trip to trip switching with competitors affected Selected Product within Selected Category during Selected Date Range?
By default, in-platform results are sorted by: Descending Household Penetration of each product
How well does [Selected Product] convert shoppers into the [Selected Category] category across stores?
How well does [Selected Product] convert shoppers into the [Selected Category] category across stores?
Report Sourced From: Requires individual Lapsed Retained New reports run for each product.
Run the report for:
Who stopped (or started) buying Selected Product in Selected Category, from Any Store, during the Selected Date Range period?
Once it’s run, the buckets require additional calculations. For more information on this process please reach out to your Numerator team.
By default, in-platform results are sorted by: Descending Household Penetration of each product
Note: The analysis for this card is NOT limited to the Selected Store.
How valuable are [Selected Product] shoppers (who buy it at any store) to the total [Selected Category] category and total store specifically at [Selected Store] (even though they don’t buy [Selected Product] there) vs shoppers of competitor products?
How valuable are [Selected Product] shoppers (who buy it at any store) to the total [Selected Category] category and total store specifically at [Selected Store] (even though they don’t buy [Selected Product] there) vs shoppers of competitor products?
Report sourced from: Shopper Metrics.
How to Prompt the Report:
Each Buy Rate shown requires its own Shopper Metrics report, one for each combination of Shopper Group and target behavior of the Buy Rate.
For instance, for the Brand Sell-In Selected Product row, first make a People Group of Selected Product in Selected Category purchased at Any Store.
Then run the report using:
What were the key metrics for Any Product in Selected Category broken out by hierarchy level of Selected Category purchased at Selected Store, during the Selected Date Range period?
Using the above People Group in Advanced Options.
By default, in-platform results are sorted by: Ascending category buy rate rank
Key Metrics
Index: A way to compare data against a baseline average
Calculation: (% of Focus Group Households / % of Benchmark Group Households) x 100
Projected Households: The estimated number of households who purchased the item. Calculation: [Household Penetration] x Total Number of Households
Buy Rate: Average spend per Household
Buy Rate on Total Store: Average spend per household on the total store (not limited to selected product or category), among key shopper groups.
Purchase Frequency: Number of times a Household or Panelist buys the product (category, segment, brand, etc.) during the selected time period. Calculation: [Total Number of Transactions with Brand] / [Total Number of Households Buying Brand]
Spend per Trip: The average amount spent on the item each time the item is purchased during the time period analyzed. Calculation: [Total Brand Sales in $] / [Total Number of Transactions with Brand]
Units per Trip: Average number of units purchased per trip at the selected store
Spend per Unit: Average spent on each unit purchased at the selected store
Projected Sales: The total amount spent on a selected item during the time period analyzed, projected up to the entire United States level. Calculation: [Buy Rate] x [Household Penetration] x [Total Number of US Households]
Closure Rate (Leakage Tree): The percent of Households who are shoppers at the selected Store and buy the product anywhere, who purchased the product at the selected Store.
Calculation: [Households who purchased the product at the selected Store] / [Households who are shoppers at the selected Store and buy the product anywhere]
Non-Converted Shopper: Shoppers who shop at a given store, and also buy a specific product or category anywhere, but who do not buy that product or category at that given store.
Brand Shifting: Change in product performance driven by shoppers shifting from or to comparison brands
Category Expansion/Contraction: Change in product performance driven by shoppers purchasing more or less of the category and as a result purchasing more or less of the focus product
Category Churn: Change in product performance driven by shoppers leaving or entering the category
Consecutive Repeat Rate: # of trips where the same product was also purchased on the trip immediately after the product listed divided by total # of category trips immediately following the purchase of the listed product
Category Convert: Someone who did not purchase the Selected Category at Selected Store in the prior period
Category Brand Switcher: Someone who purchased the Selected Category but not the Selected Product at the Selected Store.
Retained Shopper: Someone who purchased the selected product in both the pre and post-period.
Need Help?
If you're having trouble using Narratives or recreating any of the prompting above please reach out to the Support Chat in the bottom right of your reporting or your Numerator Contact if you need help with calculations.
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Last Updated 2/18/2026