How can you see every retailer that carries a brand, and how that distribution is changing?
Retailers each use their own product names and site menus, so seeing a brand's full distribution requires resolving every listing to the same brand and owner. Data Purl does this across 400+ retailers, which shows the brand on its own website and across every wholesale partner, specialty retailer and department store in one view, with history.
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What you can see
- The number of retailers listing the brand, over time.
- Assortment size at each retailer, and which categories each retailer carries.
- Price and discounting differences between the brand's own site and its partners.
- Exits and entries: retailers dropping or adding the brand.
Why it is hard to do with raw web data
A raw scrape of one retailer gives you that retailer. Combining many requires matching brand names that are spelled differently, separating sub-brands and licensed lines, and placing products into the same categories. That entity resolution is the work Data Purl does before the data is delivered.
Metrics used
- Share of shelf (online): A brand's share of the products a retailer lists in a category, measured on the retailer's website.
- DTC vs wholesale mix: How a brand's online assortment and pricing split between its own direct-to-consumer site and its wholesale retail partners.
- Channel leakage: Products moving from premium retailers to off-price retailers, a signal of excess inventory and brand-positioning risk.
- Brand-to-ticker mapping: Linking each consumer brand to the company that owns it and to that company's listed security, with ownership changes dated.
How each measure is built: methodology.
See the data for your coverage
Start free in the analytics portal, or talk to the founders about the full dataset delivered to Snowflake or S3.