Total Tertiary Offtake Value refers to the total value of products sold from retail outlets to end consumers during a defined period. This KPI represents true market demand and sell-through performance at the last mile of the sales funnel.

For consumer goods brands, this is the ultimate reflection of how much product is being purchased by customers and provides deep insight into brand strength, category pull, and execution health at the store level.

Why Total Tertiary Offtake Value Matters

• Indicates real consumer demand and brand acceptance in-market
  
• Informs inventory planning and restocking cycles at outlet and distributor levels
  
• Reflects the impact of retail execution, promotion, and visibility
  
• Helps compare performance across territories, SKUs, or campaigns
  
• Aligns brand strategy with grassroots sales activity
  

How to Measure Total Tertiary Offtake Value

The total dollar value of products sold from stores to end consumers across the brand’s network within a given time period.

Formula:
Tertiary Offtake = Sum of retail sales (value) reported per outlet during the specified timeframe

Example: If 1,000 outlets reported sales of $150 each over a week, Total Tertiary Offtake Value = $150,000

Measurement is often derived from outlet-reported data, digital ordering apps, POS systems, or field surveys.

What Drives Total Tertiary Offtake Value

• Product availability and shelf visibility at the store
  
• Field rep follow-up and beat execution discipline
  
• Scheme push and consumer offer effectiveness
  
• Stock freshness and pricing competitiveness
  
• Local promotions, branding, and category relevance
  

How to Drive Execution at Scale

• Set territory and outlet-level offtake benchmarks
  
• Prioritize follow-ups for low-performing outlets
  
• Align rep visits with consumption cycles and peak demand periods
  
• Use weekly dashboards to monitor trends and trigger action
  
• Train reps to log and validate store-level sell-through observations
  

How BeatRoute Can Help

This is where BeatRoute’s Goal-Driven AI framework comes in:

• Set offtake value goals by outlet cluster, territory, or promotional category and monitor real‑time performance through customizable dashboards that integrate ordering history, visibility checks, and sell‑through metrics in one view.
• Empower field reps with agentic AI workflows powered by Order AI, Task AI, and Visual Merchandising AI to guide visit execution ,prompting timely offtake capture, verifying brand visibility compliance, recommending visit frequency adjustments, and auto-nudging follow-ups during both routine and high-impact selling periods.
• Gamify last‑mile execution by awarding points, badges, and leaderboard status for outlets hitting offtake benchmarks, maintaining display presence, and posting timely sell‑through updates  
• Solve sell‑through gaps with BeatRoute Copilot, which flags underperforming outlets or low offtake periods (e.g., “Which stores fell below 80 percent offtake this month?”) and enables managers to take guided recovery actions  
  

Conclusion

Total Tertiary Offtake Value is a critical demand-side KPI that captures real-world customer behavior. Tracking and growing this metric ensures brands stay relevant, visible, and consumer-centric at every outlet.

👉This KPI is a core execution metric recognized across the global consumer goods and FMCG industry. It is widely used to measure field performance, outlet-level impact, and sales execution effectiveness. Tracking this KPI helps retail brands align local and national execution with broader business goals like growth strategy, market expansion, and profitability.