Must Sell Distribution KPI

Must Sell Distribution measures the placement and availability of high priority SKUs, often termed “must sell” or “must carry” products across your active retail base. These products are typically strategic in nature, like flagship items, new launches, or high-margin SKUs.

For consumer goods brands, ensuring consistent placement of must-sell SKUs is crucial for brand visibility, promotion execution, and revenue contribution.

Why Must Sell Distribution Matters

• Guarantees visibility of strategic SKUs at key retail points
  
• Improves off take by ensuring availability of bestsellers or promoted items
  
• Supports campaign execution by aligning on-shelf availability with marketing push
  
• Helps track effectiveness of field force and rep behavior
  
• Indicates territory readiness for new launches and brand priorities
  

How to Measure Must Sell Distribution

The percentage of targeted outlets that stock all or a defined set of must sell SKUs.

Formula:
Must-Sell Distribution = Number of outlets stocking must sell SKUs divided by Total eligible outlets multiplied by 100 percent

Example: If 4,000 outlets are targeted for a 5-SKU campaign and 3,200 stock all SKUs, Must-Sell Distribution = 80 percent

Track this KPI by territory, SKU bundle, or channel type using field app audits, photo validations, or sales data.

What Drives Must Sell Distribution

• Field force behavior and ability to push must sell SKUs
  
• Availability of must sell SKUs in distributor inventory
  
• SKU prioritization and clarity in beat planning
  
• Visual merchandising and retailer education
  
• Use of rep prompts or nudge AI during store visits
  

Let’s explore one key sub KPI: Class A Stores Stock Reported

Sub-KPI: What Is Class A Stores Stock Reported?

Tracks how many Class A outlets (top-tier based on performance or potential) have reported having stock of the designated must sell SKUs.

Why It Matters

• Focuses execution on high value outlets
  
• Shows quality of rep coverage and selling depth
  
• Strong Class A coverage drives bulk of must sell volumes
  

How It’s Measured

Class A Stock Coverage = Class A outlets reporting must sell SKUs divided by Total Class A outlets targeted multiplied by 100 percent

How to Improve It

• Use rep app prompts to log must sell SKUs during Class A visits
  
• Reward reps for full assortment placement in priority stores
  
• Set Class A-specific targets and track coverage separately
  

How to Drive Execution at Scale

• Create outlet specific targets for must sell distribution by cluster
  
• Prioritize Class A and high potential stores for coverage push
  
• Track must sell audits with photo proof or checklist integration
  
• Use store visit workflows to prompt action on missing SKUs
  

How BeatRoute Can Help

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

• Set distribution targets for must sell SKUs using scorecards
  
• Empower field reps with agentic AI workflows that prompt SKU-specific checks, stock confirmation, and nudges in Class A stores
  
• Gamify behaviors such as complete SKU coverage and priority outlet compliance with badges and incentives
  
• Solve gaps with BeatRoute Copilot by identifying Class A outlets with incomplete must-sell availability and guiding corrective action
  

Conclusion

Must-Sell Distribution is a high-visibility KPI that drives both execution and impact. Ensuring consistent presence of key SKUs, especially in Class A outlets, is crucial to campaign success and market competitiveness.

👉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.