# Wholesale + Retail Reports

*The data of the wholesale reports is provided by* [*Muffin Data*](https://www.muffindata.com/)*™*

### **Basic Definitions**

**Product**: We think of the standard product as the entity, which has among other things, a name, a UPC, and a [SKU](https://en.wikipedia.org/wiki/Stock_keeping_unit). The same product might have multiple SKUs across the different retailers, so there are edge cases. Shopify as you know has products with variants, and the variants have SKUs — and multiple products might share the same SKU. 

**Account**: Refers to the Parent Reporting Account which often directly equates to the name of the retailer (e.g. Albertson, HEB, etc)

**Distribution Center**: *(most likely UnFi or Kehe)* The location from which you can approximate velocity based on the shipped and ordered units from an account if you do not have direct POS Scan data.

### Key Metrics

<table><thead><tr><th width="154">Term</th><th>Description</th><th>Examples</th></tr></thead><tbody><tr><td><strong>Stores Selling</strong></td><td>Individual number of ACTIVE stores you are selling at</td><td><em>Also known as POS (Points of Sales) or doors</em></td></tr><tr><td><strong>POD</strong></td><td>Points of Distribution: POS * SKUs</td><td><em>Highlights how many distribution points you have as a company within a store</em></td></tr><tr><td><strong>POS Sales Dollars</strong></td><td>Revenue of retailer</td><td><em>The revenue Whole Foods Store on 24th St. makes from selling one Protein Bar 12-pack chocolate</em></td></tr><tr><td><strong>POS Scan Velocity</strong> <em>(Units Sold Per SKU per Store per Week)</em></td><td>The # of products sold per individual store per week</td><td><em>“Our velocity for WholeFoods 24th St for Protein Bar 12-pack chocolate was 10 last week”</em></td></tr><tr><td><strong>Distribution Center Velocity</strong></td><td>The # of products or cases shipped by individual Distribution center per week/month</td><td><em>"Our KeHe Portland location has a ship_to velocity to Albertson of 1000 cases a week"</em></td></tr><tr><td><strong>Units Sold Per Product</strong></td><td># of units sold per product</td><td><em>Protein Bar 12-pack chocolate sold 100 times yesterday</em></td></tr><tr><td><strong>Units Sold</strong></td><td># of units sold<br>Can be either POS based OR distributors shipped (units sold is calculated differently per store)</td><td><em>We sold 2000 units across all SKUs yesterday</em></td></tr><tr><td><strong>POS Revenue per Product per Store Selling per Week</strong></td><td>Retailer revenue per Product per store per week</td><td><em>As Whole Foods 24th St, I made $1000 in Protein Bar 12-pack chocolate Sales last week</em></td></tr></tbody></table>

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