Insight
Reading Sell-Through After an Activation Wave
Sell-through data often arrives weeks after promoters leave the store. Compare against a baseline week in the same stores, not against a national average. Note stock-outs — a strong activation with empty shelves looks like a failed campaign in the numbers. Pair quantitative reads with three store visits: ask managers what shoppers asked for and what fixtures got moved. Use that blend to decide scale, tweak, or stop before the next booking window.