The product score is a simple way to know the customer's appetite for a product and its triggering effect. It is composed of a score from 0 to 10 which gives the sales potential of a product (i.e. the customer's appetence), these socks have little sales potential they have a score lower than 5, this dress has a big potential they have a score higher than 5. Obviously 0 is really that nobody wants it and 10 is the product that is snapped up.
The score is independent of the period (a score of 3 in December is worth a score of 3 in March) and the number and type of stores where it is sold, no matter if you sell the product in your 300 stores or only 10 or if you sell it in 10 flagships or 10 corners the score will always be comparable. AI is beautiful...
It even corrects for breakage effects, but only up to 50% availability because below that it harms the product image and distorts the score. In this case it is grayed out with its last reliable value.
This is why we talk about potential because an appetence can be very well exploited as well as very badly... it is your actions that will transform the potential into sales volume.
Finally, it is accompanied by a pictogram qualifying one of the 4 types of appetence: Star, Complementary, Niche and Bad. For this, we use the product's ability to trigger the purchase.
The triggering effect?!? In fact it's very simple. When you go into a store, you don't necessarily buy because it's crowded and you shouldn't do it if you listen to your banker... But there is this dress that makes you fall in love with it and decide to go to the store, this dress is the trigger product, the one that will break all your reluctance to start your purchase act. And then, to start with, you will continue with products called complementary that you would never have bought otherwise. These can be direct complements of the trigger, the top and the bottom, or products that you always need but frankly you wouldn't have lined up at the checkout just for them, for example socks (be careful, some socks can trigger a purchase, for example a license).
No product is 100% triggering or 100% complementary but on average it will be rather triggering or rather complementary.
Appetence and trigger will give us 4 categories of products described below and how you should treat the product in buying as in selling.
Star products are the products that have an above-average sales potential (> 5) AND that trigger of the purchase. In this they influence the CR and the Traffic. The best star products (> 8) will qualify as a star gold. | ||
| Complement products are the products which have an above average sales potential (> 5) BUT which do not trigger the act of purchase. They are therefore complementary products. In general they are complementary to one or more star or niche products. In this they influence the average Basket. | |
| Niche products are products that have a lower than average sales potential (<5) AND that trigger a low act of purchase. These are products that are too segmented to generate sales volume. They can be products that are too popular, too fashionable, too expensive, addressed to a community that is too small among your customers (little known licences or out of interest of your customers). A company can purchase them voluntarily, but not controlled they are a source of residual stock. | |
| An offer with a BAD score is obviously problematic. This can be natural for outlets or end of season. |
The universal product score is included in every product sheet. More information on the product sheet here: Product
