MULO Explained: How Multi-Outlet Retail Data Drives CPG Success


Selling your products across Walmart, Target, convenience stores, and other retail locations? Having a holistic view of the market gives you a real competitive advantage. MULO (Multi-Outlet) data is a powerful tool for CPG companies looking to see how their products (and competitors) are performing in different retail settings.

Let's explore how MULO data is shaping the way CPG brands make decisions and drive success.

What Is MULO Data?

Multi-outlet retail data, or MULO, refers to sales data from different types of stores. This includes data from:

  • Supermarkets
  • Grocery stores
  • Drug stores
  • Mass merchandisers
  • Convenience stores
  • Dollar stores
  • Club channels

MULO gives a top-down view of how products are performing across various retailers. It helps businesses understand what customers are buying, where they are buying it, and the overall trends in the market.

CPG brands can use this information to make smarter decisions to meet customer needs and stay ahead in the market.

How Should CPG Brands Use MULO Data?

MULO data offers a range of valuable insights, including:

  • Sales performance: Figure out where you're thriving and where you might need to focus more attention.
  • Distribution insights: Understand your product's reach. Are you well-represented in all channels, or are there opportunities to expand?
  • Pricing intelligence: Get a clear picture of how your pricing strategy stacks up across different outlets and against competitors.
  • Promotional effectiveness: Measure the impact of your promotions across various channels.

Armed with these insights, CPG companies can make more informed decisions around product development, pricing, and distribution.

Example: Let's say you're a snack brand that offers a range of chip flavors.

Through MULO data, you notice that your spicy flavor is outperforming other varieties in convenience stores but underperforming in grocery chains. You also observe that a competitor product is gaining traction in drug stores, a channel where your distribution is limited.

Using these insights, you might decide to increase marketing efforts for the spicy flavor in grocery stores, introduce smaller, grab-and-go sizes for convenience stores, and explore expanding your distribution into drug stores to compete more effectively with your rival.

In short, MULO data helps you position your brand to proactively capitalize on trends, opportunities, and customer preferences.

How to Leverage MULO Data

1. Acquire MULO Data

First, you need to actually get your hands on the data.

Established providers such as Nielsen, SPINS, or IRI are popular options. These companies offer comprehensive retail data across various retail channels. However, there are some differences. Not every provider offers Walmart data, for instance, or includes dollar stores.

So, you’ll want to shop around and  think about your specific needs, budget, and which retail channels are most crucial for your brand.

2. Integrate the Data

Once you’ve ordered the data, you’ll typically get an Excel spreadsheet. While you can analyze it and get some insights here, it’s better if you can bring the data into your analytics tool, and compare it with other data sets.

Daasity integrates data from all sources, including MULO data and other channels like ecommerce and Amazon. This gives you a unified view of your performance across different channels and time frames, and helps uncover deeper insights.

3. Analyze the Data

With your data consolidated, dive into analysis to uncover patterns and insights. Focus on identifying which products are performing well in which types of retail environments, how pricing strategies vary across outlets, and how your products compare against competitors.

4. Act on the Insights

Translate the insights from your data analysis into actionable strategies.

If certain products are underperforming in specific outlets, consider adjustments in marketing tactics or explore different pricing strategies. If the data shows strong sales in a particular region, you might increase inventory allocations or enhance promotional efforts there.

5. Measure and Refine

After implementing changes based on MULO data insights, it's crucial to measure the impact of these actions.

Monitor sales figures, market share changes, and consumer feedback following the adjustments. Continue to refine your strategies based on this ongoing feedback loop. Regularly updating your approach in response to data will help you stay competitive and responsive to market dynamics.

Maximize Your MULO Data with Daasity

At Daasity, we help CPG brands harness the power of their data. And that’s all their data, whether it’s from ecommerce, Amazon, your own brick-and-mortar stores, or retail partners. Our platform consolidates data from every source, providing you with a unified view and actionable insights.

Ready to take your MULO data strategy to the next level? Here are a few ways to get started:

We’d love to show you how you can get more out of your MULO data with Daasity.

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