Size insights: link your stock to your size chart
If we look at the clothing industry – or other industries that sell products in multiple sizes – size insights are also interesting. People often do not look specifically for a product size but come to you for one of the sizes.
An overview of the sizes sold in the past, for example by product, by brand and/or by product type, we also call a size chart. If you link it to the current stock of a product, you come to an interesting insight: the weighted availability. It expresses as a percentage for how many buyers the matching size is in stock.
The size chart in combination with the weighted availability looks like this:
Suppose that a company purchases sizes XS, S, M, L and XL from the clothing item above. In the past, size XS 10%, S 25%, M 40%, L 20% and XL 5% have been sold.
If sizes XS, L and XL are available, but sizes S and M are out of stock, sales performance is likely to decline. As you can see in the first image above, the weighted product availability will be only 35%, because of 65% of sales relates to a product in size S and M. If the sizes XS and XL are sold out, this has much less impact on sales performance.
Looking at the second example: if sizes XS and XL are in stock, this will have much less negative influence, because the weighted product availability will be 85%. The difference is therefore significantly large.
With insight into the weighted product availability, you can optimize the advertising correctly, for example just for the remaining sizes, and/or adjust your procurement.
Customize your offer or target with the right insights
Depending on which industry you operate in, the above insights can help you optimize your campaigns. By optimizing I mean adjusting your offer or target in advance and/or managing the procurement department better.
In any case, you need to be able to work well with data in order to be able to reach such insights. For small data sets you could do the above in Excel, but I prefer a program where you can process more data, like with a script in R or Python.
However, you can also easily display the above insights in PPC management software in a clear dashboard by product, category, brand or total.
Do you have any questions, comments, tips or tricks? Then I’d love to hear from you.
Tip: Download the guide: From ROAS to POAS and learn how to implement Profit On Ad Spend step-by-step in your campaigns.
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