For CWD-related merch condition measures like “Any Feature CWD”, the percentage points tell us how widely across the market the merchandising condition was met for an item during a given week or period.
To understand CWD-related merch condition measures like “Any Feature CWD”, “Display Only CWD”, and “Any Price Redux CWD”, we asked Circana to explain how a brand or item’s merch condition CWD percentage for each week varies from its standard Category Weighted Distribution percentage.
We know a brand or item accumulates points of Category Weighted Distribution by scanning in stores, and each store is worth a specific number of CWD points based upon the percentage of beer category revenue each store is contributing to the geography’s total beer category revenue.
While a standard “CWD” percentage is tallying percentage points from every store location that a brand or item scanned in during a given week, a measure like “Any Feature CWD” only tallies percentage points from store locations where the brand or item had a feature ad that week.
If an item scans in a store location during a given week, it will accumulate the number of CWD points that store represents. However, it will not accumulate the number of CWD points that store represents to its “Any Feature CWD” tally unless the item met the condition of “Any Feature” during that week, meaning the item was included in an ad for that store during that week.
Thus, if an item scanned at Kroger locations, Albertsons locations, and Wegmans locations in a single week, it would’ve accumulated points of CWD from each location where it scanned. But, if it was only on ad at the Kroger locations, it would only accumulate points of “Any Feature CWD” from the Kroger locations where it was on ad.