Sell-Out

The quantity of product sold from the retailer's shelves to the end consumer, as measured by point-of-sale (POS) data. Sell-out is the most accurate indicator of consumer demand. It is different from sell-in, which measures stock shipped to the retailer's warehouse.

Why it matters

Sell-out shows what shoppers actually buy, so it is the best basis for forecasts, promotion results and arguments at the range review. Brands that see sell-out by retailer can spot falling sales before they lead to a delisting.