PPN #31: The Metrics That Matter for Retail in 2025 📊

Hey there 👋

This week, I’ve been thinking a lot about numbers...and which ones really matter for brands looking to win in retail.

Velocity is still the dream, of course. But in 2025, it's table stakes, not the whole game.

The retail landscape has shifted dramatically. Supply chain headaches, the DTC-to-retail pipeline, and the rise of omnichannel shopping have transformed how buyers evaluate which products deserve precious, limited shelf space... and which get relegated to the dreaded clearance section.

Let's break down the three metrics beyond velocity that are actually determining your retail fate right now:

1. Basket-Building Power

It's no longer just about how well your product moves—it's about what happens to the entire basket when your product is in it.

Buyers are increasingly tracking correlation data between your product and other category purchases. They want brands that don't just perform individually but actually drive additional purchases across the store.

For example: When a customer picks up OLIPOP, they're also more likely to grab premium snacks and other better-for-you options. This creates a "halo effect," making OLIPOP more valuable to retailers than velocity alone would suggest.

How to leverage this metric:

• If you're on Shopify, install analytics apps like "Cross-sell & Upsell" that show purchase correlations

• For other ecomm platforms:

• Export your order data monthly and create pivot tables showing which products are frequently purchased together

  • Calculate your "attachment rate" (percentage of orders that include multiple items)

  • Track AOV when specific products are included vs. when they're not

• Send post-purchase surveys asking "What else did you buy or plan to use with our product?"

• Look at customer photos on social media—you'll often spot other brands and products that reveal unexpected cross-purchase potential

Buyers want to see that your product doesn’t just sell off-shelf, but that it brings in the right kind of shopper who fills their basket with high-margin items. A win-win for you and the retailer.

2. Omnichannel Consistency

The second metric that's becoming increasingly important? How consistently your brand shows up and performs across other channels.

Today's most valuable retail partners aren't looking for one-hit wonders that only perform in a single environment. They want brands that drive consistent sales regardless of how the customer shops.

This is particularly powerful for emerging brands because you can demonstrate success in channels you've already established (like DTC or Amazon) as proof of future retail success.

How to leverage this metric:

• Track and compare your conversion rates across ALL channels

• Build your pitch around your strongest channel while demonstrating growth potential across all channels

• Show how you've adapted strategies for different environments without sacrificing brand integrity

Buyers are getting increasingly excited about brands that can convert shoppers regardless of whether they're browsing physical shelves or scrolling on their phone—it signals that they've solved the fundamental product-market fit question.

3. Earned Media Momentum

The third metric gaining significant weight in buyer decisions is your brand's earned media momentum—the organic buzz and recognition you're generating without paid advertising.

In an era where traditional marketing efficacy is declining and ad costs are skyrocketing, retailers are increasingly interested in brands that naturally generate conversation, community, and coverage, because this indicates you have the power of organic demand (aka you’ll get more shoppers coming to their store to shop your products).

This includes:

• Press mentions and features

• Organic social media engagement (not just follower count!)

• User-generated content volume

• Industry recognition and awards

How to leverage this metric:

• Track all unpaid brand mentions across press, social, and industry publications

• Capture and organize UGC in a presentable format

• Monitor social engagement metrics beyond vanity metrics

• Create a "brand momentum" slide in your sell deck that VISUALIZES your growth in earned media

Putting It All Together

The brands winning at retail in 2025 are those that understand buyer priorities have evolved beyond simple velocity metrics. Demonstrating your basket-building power, omnichannel consistency, and earned media momentum gives buyers confidence that you're not just another product—you're a strategic addition to their overall ecosystem.

Next time you're prepping for a buyer meeting, make sure you're highlighting these three metrics alongside your velocity data. The difference could be getting that coveted "yes" instead of a "we'll think about it."

Cheers,

Caroline

P.S. Looking for direct feedback from industry experts? Product & Prosper’s sampling program is the easiest way to achieve actionable feedback from up to 400 industry vets before your next buyer meeting.