---
name: "retail-jbp-trade-and-sellout"
description: "Use when selling through retailers or distributors where joint plans, trade spend, and in-store execution decide the number."
triggers: ["joint business plan", "trade spend", "sell-out", "promo calendar", "post-event analysis", "shelf audit", "chargeback dispute"]
version: "1"
---
# Retail JBP trade and sellout
Use this when selling through retailers or distributors where joint
business plans (JBPs), trade spend, and in-store execution decide the
number.
## Inputs
The retailer or distributor, the joint business plan if one exists, the
trade budget and promo calendar, sell-in and sell-out data by store or
banner, and the audit or compliance scorecards (perfect-store audits,
chargebacks, return-to-vendor claims).
## Joint business plan
Build or refresh the joint and customer business plan: shared growth
target, the sell-in story that earns the order, the sell-out plan that
earns the reorder, and dated commitments on both sides with compliance
tracking.
## Trade spend
Plan trade spend like money, because it is: budget by lever (promo,
feature, display, revenue-growth-management actions), expected ROI per
lever, and a dated promo calendar. Every promo has a success metric before
it runs. Every incremental dollar goes to its highest return: harmonize
point-of-sale, inventory, and third-party data, and bid levers against
each other.
## Sell-out read
Track sell-out to store level on daily store and item point-of-sale data,
not weekly rollups: green, amber, or red by store or banner, with the
driver named (availability, price, visibility, assortment). Read each
promo against a pre-built baseline with a causal overlay (weather, events,
seasonality). Amber gets a dated fix; red gets a fix plus a review date.
Monitor promos in-flight and reallocate mid-cycle when the read says so.
## Post-event analysis
Close every promo with post-event analysis before the next calendar locks:
actual versus baseline, root cause of over- or underperformance (price,
display size, location, seasonality, timing), and realized ROI per lever.
Feed the read into the next promo plan: replicate and scale the winners,
change or stop the losers. Promo forecasts miss often and by a wide
margin, so the loop is the forecast improving, not the first guess being
right.
## Shelf and money discipline
Hold the shelf standard: assortment, merchandising, and visibility targets
per store, verified by audits not by hope. Failed audits get a dated
correction with a named field owner.
Manage the money after the sale: replenishment against sell-through,
receivables on terms, chargebacks disputed with evidence, and
return-to-vendor claims inside policy. A deduction without evidence is a
dispute, not a cost.
Read launches, space changes, and e-retail sell-out as their own lines:
what shipped, what sold, what the next buy looks like, and the date it is
decided.
Output: joint business plan with dated commitments, trade budget with
promo ROI, store-level sell-out read, post-event analysis feeding the next
calendar, audit corrections, and a receivables and dispute log.
## Fallbacks
No sell-out data means you work from shipments labeled INFERENCE and ask
for the retailer portal or report that closes the gap. No joint business
plan yet means you draft the one-page plan and get internal yes before the
buyer sees it.
Approval gate: nothing goes to the retailer and no trade terms, promo
funding, or price is promised without your explicit yes.