Depth Selling

Depth selling focuses on increasing the quantity ordered per SKU per outlet, as opposed to range selling which increases the number of SKUs. If a retailer currently orders 2 crates of 500ml curd per visit, depth selling aims to move that to 3 or 4 crates by demonstrating the demand data: "You sold out by Day 3 last week; order 3 crates to last the full visit cycle." Depth selling prevents stock-outs between calls and grows per-outlet revenue without adding new outlets.

In Indian dairy distribution, depth selling is especially critical because the DSR visits each outlet only 2-4 times per month, and a stock-out between visits means lost consumer sales and potential brand switching. The optimal depth order should cover demand until the next scheduled call, factoring in the product's shelf life. A DSR pushing 7-day inventory of a product with 5-day shelf life is doing damage, not depth selling.

Modern SFA platforms support depth selling by showing the DSR each outlet's historical order pattern and suggesting the right quantity. Combined with weighted distribution data, brands can identify high-value outlets with shallow orders, the biggest depth selling opportunities, and target them with specific DSR incentives.