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  • Tool ID: 9114
  • Author: OliiR Academy

ROI Revenue Per Facing GMROS

The Revenue per Facing and GMROS tool is built to give Trade Marketing, Category and Commercial teams a clear, fact-based view of which SKUs are earning their shelf space — and which are silently dragging the category down.
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  • Tool ID: 9114
  • Author: OliiR Academy

Tool's Overview

The Revenue per Facing and GMROS tool is built to give Trade Marketing, Category and Commercial teams a clear, fact-based view of which SKUs are earning their shelf space, and which are silently dragging the category down.

It replaces opinion-led range debates with a structured, two-metric productivity view that aligns supplier and retailer thinking on the only thing that matters at the shelf: the return on every facing and every linear foot of space.

What This Tool Does

This tool enables Trade Marketing, Category and Sales teams to:

  • Calculate Revenue per Facing for any SKU — Annual Sales Revenue divided by the number of facings on shelf
  • Calculate GMROS (Gross Margin Return on Shelf) — (Revenue × Gross Margin %) divided by linear feet of shelf space
  • Classify every SKU as Strong, Acceptable, or Weak against user-set thresholds tailored to the market
  • View a portfolio dashboard showing how much of the range is actually earning its space
  • Identify candidates for facing reduction, delisting, or range substitution

It moves shelf productivity from a retailer-only metric into a supplier-side commercial discipline.

When to Use This Tool

This tool is typically used when:

  • Conducting an annual or quarterly range review
  • Preparing a delisting recommendation or facing reduction proposal
  • Benchmarking the supplier's range against retailer expectations on shelf productivity
  • Building a JBP submission that proposes range or facing changes
  • Defending facings in a category review where the retailer is pressuring for SKU rationalisation

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Managers and Heads
  • Category Managers and Category Development teams
  • Key Account Managers preparing JBPs and range reviews
  • Commercial Directors approving range changes and facing allocations

It is equally relevant for brand owners and distributors operating in any market — thresholds adjust to local norms.

How the Tool Is Structured

The tool is organised into six clear working sections:

  • Cover – branded front sheet with reference, version, and use rights
  • Terms of Use – full IP, licence, and disclaimer framework
  • Instructions – step-by-step guidance on how to use the tool correctly
  • Calculator – SKU input table with auto-calculated Revenue per Facing, GMROS, and verdict
  • Methodology Guide – formulas, definitions, and how to set thresholds for your market
  • Dashboard – live portfolio snapshot of Strong / Acceptable / Weak SKUs and averages

This ensures the tool is immediately usable, decision-oriented, and defensible in both internal range reviews and retailer category meetings.

Positioning Note

This tool is most effective when used as part of a regular shelf-productivity review cadence, rather than as a one-off exercise when the retailer asks the difficult questions. Applied consistently, it builds a category-by-category view of which SKUs have earned their space, which are at risk, and where the supplier can defend, expand, or rationalise with credibility.

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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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