Retailer Data Overview

💡Use this handy guide to understand more about SKUtrak’s Morrisons connector.

Morrisons brings in £45 rule and it started 'from Friday morning' - Birmingham Live

About this data source
SKUtrak collects data from Morrisons directly from their database as part of our partnership. SKUtrak data is reconciled with the same information available in the Supplier Data Hub, ensuring consistency and accuracy. The data is updated daily in the morning.

Status page

Please use this link to access our status page on all retailer data feeds and please ensure to subscribe to our email updates.

Historical data overview: Morrisons

Use this matrix to see an overview of historical data available when SKUtrak is first connected, determined by the number of days or weeks of data available per measure.

Measure		Days	Weeks
Estate Level	Store Stock	728	104
Estate Level	Availability	728	104
Estate Level	Sales Value	728	104
Estate Level	Sales Volume	728	104
Estate Level	Average Price	728	104
Estate Level	Average Stores Ranged	728	104
Estate Level	Stores Scanned (Weekly)		104
Estate Level	Rate of Sale Volume	728	104
Estate Level	Rate of Sale Value	728	104
Estate Level	Lost Sales Value	728	104
Estate Level	Lost Sales Volume	728	104
Estate Level	Lost Sales % (Value)	728	104
Estate Level	Lost Sales % (Volume)	728	104
Estate Level	Stock Cover		104
Depot Level	Supplier Service Level	728	104
Depot Level	Supplier Ordered	728	104
Depot Level	Supplier Matched	728	104
Depot Level	Supplier Credited	728	104
Depot Level	Depot Service Level	541	78
Depot Level	Depot Ordered	541	78
Depot Level	Depot Matched/Satisfied	541	78
Depot Level	Depot Credited	541	78
Depot Level	Depot Stock	541	104

Store Level	Sales Value	731
Store Level	Sales Volume	731
Store Level	Rate of Sale Value	731
Store Level	Rate of Sale Volume	731
Store Level	Store Stock	28
Store Level	Waste Value	728	104
Store Level	Waste Volume	728	104
Store Level	Waste Value (Markdown)	28	52
Store Level	Waste Value (Bin Waste)	28	52
Store Level	Waste Volume (Markdown)	28	52
Store Level	Waste Volume (Bin Waste)	28	52
Store Level	Wastage % (Value)	728	104
Store Level	Wastage % (Volume)	728	104

Morrisons data glossary:

Metric	Definition	Origin
Sales Value	Electronic Point of Sales (EPOS) value recorded	Retailer
Sales Volume	As above in units	Retailer
Rate of Sale Value (RoS)	EPOS daily sales value recorded for each store ÷ by either stores ranged or stores stocked	SKUtrak
Rate of Sale Volume (RoS)	As above in units	SKUtrak
Average Selling Price	Sales Value ÷ by Sales Volume	SKUtrak
Waste Value	Bin Waste at retail price	Retailer
Waste Volume	As above in units	Retailer
Waste Value %	Wastage Value as a % of Total Sales Value	Retailer
Waste Volume %	As above in units	Retailer
Waste Value (Markdown)	Total value of markdown reductions	Retailer
Waste Value (Bin Waste)	Total value of bin waste at retail price	Retailer
Waste Volume (Markdown)	Total volume of markdown reductions	Retailer
Waste Volume (Bin Waste)	Total volume of bin waste at retail price	Retailer
Availability %	The % of stores ranged where stock > 0 at the end of day	Retailer
Lost Sales Value	IF no stock showing in-store and no sales recorded on the day = Lost sales calculated by taking the average rate of sale on the day for stores with stock IF no stock showing in-store but some sales recorded on the day = Lost sales calculated by subtracting the amount sold from the average rate of sale for stores with stock	SKUtrak
Lost Sales Volume	As above, in units	SKUtrak
Lost Sales Value %	Lost Sales Value, as a % of Total Sales Value	SKUtrak
Lost Sales Volume %	As above in units	SKUtrak
Supplier Ordered	Number of cases ordered into depot	Retailer
Supplier Matched	Number of cases delivered into depot	Retailer
Supplier Credited	Number of cases not fulfilled	Retailer
Depot Inbound %	% of cases ordered which were fulfilled	SKUtrak
Depot Ordered	Stock units ordered from depot into store on the original order date	Retailer
Depot Matched	Stock units delivered from depot into store	Retailer
Depot Credited	Stock units not fulfilled from depot into store	Retailer
Supplier Inbound %	% of stock ordered which was fulfilled from depot into store	SKUtrak
Depot Stock	Stock units in depot	Retailer
Store Stock	Stock units in store	Retailer
Stock Cover	Number of days that current stock quantity in depot & store would last, based on the current sales forecast	Retailer
Average Stores Ranged	Total number of stores a product is ranged in	Retailer
Stores Selling	Total number of stores which sold a product on a given day	SKUtrak
Sales Forecast	The sell-out sales forecast (in units)	Retailer
Order Forecast	The retailer order forecast (in cases)	Retailer

FAQs

Q: How are online sales broken out for Morrisons?

Online sales for Morrisons are available and categorised as 'virtual stores.' These sales are broken out into a specific format, which can be filtered within the data, allowing for detailed analysis of online performance.

Q: Can I see ‘Morecard’ sales?

Currently this is not available in the core data feed.

Q: Why does Supply Hub data not reconcile with SKUtrak?

The Supply Hub data does not reconcile with SKUtrak because the formats differ in wholesale. Currently, wholesale data is not shared, but efforts are underway to make it available. Additionally, the sales shown in the Supply Hub reflect the till price, whereas the core data in SKUtrak shows the full price before any promotional discounts are applied or deducted.

Q: Why don’t we receive daily data for Morrisons?

We rely on the same source as the Supplier Data Hub, which depends on Morrisons providing the data.

These particular stores operate a separate EPOS system, and it appears this data will not be integrated into Morrisons’ systems for the foreseeable future.

However, we do track movements from Morrisons’ supply chain into the warehouses servicing these stores, which are represented as wholesale sales. While these sales are not currently visible on SKUtrak, we are actively working on this functionality and expect it to be available within the next year.