gmroi formula: 12 Critical Retail Industry Performance Metrics & KPIs 2022

lost sales

Measures growth (%) of this year over last year for the same stores that traded for the same period. Take the online video course on retail math, and learn how the different metrics connect to each other, and see the applications through business examples. This is a cheat sheet for the most important retail math formulas used in retail & e-commerce businesses. Many retailers are adding new revenue streams such as subscriptions and advertising.


Under traditional retail industry performance metrics, these high-margin revenue sources mask the actual profits from retail operations. Profit per Transaction separates the two and restores management insight into store and product performance. GMROI demonstrates whether a retailer can make a profit on their inventory.

Even though online gmroi formula Rates are much easier to measure than in-store rates, web operations have notoriously lower conversion rates that hover around 3%. Once traffic counts are measured, the Conversion Rate is a simple ratio of the number of transactions to the foot traffic during a given period. A retailer can make month-to-month and year-over-year comparisons of Foot Traffic counts to gauge how well its marketing campaigns drive awareness and interest among customers. Even without historical data, benchmarking efforts can produce quick results. Despite its importance, Foot Traffic has always been a difficult KPI for the retail industry to measure consistently.

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  • While having a GMROI over $1 shows that you are making a profit on your inventory, it may not be enough to cover your total business costs.
  • Namely, because each unit of inventory generates a higher profit, considering the average inventory cost, the average inventory investment will be higher.
  • This is the difference between what an item costs and what it sells for.
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If all things are equal, when prices increase, total sales decrease. That’s the law of supply and demand at work, meaning that if the price was set too high and people stopped buying your product, your GMROI would decrease. Although the food and beverage industry has had notoriously low gross margins on inventory, the graph below makes it clear that this doesn’t apply to every vertical. In fact, Supermarkets, Gas, and Convenience retailers have a higher GMROI benchmark than most retailers on this list.

So when you are trying to set a benchmark for your business, look at the relevant retail segment or product category you belong to. This can help you reduce your business costs that can cut into your GMROI. Just understanding the difference between a sales forecast vs a demand forecast can help develop methods to increase GMROI and cut down on your inventory costs.

Retailers that deal with vendors that dictate costs or those in highly competitive markets will experience lower GMROI. Conversely, specialty retailers that are more vertically integrated and manufacture their own products will see a higher GMROI. You can have a very healthy GMROII, but still, be losing money due to malinvestments in other areas. GMROI stands for Gross Margin Return on Investment and is usually used in the retail industry for analysing and calculating the profitability of inventory purchases.

Why is GMROI important for retailers?

This metric allows them to know how much they’re earning on for every dollar they invest. As such, if the inventory isn’t selling well, that means that it may be priced too high. Also known as inventory turnover, stock turn is the number of times stock is sold through or used in a given time period.

An total lower in inventory price results in a lower price of goods sold. With all different accounts being equal, an even bigger gross profit can translate into higher profits. It takes Cost of Goods Available for Sale and divides it by the number of units out there for sale (variety of items from Beginning Inventory + Purchases/manufacturing). GMROI is a planning and choice making software used by the retailers to calculate their revenue from the funding made. GMROI also known as as GMROII stands for Gross Margin Return On Inventory Investment.

Typically, inventory makes up about 70 percent to 80 percent of a retail operation’s financial assets, meaning that it can be the largest drain on your cash. So, it makes sense that the health of your business is directly linked to how well you manage your inventory. For example, XYZ would check GMROI for boots and shoes and accessories individually to ensure she is getting the most return on her investment. Calculating GMROI by category is powerful because overall numbers may initially seem good.

Gross Margin Return on Investment is the ratio between gross margin dollars and the average inventory costs. Take a retail business that had $500,000 in annual sales, and the cost of goods sold was $300,000, with an average inventory cost of $100,000. Did you know that you can turn inventory into cash that is above the price of the inventory? Divide the sales by the average cost of inventory and multiply that sum by the gross margin percentage to get GMROI.

  • Calculate the gross margin of the item—or the web sale of goods minus the cost of items bought.
  • Each industry has a different average GMROI, which means you should consider that in determining your inventory health as well.
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Since sales and stock levels often fluctuate throughout a yr, the 40 days is an average from a earlier time. To calculate your inventory turnover ratio, you have to know your cost of products sold , and your average inventory . Inventory turnover is an particularly necessary piece of information for maximizing efficiency within the sale of perishable and different time-delicate items. Some examples could possibly be milk, eggs, produce, fast style, cars, and periodicals. However, the investment costs will be different depending on the scenario and the final objective.

What Is the Formula for Calculating Profit Margins?

After all, retailers invest in merchandise hoping to sell it at a profit. As such, the GMROI formula is used to evaluate how successful retailers are in getting a return on their inventory. If you don’t know your numbers around inventory or if you’re not aware of what your customers like and dislike, then you could be losing a lot of money.


Any product with a GMROI of less than 1.0 loses the retailer money. The temptation to optimize this KPI by tightly managing inventory levels can be counter-productive. The effect could be an immediate loss of sales due to stock-outs and long-term business declines due to customer dissatisfaction.

Using GMROI To Evaluate Your Inventory Investment estimates is a good “counterbalance” metric to gauge if you are trying to run too lean on inventory, especially for top-selling SKUs. According to him, lost sales “can be estimated by the days a SKU is out of stock X the average or expected sales rate. Knowing the answers to such questions will enable you to make better decisions when it comes to what products to stock up on or which items to discontinue. GMROI is so important to measurement the how much inventory has gained after covering the inventory cost. If you want to show your inventory success ratio then it can be helpful for you to show that.

average assortment period

It measures how productively you’re turning inventory into gross profit. A higher GMROI indicates greater profitability and increased inventory efficiency. Among the many approaches to calculating Customer Lifetime Value, a simple method is to divide the average monthly per-customer gross margin dollars by the monthly churn rate. In such a case, especially for retailers, timely cutting of inventory cost can be a strategy to boost GMROI massively. One of the key aspects is always keeping inventory units in a cost-efficient manner.

In-Stock Percentage

The gross margin may also be stated in dollar terms rather than in percentage terms. At the end of the fiscal year, the company has an average inventory cost of $20 million. This firm’s GMROI is 3.25, or $65 million / $20 million, which means it earns revenues of 325% of costs. Company ABC is thus selling the merchandise for more than a $3.25 markup for each dollar spent on inventory. Once you’re done, divide the sales by the average inventory cost ant times that by the gross margin % to get GMROI. The accounts turnover ratio is calculated by dividing whole web gross sales by the common accounts receivable steadiness.

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Remember, your average inventory is just the item price plus freight charges and additional taxes . To put this into perspective, some retail businesses will run promotions to attract new customers. This approach may work to bring new customers in and create profitable long-term relationships but, it may also only attract bargain hunters. Viewed by product category, the KPI lets buyers identify products that generate higher accessory attachment rates.

How to calculate the Gross Margin Return on Investment?

The general principle dictates the gross margin return being most applicable to industries heavily relying on the stock. The retailing industry is the most appropriate for GMROI consideration in such a case. GMROI is one of the most widely used metrics for retail inventory management. It shows how much gross profit inventory investments produce and can be used to compare product categories, departments, SKU-s and other classifications. If you’re never heard of it, read on – chances are, you have low hanging fruits to improve your bottom line.

When identifying the cost of marketing efforts, including execution costs – printing, ad spend, production, et al. – as well as the cost of any internal and external resources. Discounting the cost of execution will falsely inflate the MROI, resulting in unsuccessful marketing investments that don’t actually grow profit. And the longer this inventory sits on the shelf, the lower its GMROI, especially if it started at a fairly low level to begin with. The more considerable excess inventory a retailer maintains, the less efficient the business is in turning investment into profit. Inventory management or improve buying decisions by comparing different SKUs, departments or product categories and measure their respective ROI.


If items are being sold with a GMROI value of greater than 100%, the store is making a profit, however it is typical to see a well-run store with a GMROI over 300%. The North American Retail Hardware Association’s Cost of Doing Business Study considers GMROI one of the most important tools in determining how profitable your business can be. And by knowing the GMROI of your store, a department, or a specific product, you can make decisions and take steps toward improving your business’ bottom line. Calculating inventory turns in Excel is not an overly complex process either.

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