Primary is dispatch.
Secondary is
the real market.
Capture what the distributor actually sells to retailers, SKU by SKU, so you see true demand, catch the SKU stuck in the godown, and measure whether a scheme moved stock or just moved it onto a shelf.
Supply Chain & DistributionYou ship to the distributor
and then you are blind.
Secondary capture lifts the blindfold — real sell-out by SKU, outlet and beat, so planning, schemes and reorders run on demand, not on dispatch.
Two numbers that rarely match.
What you dispatched into the distributor and what the distributor actually sold out to retailers sit side by side. The gap is stock sitting in the godown — and it tells you far more than a primary target ever did.
From the distributor's own billing.
Secondary sales flow in as the distributor bills retailers — through the DMS, van sales or a lightweight retailer-order feed — so the data is a by-product of normal billing, not a form someone has to fill.
Slow-movers and hero packs, named.
See the SKUs moving off retailer shelves versus the ones piling up, by outlet class and town, so purchase and dispatch chase real sell-out — and the slow SKU is liquidated before it ages, not re-pushed into a full godown.
Did the scheme actually sell through?
Because you see sell-out, you can tell whether a scheme moved product to the consumer or just parked it at the retailer — and reorder suggestions run on secondary velocity, so the next dispatch matches what the market is taking.
Questions, answered.
Secondary sales is what the distributor actually sells to retailers — as opposed to primary, which is what you dispatch to the distributor. Tracking it shows true consumer demand, so planning, schemes and reorders run on sell-out instead of dispatch.
The gap between dispatch and sell-out shows stock stuck in godowns, which SKUs are slow versus hero packs by outlet class and town, and whether a scheme reached the consumer or just loaded the retailer.
Reorder suggestions run on secondary velocity so the next dispatch matches real demand, and scheme ROI is measured by true sell-through — not by how much stock you pushed into the channel.
As complete as distributor billing coverage. In a typical rollout 85-90% of billing outlets report SKU-level secondary; we state coverage explicitly so you know what is measured and what is estimated.
Teams that switched, tell it better.
Earlier I noted leads in a diary at night and half of them were lost. Now I just speak to Kini AI after each visit — the lead is recorded with the outlet and quantity, scored, and my follow-up is set before I've even left the shop. Nothing slips any more.
Kinematic's analytics changed how we plan. We see beat coverage, conversion by zone and pipeline health live — so territory and sales strategy decisions are made on this month's data, not last quarter's reports. Reviews that took days now take an hour.
Ready to see
it in action?
Tell us about your field team and we'll set up a personalised demo — showing exactly how Kinematic maps to your workflows.