A retail sell-through review should decide what to reorder, what to change and what to stop—not simply whether the first order “sold well.” Buyers should review performance by SKU, store/display, packaging condition and margin before repeating the assortment.
Sell-Through Review Checklist
| Review area | What to measure | Decision supported |
|---|---|---|
| Sales velocity | Units sold per period by SKU/store/display. | Reorder quantity and timing. |
| Inventory | On-hand, committed and weeks of supply. | Reorder trigger. |
| Margin | Actual margin after product, packaging, freight and channel costs. | Keep, reprice or replace SKU. |
| Packaging | Damage, shelf presentation, barcode/label accuracy and customer handling. | Packaging changes. |
| Display fit | Footprint, units per display, refill frequency and visibility. | Display/layout changes. |
| Customer feedback | Returns, complaints, repeated questions and positive feedback. | Product/color/function changes. |
| Quality | Defects, damaged units or recurring issues by SKU. | QC or supplier corrective action. |
Reorder Decisions by SKU
- Increase: strong velocity, margin and operational fit.
- Maintain: stable performance with acceptable inventory risk.
- Modify: product performs but packaging, labels, color mix or display needs improvement.
- Reduce/stop: weak sell-through, poor margin, repeated defects or poor channel fit.
What to Send With the Reorder Review
- Best- and worst-performing SKUs.
- Current inventory by SKU.
- Updated quantity target.
- Packaging/barcode corrections.
- Display or shelf photos where relevant.
- Quality issues or customer feedback that should affect the next order.
- Target arrival date and receiving requirements.
Connect Sell-Through to Forecasting
The sell-through review supplies the demand data. The Reorder Forecasting Guide converts that data into a replenishment decision using current inventory, replenishment time and safety stock.
FAQ
Is there one “good” sell-through rate for custom toys?
No. Performance should be compared with the buyer’s channel, price point, season, display location and comparable products.
Should buyers reorder the same assortment automatically?
No. Reorder quantities should reflect actual SKU performance and current commercial conditions.
Can packaging changes improve a weak SKU?
Sometimes, but the buyer should distinguish packaging/display problems from weak product demand before changing the next order.
