Using the Competitor Benchmarking Dashboard

Track competitor performance in your local markets and uncover performance gaps with live benchmarking.

Overview

The Competitor Benchmarking dashboard in Almanac gives you a dynamic way to track how your stores perform against local competitors. It updates daily, allowing you to monitor local market conditions and compare performance trends in near real-time.

This dashboard is ideal for identifying whether trends are store-specific or reflective of broader market shifts. It supports store-level performance reviews, leadership reporting, and evaluating the impact of events and campaigns.

Accessing the Competitor Benchmarking Dashboard

1. Go to the Dashboard tab.
   If you're new, you'll be prompted to create your first dashboard.
2. Click “My Dashboards” → “Create new dashboard”.
3. Set it up:
   - Enter a dashboard name.
   - Search for and select your competitor brands (e.g., Burger King, Wendy’s).
   - Define a radius around your stores to determine local competitors.
4. Review coverage.
   Almanac will show how many of your stores have nearby competitors within that radius.

How the Dashboard Works

Once your dashboard is live, it compares your brand — e.g., Columbia Sportswear — to your selected competitive set.

The top section shows:

• Your stores vs. the competitive set
• Filter and editing options
• Date range and comparison toggle (e.g., year-on-year using the NRF 454 guide)

Key Metrics Displayed

1. Growth Overview

Shows overall foot traffic growth for your brand and competitors, plus the performance gap.

• Your Growth (e.g., Columbia Sportswear)
• Competitor Growth
• Performance Gap – the % point difference between the two

2. Competitor Comparison Table

Displays each competitor brand side-by-side with growth percentages.

3. Growth Trend Graph

Shows how your and your competitors’ growth has changed over time.

4. Market Share Pie Chart

Compares total visits to your stores versus competitor stores across all markets (not limited to proximity).

5. Store Performance Table

Segmented by state or site type, this shows growth, competitor growth, and performance gap at a more granular level.

Using Filters and Customization

You can:

• Use the Filter menu to narrow the view by location, site type, and more.
• Edit your competitive set from the dashboard at any time.

Example Use Case

Say foot traffic at Columbia Sportswear stores has dropped this month. You can quickly compare against competitors nearby to see if it's part of a market-wide trend or something specific to your stores — helping prioritize action and communication.