June 8, 2011

Remaining Market (ROM)

Remaining Market (ROM) - Each retailer trading area offered by Nielsen/IRI also has a “remaining market”. The remaining market represents that retailer’s competition in that geographic region. This remaining market is important for benchmarking.

To create the remaining market for a retailer, IRI and Nielsen include all competitive stores physically located within the boundaries of that retailer’s trading area. Nielsen calls the retailer’s competitive market the ROM (short for “Rest of Market”). IRI calls it the CRMA (short for “Competitive Retailer Market Area”). The ROM/CRMA gives you a single comparison point for each retailer, a weighted average of all the competitors.

Also see glossary post on Trading Area.

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