Retail activation measures whether retail partners actively support and sell a brand’s products. Activation includes launches, promotions, visibility, and campaign execution.

Sending assets or information does not equal activation. Activation is measured by partner action in terms of doing marketing and resulting orders.

In short, you want your retail partner to do marketing to help promote your products - and, as a result, help create increased demand causing them to reorder.

Strong wholesale execution tracks activation status and supports timely follow-up to turn campaigns into sell-in.