GMROI Increase Profitability

GMROI is one of the most important metrics in the retail/supplier world because it allows you to understand both the velocity with which your inventory is turning and the return you are getting on your investment.

GMROI is a measure of inventory productivity that shows the relationship between total sales and the gross profit you earn on those sales in conjunction with the amount of dollars invested in inventory.

GMROI is an abbreviation for Gross Margin Return On Inventory. It calculates the return based on the gross margin from sales. It can be expressed as either a percentage or dollar multiple.

Many retailers calculate GMROI at a product family or department level but it can also be calculated at an individual item level. Expressed as a percentage, it equals gross margin * (sales / average inventory at cost); expressed as a ratio, GMROI equals gross profit / average inventory at cost.

Continuing with the example, if the average inventory at cost equals $100,000, GMROI equals 150 percent: 15 x (1 million / 100,000); in multiple terms, GMROI equals 1.5 (150,000 / 100,000).

GMROI – using it, businesses can manage their inventory levels better

If there is too much inventory of a certain product, it may mean that the product is not selling well; on the other hand, too little inventory may mean lost business. By knowing the relative GMROIs of different products or product families, businesses can manage their inventory levels better and drive gross profits higher.

This does not mean replacing low-GMROI products with high-GMROI products because customers may want both, but rather to have the right inventory mix to maximize gross profitability.

It is closely related to turn. If your turn increases, your average inventory cost will be lower (relative to your profit), and thus the greater the return on your investment. For example, if you purchase $2,000 of inventory and sold it all in the same year for $6,000, your profit would be $4,000.

The return on your investment of $2,000 was $4,000. The GMROI in this example is $4,000/$2,000 = 2.

GMROI is almost always used to identify problem items

GMROI is almost always used to identify problem items, representing a “what should we worry about” sort of ratio. The answer, based on GMROI, is to worry about the items with the lowest return.

It is actually a measure of gross profitability of an item. It is the most widely used productivity measurement for retailers. It is a reflection of the relationship between margins and turns. It affects both cash flow and profit. This is a successful tool to use to increase inventory productivity.

GMROI is a general productivity measure that tells you how much you get in return for each dollar you spent on goods. The GMROI Ratio attempts to communicate the return on inventory investment that the item produces.

Generally, the higher the GMROI number the better the Gross Margin and Turns. It allows businesses to have the right level of inventory in their stores.

GMROI

When I’m meeting for the first time with a potential client I occasionally tell the story of the best year I ever had as a buyer. It was a year I ran a 2% decrease. Don’t get me wrong, I ran plenty of increases over the years, but that was the year I did my best work. I was buying men’s woven shirts, and boy, was it a knit shirt year! It was one of those “duck for cover” times, and my 2% decrease could have easily been a 10% or 15% drop instead. If only I’d been the knit shirt buyer!

It’s easy to measure retail success on sales performance alone. It is the top line after all, the number that every merchant looks at first on Monday mornings. And it’s just as easy to get into the trap of thinking that as long as sales are running ahead that everything else will follow along. Most of the time, profitability and cash flow will follow directly from sales increase, but certainly not always. And what happens when sales are off?

For almost every small retailer, inventory is the prime generator of revenue, profits and cash flow. Inventory typically makes up 70% to 80% of a small retailer’s financial assets. So it only follows that sales, profitability and cash flow are directly linked to a small retailer’s ability to manage their inventory productively.

The key to any merchant’s success is to turn their inventory into cash, at the best possible markup, as quickly as they can, then buy more inventories and turn that into cash as quickly as they can, and so on and so forth. Now, that may be stating the obvious, but sometimes stating the obvious helps strips things back to their essentials.

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Carrying unneeded inventory can decimate profitability and cash flow in a hurry. Not only does excess inventory tie up a lot of cash, but there are day-in and day-out costs associated with that inventory as well. From the expense of financing that inventory, to the costs of markdowns due to age and obsolescence, to the incremental payroll costs of moving it around, packing it up and putting it away to unpacking it and putting it back out, moving it from one spot to another, to the hidden costs of not being able to merchandise more productive inventory in its place, it all adds up, and hits the bottom line each month, each quarter, each year.

Retail Inventory productivity at its simplest can be defined as the amount of sales and gross profit dollars an inventory investment generates over a given period of time, usually a year. And the most basic measures of inventory productivity are inventory turnover and gross margin return on investment (GMROI).

Retail Inventory Turnover

Inventory turnover answers the most basic of questions; how many times was I able to turn my inventory into cash, buy more, and turn that into cash? It’s not enough to know sales volume or inventory levels, it’s critical to relate sales to inventory investment. A sales volume of $1,000,000 a year on an average inventory of $500,000 is one thing, but on an average inventory of $200,000 it’s quite another! It’s the difference between turning your inventory over twice and turning it over five times.

The formula for calculating inventory turnover is pretty straight forward:

Sales (at retail value) / Average Inventory Value (at retail value)

Alternatively, if your system only carries inventory value at cost, you can calculate inventory turnover this way:

Cost of Goods Sold / Average Inventory Value (at cost)

Retail Gross Margin Return on Investment (GMROI)

Gross margin return on investment answers the question: How many gross margin dollars did my inventory investment generate to pay for all of my other business expenses, such as payroll, rent, utilities, insurance, and so on?

Gross Margin Dollars / Average Inventory Value (at cost)

Or, stated as a percentage:

Gross Margin % / Average Inventory Value (at cost)

Or, better still and average weekly GMROI

Average Weekly GMROI = (Profits for the total time period) / (Sum of each week ending inventory cost value)

Math for Merchandising: A Step-by-Step Approach (3rd Edition)

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A couple of technical points regarding these formulas:

Both inventory turnover and GMROI are measures of the productivity of on-hand inventory, so the sales made from non on-hand inventory, such as special orders, needs to be excluded from the calculation.

Both inventory turnover and GMROI is stated as an annual turnover. However, the period being measured does not necessarily have to be a 12 month period. In certain situations, particularly for seasonal items, inventory turnover and GMROI may be measured for a period of a few months, with the result being “annualized” for comparison purposes.

Average inventory at cost is usually calculated by averaging the ending inventories for the prior 13 months. This represents the beginning and ending inventory values for the prior 12 months. Inventory turn and GMROI are dynamic metrics, as sales and inventory levels fluctuate.

While they are frequently calculated annually, to fully utilize them as dynamic merchandising tools it is necessary to measure them quarterly or even monthly, on a rolling basis.