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TERM
MULO (Multi-Outlet)
Syndicated channel that combines multi-outlet retailers.
Definition
MULO and MULO C are combined channels used by data providers to cover grocery, drug, mass, club, and convenience, depending on the variant.
How to Calculate
Select MULO or MULO C in your data portal to aggregate metrics.
Why it Matters
Provides a broad view across major outlets.
Key Advantages
Consistent, comparable tracking.
Example
Brand ranks 5th by share in MULO C.
Use it to
Combine major channels into a single national read to benchmark coverage and performance. Compare MULO results with account or regional cuts to understand where deviations arise.
