CRMA is IRI’s term for the overall geographic area in which a retailer operates and is typically used to compare performance of a retailer and its competition. The retailer’s own stores make up it’s Trading Area while the CRMA includes all stores physically located within that geography, defined by counties. The CRMA encompasses both a retailer and its competition.
The CRMA minus the retailer is called the ROM or Rest of Market. The ROM gives you a single comparison point for each retailer, a weighted average of all the competitors and 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.
The ROM or CRMA gives you a single comparison point for each retailer, a weighted average of all the competitors or the market as a whole.
Also see glossary post on Trading Area.
Spins has SRMA geographies for some retailers instead of RMAs. Can you explain the difference between the two?
We aren’t familiar with that acronym, SRMA. We suggest you check with SPINS client service. If you want to reach out to us via email (via the Contact tab) and do a screen share, we might be able to figure it out from context. Please post another comment here if you find out the answer!