Each retailer has its own unique algorithm which delivers search results against your shoppers’ search terms. Over a third of a brand’s online sales will come through shoppers using the search function on the retailer sites and 95% of these come from the first page of search results.
Seeing sales growth decline, a global snacks brand set out to understand how to increase its share of search within a major UK retailer working together with the e.fundamentals Customer Success team. In this particular retailer, the inclusion of key terms within a brand’s product name has a significant impact on if and where your products will appear when a shopper is searching for them.
Using e.fundamentals analytics insights and partnering with the Customer Success team, the brand was able to reverse-engineer the algorithm and identify the key elements impacting organic search in the category and that were missing from the brand's product names and product description pages.
Here are the three things the brand did using e.fundamentals data insights and Customer Success expertise:
After making these content changes, the brand saw substantial uplifts in their organic search placement across the UK retailer and thus increased its share of search.
Inspired by the impact of the changes, the brand asked e.fundamentals Customer Success team to widen the scope of analysis and apply the learnings across other major UK retailers.
Little attention has been paid to what the shift to online means for CPG category managers. We've summarized the 5 principles for successful online category management.
According to a recent survey by the Path to Purchase Institute, 53% of shopper marketing teams report into marketing and 33% report into sales. For a relatively mature discipline across…
Jo Campbell, e.fundamentals SVP of Operations sits down with The FMCG Guys podcast to discuss what data really matters to CPG eCommerce success.
Read our summary of what digital shelf analytics is and why they're an indispensable tool for brand owners looking to grow their category share online.
Trade spend is notoriously prone to inefficiencies, but smart revenue management backed by digital shelf analytics can help dramatically eliminate waste. Read on to learn how.
Retail media advertising is exploding and the space is evolving so rapidly that it’s hard for brands to keep pace. Listen to Ben Taylor, EMEA Head of Omni-channel Commerce at…