How we accelerated eCommerce sales growth for Bahlsen

A data-driven approach helped German biscuit brand Bahlsen drive category growth with UK retailers delivering a 8:1 ROI.

Presented by: 
Josi Mathar2021

CHALLENGE

Bahlsen, a German biscuit manufacturer, chose e.fundamentals digital shelf analytics platform and expertise to help drive its eCommerce sales growth across major UK grocery retailers. The objective for e.fundamentals was to help identify and build Bahlsen’s competitive advantage and evolve the teams’ eCommerce capabilities to drive category leadership.

APPROACH

e.fundamentals’ focused on surfacing the key focus areas for optimizing the manufacturer's product presence online. Through the data gathered in the e.fundamentlas platform, e.fundamentals and Bahlsen were able to identify and benchmark current visibility performance in the category and identify where improvements could be made.

To improve visibility for Bahlsen our technology and expertise supported them to take action across three key workstreams:

  1. Product Basics – The first work stream focussed on optimizing product titles in accordance with priority keywords to positively influence Bahlsen’s search results performance.
  2. Product Benefits – A working group combined e.fundamentals ecommerce expertise with Bahlsen’s product knowledge to create consistent, compelling and retail search optimized content for Bahlsen’s product detail pages.
  3. Retailer Execution – With direct input from e.fundamentals on Bahlsen’s ecommerce strategy and access to full category data the national account manager - buyer relationship grew notably stronger. A great example of how e.fundamentals insights can help build strong win-win relationships with your retailers.

RESULTS

Utilizing the full category data insights from the e.fundamentals platform and combining it with the eCommerce expertise of the Customer Success team at e.fundamentals, Bahlsen optimized its online performance in a matter of weeks. Creating and collaborating on three key workstreams that focused on improving product detail page content, the partnership delivered an ROI of 8:1.

“Working with e.fundamentals means we not only have access to full category data, but also ongoing, strategic support. Together we’ve identified and implemented new ecommerce standards so shoppers get the best experience of Bahlsen online.”

— Juliene Lacrampe, Senior Trade Marketing Manager UK & IR Bahlsen

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