Mitigating Ecommerce Risks

Find out how using the e.fundamentals platform helped an ambient food brand mitigate ecommerce risks during a recent online food joint venture.

Presented by: 
Josi MatharSeptember 15, 2021

CHALLENGE

In 2020, the UK retailer Marks &Spencer (M&S) launched an online food joint venture with Ocado, a UK-based pure-play grocer. During this venture M&S announced the introduction of a large own-label range and a commitment to price match, thereby creating a competitive new entrant into existing categories that offered a compelling price position to engage shoppers with.

The launch led a large ambient food manufacturer to approach e.fundamentals to help them understand the potential impact on their business through the online retailer and to identify strategies to mitigate the eCommerce risks presented by the venture.

The key risks e.fundamentals were challenged to mitigate were:

  • Identify quickly new category entrants that could directly compete against the client's SKUs.
  • Prevent a loss of sales due to a price focused competitor.
  • Ensure no loss of search visibility as a result of new products being promoted organically or via paid sponsorship on shelf or in search.
  • Asses how shoppers would rate & review the new entrant's range

APPROACH

The client knew it needed category-level data to understand possible eCommerce risks and impacts and so worked together with the e.fundamentals Customer Success team to find answers to a set of key questions using the e.fundamentals platform:

  • Which of their brands were most likely to be impacted by the change in range?
  • What were the implications for their pricing and promotional strategy?
  • Would there be a lasting impact on their brands' visibility through search and if so, how could they take steps to mitigate this impact?
  • How would shoppers rate & review the new range and what would the impact be on the client's position within the category?

RESULTS

Using the e.fundamentals platform the client quickly uncovered which SKUs were most at risk. They were able to easily identify the actions needed to mitigate any damage e.g. adjusting their messaging across relevant product detail pages.

Having access to full-category data allowed the brand to identify a cost per size advantage on key SKUs against the new category entrant. This further helped them validate and refine their retail search and promotional strategies. It was key for the client to continue to deliver value to their shopper base; unearthing this pack-size related advantage through the data was critical to maintaining the brand's category position.

Importantly, using the data insights further highlighted the need for a dedicated ratings and review strategy for specific areas of their range to increase volume and frequency of shopper reviews. The client has been keeping momentum in working with e.fundamentals Customer Success team to define clear steps for devising the strategy and measurable outcomes.

Share

All the digital Shelf Analytics You Need to Succeed at Speed & Scale
See why world leading brands choose e.fundamentals for actionable digital shelf insights

Request A demo

Latest Resources

Does paid retail search help organic SEO? Here’s what CPGs need to know

As CPG brands shift more spend into retail media to win in search, brands need to understand the relationship between paid-for and organic SEO. Here's what you need to know.

Read more

Out of luck with out-of-stocks? How to monitor availability and protect your retail SEO

Minimize stockouts and the negative impact on your retail SEO with our overview and 5 top tips.

Read more

David Murray-Hundley steps down as Chairman of e.fundamentals

e.fundamentals today announced that David Murray-Hundley will step down as Chairman. He is now looking to free up time to refocus on growing early start-up businesses in light of e.fundamentals’ phenomenal success.

Read more

How to create an eCommerce marketing strategy that delivers for CPGs

The goal of an ecommerce marketing strategy is to be seen, heard, and bought. Here's what it takes to create one that delivers for CPGs.

Read more

How to build a data-driven CPG organization, in 5 steps

At a time when more buying is shifting to online, data strategy is rising up the agenda for many CPG organizations. Here are 5 steps for how to embed data-driven thinking across the org.

Read more

MAP pricing for CPGs: How it works, why it’s important, and how to prevent violations

As the US online grocery market becomes increasingly competitive, it’s essential that CPGs monitor price movements. Those with the right tools have a competitive advantage. Here's what you need to know.

Read more

View Our Most Popular resources to help you learn and win on the digital shelf.

the ultimate guide to content management on the digital shelf thumb

The Ultimate Guide to Content Management on the Digital Shelf

Maximize ecommerce sales with optimized Content with our ultimate guide made in partnership with Salsify.

The Digital Shelf Cast - Listen to our latest episode

A monthly podcast for CPGS covering the latest trends in grocery and digital ecommerce.

Digital Shelf Analytics - Buyers Guide

Complimentary Gartner Report Download innovation insight for Digital Shelf Analytics. 
e.fundamentals is the leading digital shelf analytics  provider for CPG brands looking to analyze, measure and optimize eCommerce performance. We turn complex data from hundreds of retailers into actionable insights that enable eCom teams to take fast actions to drive sales and conversion on the digital shelf.

UNITED STATES

Chicago

444 West Lake Street, 
Suite 1700, 
Illinois, 
Chicago, 
60606
+1312 416 8580

UNITED KINGDOM

London

20 St Thomas Street, 
2nd Floor Runway East,
London
SE1 9RS

Members of

CMA SIMA Logo
Copyright © 2020 – e.fundamentals (Inc) Ltd All Right Reserved Reg No. 11020663