Retaining ecommerce sales during a global rebrand
Presented by:
Josi Mathar — September 22, 2021
CHALLENGE
A global food manufacturer was undertaking a rebranding activity for their ready-to-eat grains range. The aim was to prevent loss in ecommerce sales during the switch-over.
Together with the e.fundamentals Customer Success Team and the strategic use of the e.fundamentals platform, the brand developed a systematic approach to tracking visibility, content compliance and availability at SKU level pre & post launch to retain product visibility and digital shelf location.
APPROACH
The manufacturer wanted to measure 3 ecommerce fundamentals during the transition:
- When would SKUs start to appear within retailers (availability)
- Would the rebranded SKUs rank in the same positions as the originals (visibility)
- Would retailers implement the manufacturer's gold standard names and images at launch (content compliance)
Each fundamental was addressed using the designated dashboard within the e.fundamentals platform e.g. prior to launch, the manufacturer was able to monitor the average ranking of each outgoing SKU within each retailer using the Easy to Buy fundamental. This data was used during retailer discussions to help ensure that search ranking was not affected when new GTIN were listed.
Critically, the dashboards highlighted areas where retailers had not correctly implemented new product content during the transition. This enabled frontline teams to quickly act and, equipped with the insights, proactively resolve any issues collaborating with the respective retailers using the category insights.
RESULTS
The manufacturer successfully minimized lost ecommerce sales during the rebranding phase using e.fundamentals category insights. More than 70% of retailers supported the rebranding initiative and the aim to retain digital shelf visibility and search rankings.
Working closely with e.fundamentals Customer Success team and systematically using the e.fundamentals platform allowed the manufacturer to monitor performance in real time and react to errors quickly and at scale e.g. non-compliant retailers were highlighted immediately as were search results that didn’t reflect the changes in the switch-over.
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 demoLatest 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.
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.
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.
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.
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.
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.
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
The Digital Shelf Cast - Listen to our latest episode
