What Winning Looks Like When Bringing the Right Content and Analytics to e-commerce Retailers

Bricks and Mortar analytics

E commerce analytics

Why do we need to focus on E Commerce Analytics for our Retailers and our Organizations?

Do you know what retailers are driving growth Do you know what retailers are driving growth? Can you help your retailers by understanding not only which on line retailers are driving growth but the important question of HOW they are driving growth

Bringing insights and leveraging categories that consumers are more likely to buy on line or with Click and Collect can drive your sales Understanding the key drivers for consumers to try new products on line can also make a big impact on your ability to successfully increase sales. Understanding which categories consumers are more open to buying online or with click and collect is important as well as what would help drive consumers to try new products on line.

You can leverage these categories to also drive your sales Leveraging Analytics to guide retailers to items and categories that drive growth. You can leverage these categories to also drive your sales Helping retailers understand the entry point for consumers on subscribe and save will help you leverage your brands with the retailer to grow both brand, category and the overall shopping basket for the retailer. 79% of all consumers buy only one brand per category when using subscribe and save making them some of the most valuable and loyal consumers. Leveraging the categories they are looking for with your retailer can create a winning strategy for both you and your retailers.

The impact in these core categories have had a major impact on bricks and mortar retailers.

How much POS data are you and your retailers seeing? If you are using only Nielsen or IRI data with your retailers you are only able to show them 60% of the actual consumer POS sales Observable POS sales universe grew +2.1% Blindspot POS Sales growth grew +11.7% Are you really able to provide leading insights into your category and brands with only 60% of the sales being captured and not capturing the area that is showing the fastest growth?

Adjusting the your Analytics Spend to match where growth is coming from will allow you and your retailers to accelerate growth Many companies are spending far to much to capture the ever shrinking world of B&M POS while not investing in data resources to help themselves and the retailers accelerate e commerce sales. Most see the spend as incremental costs while sales are flat or declining when in fact the cost for e commerce tools tends to be far less than standard POS tools and they support the fastest growing area for sales to consumers.

Trade Promotions Conversion Rate $ Sales Product Views Share Share Not only has the universe of POS data changed so is what the retailers are looking for in terms of data Retailers are looking for more than the basic casual and share data as they realize in an e commerce world the analytics world has shifted requiring new views in order to create a winning strategy on line Space Utilization Path to Purchase Pricing Content

What some retailers are use to in terms of promotions and measuring the success of them.

Bringing the data and understanding behind How consumers are making their purchase decision on line can help you drive your sales as well as your retailers 14% of Amazon shoppers use sub scribe and save. However these consumers are the most valuable as they tend to be 3+ person households with over $125K in in come and ages 35-44. How are you helping your retailers build a strategy to attract and keep these customers?

Changing the game with e commerce analytics When you flip the script and focus on e commerce analytics with the right tools you change the game in B&M Blue is a distant share to the number one company. However where the growth is coming from Blue is a much larger share vs. that same company. This comes from focusing on the right data and analytics for e commerce and not focusing on basic sales and share POS

Change your data sets to better understand how to drive e commerce sales POS Data Nielsen IRI E Commerce Analytics Product Content Consumer Generate Content Paid Search Measurement and Analytics

Knowing you have to access more data and broaden your view of tools to capture the e commerce landscape where do you start?

Bring what you know about e commerce buyers to the store don’t disconnect the internet from the retailers aisle

Building Analytics for e commerce starts by asking a few questions Do you have a dedicated team in place to work this channel? Is the organization ready to invest in the tools required? Does the organization understand the metrics and methods to create success in e commerce? Can you be transparent to your retailers about your capabilities in managing and measuring the e commerce channels? Have you created a roadmap to understand where your company is and what the pain points are going to be in e commerce?

Often we confuse Omni Channel with E Commerce in today’s selling environment with e commerce sellers having bricks and mortar stores and traditional stores having e commerce sites we have to bring insights and analytics that address both areas equally POS as we have known it is shrinking without supplementing your data you are missing a large portion of sales and an even larger portion of growth What is the value your current single source of data is providing to you? Rethinking the analytics space and branching out to tools that focus on e commerce you will find the value will far out weigh the cost The Rules have changed you now have to think beyond sales trends and towards reviews, ratings, referral domains in order to help your organization and retailers grow