Sainsbury's Case Study
Background:
Sainsbury’s - Britain’s longest-standing major food retailing chain - continually enhances and develops its product ranges and is committed to giving customers an ever improving shopping experience. www.sainsburys.com is an internet-based home delivery shopping service which operates from stores across the UK and provides all relevant product information and images to assist consumers when purchasing.
Brief:
Brandbank was appointed by Sainsbury’s in 1999 to liaise with its supplier communities to create, manage and distribute images and pack information for branded and own label products on the website, making it visually appealing and fully updated with new products, in order to offer consumers a premium online shopping experience.
Execution:
Brandbank receives daily supplier product listings from Sainsbury’s via XML. Following a complicated matching process, a site gap analysis is produced that allows the Brandbank supplier liaison team to undertake supplier contact campaigns. This results in Brandbank processing products to fill the on-site image and pack information gaps. Brandbank feed their results and updates back to Sainsbury’s via XML on a daily basis. Online aisle end product group images are created in the Brandbank studios. We liaise closely with suppliers, who sponsor online aisles, to produce the best creative images within the space available.
Result:
Sainsbury’s online grocery site enjoys continuous growth. The relationship between Sainsbury’s and Brandbank continues with Brandbank developing innovative ways to ensure the Sainsbury’s site coverage percentages stay extremely high. Both companies meet regularly to share information regarding new product launches and promotional schedules to guarantee synchronicity and to ensure that images and data are continuously current and complete. In addition any site re-designs are populated from the comprehensive Brandbank library and high resolution images are made available for instore point of sale and other marketing needs.
