Identifying opportunities across the digital shelf to compete successfully


April 15, 2021| by Eleanor Dickinson

We all know that content is king. Shoppers demand and expect quality product content as they progress along their purchase path. Brands that provide relevant content at key touchpoints are the ones that will win shopper trust and come out on top. At the final stage on the path to digitalisation, you need to make sure you are identifying the opportunities across the digital shelf to compete successfully. By supporting the entire product content lifecycle you are equipped to digitalise product content easily across all channels to win the battle.

Fixing the basics

Engaging the shopper with enhanced product content is one way to beat the competition, but you also need to consider the shoppers in store. Is your product positioned correctly on the shelf? Have you maximised your space? How does your product sit against your competitors? Streamlining your approach to category planning is a simple and easy way to fix the basics in order to compete successfully. By leveraging planogram solutions you can revolutionise your category planning, with access to accurate and up to date competitor products, saving you both time and money.

Implementing best practice

So now you have mastered the basics, it is time to unlock growth on the digital shelf. Unfortunately it is no longer viable to manually manage online KPIs and product content management across multiple digital channels. To monitor and fine tune your ecommerce strategy, you need to have instant access to an ecommerce insights analytics platform, that enables you to uncover valuable insights into your products position in your category, and optimise the availability and price and promotion of your products. By uncovering these insights and analysing the data you are able to identify opportunities to compete more effectively across the digital shelf.

Achieving best in class

The next step is to consider innovation. You have mastered how to compete successfully with your existing products, but what about the evolving needs of the shopper? Are you keeping track of the shoppers health and lifestyle needs? The need for transparency and trust? And the change to their shopping habits? You need to have the ability to track your products position against your competitor set and keep abreast of new entrants and shopper needs. This will identify any strengths and weaknesses in your product portfolio and help you discover new opportunities to innovate new products and drive business decisions to create growth for your business.

Becoming world class

Taking the final step to become world class is often the hardest but most rewarding the successful step you will take. It is the step that will take you above everyone else, and enable you to lead the way. In such a competitive landscape that brands face today, taking this step has never been so important. You need to remain ahead of the game, and ensure that you are meeting every one of your shoppers needs, to win brand loyalty and gain sales.

Whether you are looking to simply fix the basics, or achieve best in class, the Nielsen Brandbank team is here to help you on your path to digitalisation and help you compete successfully, by identifying opportunities across the digital shelf. All you need to do is submit your details below and the Nielsen Brandbank team will be in contact to help you take your product to the next level.

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