MySupermarket selects Nielsen Brandbank to boost GSK online sales

November 2, 2017 | by Beth Blake

MySupermarket will soon be enhancing its website with additional rich product content, through adoption of Nielsen Brandbank’s Connect service for a selection of GSK’s products.

Now that over half of the UK’s shoppers use online content in their purchasing journeys, it’s becoming increasingly important to be able to provide a relevant and engaging shopping experience – but the standard product pages we see today don’t leave a lot room for creativity or differentiation.

With the Nielsen Brandbank Connect service, MySupermarket will surface a brand new design of product page with rich, relevant product content; including a video, additional marketing copy and up to three high-resolution lifestyle images.

Connect provides brands the tools to differentiate their products online, while enabling retailers to drive the intent to purchase by inspiring their customers’ digital shopping experience.

MySupermarket and Nielsen Brandbank began their partnership in 2012, when Nielsen Brandbank was selected to provide digital product content for the thousands of FMCG products available on their site. MySupermarket saves its customers on average 30% on every grocery shop, through its provision of transparent pricing, promotion and product information; they’re now further enhancing the value they provide their shoppers by surfacing more engaging and informative digital content on their product pages.

Olivia Babbington, Sensodyne Brand Manager at GSK commented: “We’re intrigued and excited by the opportunity to publish rich brand content to our online product pages. We see this as another medium through which we can engage with MySupermarket’s shoppers, differentiate our brand and get a greater return on our marketing investment by making full use of our brand assets.”

MySupermarket’s CEO Gilad Simhony adds “We’ve known for a long time that content powers purchasing journeys in ecommerce and retailers are only just beginning to tap into the potential of rich product content online. MySupermarket’s smart assistant Metrico and consumer site empower brands to leverage their ecommerce performance by tracking and testing content and other variables to keep their strategies sharp and their ROIs high.”

About Nielsen Brandbank

Nielsen Brandbank captures, creates and syndicates digital product content that fuels ecommerce success for our customers, while creating a rich online shopping experience.

Our content distribution network is used by 98% of UK FMCG suppliers, over 100 third party data consumers and hundreds of international grocery retailers. Nielsen Brandbank’s content powers retailer websites, mobile shopping apps, price comparison websites and diet apps all over the world.

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Beth Blake


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