CHALLENGE
A rebrand without the sales dip
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 CommerceIQ Customer Success team and the strategic use of CommerceIQ’s Digital Shelf Analytics platform, the brand developed a systematic approach to tracking visibility, content compliance, and availability at SKU level, pre and post launch, to retain product visibility and digital shelf location.
APPROACH
Three fundamentals, tracked through the switch-over
The manufacturer wanted to measure three ecommerce fundamentals during the transition, each addressed with a designated dashboard in CommerceIQ’s Digital Shelf Analytics platform.
When would SKUs appear?
When the rebranded SKUs would start to appear within retailers
Would rankings hold?
Whether rebranded SKUs would rank in the same positions as the originals
Would content land?
Whether retailers would implement gold standard names and images at launch
Retailer search results · “ready-to-eat grains”
Tracked at SKU level
Listed at the retailer
Same rank as the original
Gold standard names and images
Prior to launch, the manufacturer monitored the average ranking of each outgoing SKU within each retailer using the Easy to Buy fundamental. This data was used in retailer discussions to help ensure search ranking wasn’t affected when new GTINs were listed.
Critically, the dashboards highlighted where retailers hadn’t correctly implemented new product content during the transition, so frontline teams could act quickly and resolve issues proactively with each retailer.
RESULTS
Visibility retained through the rebrand
The manufacturer successfully minimized lost ecommerce sales during the rebranding phase using CommerceIQ category insights, with more than 70% of retailers supporting the initiative.
Of retailers on board
Supporting the rebrand and the aim to retain visibility and rankings
Errors caught in real time
Non-compliant retailers were highlighted immediately
Search tracked at scale
Results that didn’t reflect the switch-over were surfaced right away
