The challenge
Building a competitive edge online
Bahlsen, a German biscuit manufacturer, chose CommerceIQ’s Digital Shelf Analytics platform and expertise to help drive its ecommerce sales growth across major UK grocery retailers.
The objective was to help identify and build Bahlsen’s competitive advantage, and evolve the team’s ecommerce capabilities to drive category leadership.
The approach
Three workstreams
to win the digital shelf
CommerceIQ focused on surfacing the key areas for optimizing Bahlsen’s product presence online. Using data gathered in the platform, the teams benchmarked current visibility performance in the category and identified where improvements could be made, then took action across three workstreams.
Product basics
Titles optimized around priority keywords to lift search performance
Product benefits
Product detail page content built with Bahlsen’s product knowledge
Retailer execution
Full category data that strengthened the account manager–buyer relationship
With direct input on Bahlsen’s ecommerce strategy and access to full category data, the national account manager–buyer relationship grew notably stronger: a great example of how insights can build win–win relationships with retailers.
The results
An 8:1 ROI in a matter of weeks
Combining full category data from the CommerceIQ platform with the expertise of the Customer Success team, Bahlsen optimized its online performance in a matter of weeks. Three workstreams focused on improving product detail page content delivered an ROI of 8:1.
Working with CommerceIQ means we not only have access to full category data, but also ongoing, strategic support. Together we’ve identified and implemented new ecommerce standards so shoppers get the best experience of Bahlsen online.
Senior Trade Marketing Manager UK & IR, Bahlsen
