Summary
Using Digital Shelf Analytics, the team traced the problem to search, optimized its content for branded and generic search terms, and doubled its share of search across retailers.
The challenge
A growth driver losing ground online
The energy drink brand had been highlighted as a key growth driver, yet its sales were flagging across ecommerce.
Looking closer, search performance was at the root of the issue. Product content was missing key branded and generic search terms, and the brand held a 17% share of search across retailers.
01
Search at the root
Search performance was behind the sales slowdown
02
17% share of search
Measured across retailers
03
Missing search terms
Content lacked key branded and generic terms
The solution
Diagnose, then attack the problem
After diagnosing the issue with CommerceIQ’s Digital Shelf Analytics, the brand went after it on three fronts: how its products were named, which terms its content targeted, and how consistently changes landed at every retailer.
01
New naming convention
An all-new brand naming convention built to drive conversion
02
Search-optimized content
Optimized for both branded and generic search terms
03
Compliance tracking
Comprehensive, cross-retailer execution and compliance tracking
Before
With CommerceIQ
17% share of search
Across retailers
Share of search doubled
+100% across retailers
Missing search terms
Key branded and generic terms absent from content
Optimized content
Targets branded and generic search terms
Flagging ecommerce sales
Despite the brand being a key growth driver
86% brand compliance
A 28% improvement, tracked across retailers
The results
Twice the share of search
With new naming, search-optimized content and cross-retailer compliance tracking in place, the brand doubled its share of search and lifted brand compliance to 86%.
Performance results
+100%
Increase in Share of Search
86%
Brand compliance achieved
28%
Compliance improvement
17%
Starting cross-retailer Share of Search
Also improved
Search visibility
Share of Search doubled across retailers
Content consistency
Key branded and generic terms optimized
Cross-retailer control
Execution and compliance tracked together
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