Digital Shelf Analytics can be an overwhelming concept to tackle. Join this easy-to-follow guide to learn how to take the guesswork out of digital merchandising and uncover their lost sales opportunities. And how to continuously monitor market activities to optimize your product experiences and respond faster to market changes.

1. ARE YOU READY TO
ROCK THE DIGITAL
SHELF?
Joakim Gavelin
CEO Detail Online March 2021
A brand manufacture's guide to
digital shelf analytics

2. Agenda
1. How to raise your digital shelf game
2. What is digital analytics
3. Five standout benefits of DSA for brands
4. Five questions to ask when picking the perfect DSA
technology for your brand
5. What's the best technology to achieve your goals?
6. Killer actionable insights…and what they look like
7. Taking the next steps on your DSA journey
8. About Detail Online

3. 1.It's time to raise your
online retail game
Digital shelf analytics (DSA) enables brands to automatically audit their
online reseller channels, analysing the methods third-parties used to sell
their products.

4. In this new digital world,
brand manufacturers must
ensure they present their
products correctly not only in-
store but across the global
digital shelf
We live in dramatically changing times, and
nowhere is feeling the seismic forces of change
more than retail. As consumers lock-down and
socially distance, they are being forced to rapidly
rethink their basic shopping behaviors.
The overwhelming direction of travel globally is
online.
This dramatic shift has huge implications for brand
manufacturers who have, until now, focused their
merchandising efforts on their biggest sales
channel—brick-and-mortar retail. Now, however,
with up to 60% of consumers planning to continue
their new online shopping habits post-pandemic,
the centre of gravity has shifted permanently.
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5. Auditing the global digital
shelf
Ensuring products are in stock, visible, and presented correctly can be an
exhaustive process

6. Ensuring products are in
stock, visible, and presented
correctly can be an
exhaustive process.
Brand manufacturers face multiple challenges like
auditing multiple constantly changing websites
spread across the globe, different time zones, and
other languages.
Amazon, for example, updates its algorithm all the
time. If you can't keep up, your products can
become hard to find or even disappear.
Are they ensuring products are findable? Are they
using the brand's preferred content (images,
videos, text descriptions?)
Is the right content on the first page, second, and
tertiary pages and in the proper order?
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7. Completing the
eCommerce jigsaw
Another enormous challenge facing brand manufacturers is that they
consistently overestimate resellers' ability to get all these details right, and
the stakes are high.

8. All it takes for a product to fall
off the digital shelf is for one
piece of this complex jigsaw
to be incorrect or absent.
In this environment, continually auditing reseller
websites can make a vast difference between
stacking the digital shelf in your favor and your
products disappearing without a trace.
The good news is that brand manufacturers, big or
small, no longer need to attempt manual auditing
of online reseller channels. Some of the biggest
brands have already tried this and shown it to be
an impossibly complicated and time-consuming
exercise.
Instead, they can now audit automatically and in
near real-time, using digital shelf analytics
technology (DSA).
8

9. 2. Here's the lowdown
on digital shelf analytics
Digital shelf analytics (DSA) enables brands to automatically audit
their online reseller channels, analyzing the methods third-parties used to
sell their products.

10. In a nutshell, digital shelf
analytics (DSA) enables
brands to automatically audit
their online reseller channels,
analyzing the methods third-
parties used to sell their
products.
DSA technology provides insights, which, when
actioned, improve key metrics and customer
conversion rates. DSA can also audit competitor
brands' performance and reveal key sales
opportunities.
DSA technology uses software "spiders" to analyze
reseller websites and collect performance metrics
in much the same way that internet search engines
work.
DSA spiders can audit any online reseller —
including marketplaces such as Amazon and
retailer's eCommerce sites such as Tesco, John
Lewis & Partners, or Walmart.
10

11. Digital shelf analytics gives
brand manufacturers a nearly
real-time view of their
resellers' activity (this can be
one reseller or thousands)
simultaneously and globally.
It can translate any language, detect incorrect or
missing product content with laser-like precision.
Best of all, market-leading DSA solutions analyze
all this data and present user-friendly insights that
your brand can act on immediately, adding actual
value to retailers' sales and marketing operations.
A wide range of the world's biggest brand
manufacturers have woken up to the value of
digital shelf analytics..
11

12. 3. Five standout benefits of
DSA for brands
Digital shelf analytics plays a valuable role in helping brand manufacturers
manage their increasingly important reseller channels.

13. Five enormous benefits DSA brings to the table:
13
Maximizing product
'findability.'
2. Harnessingsmart
content
management
Winning the ratings
and reviews battle
Out-of-stockalerts
drive up sales and
protectsearch
ranking
Monitorproduct
pricing

14. 4. Want to pick the perfect
DSA technology for your
brand?

15. 15
• Do you need insights just for hero
products or a wider view?
• Is your product strategy focused on a
select number of hero products and how
resellers perform in specific countries or
markets?
• Or would you rather track hundreds or
thousands of SKUs in multiple regions
across lots of reseller channels?
• Or is it a mixture of both?
• What KPIs would you like to measure?
• Who will use your DSA solution, and what
insights do they need?
• What technologies are you currently using? .
First, ask yourself these questions:

16. 5. What's the best
technology to achieve your
goals?

17. When choosing a DSA
solution, it pays dividends to
determine what technology
they build the platform upon.
That's because the methods used to gather and
process reseller data can affect crucial factors
such as accuracy, reliability, and scalability. For
example, take the case of high-frequency versus
ethical spiders.
High-frequency spiders scrape data from reseller
websites multiple times a day in order to constantly
update KPIs. This may sound like a good idea, but
this approach causes actual problems for
resellers and brand manufacturers alike.
These high-frequency spiders often operate at
peak trading times and arrive in such large
numbers to reduce website speed and cut site
conversion rates. In response, resellers often
install protection software, which produces a
torrent of false data to confuse and deter spiders.17

18. 18
The benefits of high-
quality ethical spiders
The best spiders can analyze
product content to provide the
high-quality insights that brands
need.
They can also check if products
appear in the relevant internal
and external searches and
categories.
Most DSA solutions can double-
check data collected by their
spiders using AI. And if any data
seems out of place, they can
flag it up for a manual check by
a human.

19. 19
Making a case for
cloud
If you're looking for an agile,
scalable, and easy-to-implement
DSA solution, look for one built
and hosted on a secure cloud
platform such as Microsoft
Azure.
Azure is one of the most trusted
cloud platforms available thanks
to its stability, speed, and
reliability.
It is also highly compatible with
other systems, doesn't limit
technology development or your
chosen DSA solution's
functionality.

20. 6. Killer actionable insights
and what they look like

21. The best DSA technology
provides meaningful real-time
insights that your employees
can immediately leverage in
their reseller relationships.
For example, on day one, market-leading DSA can
spot if your hero product's link on Amazon
Germany is broken. Or it can alert your key
account manager if an item is out of stock for click-
and-collect at a specific store.
The best DSA technology can enable users to slice
and dice' data to reveal highly relevant insights into
their role. They also would allow employees to set
up personalized notifications within a few seconds.
The aim should be to automate as many of these
insights as possible.
21

22. 7. Taking the next steps on
your DSA journey

23. The eCommerce explosion
has created opportunities for
brand manufacturers to break
into new markets and reach
more customers.
But it also comes with enormous risks for the
uninitiated and unaware.
If budget or resources are a barrier, brand
manufacturers should start small.
For example, by identifying out-of-stocks in a
particular region reveals how sales opportunities
can be increased, providing proof of concept and
return on investment.
We can then use this success as a launchpad to
truly game-changing DSA adoption.
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24. 24
8. About Detail
Online
Detail Online is an AI technology that
enables brand manufacturers to audit
reseller activity and stack the digital shelf
in their favor.
Our technology takes the guesswork out
of digital merchandising.
It ensures your products get seen and
sold on every reseller's website, every
day, everywhere.
Detail Online is industry-recognized for
delivering best-in-class reseller insights
that are granular, highly accurate,
and immediately actionable.

25. Our unique technology
harnesses big data to locate
the following sales-killers for
every SKU within your global
online reseller channels like:

26. 26
•Mismatched and incorrect product content.
•Search and product placement.
•Inadequate share of shelf
•Problematic customer ratings.
Broken links and 404 pages.
Ratings and Reviews.
Products listed in the wrong categories,
Or having inaccurate descriptions and images.
Availability, are your products out of stock?
Pricing.

27. IF YOU WANT TO CAPITALIZE ON THE ECOMMERCE BOOM,
NEUTRALIZE ONLINE THREATS AND MAXIMIZE SALES
OPPORTUNITIES ACROSS THE DIGITAL SHELF,
contact Detail Online now

28. detailonline.com
Joakim Gavelin
hello@detailonline.com
+46 (0) 706 941 600
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