mySupermarket

© mySupermarket Limited 2016. All rights reserved
Grocery Digital shelf management and optimization
Gilad Simhony
September 2016

 About mySupermarket
 Digital shelf management and optimisation for FMCG Brands/Manufacturers
 Digital shelf management and optimisation for FMCG Retailers
Agenda

About mySupermarket.co.uk

For Consumers in The UK: FMCG Basket Comparison and Optimisation
Where to buy?
What to buy?

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12
UK Food & Grocery Websites Ranking by Visitor Numbers
1
Data as of end-of-2015.
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7
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9
10 1,500 additional websites

mySupermarket in The News
“Make savings on your food shopping by keying in
your list at mySupermarket.com.”
“The price per kg is down from £8.73 last
December to £7.80 according to
mySupermarket.com.”
“Switch your bills and save £3,000 in a year.”
“A basket of goods including a frozen turkey,
red wine, chocolates, nuts and sprouts would
cost £30 if you bought it the week before
Christmas, according to three years of prices
tracked by mySupermarket, a price
comparison website, but £35 one month
before Christmas.”
“Christmas dinner to cost less in 2015… The
findings, from price comparison site
mySupermarket, are based on average prices
across branded and unbranded goods in the
major food retailers in the UK.”

We use our supreme technology, data and
knowledge to help FMCG brands and retailers
to boost and optimise their e-Commerce
results across leading markets

Digital Shelf Management and Optimisation for
FMCG Brands/Manufacturers
Fix The Basics Track and Manage
The Digital Shelf
Understand The
Online Shopper
Test and Optimise

Fix The Basics

Control the Shopper Experience
*Illustration
• Manage your portfolio
across retailers’ websites
• Make sure your products
are being presented
properly

Manage Your Online Portfolio Across E-Grocery Retailers
*Illustration

Track and Manage Portfolio Presentation and Content Compliance
across Retailers’ Sites

Manage The Digital Shelf

Manage Portfolio Availability by Retailer and Branch
*Illustration

Understand Product Shelf Placement Across Retailers’ Sites
*Illustration
10%
Share of the 1st page in the ‘Milkshake’ category Presentation in the 1st page

What are Your Products’ Share of Search Results?
*Illustration
Share of the 20 first search results of ‘Milkshake’:

Track Your and Your Competitors’ Pricing & Promotions

Verify Your Nutritional Data and Compare it To Competitors

Gauge Ratings of Your Products and Compare to Competitors
ASDA Smartprice Fish Fingers (10 per pack - 250g)
5052449156249
4.7Sainsbury's Basics Fish Fingers (10
per pack - 250g)
0000001148299
(33)
+0.5
1
2
3
4
5
Jan-16 Apr-16 Jul-16 Today
Rating Overtime
Sainsbury's ASDA
July ’16
Sainsbury’s 4.2 (24)
ASDA 2 (8)
Matched Products:
ASDA Smartprice Fish Fingers (10 per pack - 250g)
5052449156249
+9 from last period
Sainsbury's Basics Fish Fingers (10 per pack - 250g)

Analyze Your Products’
Reviews Content

Understanding The Online Shopper

Where are Users Buying From? Shopper Journey Report
28,0%
20,4%
37,6%
MSM Avg.
Toilet
Laundry
37,7%
29,3%
33,6%
MSM Avg.
Toilet
Laundry
27%
40%
17%
MSM Avg.
Toilet
Laundry
7,6%
10,5%
11,9%
MSM Avg.
Toilet
Laundry

*Illustration
Cereal 36.4%
Cereals 7.2%
Cheerios 5.5%
Shreddies 5.1%
Breakfast Cereal 3.4%
Shredded Wheat 3.1%
Cookie Crisp 2.5%
Breakfast Cereals 2.4%
Search Term
% from
Search
Cereal 20.4%
Weetabix 7.8%
Cornflakes 4.5%
Cereals 4.4%
Bran Flakes 3.8%
Special K 2.9%
Coco Pops 2.2%
Breakfast Cereal 1.9%
Search Term
% from
Search
BRAND SEARCH TERM ANALYSISCATEGORY SEARCH TERM ANALYSIS
Search Term Analysis by Brand and Category
What search terms are shoppers using before buying yours & your competitors brands?

Demographics
Gender, age and location of your shoppers
General spending
The amount they spend each time they shop
Category Penetration
The other categories they tend to buy from
Brand Penetration
The other brands they tend to buy
Shopper Profile Report
Who is your shopper, what else are they putting in their basket, how can you recognize them during
their shopping mission?

Test & Optimise

A/B Testing Improve Your Brand’s Presence and Drive Sales
4D images
VS.
Labels
VS.
Atmosphere
VS.
Richmond Mini Meatballs – Perfect for Kids Teatime
Richmond Mini Meatballs (40 per pack – 400g)
Description
VS.

mySupermarket can rework your images to bring out the
core messaging
PURINA ONE SENSITIVE TURKEY & RICE (800G)
THE IMPACT OF STRIPPED BACK PACK SHOTS- % ADD TO
BASKET
Original New
*CaseStudy
How Should my Packaging be Displayed Online?
Are my product images doing my brand justice?
Bringing out the core pack messages: July 2015

0,47%
0,55%
0,51%
0,75%
0,00%
0,10%
0,20%
0,30%
0,40%
0,50%
0,60%
0,70%
0,80%
Desktop Mobile Web
Original Image New Image
A/B Image test results can be broken down
by device to show the impact of product
image on shopping decisions when using
both mobile devices and desktop.
Optimise images by Device
+9%
+36%
Original New
*Illustration

Taxonomy Testing by Category
Option A Option B
*Illustration

Digital Shelf Management and Optimisation for FMCG Retailers
Boosting 1st-time-online-
shoppers conversion
Increase basket value by using
recommendation engines
Competitors data

Boosting 1st-Time-Online-Shoppers Conversion

Conversion fall
1st online shop carries a high
conversion-fall risk
Time consuming
1st shop takes more than 1 hour
Vs.
Subsequent shops take 15-25 minutes
The Problem

During On-Boarding

Our Solution
User imports her favourites
from retailer A when registering on retailer B
Products are matched automatically Pack
sizes and own-brands from retailer A are converted
to retailer B equivalents
Impact: conversion increase
of retailer B 1st-time shoppers
Import favourites
Operated by mySupermarket in:

Match to
same product
Match to equivalent
own brand
Match to
same quality
Morrisons Free Range Eggs MediumTesco Free Range Eggs Medium
Carte D'Or Vanilla Ice Cream 900ml Carte D'Or Vanilla Ice Cream 900ml
Kingsmill Crusts Away Sliced White
Bread 400g
Kingsmill Crusts Away Sliced White
Bread 400g
Unique Matching Technology

Imported favourites
Did not import
favourites in 1st
session
# of units
in 1st
basket
Value of 1st
basket
Conversion
(Completion of
1st shopping)
1st shopping session
1.91
1.54
7.67
Frequency
of shopping
Average #
of units in
basket
Average
basket
value
Long-term value
1.34
1.22
1.79
Significant uplift to 1st shop conversion and overall lifetime value
Impact of Import

Import During On-Boarding
The main call-to-action after registration

Increase Basket Value by Using Recommendation Engines

Save by bulk
(same brand)
Save by bulk
(switch to own-
brand)
Pay less
(switch to own-brand)
Increase loyalty and influence purchase decisions
Show swap suggestions to consumer on-the-spot
Powered by mySupermarket’s smart matching engine
Full control of the retailer over choice of suggestions
Swap acceptance rate (33.2%)
High level of engagement (3.7 swaps per user)
Real-time recommendations on swaps toward: cheaper / healthier products / out-of-stock replacements
Increase Shopper Satisfaction

Swap by in-Store Picker
• Purpose: Improve the quality of replacements for missing items
• Method: Recommendation on swap to the best-fit alternative if a picker meets a missing item
• Major challenge: Matching the missing product to its best fit
Benefit: Reducing the #1 pain of online grocery- Improper replacements of missing items

Competitors’ Data

Track Your and Your Competitors’ Pricing & Promotions
U Crème Dessert au Chocolat et Billes au Chocolat (4x117g) Matched SKUs Prices
SKU Retailers

Matching of Non-Identical Products
SKU Name SKU Image National Brands
U Crème dessert au Chocolat et Billes au
Chocolat (4x117g)
U Gnocchi à Poêler aux Flocons de Pomme
de Terre (300g)
U Jambon Supérieur Découenné et
Dégraissé Tranches x6 (270g)
U Riz au Lait Saveur Vanille (8x115g)
U Spaghetti Qualité Supérieure (1Kg)
U Emmental Râpé Francais Pasteurisé
29%MG - Fermeture Zip (350

Store Address Assortment Store Address Assortment Store Address Assortment
Zone Industrielle 10, chemin
Petit, 69300, CALUIRE 9,636
Centre commercial la Pioline,
13290, AIX EN PROVENCE
12,800
15 rue Lorival zone
industrielle, 59113 Seclin,
03.20.97.46.17
10,368
C.Cial De La Maison Neuve,
91227, BRETIGNY SUR ORGE
CEDEX
9,606
Centre commercial de
Lingostière, 06200, NICE
12,760
Quartier des Taurelles, RN7,
83340 Le Cannet-des-Maures,
04.94.50.07.35
9,985
272 avenue André Maginot,
37000, TOURS 9,561
Route Nationale 3, 77413,
CLAYE-SOUILLY
12,745
ZI de Baléone, RN194, 20167
Sarrola Carcopino,
04.95.23.94.30
9,886
2 Avenue de l'Europe, 78945,
VELIZY Cedex 6,391
535 ROUTE DE LA PLAGNE,
74110, MORZINE
3,802
14 route de Paris, 44300
Nantes, 02.40.18.65.35 3,400
1950, AVENUE TOUMANIANTZ,
62100, CALAIS 6,758
AVENUE CHARLES DE GAULLE,
13340, ROGNAC
5,857
ZI val de l'Orne, 54800
Conflans en Jarnisy,
03.82.46.23.13
4,424
ZAC du Tronquet, 84130, Le
Pontet 6,760
Quartier du Griffon, 13127,
VITROLLES
6,150
Kéruscat, 29830
Ploudalmezeau 4,573
Adapt the range to the competition:
Assortment by retailer and store level
For each retailer three stores with highest assortment and three stores with lowest assortment:

Summary
 The growing space of e-Grocery means also a growth in competition
 To win the digital shelf manufacturers and retailers need to use various tools and methodologies
to manage this domain
 Understanding customer data is crucial to success
 Know what your direct competitors are doing through available data channels

Thank You

mySupermarket

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