Omnichannel presence, global image
Case Study | Retail | FMCG
A global leader in several FMCG categories, maintains its carefully controlled brand image, with perfect content, on several European marketplaces. It also manages to maintain its positioning in search terms and categories.
1. Challenge
In today’s omnichannel context, customers look at purchasing options in both the physical and online environments interchangeably, perhaps ultimately converting in another channel. This makes large companies need to have their brand identity and coherence secured in terms of content, images, or presence in advertising campaigns, across key channels, worldwide.
The company started using flipflow with the challenge of securing its brand entity and consistency in terms of content, images or presence in advertising campaigns in key channels throughout Europe. In addition, it also sought to maintain its presence at the positioning level for each of the search keywords that can be associated with each of its products, at maximum granularity, in order to maintain both leadership and adequate sales volume.
2. Solution
Digital Shelf monitoring across Europe
The global leader in various FMCG categories monitors with flipflow digital shelves in various marketplaces across Europe. They evaluate the presence of their products in categories and search terms, measuring their Share of search and Share of Shelf, as well as the precise positions of each product and their evolution.
Improving brand presence in an omnichannel context
With these measurements, they seek to remain top of mind in their categories, improving their brand presence and product-by-product positions, given that they know that their image in these channels is tremendously important due to the omnichannel context in which consumers currently move.
Total control of Retail Media
They also monitor retail media with real-time information thanks to flipflow on sponsored productsbanners and all types of ads to reinforce their position and to strategize. Finally, they fully control the content of their products in these channels with the quality and compliance module of the flipflow platform, checking that their product cards are complete in terms of content, and that these are correct in terms of title, description, bullet points, number of images and main image.
3. Results
Since the implementation of flipflow, the global leader in FMCG products has managed to maintain its carefully controlled brand image, with its flawless content, on European marketplaces, as well as its positioning in terms of search and categories.
Thanks to flipflow, the manual work hours of their brand managers are also reduced.. With real-time monitoring of the brand image they project, they have been able to improve their market presence and the positions of all their products.
This has had a global impact on their sales and brand image, as an omnichannel presence is a great showcase to the world and helps to stay in the consumer’s mind day in and day out.
Full control of brand image
14% rise in average positions in search
+20% ROI advertising campaigns
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“Flipflow allows us to react from the sales department and ensure our offer in all channels by having our assortment available and without stock-outs in any postal code in Spain. Its daily use ensures that we don’t lose sales due to stock and assortment shortages.”
“In our case we analyze the products of our categories in 45 retailers in 9 countries to have quality information that we use in competitive manufacturing trends for customers, knowing the average price per gram of many products per country and we also detect potential winner products to add to our offer”.
“We have really noticed the improved control over our recommended prices. Manually it was impossible to maintain a price corridor on so many online channels and that brought us a lot of friction. Now we detect unauthorized sales and sellers on marketplaces that cause us conflicts with our customers.”
“We can analyze our own and competitors’ price movements on a daily basis and have improved our revenue by adjusting prices on a daily basis in terms of pricing and promotional strategy.”
“This is definitely the future of retail. Flipflow gives us an improvement in the quality and structure of the information and considerable savings over traditional market research from well-known consulting firms that sell aggregate data without detail including information we don’t need.”
“Flipflow is core to us in setting prices on a daily basis for more than 60,000 SKUs and maintaining our automatic repricing system in a very competitive industry.”
