Building Retailer Relationships Using Data Success Story

The challenge

Insights that weren’t reaching the frontline

To accelerate its online category growth, a leading food brand turned to CommerceIQ to make its processes for sharing category insights across the business more efficient.

01 Slow insight sharing
Category insights didn’t move efficiently across the business
02 Insight without action
Frontline teams needed to act on insights quickly
03 A retailer to win over
A more collaborative relationship with Morrisons

The brand also wanted to ensure frontline teams would know how to drive actions from these insights quickly, and how they could be used to build a more collaborative relationship with Morrisons.

The approach

A virtual team across brand and retailer

The CommerceIQ Customer Success team and the manufacturer set up a “virtual team” of super users from across the business and representatives from the retailer’s sales teams.

Once the commercial objectives were aligned, workflows were set up to deliver each one. Using the CommerceIQ platform, the brand’s super users worked with the retailer to showcase improvement areas for product content, actions to increase share of search, and category growth insights.

The results

A retailer that asks for more

Creating workflows significantly improved how the manufacturer’s teams received and actioned category insights from the CommerceIQ platform. The virtual team established a structure for sharing actionable insights with the retailer quickly and at scale.

Product contentShared with Morrisons

Data point

Imagery below best practice

→ Change imagery

Share of searchShared with Morrisons

Data point

Key search terms underused

→ Adjust key search terms

Insights shared at scale

Actionable insights reached the retailer quickly, with data behind every suggested action

Actions implemented immediately

Many recommendations, like new imagery or search terms, went live right away

A seat at the table

Invited to future category taxonomy discussions across key categories

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Building retailer relationships using data

Insights that weren’t reaching the frontline

A virtual team across brand and retailer