Summary
A children's snacks leader set Gold Standards for its portfolio, then used CommerceIQ's Digital Shelf tool to find where retailers fell short. Data-backed requests led Tesco to restructure its taxonomy and Asda to adopt new product titles, lifting share of page 1 on ‘Baby Finger Food’ from 40% to 100%.
The challenge
Gold Standards not met on the shelf
A leading provider of children's snacks established Gold Standards and principles for its brand's portfolio. Once complete, the brand used CommerceIQ's Digital Shelf tool to identify where these standards were not met, and found opportunities to enhance the shopping experience at several retailers.
Some retailers' systems make product and taxonomy changes difficult, so bringing the opportunity to life for each retailer was crucial to align on and implement updates together.
01
Miscategorized at Tesco
Portfolio incorrectly categorized as ‘Toddler Biscuits’, leading to confusion
02
Poorly presented at Asda
Product titles needed updates, indicating room for improvement
03
Hard to change
Retailer systems make product and taxonomy changes difficult
Tesco taxonomy
Influencing Tesco taxonomy changes
Approach
The team used CommerceIQ data, correlated with market sales data, to make a series of requests to Tesco recommending the creation of new sub-categories.
Outcome
Thanks to strong relationships with NAM buyers and the ‘Category & Shopper First’ approach of the company’s Category team, Tesco implemented the suggestions.
+6
New sub-categories
Sub-categories added or renamed to align with the company’s product portfolio
2X
Dual listings
Mapping errors fixed, and multiple products dual-listed in food sub-categories
Asda
A new naming convention at Asda
Approach
The priority was to improve accessibility for the company's products on Asda.com, where product titles badly needed updates. The team presented this as an opportunity to partner with Asda to improve the shopper experience.
By highlighting key consumer search terms that failed to yield results on Asda.com, the team called attention to product sales the retailer was missing out on.
Outcome
Asda adopted the recommended Gold Standard naming conventions, incorporating consumer-relevant terms such as ‘Baby Finger Food’ into product titles.
Before
With Gold Standard titles
40%
Share of page 1 on ‘Baby Finger Food’
100%*
Share of page 1 on ‘Baby Finger Food’
7%
Share of page 1 on ‘Finger Food’
37%
Over 5x increase
The results
Consumer first, then category, then brand
By crafting a compelling narrative that benefits the retailer, the company made significant progress at Tesco and Asda. The approach put the consumer first, then the category, then the company, and it resonated with retailers, leading to improvements across the board.
For the company, the benefit came as clear visibility gains, which in turn powered significant sales growth.
>50%
Estimated growth on Tesco.com, ahead of the total category (panel data)
+13%
Snack sales growth on Asda.com, vs +9% for the category (preliminary EPOS)
5x+
Share of page 1 on ‘Finger Food’ at Asda
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