Retaining ecommerce Sales During Global Rebrand Success Story

The challenge

A rebrand without the sales dip

A global food manufacturer was undertaking a rebranding activity for their ready-to-eat grains range. The aim was to prevent loss in ecommerce sales during the switch-over.

Together with the CommerceIQ Customer Success team and the strategic use of CommerceIQ’s Digital Shelf Analytics platform, the brand developed a systematic approach to tracking visibility, content compliance, and availability at SKU level, pre and post launch, to retain product visibility and digital shelf location.

The approach

Three fundamentals, tracked through the switch-over

The manufacturer wanted to measure three ecommerce fundamentals during the transition, each addressed with a designated dashboard in CommerceIQ’s Digital Shelf Analytics platform.

01 · Availability

When would SKUs appear?

When the rebranded SKUs would start to appear within retailers

02 · Visibility

Would rankings hold?

Whether rebranded SKUs would rank in the same positions as the originals

03 · Content compliance

Would content land?

Whether retailers would implement gold standard names and images at launch

Pre-launchSwitch-overPost-launch

Retailer search results · “ready-to-eat grains”

Original SKU

Outgoing

Rebranded SKU

New GTIN

Tracked at SKU level

Availability

Listed at the retailer

Visibility

Same rank as the original

Content compliance

Gold standard names and images

Prior to launch, the manufacturer monitored the average ranking of each outgoing SKU within each retailer using the Easy to Buy fundamental. This data was used in retailer discussions to help ensure search ranking wasn’t affected when new GTINs were listed.

Critically, the dashboards highlighted where retailers hadn’t correctly implemented new product content during the transition, so frontline teams could act quickly and resolve issues proactively with each retailer.

The results

Visibility retained through the rebrand

The manufacturer successfully minimized lost ecommerce sales during the rebranding phase using CommerceIQ category insights, with more than 70% of retailers supporting the initiative.

70%+

Of retailers on board

Supporting the rebrand and the aim to retain visibility and rankings

Errors caught in real time

Non-compliant retailers were highlighted immediately

Search tracked at scale

Results that didn’t reflect the switch-over were surfaced right away

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Retaining ecommerce sales during a global rebrand

A rebrand without the sales dip