introduction to category management online: sweating the...

© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL

Introduction to Category Management Online: Sweating the space to grow sales

Jane Loveday and Georgina Bennett

© COPYRIGHT MARS INCORPORATED | CONFIDENTIAL 2

Agenda

• Introduction to Mars and how we are set up for eCommerce success

•Our case study: “Earn more by doing nothing”

•Questions


Intro to Mars

3

Mars’ objective is to manufacture and distribute food products in a manner that promotes mutual benefits among all our stakeholders.

– Forrest E. Mars, Sr. 1947

• More than $33 billion in sales

• Operating in more than 78 countries

• More than 80,000 Associates


Intro to Mars Petcare

We provide quality

nutrition and veterinary care

to pets through our

family of brands


Agenda

• Introduction to Mars and how we are set up for eCommerce success

•Our case study: “Earn more by doing nothing”

•Questions


Why is category management online important?

• Forrester estimates that 60% of all retail sales will be digitally influenced by 2017

• It is our responsibility as manufacturers to make our products available and winning in the online channel today

•However, like offline we need to work with our retailers to ensure key categories are easy to shop and we are growing the category by “sweating the space”

Earn more by doing nothing!


Earn more by doing nothing

OUR INSIGHT

User Experience is the 2nd

highest frustration for

online Petcare shoppers*

OUR OBJECTIVE

Same space working

harder

OUR CHALLENGE

The number 1 cause is

navigation….

Source: Mars Petcare Insitas shopper research study, 2014


Earn more by doing nothing The How?

TAXONOMY

Up to 25% basket adds

SEARCH

Up to 45% basket adds

Source: IGD “getting the basics right” Oct 2015


Earn more by doing nothing Combine data source to drive insight

• Google & retailer search data: to understand consumer language

• Retailer basket analysis: to understand product substitutability

• Clavis Insight Share of Search: Track first page for priority terms over time

• SKU level revenue: utilise bestsellers as a search relevance

SEARCH REVIEW TAXONOMY REVIEW


Earn more by doing nothing Search

• Search algorithm: different for each retailer

• Search Terms: understand shopper terms

• Search Analysis: use Clavis search report for product returns

• Search Sequencing: logical category returns with best sellers 1st


Earn more by doing nothingTaxonomy

• Shopper decision tree: navigate quickly to destination

• Search data: explore how shoppers label products & categories

• Group products: group products based on cross shop & search data

• Taxonomy naming: create descriptive titles for your category shelves


Earn more by doing nothingOur top tips

• Engage the retailer through a clear size of prize and shopper insight

• Understand the shopper journey and add to basket for your category

• Combine data sources to drive insights for your category

• Understand the retailer’s algorithm and web structure

• Analyse the search and key word analysis for your retailer and category

• Group the products and category shelves based on shopper data and language


Thank you

introduction to category management online: sweating the...

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