mySupermarket launches new online audit service

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Retail technology service mySupermarket has launched a new online audit platform allowing brand marketers to track the performance of their products and categories.

The new Insights platform will provide brands with key data to help them effectively manage their e-grocery business across all of the UK major retailers, while improving sales.

The service will encompass several new reports including portfolio analysis, availability data by branch level, content compliance guidance and shelf and search placement to create a powerful tool for marketers and e-commerce managers in the online FMCG industry.

The site is powered by data from the consumer mySupermarket.co.uk site, a grocery comparison site featuring 13 supermarkets. Around 50,000 people regularly shop on the mySupermarket.co.uk website – the largest shopper panel in Europe – which also sees five million visits a month.

mySupermarket already works closely with brands to help them to increase sales performance by fixing the basics, understanding their online shoppers, testing and optimising their marketing, influencing shoppers and re-messaging. In addition, the company also provides customised reports and insights for government organisations, Which?, investment banks, hedge funds and other analysts.

Managing director of mySupermarket UK, Kim Ludlow said the transactional aspect of mySupermarket.co.uk coupled with the five million monthly visitors to the site was a key advantage of the new Insights platform.

“We are able to provide brands the same level of information that you would get in a physical store. With the eCommerce capabilities through our consumer-facing site we can then demonstrate the impact of campaigns on sales of FMCG products, whilst tracking promotions, market share, new product development and purchasing trends.”