Comparison website, mySupermarket, launches top fmcg brand stores online

New brand stores

New brand stores

Comparison shopping site mySupermarket has teamed up with four fmcg brands – Nivea, Activia, Kellogg’s and Reckitt Benckiser – to launch so-called ‘brand stores’ on its site.

The Nivea and Activia stores are now live, with Kellogg’s and Reckitt Benckiser launching in the next two weeks.

According to mySupermarket, the move is designed to help brands drive online sales, talk directly to consumers and gain a deeper insight into how customers interact with and purchase their product ranges. The brand stores provide the first opportunity for brand owners to gain access and insight into their consumers, previously the closely guarded domain of retailers, the website said.

The brand stores or ‘shops’ feature prominently on the mySupermarket site, and present a complete range of products in one place. Consumers can subscribe to receive news direct from the brand themselves about new products and the best offers and deals. They can also compare prices and check out through the retailer of their choice.  

MySupermarket said the first two live stores have attracted thousands of subscribers in just over a week.

James Foord, vp business development for mySupermarket, said: “This is a hugely significant change in the online retail landscape. These stores give brands a unique opportunity to discover more about the way that consumers interact with, shop and purchase their brands. They can merchandise key lines together; test how well products perform; how discounting and price promotions change or drive certain buying and switching behaviour; and test and learn merchandising strategies all in a high traffic, real time environment.

“Previously they were reliant on retailers for information that was closely guarded. Our brand stores are designed to give this crucial learning to them in real time. As for the savvy consumer who subscribes, they will be even more aware of the best deals, see new products and even get exclusive offers and content from their favourite brands,” said Foord.

The brand stores can also feature regularly updated videos, recipes, new product alerts; and links through to the brand’s social media channels, providing manufacturers with a direct to consumer facility, said mySupermarket. They also  enable brands to test pricing, display and product descriptions directly with the consumer.

The brand store functionality works in much the same way as the rest of the mySupermarket site, said the company. Any product selected from a brand store goes into the shopper’s basket alongside any other products, with the facility to compare the price across all retailers to ensure best value.

Chris Hawthorn, etailling controller at Reckitt Benckiser UK, said: “Reckitt Benckiser are excited about the launch of our mySupermarket mini stores. They give us a platform to gain valuable learnings about shopper behaviour online and to convert our 4bn annual online impressions into instant sales for both us and our retail partners.”

The Nivea brand store features 252 products, Activia 185 products and Kellogg’s 143 products.