Why Localized, Store-Specific Pricing and Availability Insights is Critical for Consumer Brands

Why Localized, Store-Specific Pricing and Availability Insights is Critical for Consumer Brands

3rd Apr, 2024

Vaibhav Khaparde

By Vaibhav Khaparde

Brands are becoming increasingly proficient in monitoring and refining their presence on online marketplaces, utilizing Digital Shelf Analytics to gather and analyze data on their online performance. These tools offer invaluable insights into enhancing visibility, adjusting pricing strategies, and improving content quality on eCommerce sites.

Yet, as the retail landscape shifts towards a more integrated omnichannel approach, it’s crucial for brands, particularly those in CPG, to apply similar strategies to their offline channels. For brands that count physical stores among their primary sales channels, gaining localized insights is key to boosting in-store sales performance.

Collecting shelf data from offline channels presents more challenges than online. Traditional methods, such as physical store visits, often fall short in reliability, timeliness, scale, and level of coverage.

However, the world of eCommerce provides a solution. As part of the effort to facilitate options like buy-online-pickup-in-store (BOPIS) for shoppers, major retailers make store-specific product details available online. Consumers often go online and select their nearest store to make purchases digitally before choosing a fulfillment option like picking up at the store or direct delivery. Aggregating this store-level information offers brands critical insights into pricing and inventory across a vast network of stores, enabling them to make informed decisions that improve pricing strategies and supply chain efficiency, thus minimizing stockouts in crucial markets.

Further, as consumers increasingly seek flexibility in how they receive their purchases—be it through in-store pickup, delivery, or shipping—brands need to adeptly monitor pricing and availability for these different fulfilment options. Such granular insight empowers brands to adapt swiftly and maintain a competitive edge in today’s dynamic retail environment.

Why does monitoring pricing and availability data across stores matter to brands?

  • Hyperlocal Competitive Strategy: This allows brands to adjust their pricing strategies based on regional competition. By understanding the local market, brands can decide whether to position themselves as cost leaders or premium offerings. In particular, this is indispensable for Net Revenue Management (NRM) teams.
  • Targeted Marketing Initiatives: Understanding regional price and availability enables brands to customize their marketing efforts for specific markets. By aligning their strategies with local demand trends and inventory levels, brands can more effectively engage their target audiences.
  • Efficient Inventory Management: By keeping a close eye on store-level data, brands can better manage their stock, ensuring high-demand products are readily available while minimizing the risk of overstocking or running out of stock.
  • Minimum Advertised Price (MAP) Monitoring: While brands cannot directly control retail pricing, staying updated on pricing trends helps them adjust their MAP to reflect the competitive landscape, consumer expectations, cost considerations, and regional differences. A strategic approach to MAP management supports brand competitiveness and profitability in a fluctuating market.

DataWeave’s Digital Shelf Analytics solutions equip brands with the necessary data and insights to do all of the above.

DataWeave’s Digital Shelf Analytics is location-aware

DataWeave’s Digital Shelf Analytics platform stands out with its sophisticated location-aware capabilities, enabling the aggregation and analysis of localized pricing, promotions, and availability data. Our platform defines locations using a range of identifiers, including latitudes and longitudes, ZIP codes, or specific stores, and can aggregate this data for particular states or regions.

The strength of the platform lies in its robust data collection and processing framework, which operates seamlessly across thousands of stores and regions. This system is designed to operate at configurable intervals—daily, weekly, or monthly—allowing brands to keep a vigilant eye on product availability, pricing strategies, and delivery timelines based on the selected fulfillment option.

Unlike many other providers, who may provide limited insights from a sample of stores, our solution delivers exhaustive analytics from every storefront. This comprehensive approach grants brands a strategic edge, facilitating efficient inventory tracking, precise pricing adjustments, and rapid responses to fluctuating market dynamics. It cultivates brand consistency and loyalty by enabling brands to adapt proactively to the changing landscape.

Aggregated store-level digital shelf insights via DataWeave

In the summarized view shown above, a brand can track how its various products are positioned across stores and retailers like Walmart, Amazon, Meijer, and others in the US.

Using DataWeave, brands can easily see important metrics like availability levels, prices, and other metrics across these stores gaining immediate visibility without having to physically audit them. the brand can track the same metrics for products across competitor brands and inform its own pricing, stock, and assortment decisions.

Store-level availability insights

We provide a comprehensive view of product availability, highlighting the distribution of out-of-stock (OOS) scenarios across various retailers and pinpointing the availability status throughout a brand’s network of stores. This capability enables swift identification of widespread availability issues, offering a bird’s-eye view of where shortages are most pronounced. By simply hovering over a specific location, detailed information about stock status and pricing for individual stores becomes accessible.

Such insights are crucial for brands to adapt their strategies, mitigate risks, and ensure they meet consumer needs despite the ever-changing retail ecosystem.

Store-level pricing insights

Retailers often adopt different pricing strategies to deal with margin pressure, local competition, and surplus stock. Grasping these pricing dynamics at a hyperlocal level enables brands to tailor their strategies effectively to maintain a competitive edge.

Our platform offers an in-depth look at how prices vary among retailers, across different stores, and throughout various regions. This analysis reveals the nuanced pricing tactics employed by retailers on a regional scale.

For example, brands might see that some retailers, like Kroger and Walmart in the chart below, maintain consistent pricing across their outlets, demonstrating a uniform pricing strategy. In contrast, others, such as Meijer and Shoprite, might adjust their prices to match local market conditions, indicating a more localized approach to pricing.

With DataWeave, brands can dive deeper into the pricing landscape of a specific retailer, examining a price map that provides detailed information on pricing at the store level upon hovering over a given location.

By presenting a historical analysis of average selling prices across different retailers, we equip brands with the insights needed to understand past pricing strategies and anticipate future trends, helping them to strategize more effectively in an ever-evolving market.

Digital Shelf Analytics that work for both eCommerce and brick-and-mortar store data

While established brands have made strides in gathering online pricing and availability data through Digital Shelf Analytics solutions, integrating comprehensive insights from both brick-and-mortar and eCommerce channels often remains a challenge.

DataWeave stands out for its capacity to collect data across diverse digital platforms, including desktop sites, mobile sites, and mobile applications. This capability ensures that omnichannel brands can have a holistic view of their pricing, promotional, and inventory strategies across all locations and digital landscapes.

Leveraging localized Digital Shelf Analytics to understand the intricacies of pricing and availability at the store level allows brands to fine-tune their approaches, swiftly adapt to local market shifts, and uphold a unified brand presence across the digital and offline spheres. This strategic agility places them in a favorable competitive position, enhancing customer satisfaction and trust, which are crucial for sustained success.

Know more about DataWeave’s Digital Shelf Analytics here.

Schedule a call with a specialist to see how it can work for your brand.

- Vaibhav Khaparde
3rd Apr, 2024

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