Check out this incredible graph below. Don’t worry, I can’t read it either, but what’s important is what the underlying data tells us.

RichRelevance data guru Josh Lemaitre pulled this information together and was kind enough to explain the results. The graph represents two category-leading nappy brands and their respective browsing patterns over a month on a large multichannel retailer.

What’s revealing about these patterns is that most new parents initially spend an enormous amount of time researching all of the different SKUs across all brands for their newborn (the cluster toward the centre-left and below are almost entirely newborn SKUs).

Browsing pattern for nappy brands

However, as their child grows into bigger sizes, toward the top-right, the browse activity is much more focused, only looking at 1-3 SKUs in isolation, and generally within the same brand. In fact, these parents tend to come back and view only the brand they’ve previously purchased.

So the key time to lock in a brand-loyal nappy consumer is right around the arrival of the newborn.

From the brand marketer’s standpoint, this is incredibly valuable data that can guide campaign direction, spending and timing.

Yet what if nappy brands weren’t able to glean this information from their retail partners? How much harder would it be to plan their product and marketing strategies?

On the flip side, a retailer without this data would also find it much more difficult to work with the manufacturer on a merchandising strategy around new parents.

Brands, particularly FCPG manufacturers, have jumped on the e-commerce bandwagon, establishing their own direct-to-consumer domains, not just for the opportunity to sell directly to consumers, but also to engage and understand their shopping behaviours.

As you can see, the lines are quickly blurring between manufacturer and retailer. And there’s no doubt that this will foster accelerated innovation and cooperation.

What’s driving this market shift? I can think of a few initial reasons:

The economic crisis

Simply put, the rise in commodity prices and recent recession have forced us to innovate. The ability to combine advertising budgets to reach the right consumers preserves margins for both manufacturer and retailer.

Access to the consumer 

For brands that don’t have their own retail website, this represents an opportunity to get closer to the consumer.

Proximity to the consumer allows a brand to capture more meaningful insights that can then be used for spotting market trends, or uncovering ways to accelerate a brand’s product development. 

Lack of effective means to gather customer feedback 

Brands that lack the capability to capture these insights may end up using blunt-force consumer surveys, which creates misinformation that results in products like the 'Homer-Mobile'.

The convergence of retailers and manufacturers foreshadows a flattening of the marketplace and increased challenges in differentiation.

The existing tablet market is a great example of flattening value chains. How many of you can actually explain the difference between tablets from RIM, Samsung, or Motorola? I can’t.

If everyone has access to the same manufacturing facilities and hardware technology, how do you truly differentiate? Apple has obviously shown it can be done by owning the entire value chain, but what about the rest of the market? We’re going to need to work together.  

The lines are blurring folks. Retailers and manufacturers that work together will be able to extract incremental value, and consumers will be better off because of it.

Jake Bailey

Published 23 August, 2011 by Jake Bailey

Jake Bailey is Chief Evangelist at RichRelevance and a contributor to Econsultancy.

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Comments (1)


, MARKETING at Reevoo

We've certainly seen some aspects of this trend in Reevoo's manufacturer clients. One of the largest brands we work with thinks of their own transactional site as primarily about brand promotion, and only secondarily about encouraging people to convert on that site.

Interestingly, this is the same client that has asked us to mine the data on the consumer reviews and Q&As we gather for them for insight they can use in product development and marketing. They are definitely using the social commerce features of their 'retail' site for market research purposes.

almost 7 years ago

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