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How does The 8 Fundamentals model work?
Fix the Basics
Simplifies and speeds up the work to ensure your brand standards are being met and that product listings are legal, for example compliant with FIR EU1169 for food and beverages.
E Fundamentals guides the user straight to where the issues are that need to be fixed.
Sell the Benefits
Ensures that shoppers are presented with product benefits that provide a compelling reason to buy. If a shopper has clicked through to the product page then they are unconvinced and you need to make sure that your product content is persuasive enough to close them. It’s important to land your key messages with the shopper early in the product description while they are still fully engaged.
Easy To Buy
Provides a shopper perspective on your and your competitor’s brand presence in key searches for the category and considers a portfolio approach rather than just each individual product’s rank.
E Fundamentals position weights the results, i.e. products in the first row of results appear above the page fold and therefore receive a greater share of the shopper’s attention than the products on the bottom row.
Tests promotions against strategy, provides pay for performance backup evidence and acts as an early warning indicator for potential in-store promotional issues. Breaking the pricing architecture online does not just impact the current shopping trip but also the AWOP of future baskets where the retailer has a favourites section. The pricing architecture should be effectively used to trade shopper’s up in size or to premium offerings.
Measures the cumulative impact of promotions over time and assess this against your shopper objectives (e.g. trial, up-trading etc). This also allows you to track all competitor promotional activity in the category and understand your promotional competitiveness.
Deliver Value that Counts
Assesses range against the criteria your shoppers use to assess value for money. This enables you to instantly review, compare and contrast each retailer’s range to identify distribution opportunities.
Learn from the Shoppers Voice
Gathers learning from shopper feedback left for online retailers and crystalises key messages. It is important to keep your finger on the pulse of any emerging negative trends and be able to summarise shopper feedback to support range reviews.
Execute your Category Vision
The category drivers are built into a bespoke reports and rolled up into a dashboard that provides an 'at a glance' assessment of each online retailer’s support for your category strategy.