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Competitor Monitoring:, Ireland’s First Online Grocery ‘Social Superstore’

November 5, 2012
Written By
Profitero is a new Irish online grocery business offering FMCG brands and artisan products at competitive prices to Internet shoppers. 

Located in a state-of-the-art warehouse facility in Blanchardstown in west Dublin, is focused on selling grocery brands and locally-sourced food products at low prices to Irish consumers.

Launched on October 1, leading brand names such as Kelloggs, Pampers and Dove are available on the eCommerce site; there are also a number of locally-sourced artisan brands available to customers who can also suggest brands that they’d like to purchase on the webstores.

Founded by Irish entrepreneur Dara O’Mahony, he has described his latest business venture as “Ireland’s first genuine social superstore”. He says there is clearly an opportunity for such a “low-cost, low-overhead model” to be successful. “Our research clearly shows that Irish consumers are still being massively overcharged for everyday household items — that’s when you do a like-for-like comparison between brands stocked in the UK and here,” he explained following the launch of the website.

“We believe that inpidual households can save up to €1,500 per year over their current bill by shopping around and fragmenting their purchases. Being 100pc online means we can keep prices low, communicate new specials on a daily or weekly basis, react immediately to customer feedback, amend our product range and pass on savings right away.”

He explained that is Ireland’s first “social superstore” hoping to bring customer engagement to a new level.

“We actively want product reviews, product testers and also for our customers to suggest product lines they would like to see stocked.” He says that the company wants its customers to help shape so they have a site they trust.

With Superquinn, SuperValu and Tesco also having an online grocery shopping service in Ireland, the company’s pricing managers will be able to carry out online competitor price monitoring: this online price monitoring information helps etailers to react quickly to increases or decreases in competition pricing – lowering pricing to increase sales or raising prices for higher profit margins. According to the Sunday Busines Post newspaper, Dunnes Stores is planning to launch an eCommerce site in the near future. (Nov 7)

© 2012 Profitero

About Profitero

Pricing intelligence company Profitero provides retailers with actionable price intelligence data, monitoring over 50 million products across 4,000 eCommerce retailers every day, observing pricing, promotions and stock availability. We work with the world’s leading retailers, enabling them to acquire new customers and grow profit margins by monitoring and responding to changes in competitor pricing and promotional activity as they happen. For more information on Profitero price intelligence and competitor monitoring, visit or email

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