Here is your eCommerce Readiness Scorecard

• Designate an eComm leader
• Articulate eComm as a strategic priority
• Prioritize topline sales growth with core retail customers
• Outsource eComm activities to a broker or account management agency
• Start building a small internal eComm team (embedded team structure) to oversee core functions (e.g., Content, Search), incl bringing an eComm lead on board
• Establish a small cross-functional steering committee (e.g., incl Sales, Marketing, Finance, Supply Chain, etc.) to ensure roadmap alignment across groups

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• Dedicate an eComm leader and establish an eCommerce Center of Excellence (COE) for innovation and to manage shared services
• Define the “jobs to be done” for each function in the organization, and educate the wider organization on what it takes to win in eCommerce
• Establish measurable eComm goals (scorecard) and set metrics & KPIs to benchmark against; and communicate it to all functions in the organization
• Map out where there will be competing incentives by channel; then work to eliminate the most critical
• Transition to sidecar team structure with dedicated eComm headcount (subject matter experts) for Digital Marketing, Retail Media, Supply Chain mgmt, etc.

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• Dedicate eComm leads at multiple levels (global, country, customer, functions)
• Adapt all critical functions for eCommerce, complete with dedicated digital specialists across traditional functions (Marketing, Sales, Supply Chain, Category Management, etc.)
• Refine (or establish if none) your eComm Center of Excellence (COE) for innovation and to manage shared services
• Co-develop eComm goals with key retail customers; Build into JBP discussions and other regular updates
• Build specific eComm goals into the strategic growth plans & annual performance review KPIs for each functional team
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• Begin adapting offline assortment to meet the requirements of eCommerce, considering size and variants for online conversion
• Track Ratings & Reviews across retailers to understand consumer preferences and potential innovation whitespace opportunities
• Conduct regular (e.g., quarterly) review and optimization of priority assortment lists
• Begin to analyze your competitor’s online assortment to identify white space opportunities for products or packs 
• Consider designating certain products as eCommerce-only to avoid channel conflict and to provide exclusive benefits to retailer partners

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• Begin to analyze your competitor’s online assortment and range to identify white space opportunities for products or packs
• Develop a dedicated product strategy and innovation process focused on eCommerce
• Create an eComm-specific assortment of priority SKUs for key retailers
• Monitor trends in keyword rank to identify NPD opportunities
• Fully incorporate the eCommerce channel into NPD process for new-to-world innovation
• Develop a systematic Test & Learn approach in the eCommerce channel for NPD

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• Develop a dedicated product strategy and innovation process for distinct eCommerce retailers and fulfillment models
• Identify product/ shopper trends and potential blind spots in your assortment using Amazon keyword search trends or Google Analytics (predictive vs. reactive)
• Track Price Pack Architecture (PPA) trends at key retailers to identify gaps and opportunities for NPD and pricing strategy to minimize channel conflict
• Manage omnichannel assortment strategies, leveraging both eCommerce data and in-store data

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• Monitor your top (priority) SKUs for significant changes in price across retailers and to keep an eye on channel conflict
• Put a process in place to monitor price competition for competitors’ SKUs
• Work with your retailer partners to understand depth of promotions / trade marketing to be competitive in your categories
• Watch inflationary trends in your category to understand how pricing is shifting over time

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• Develop an eComm-focused pricing strategy; if you already have one, set a regular cadence to review and update it
• Work with a data provider that can notify you when you lose the Buy Box, and help identify what seller(s) it was lost to and why
• Dedicate internal pricing or revenue specialists to track online price dynamics and find solutions to grow ASP
• Implement a MAP policy, if needed

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• Integrate your digital promotions into cross-channel pricing and TPM / TPO processes
• Focus specifically at the channel level for brand protection, MAP enforcement or promotional effectiveness
• Enforce pricing (MAP) policies consistently and transparently
• Develop a model to combine retailer sell out data with pricing data to create price elasticities and allow price modeling
• Consider a hybrid selling strategy by creating your own 3P presence

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• Establish internal processes to manage eComm supply chain & fulfillment
• Outsource to a fulfillment generalist, but consider bringing eComm supply chain in-house for better control
• Manage your product inventory, making sure your priority products are adequately stocked at all your retailers
• Use an analytics tool (like Profitero) to systematically monitor online inventory levels across retailers, so you can react quickly to address stock issues

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• Expand retailer inventory monitoring down to the store level so you can optimize forecasting models by region 
• Establish internal processes to ensure you’re highly responsive to your retail customers’ inventory demands
• Pay attention to keyword search patterns as early demand signals
• Find ways to better anticipate demand, especially during promotional periods; increase fulfillment orders and keep more backstock

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• Dedicate an eComm supply chain manager
• Diversify your supply chain network, building in more options for production, storage and fulfillment, e.g., third-party logistics, drop-ship and backhaul capabilities or Seller-Fulfilled Prime (SFP) on Amazon
• Develop or strengthen direct-to-consumer (DTC) capabilities to minimize potential distribution disruptions
• Supplement your 1P strategy with a 3P or hybrid strategy supported by a fulfillment specialist

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• Make sure basic content is in place and accurate for core (priority) SKUs and key retailer sites
• Designate account team members to track and update content for key retailers
• Conduct a qualitative assessment of top- performing competitor products, and improve your content accordingly
• Start using a digital shelf monitoring tool that enables you to measure content accuracy and compliance

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• Start setting KPIs against all SKUs and all retailers
• Ensure content meets benchmark standards, including your internally established rules and vendor scorecards
• Use a digital shelf monitoring tool (like Profitero) to measure your content performance and benchmark against competitors
• Dedicate a full-time team member (internally or at an agency partner) to focus on advanced content, incl supplemental images & user-generated content, like Ratings & Reviews
• Invest in a Product Information Management / Digital Asset Management (PIM/DAM) system

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• Conduct advanced analytics (e.g., Traffic & Conversion quadrant analysis) to identify content optimization opportunities that drive conversion and sales performance
• Use a digital shelf monitoring tool that enables you to assess ROI of content changes, including Test & Learn efforts
• Designate account-specific team members to work with dedicated content specialists to optimize content across retailers
• Monitor and analyze ratings & reviews to reverse engineer product content and incorporate voice of the customer messaging in marketing copy (title, bullets)
• Utilize AI technologies to do real-time A/B testing of product visuals before content hits the digital shelf

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• Identify and prioritize your target keywords, choosing an actionable number of search terms for which you will optimize your products
• Check if you’re showing up in search results (at least on page 1) for top category and branded keywords
• Monitor share of page 1 to ensure your getting your “fair share” based on your current market share 
• Conduct regular (e.g., biannual or annual) reviews of your organic search placement for core (high priority) SKUs
• Dedicate a budget and/or review your existing budget for paid search

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• Track share of page 1 (and top spots) vs. key competitors for relevant keywords to ensure top SKUs are winning search
• Monitor changing competitive dynamics, since challenger brands can gain share of search if leading brands are unavailable
• Optimize content for organic search placement (i.e., adding keywords to titles, where it makes sense)
• Increase traffic by sponsoring products or using banner ads
• Work with an agency partner that can help you manage organic and paid search

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• Monitor your placement in retailer browse categories and influence retailers on who they should be constructing the browse journey for shopper needs 
• Invest in advanced analysis to reverse engineer retailer algorithms to better prioritize SEO investments 
• Bake a regular (i.e., monthly) process into your calendar where you use technology to spot trends in keywords and update content accordingly 
• Fully integrate retailer search in broader digital marketing activities with daily optimization
• Collaborate with retailers in identifying events

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• Dedicate budget for retailer digital media covering some trade promotions and product launches
• Organize Test & Learns to assess what Retail Media spend is more effective across retailers & categories
• Understand all retail media opportunities on each retailer site, including landing page, search engine results page (SERPs), and competitor and owned product detail page (PDPs)

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• Roll up your dedicated retail media budget as part of total retailer investment
• Incorporate retail media budget discussions into retailer JBP processes
• Work with an agency partner that specializes in retail media
• Use competitor digital shelf metrics, like out of stocks to conquest competitor products

Profitero can help you scale your digital business and accelerate your eCommerce sales. Ready to learn more?

• Ensure your retail media budget is a core part of your total brand media planning and is comparable vs. other media vehicles your organization uses
• Ensure organizational connectivity – across brand, sales, agencies and shopper / integrated marketing – to outperform at retail media
• Dedicate a Paid Search Manager to direct retail media activities, enable organizational connectivity and directly manage agenciesI
• Implement an “always on” paid search approach

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• Assign an owner for eComm data
• Routinely track eComm sales performance for key retailer accounts; ad hoc tracking for other retailers
• Establish market share measurement across your priority retailer channels, preferably at the product level so you have a competitive baseline for measuring performance 
• Begin benchmarking your digital shelf against competitors to assess your major gaps, needs and priorities for winning

Profitero can help you scale your digital business and accelerate your eCommerce sales. Ready to learn more?

• Assign regional & global data leads to drive usage and engagement in data & analytics tools
• Establish regular digital shelf scorecards at the brand level and share them out across the organization and to executives
• Implement daily monitoring alerts to enable cross functional teams to respond quickly to opportunities on the digital shelf 
• Cross-reference multiple data sources (digital shelf; shopper panel) to analyze non-sales performance, e.g., share of Page 1; share of voice
• Fully integrate eComm reporting and offline reporting

Profitero can help you scale your digital business and accelerate your eCommerce sales. Ready to learn more?

• Make sure brand leaders systematically review eComm data as part of daily sales reports, weekly performance reviews, monthly business reviews, etc.
• Talk to your data provider about providing your eComm data via an API solution that you can use either on your own data/BI platforms or funnel to a data lake as your organization’s single source of truth
• Conduct advanced analytics to accelerate sales and improve eComm performance (e.g., predictive sales & inventory forecasting; causal analytics; regression or attribution modeling)
• Reverse engineer retailer algorithms to identify opportunities to optimize product content and improve search placement

Profitero can help you scale your digital business and accelerate your eCommerce sales. Ready to learn more?