Ecommerce Capability 1: ePICOS

An online picture of success built to enhance Occasion Activation in eCommerce

ePICOS stands for "eCommerce Performance Improvement and Customer Optimization Strategy."

It is a comprehensive approach aimed at accelerating occasion activation in e-commerce by leveraging data and analytics to create unique customer propositions based on shopper behavior.

 

The strategy focuses on several key areas:

• 1. Targeted POIs: Identify and target specific Points of Interest (POIs) to drive conversion through occasion activation, mapping it to the shopper journey
• 2. Channel Prioritization: Rank channels like ePure Players, eFSA (Food Service Agreggators), eGrocery, and eQSR (Quick Service Restaurants) based on their relevance to occasions such as meals on the go, snacking, socializing, and active leisure.
• 3. Occasion Platforms Matrix: Map occasions to channels and platforms, ensuring the right assortment is available on the right channel.
• 4. Data-Driven Propositions: Use data and analytics to create unique customer propositions, accelerate transactional hotspots, and maintain a competitive advantage through occasion activation.
• 5. PACE Guidelines: Implement PACE (Portfolio, Activation, Communication, Experience) to ensure a complete portfolio for occasion activation, with effective communication of visuals and messages for a great shopper experience.

By focusing on these areas, ePICOS aims to enhance online capabilities, drive conversion, and create value for both the business and the customer through occasion activation.

Ecommerce Capability 2: Digital Shelf

A digital asset management platform providing superior product visuals and descriptions to our ecommerce partners

The Digital Shelf project is a key component of our Ecommerce strategy, aimed at enhancing our online presence and ensuring our products are well-represented across various digital platforms.

 

The project involves several critical steps:

• 1. Technical Drawings and Renders: Keep product images, product naming, product descriptions and technical drawings updated and consistent across platforms.
• 2. Digital Catalogue: Use an online tool to create and maintain a digital catalogue for product information and images and provide direct access to our partners.
• 3. Training and Governance: Conduct training sessions and regular meetings to ensure teams are proficient with digital shelf tools and analytics.

Ecommerce Capability 3: E-fundamentals

Tracking Our Online Execution and Competitors’ Activities

E-Fundamental is a platform that monitors our online presence and performance by tracking our product listings, pricing, and availability across e-retailers over time. This includes generating detailed reports on key product characteristics such as product naming, descriptions, images, and pricing.

 

Beyond monitoring, the eFundamentals platform also provides an eRed Score by country based on three criteria:

• Product availability
• Content quality
• Search results

eFundamentals can monitor the same parameters for competitors’ products, enabling us to track their online execution and pricing in real time.