Blog: Andy CoyneGetting the basics right online

Andy Coyne | 8 November 2017

Failed launches cost grocery brands operating in the UK over GBP30m per year - but ironing out mistakes made in listing new products online could help improve marketeers' chances of success, according to new research.

According to London-based e-commerce analytics platform E. Fundamentals, an important factor in the successful launch of new products is their online listings with the major grocers.

Its analysis shows inaccurate information and listings of new products online mean retailers are failing to reach shoppers when browsing, severely limiting the potential for new products to reach online browsers.

The research found  more than six in ten (63%) of the products analysed had errors in their listings with the major online grocery retailers in the UK. This included missing product ingredients and shortened product names, making them much harder for shoppers to find.

In addition, 71% of the new products launched fell outside of the top 100 search results on key product search terms, or, did not feature in the search results at all. Two of the 59 products analysed were not listed on online retailers at all.

This means that, due to this lack of visibility in retailer search functions, online shoppers could be unable to easily find three quarters of newly launched products through retailer websites - dramatically limiting their sales potential.

John Maltman, founder of E Fundamentals, said: “When new grocery products launch, awareness of their availability is everything. For there to not only be errors in the listings of almost every new product we investigated, and for them to be not turning up in grocery retailers’ search terms when shoppers browse is completely undermining their potential to sell.

"Simply put, online shoppers just can’t find them to purchase."

Maltman makes the point that, while online grocery retail may still be relatively new to shoppers in the UK, it is influential and growing.

"For a small but growing number of people, online is swiftly becoming the only way they get their weekly shop. If brands fail to get the fundamentals of their online listings right with retailers, the millions they invest in new product development and launch is simply money down the drain,” he said.

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