As a supplier, you've learned that to manage your store business well, you have to pay attention to the details. It's no different with eComm – details matter.
Recently, we pulled data for two top-branded energy drink multipacks on Walmart's OPD. This energy drinks exploration consisted of data from 4600+ stores, where we looked at how these brands compare across multiple metrics.
Here are a few of our findings:
Brand A is carried in 1180 more stores than Brand B.
Brand B's price per unit is not calculating correctly in 99% of their stores.
Brand A's OPD in-stock rate is 95%, while Brand B's in-stock rate is 99.8%.
Though both brands had approximately the same number of page 1 rankings, Brand A was buying their way to rankings through Sponsored Search at 16 times the rate of Brand B.
More than 75% of the keywords Brand A sponsors contain its brand name.
When looking at your OPD business, having this type of data can help guide your decisions and increase your competitive advantage. You'll know where to make adjustments, such as increasing in-stock rates and fixing incorrect pricing, so you can stay ahead of the other brands in your categories.