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E-Commerce Category Leadership An Overview

E-Commerce Category Leadership An Overview. Jet.com Findings. JET.com + Marzetti ECL Findings. Impact of Attribution Changes to Salad Dressing Items. Tactics Demand Generation Optimal assortment Attribute tagging Content and images Demand Capture

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E-Commerce Category Leadership An Overview

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  1. E-Commerce Category LeadershipAn Overview

  2. Jet.com Findings

  3. JET.com + Marzetti ECL Findings Impact of Attribution Changes to Salad Dressing Items Tactics Demand Generation Optimal assortment Attribute tagging Content and images Demand Capture Communicating “chilled” value through product descriptions and filters Encouraging cross-sell through bundling and recipes Leveraging seasonality via thoughtful promo planning and occasion-based creative Demand Fulfillment Optimized forecast model to minimize OOS Conversion +60 basis pts

  4. 1 Define • Traditional category definitions in store don’t have to be the same online • Dual placement is easier and in some cases necessary 2 Discover • In aggregate, clickstream data reflects where the shopper friction is occurring • Focusing on the funnel can reveal where optimization opportunities are 3 What have we learned? Design • Online category role with benchmarks is crucial to strategy formulation • Retailers have to be agile and able to implement item level tactics 4 Develop • Some suppliers & retailers struggle with simple tactics (images) – need automation • Some are jointly developing new digital experiences 5 Deliver • Piloting initiatives and tracking at tactical level required grit and tracking • ECL provides huge insights & training for supplier and retailer

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