Why Royal Canin trusts Detail Online to troubleshoot its reseller channels
Specialist petfood brand Royal Canin is just one of the international companies that trusts Detail Online to audit its digital resellers.
We asked Niklas Rantzov, Royal Canin’s E-commerce Category Development Specialist, about the challenges his brand faces, and how Detail Online ensures Royal Canin’s products get seen and get sold online
Niklas explains that Royal Canin has faced a series of challenges with its ecommerce reseller channels. These include stock-outs, incomplete and inaccurate product pages and poor product findability.
Niklas says: “Before Detail, we could only see an inaccurate overview of how our products were being sold. It was like we were blindfolded.
“We were particularly aware of an issue with stock-outs, which had been going on for some time, but we weren’t been able to understand the full extent of the problem and where it occurred.
“Product findability has also been an issue. It’s crucial that our product can be found when our customer searches for it, regardless of whether they use niche or generic keywords.
“The challenge facing my team was seeing beyond the simple sales figures, and understanding the scale of these issues. We needed to analyse the ecommerce landscape, understand customer behaviour better and also understand whether our digital efforts were having the desired results.”
Royal Canin chose Detail Online because its AI-driven solution automatically audits websites and marketplaces right across the digital shelf every day, generating high-value actionable insights which can be leveraged during reseller conversations. These insights include pinpointing stock-outs, poor product findability and product page incompleteness/inaccuracy.
Niklas says: “Detail Online thoroughly audits our resellers and delivers all of this information and more.
“Detail provides my team with a granular level of insight, such as a historic view of stock-outs, to show when and for how long products have been out of stock at different resellers.
“We’ve been able to show resellers exactly when stock-outs have occurred using screen prints and highlight instances when their perceived availability differs from Detail’s data-based insights. This has been an incredibly valuable collaboration tool enabling us to work closely with retailers and reduce stock-outs.
“Other key areas of Detail’s solution, which we are starting to adopt in 2021, are product page completeness and accuracy as well as product findability.
“For instance, Detail will enable us to determine whether a product page has an image, title and description and whether this information is fully present and correct.
“We know, for example, that product imagery plays an incredibly important role in converting our customers, so we absolutely must get that right.
“I’ve looked at other solutions in my previous roles and my experience is that other tools are too Amazon focused. Detail gives a much broader picture.
“The tool is really clear and straightforward to use. It’s not over-designed and there’s not too much data, which is a real advantage.
“It’s also clear that Detail’s solution is constantly being developed. It’s evolving and improving all the time, which is key today.”
Thanks to Detail Online, Niklas’ team can now accurately pinpoint issues and prioritise where to spend their time, money and resources when maximising online sales and merchandising opportunities.
He says: “Detail’s actionable insights generate opportunities right across our online operation, creating synergies between sales, marketing and ecommerce.
“Now we can see the full ecommerce picture and we can focus our efforts where they will have the greatest impact.
“Having constantly updated information like this at our fingertips has proved to be incredibly valuable in our conversations with resellers.
“This gives us an advantage in a dynamic pet food market where new brands and private labels pop up online all the time.
“Royal Canin needs to be seen and sold on every reseller’s website, every day, everywhere and Detail Online makes this easier to achieve.
“We don’t consider Detail to be a ‘nice to have’, it’s a key resource which enables us to get the insights our sales teams need to do their daily job.”
About Royal Canin
Royal Canin is one of the worlds leading pet food brands. Everything the company does is driven by its passion for the health and wellbeing of every cat and dog. With a scientific approach, Royal Canin makes a better world for pets.