Incrementality: Connecting the dots between paid search and sales growth
Olay: Winning Assortment in the Skin Care Category
Please Note: All insights are extracted from publicly available data including search ranking, volumes, pricing, content and reviews.
Why is Olay Winning on Assortment in the Skin Care Category?
Olay ranks #1 on assortment in the skincare category, beating out leading brands such as Neutrogena and Olay, while fighting off challengers like Botanical Beauty, Neutrogena and Eucerin.
WHAT IS ASSORTMENT?
Product assortment allows you to maximize your total addressable market as a brand by capturing profits in niches within the category.
Measuring and improving your brand strength can be done by optimizing your media mix, which will help drive future growth in retail ecommerce. Let’s take a look at how to do this.
HOW TO MEASURE ASSORTMENT?
Measuring assortment strength requires Share of Voice data for your brand within each sub-category your brand sells in.
While unrelated to the assortment score in our leaderboard, you should also play close attention to OPS and profitability by SKU to fully optimize your product selection. These metrics will help you determine which products are selling well and which ones need improvement, as well as give insight into how profitable each subcategory is for your business overall.
HOW DID OLAY WIN ON ASSORTMENT?
Olay has a deep product catalog which allows them to win in multiple subcategories. For example, within night creams it has the #1 SKU on Amazon.
Olay Regenerist itself is a strong sub-brand within the Olay brand architecture and this hero SKU within the brand is supported by a thoughtfully constructed PDP on Amazon.
The PDP calls out high-volume keywords such as “wrinkles”, “hydration”, “face moisturizer”, “fragrance free” which helps it rank well organically on Amazon.
This is supported by it’s #2 position on overall Share of Voice and Ad Incrementality.
WHAT ARE THE OTHER FACTORS TO WIN IN RETAIL ECOMMERCE?
It can be difficult to really understand the success of your retail ecommerce business, given all the factors and metrics that go into it. In addition to Assortment, there are eight key metrics to consider when evaluating your performance in the world of retail ecommerce.
Read all about them here: 8 Factors to Win in Retail ecommerce