The way consumers interact with brands and purchase products has undergone a significant transformation in recent decades. From traditional retail models centred on physical stores, there has been an evolution towards a complex and diverse landscape encompassing a multitude of online and offline options. 

A Harvard Business Review survey of over 46,000 shoppers in the US revealed that a large majority (73%) prefer to use multiple channels during their purchasing process. 20% opted to buy solely in-store and the remaining 7% shopped exclusively online.

Furthermore, it has also been shown that omnichannel shoppers have a 30% higher lifetime value than those who use a single channel. 

In this context, multichannel product management has become an essential discipline for businesses seeking not just to survive but to thrive. Efficient management in this environment allows organisations to offer a consistent and satisfying customer experience, regardless of the channel chosen for interaction. 

Defining Multichannel Product Management: Consistency and Omnichannel Experience as Pillars

Multichannel product management is based on offering a consistent and seamless shopping experience across all touchpoints of your business. This approach seeks to ensure that the customer perceives the brand in the same way, whether in a physical store, on a website, on mobile apps or on social media.

Consistency between information and user experience is fundamental to building trust. By working with an omnichannel strategy, businesses can optimize resources and adapt to customer needs. This not only increases loyalty, but also improves search engine rankings and, consequently, sales.

This report will explore 7 fundamental strategies for achieving efficient multichannel product management, addressing crucial aspects from Digital Shelf optimization to personalized customer experience and continuous monitoring.

1. Digital Shelf Optimization: Maximize your Visibility and Conversion

This strategy is essential for capturing customer attention and improving brand positioning on one of today’s most important channels: the internet.

What is the Digital Shelf and why is it vital?

The Digital Shelf encompasses all aspects of a product’s online presence: descriptions, images, reviews and prices. Optimized content on the digital shelf helps search engines index and correctly display your products. This increases the likelihood of a potential customer finding the information they need.

Key aspects of Digital Shelf optimization

• High-quality content: Use clear and detailed descriptions. Include relevant keywords without overusing them.
• Professional images: High-quality images convey trust. Ensure they are attractive and representative.
• Reviews and ratings: Publish customer reviews. These can significantly influence purchasing decisions.
• Accurate information: Verify that data, such as price and availability, is accurate and up-to-date.

Benefits of good optimization

• Improved search engine ranking: By having relevant content, search engines will reward your page.
• Increased conversion rate: Users will find the information they need and feel more confident when buying.
• Brand strengthening: An impeccable product presentation generates trust and loyalty.

Proper Digital Shelf optimization is undoubtedly the first step in improving your business’s online presence and capturing the attention of potential customers.

2. Real-time Inventory Synchronization: Key to Avoiding Stockouts and Disappointment

Inventory control is a complex task in multichannel management. Real-time synchronization ensures that data is accurate across all sales channels. This is vital for avoiding overselling or, conversely, lost sales due to stockouts.

Advantages of inventory synchronization:

• Prevention of out-of-stocks: Situations where a product appears available and then sells out are avoided.
• Improved customer experience: An informed customer is a satisfied customer. Transparency on stock levels builds trust.
• Resource optimization: You can better manage your orders and plan replenishments without problems.

Having systems that automatically update inventory ensures that every channel is aware of real availability. This method avoids confusion and significantly improves the shopping experience.

3. Data Centralisation with PIM Systems: Unify your Information and Make the Right Decisions

To achieve comprehensive product management, it is fundamental to have centralized and organized information. A PIM system (Product Information Management) allows you to unify data from different sources and update it easily.

What is a PIM system and what are its advantages?

A PIM is a tool that collects and manages all the relevant information about your products. From technical details to descriptions and photos, everything is consolidated in a single location. Using a PIM system has several advantages in efficient multichannel product management:

• Consistent information: All channels display uniform data. This reduces the risk of errors and confusion.
• Efficient management: Centralization saves time and resources by updating information en masse.
• Data-driven decisions: Accessing precise information facilitates analysis and strategic decision-making.

Implementing a PIM system is undoubtedly an investment that optimizes product management. Data centralization translates into greater agility and precision in your daily operations.

4. Channel-specific Personalization: Connect Uniquely with Each Audience

Each sales channel is a different world with its own particularities. Personalizing the experience in each one is fundamental to attracting and retaining customers.

Personalization allows you to adapt the message, design and products to the preferences of each audience segment. A personalized strategy increases content relevance and boosts the conversion rate.

According to a report by Segment, more and more consumers (69% specifically) expect a personalized and consistent customer experience across different channels, both physical and digital. However, few businesses are meeting this expectation. Less than 1 in 4 businesses (24%) say they are successfully investing in omnichannel personalization. 

Strategies for achieving effective personalization:

• Audience segmentation: Divide your customers according to their behaviours and preferences. This will help you design targeted strategies.
• Adapted content: Use specific messages for each channel. What works on social media may be different from what works on the web.
• Offers and promotions: Personalize discounts and promotions based on purchase history and customer interaction with the brand.
• Use of real-time data: Use analytical tools to understand and anticipate consumer needs.

Channel-specific personalization is essential for connecting authentically and closely with each customer. Using it will strengthen your brand image, improve the user experience and encourage repeat business.

5. Delivering an Exceptional Omnichannel Customer Experience

The main objective of multichannel management is to offer a consistent experience across all touchpoints. An exceptional omnichannel experience encompasses everything from the first contact to after-sales service.

Furthermore, a staggering 88% of customers say that customer experience is as important as the product they are going to purchase, according to wisernotify.

Factors influencing a successful omnichannel experience:

• Channel integration: All information is synchronized to provide a uniform experience.
• Personalized service: Customers should feel looked after in every interaction, regardless of the channel.
• Consistent brand image: Visual identity and messaging should remain constant across all media.
• Ease of use: Interfaces should be intuitive and adaptable to different devices.

A well-managed customer experience generates loyalty and reduces cart abandonment. Exceptional customer service translates into positive recommendations and an increase in online reputation.

6. Predictive Analytics with AI: Anticipate Trends and Optimize Strategies

Predictive analytics has become an indispensable tool for businesses that want to anticipate market needs. Thanks to artificial intelligence, large volumes of data can be analyzed and future behaviours predicted.

How predictive analytics with AI works

AI analyzes historical data and behavioral patterns to generate predictive models. These models help to:

• Identify trends: Detect market changes before they become evident.
• Optimize sales strategies: Adjust campaigns and product offerings based on demand.
• Improve inventory management: Predict sales peaks and avoid stockouts.
• Personalize the experience: Recommend products based on customers’ previous behavior.

Furthermore, using Artificial Intelligence has additional benefits, such as resource savings and reduced operating costs, real-time strategy adaptability and the elimination of guesswork, making informed decisions. 

Using AI in predictive analysis allows you to be proactive rather than reactive, anticipating market demands and achieving a significant competitive advantage.

7. Analytics as a Compass: Continuous Monitoring and Agile Adjustments

Analytics plays a fundamental role in efficient multichannel product management. Tracking performance across different sales channels, whether it’s your own website, online marketplaces, social media platforms or even physical stores, provides valuable information on what is working and what is not. This information allows for the identification of areas for improvement and new opportunities to optimize the multichannel strategy as a whole.

Keys to effective analytics

• Tracking tools: Implement tools that collect real-time data, such as flipflow.
• Defined KPIs: There are a number of metrics that businesses should measure to evaluate the performance of their multichannel strategy. It’s important to note that not all metrics are equally relevant to all businesses. The determining factor is identifying those KPIs that best reflect the business’s strategic objectives in its multichannel environment. 
• Iteration and improvement: Analyze the results and make continuous adjustments to your campaigns and processes.

Proper implementation of analytics transforms data into a strategic compass. This allows you to identify areas for improvement and respond quickly to changing market conditions.

Conclusion – Towards Sustainable Multichannel Management

Efficiently managing products across multiple channels is a necessity in today’s digital environment. Implementing these seven strategies will allow you to offer a seamless and consistent customer experience, while also boosting your brand’s performance.

Each of the actions discussed—from Digital Shelf optimization to the use of AI-based predictive analysis—represents an essential component of a comprehensive system that, when working together, drives business growth. The key is to maintain consistency across all channels, adapt content according to customer profiles and leverage data intelligently.

Think of these strategies as cogs in a machine that, when properly aligned, build a strong, versatile and prepared brand to face market challenges.

Achieving sustainable multichannel management also involves integrating tools, automating processes and applying technologies that allow for anticipation of change and agile action. Staying up-to-date and being able to adapt is fundamental to remaining relevant. In such a dynamic environment, brands that constantly evolve are the ones that stand out.

Finally, it’s important to understand that success isn’t achieved immediately. The crucial point is consistency, continuous evaluation and the ability to improve based on experience. Sustainability in multichannel management requires commitment, a long-term vision and a willingness to evolve alongside consumer needs.

Remember: each channel is an open door to your customer. Use them consistently, measure intelligently and evolve relentlessly. That’s the secret to multichannel success.

The post 7 Strategies for Efficient Multichannel Product Management appeared first on Flipflow.

Over the past four years, market competition has only intensified. According to Crayon’s “State of Competitive Intelligence 2024” report, 57% of leaders in this field say the market is much more competitive now, compared to 51% who felt the same in 2020.

Source: 2024 State of Competitive Intelligence – Crayon

In this scenario, competitive intelligence becomes a vital process for any business that wants to stand out. Speed in decision-making and constant information updates are essential in a world that, as we can see, is constantly changing. 

In this post, you will discover that speed can be competitive intelligence’s best friend and how to leverage it to improve your business strategy.

Introduction – What is Competitive Intelligence and Why is it Crucial Today?

Competitive intelligence is defined as the ability to gather, analyse and use information about competitors, customers and other market factors that contribute to a company’s competitive advantage. In essence, it is about understanding the business environment to discern what is happening, what will happen and what it means for the organisation. 

This translates into more informed decisions and a strategy fully adapted to the market. Businesses of all sizes can benefit from this process, as it improves the planning and execution of commercial strategies.

The digital age requires us to act quickly. Information moves in real time. Therefore, speed is a key factor in order not to be left behind. Here’s why. 

Why Speed is Key to Staying Ahead: 3 Fundamental Reasons

In today’s dynamic business landscape, markets evolve rapidly, and opportunities appear and disappear in an instant. Speed becomes indispensable. 

The ability to react quickly to information and to implement actions based on the data obtained provides a competitive advantage in multiple ways. We explain which ones:

1. First-mover advantage

Being first to act is always a significant advantage. When a business makes quick decisions based on up-to-date information, it can get ahead of its competitors.

• Capturing opportunities: By identifying a trend or a change in the market, the business can develop strategies to take advantage of the situation.
• Innovation: Speed fosters creativity. Ideas are executed before the competition, which generates innovation and positions the business as a leader.
• Customer trust: Customers value responsiveness. A business that acts quickly gains a reputation and builds customer loyalty.

The first-mover advantage is not just about being the first to obtain information but about being the first to offer relevant solutions, at the right time, based on the data obtained.

2. Responding to market changes

The market is dynamic. Changes can occur overnight.

• Flexibility: The ability to adjust strategies according to new conditions is essential for survival.
  
• Anticipation: A quick response allows for changes to be anticipated and the business to be prepared for any eventuality.
  
• Competitiveness: Businesses that react immediately can capitalize on emerging opportunities and avoid threats.

Speed in decision-making allows businesses to adapt and lead market evolution. This capability is increasingly valued in a globalized and digital business environment.

3. Removing bureaucracy

Bureaucracy is the enemy of speed. Overly formal processes and long approval chains can stifle an organisation’s ability to respond.

• Agile decision-making: A flexible organizational structure allows decisions to be made quickly and effectively.
• Less time wasted: By eliminating unnecessary steps or lengthy waits for information from large market research consultancies, the business saves time and resources.
• Continuous adaptation: Lean structures facilitate change and adaptation to new circumstances.

Removing bureaucracy involves simplifying processes and fostering team autonomy. This helps information to flow quickly and decisions to be made without unnecessary delays.

Risks of Slow Decision-Making

Delays, both in decision-making and execution, can be very costly. According to a survey by the Economist Intelligence Unit, the longer it takes to make decisions, the greater the revenue opportunities that are lost. 

The survey revealed that the longer it takes businesses to make decisions, the greater the risk of lost revenue. Those companies that managed to make a decision in a day or less were 40% more likely to have increased their revenue by 10% or more during the last fiscal year, compared to those that took longer.

Below, we explain some of the risks associated with slow decision-making:

Risk of obsolescence

The world is moving at a rapid pace. Lack of agility can leave a business behind.

• Outdated technology: A slow-moving business may be using tools and processes that are no longer effective.
  
• Loss of relevance: Customers seek modern and up-to-date solutions. If a business doesn’t adapt, it loses ground to the competition.
• Outdated strategies: Strategies that worked a few years ago may not be effective today.

Obsolescence is a constant risk. Staying up-to-date requires a proactive mindset and the use of modern tools that help to analyse the market in real time.

Market myopia

By acting slowly, businesses can become so focused on internal matters that they lose perspective on the market. This lack of external vision can have serious consequences:

• Ignoring new industry trends: By not constantly monitoring the environment, it is easy to overlook changes in consumption habits, technological innovations or new business models.
  
• Failing to detect competitor movements: If the competition isn’t closely observed, it’s likely that their strategies, launches or changes of direction will be unknown, preventing timely reaction.
• Missing emerging opportunities: Slowness limits the ability to identify and take advantage of new opportunities, such as market niches, strategic alliances or innovations that are still little exploited.

Organizational paralysis

Slowness can lead to internal blockages. When decision-making is delayed, the business can fall into organizational paralysis.

• Lack of direction: Uncertainty and delay can create confusion among employees.
  
• Postponed actions: Excessive waiting can lead to important decisions being postponed, affecting operations.
  
• Decisions based only on internal data: Focusing only on internal metrics can lead to incorrect or out-of-context decisions.

An agile organisation avoids these blockages and creates an environment where each member feels empowered to act immediately in response to change.

Information overload

The constant flow of information can be overwhelming. Slowness in data analysis can lead to information overload.

• Confusion: When there is too much data without adequate analysis, there is a risk of making decisions based on irrelevant information.
  
• Delayed response: Information overload can hinder the ability to respond.
• Loss of focus: The business may lose its way if it doesn’t filter and prioritize critical information.

It is fundamental to have systems and methodologies that allow information to be managed efficiently and quickly. This will help transform data into sound decisions without falling into saturation.

Factors that Enhance Speed

For a business to make agile and effective decisions, it’s not enough to want to do things quickly. It is fundamental to build a solid foundation that favours speed. This involves working on different fronts within the organisation: from culture to processes and technology. All these elements are interconnected and, if well-aligned, allow for rapid responses to environmental changes.

It all starts with organisational culture.

This is the foundation that drives how people think, act and make decisions within the business. A culture oriented towards change and innovation allows for better adaptation to challenges. Fostering a change mindset helps teams to be more open to new ideas and proposals. In addition, employee empowerment is key: when people feel responsible and empowered to act, delays caused by rigid hierarchies or endless approvals are eliminated. In addition to this, open and transparent communication between departments allows information to flow quickly, which speeds up decision-making and avoids misunderstandings.

However, an agile culture needs to be accompanied by processes designed to facilitate speed. Flexibility in planning is fundamental for adjusting course without creating blockages. And continuous feedback ensures constant improvement based on real data and team experience. These processes not only reduce times but also improve the quality of decisions made.

Technology, in turn, plays an essential role in this ecosystem.

In an environment where information is power, having tools that accelerate data collection and analysis is a huge advantage. The use of specialized analysis tools allows trends, market behaviours and competitor movements to be detected in near real time. On the other hand, process automation significantly reduces manual effort and accelerates the execution of routine tasks.

In the Crayon study mentioned at the beginning of this article, another point raised by the leaders in Competitive Intelligence was the need for AI to assist in intelligence gathering, a task that is still excessively manual. This would leave them with considerably more time to analyse data and implement action plans:

Source: 2024 State of Competitive Intelligence – Crayon

And no less important is connectivity, as digital platforms facilitate collaboration between teams, regardless of physical location, allowing for more agile coordination and more informed decisions.

Examples of Businesses Benefiting from Speed in Competitive Intelligence

Numerous businesses have demonstrated that speed is a decisive factor for success. 

The airline industry offers a clear example of how speed in competitive intelligence can generate significant benefits. Airlines constantly adjust their air ticket prices based on external information such as changes in prices on routes offered by competitors. The ability to react quickly to these price fluctuations is fundamental for maximizing revenue and maintaining competitiveness in a highly price-sensitive market.

E-commerce giant, Amazon, is another clear example of a business that benefits enormously from speed in competitive intelligence. It uses real-time price monitoring to dynamically adjust the prices of its products, ensuring it offers competitive prices and maximizes its sales in an online market where speed and accuracy are fundamental.

It’s worth highlighting how businesses already working with flipflow benefit when obtaining real-time competitive intelligence data. 

One of the best examples of this is Grupo Lala. This large Mexican dairy multinational has managed to reduce execution time for cross-referencing information by 98%. For example, data analysts in its Sales Department previously spent around 4 hours a day cross-referencing all the available information to produce their reports. With flipflow, they can obtain these reports in just 2 minutes. 

The time spent by Category Managers understanding the competitive situation and the performance of their products in the market has also been drastically reduced. They have gone from having to wait for reports for several days to being able to view them on a single panel whenever they need to. This has allowed for the rapid detection of new competitor launches or out-of-stock products, leading to a much faster and more agile reaction. 

These cases show how speed in competitive intelligence translates into innovation, leadership and market success. Businesses that adopt this philosophy and use competitive intelligence tools such as flipflow are better positioned against the competition and are prepared to face environmental challenges.

Conclusion: Competitive Intelligence as an Ongoing Process

Throughout this article we have seen that competitive intelligence is neither a one-off task nor limited to data collection. It is a strategic and dynamic process that, when well-executed, can make a real difference in a company’s competitiveness. Its value lies not just in the information but in the ability to analyse it quickly and transform it into action.

Today, staying ahead in the market means being constantly alert: identifying signals, interpreting changes and making decisions without delay. Speed is the common thread linking all these stages. Without it, even the best strategies risk becoming obsolete before they are implemented.

Digital transformation has forever changed how we manage information. Investing in tools that automate processes and analyse data in real time is no longer an option but a necessity. This agility accelerates decision-making and improves the ability to anticipate the competition.

And best of all: competitive intelligence isn’t exclusive to large corporations.

SMEs can also benefit from it, applying simple processes and using accessible tools. The important thing is to start, adapt and constantly move forward.

Of course, the path to an agile organisation is not without obstacles. Resistance to change is one of the most frequent. However, as shown by the examples of leading companies we have analysed, taking the step towards a culture based on speed and adaptation is worthwhile. The benefits far outweigh the initial difficulties.

Competitive intelligence is, in essence, a living process. It’s not enough to implement it once and leave it on autopilot. It requires continuous review, strategic adjustments and openness to new technologies. Only then does it become a sustained advantage, not a passing fad.

Because in a market that never stops, every day counts. And those who act with speed don’t just survive: they lead.

The post Speed is Key: How to Stay Ahead with Competitive Intelligence appeared first on Flipflow.

The world of market research has evolved significantly in recent years, and in this context, private label brands have emerged as key players in the distribution sector.

Globally, private brands represented 53.4% of the fast-moving consumer goods market at the end of 2024, with year-on-year growth of 4.3% in sales. The global private brand market is valued at over $500 billion, with expectations of sustained growth.

Focusing on Europe, the continent leads the private brands market, with an average penetration of 39.2%. The map shows that countries such as Switzerland or Spain even surpass this average:

In the past, private brand manufacturers had to invest significant time and money to obtain data and develop their products. To analyze the market, they sent teams to stores to conduct store checks and collect prices. This, in addition to being expensive, involved high operational costs. They also had to manually cross-reference large databases, a slow and error-prone process. If they wanted access to detailed market reports, the only option was to pay specialized agencies like Mintel, which represented a large financial outlay.

Today, in an increasingly dynamic and competitive environment, technology has changed the game. Manufacturers can now access precise real-time data with a much lower investment. These tools allow them to analyze trends, optimize strategies and make faster and more informed decisions to remain competitive.

In this article, we will explore in depth what private label brands are and how they impact the market. We will also analyze how the market and technologies are changing to conduct market research and better understand the environment in which private label brands operate.

Introduction: The Importance of Market Research for Private Brand Manufacturers

Currently, access to detailed information has become an essential resource for the business development of manufacturers. Market research is the process by which companies collect and analyze relevant data about their competitors, consumers and industry trends. 

For private brand manufacturers, this analysis is vital for several reasons:

• Adapting to product and assortment trends: Changes in consumer behaviour and market fluctuations require agile, data-driven responses to make innovation or retail pricing decisions.
• Identifying opportunities: Thoroughly understanding how the market and assortments fluctuate in terms of formats, product types or their characteristics allows for the identification of market niches and innovation opportunities.
• Optimizing resources: Implementing strategies based on market information avoids unnecessary investment. It also optimizes operational efficiency, not only improving the accuracy of decisions but also their agility. It also reduces costs on traditional tools.
• Competitive advantage: In a saturated market, having technology to anticipate the market and competition can have a huge impact on sales, accelerating innovation cycles or securing better commercial terms, whether you’re a private label or a third-party manufacturer. 

The integration of technological tools into the market research process has facilitated access to quality information for private brand manufacturers, optimizing their decision-making processes and strengthening their market position. But what exactly are private label brands? We answer this question below.

What Are Private Label Brands or Retailer Brands?

Definition and characteristics

Private label brands, also known as retailer brands, are products manufactured by a third party but marketed under the distributor’s or retailer’s brand. These brands are characterized by:

• Competitive costs: Generally, private label products are priced lower than leading brands, making them attractive to consumers seeking quality at accessible prices.
• Loyalty to the retailer’s brand: Being associated with large distribution chains generates trust and loyalty among consumers.
• Personalization and differentiation: Although based on commonly manufactured products, retailers can personalize or differentiate them to meet the specific needs of their markets.
• Flexibility in the offering: Manufacturers have the ability to adjust their products according to market demands, allowing for greater adaptability to changing trends, both in the product itself and in formats to compete more efficiently.

Types of private label brands

The market offers a wide variety of private label brands that adapt to different segments and needs. Among the most common types are:

• Supermarket own brands: These have become a benchmark in sectors such as food, cleaning products and personal care. Some examples are:
  • Hacendado (Mercadona): Food and beverages
  • Carrefour Discount (Carrefour): Basic food and cleaning products.
  • Aliada (El Corte Inglés): Food and household products.
• Retailer brands in hypermarkets: These brands typically cover a wide range of products, from clothing to electronics. For example:
  • Amazon Basics (Amazon): Electronics, accessories and home goods. 
  • Inextenso (Alcampo/Auchan): Clothing and fashion.
  • Essential B (Fnac): Electronics and appliances.
• Specialized private label brands: In sectors such as health, beauty or technology, private label brands have specialized to compete with leading brands by offering high-quality products at more accessible prices. Examples of these specialized private label brands:
  • Kirkland Signature (Costco): Vitamins, supplements and premium foods.
  • Bebé Due (Eroski): Baby products.

Each of these types responds to specific positioning and segmentation strategies. This allows distributors to offer alternatives that suit the preferences and budgets of different audiences.

Origins, evolution and relevance in today’s market

The origin of the term “private label” comes from the use of white packaging where the label indicated the product category (milk, flour, soap, etc.).

To trace its origins, we must look back to Germany during World War II. In the midst of a major economic crisis, consumers stopped buying popular manufacturer brands and started buying lower-priced products without a well-known logo. 

Gradually, this trend spread to other countries, especially in the 1970s. Specifically, according to the agency Comunicare, in Spain, it was the low-cost supermarket chain Simago that brought this trend and began marketing this type of product in 1977. 

The evolution of private label brands has been marked by consumer sophistication and technological advancement. In the past, private label products were perceived as lower-quality options. Today, many have managed to stand out for their quality and competitive development.

A notable example of this would be Deliplus, Mercadona’s personal care and cosmetics brand. In recent years, it has managed to position itself as a real alternative to name brands thanks to the quality of its products and innovative development. One of its most successful products is the Sisbela Anti-Wrinkle Cream, which went viral after it was discovered that it shares a composition with a luxury cream sold for over €80 in perfumeries, while the Deliplus version costs only €5. 

The current relevance of private label brands lies in their ability to respond to an informed and demanding consumer who seeks high-level products at accessible prices without sacrificing innovation or design.

The Impact of Private Label Brands on the Market

Advantages for distributors

The rise of private label brands has represented a radical change in market dynamics, becoming a fundamental strategy for distributors. Among its main advantages are:

• Greater control over the supply chain: By marketing private label products, distributors can better manage the production, logistics and quality of products.
• Differentiation and customer loyalty: Offering exclusive and personalized products under their own brand allows distributors to create a unique identity and strengthen consumer loyalty.
• Rapid adaptation to trends: Technological tools allow for real-time analysis of competitor or manufacturer brand movements, enabling rapid adjustments to product offerings.

Challenges for name brand manufacturers

The rise of private label brands has also presented significant challenges for name brand manufacturers.  These include:

• Price competition: The ability of distributors to offer products at lower prices puts pressure on traditional manufacturers, forcing them to reduce their costs without compromising quality.
• Innovation and differentiation: Manufacturers must constantly invest in research and development to maintain the relevance of their brands in a fiercely competitive market. A good example of this strategy is Danone. Instead of focusing only on direct competition in yoghurts, where pressure is high, the company has opted for premium products focused on health and nutrition. This decision has boosted its sales and improved its performance. With this approach, Danone not only diversifies its offering but also redefines its strategy to differentiate itself from private label brands and remain competitive.
• Changing consumer behaviour: The growing consumer confidence in private label products has transformed market expectations, requiring a more focused and personalized marketing strategy.

In Spain, several manufacturer associations have opened a debate, accusing private label brands of unfair competition. This is because some large supermarket chains have removed manufacturer products from their shelves, ceasing to offer them.

Faced with this situation, name brand manufacturers have no choice but to adapt, with innovative and flexible strategies. This will allow them to maintain their market presence, differentiating themselves through quality, consumer trust and the pursuit of new distribution channels. 

Market Research Techniques Used by Manufacturers

To keep up with market demands and overcome current challenges, private brand manufacturers are adopting various market research techniques driven by advanced technological tools. Some of these techniques are:

1. Data analysis

The use of Big Data allows companies to process large volumes of information from various sources, such as Mintel, NIQ or Statista.

This information is analyzed using various data analysis tools to identify consumption patterns, trends or customer behaviors. By better understanding how the market works, manufacturers can adjust their product offerings and develop customized strategies.

2. Predictive analytics tools

Predictive analytics uses artificial intelligence and machine learning algorithms to anticipate future trends and behaviors. This technology helps predict which products will be in greater demand and when peaks of interest will occur. With this data, manufacturers can plan their inventories, optimize marketing campaigns and improve strategic decision-making.

3. Competitor analysis

Using digital benchmarking tools facilitates the comparison of products, marketing strategies and competitor prices. We are at a unique historical moment for obtaining, through digital channels, the best information from the global market. This is because the parallelism between the online and offline worlds is increasing.

Competitor analysis will allow private brand manufacturers to identify strengths and weaknesses in their own offerings. It will also uncover opportunities for differentiation.

How Private Brand Manufacturers use flipflow to Conduct Market Research

As we have seen, market research techniques play a fundamental role in the strategy of private brand manufacturers. However, the key to effective research lies in the ability to access precise data in real time. In this context, flipflow has become an essential tool for these manufacturers, allowing them to obtain detailed information about the market and make informed strategic decisions.

Real-time monitoring of categories and markets

Retailer brands use flipflow to analyze their target categories in different retailers and countries. Manufacturers of various product verticals, such as Grupo Ubesol, Importaco or AMC, can closely follow market evolution at different points of sale, regions and even countries and adapt their strategy according to the data obtained in real time and organized as they need for their business logic.

Thanks to the constant visibility offered by the platform, manufacturers can observe in detail the strategies of distributors or private label brands that they consider benchmarks. In this way, they can detect the launch of new products, changes in active assortments and variations in prices or formats. They can even automatically calculate prices per unit, gram or liter.

In addition, the platform provides standardized product images, descriptions and other attributes. Using this information, manufacturers can analyze the composition and differentiation of products in the market, as well as their prices and their positioning on shelves.

Competitive analysis of retailer brands

Beyond studying name brands, private label manufacturers use our tool to conduct in-depth competitive analysis of other private label brands. With the platform, they can examine formats, recent launches, market trends and positioning strategies.

A key aspect is the comparison of prices, promotions and product segmentation. This allows these manufacturers to adjust their strategy based on market behavior. Flipflow’s ability to segment products by attributes through its cutting-edge AI-based technology facilitates detailed analysis and agile, informed decision-making.

Identifying key markets and optimizing resources

Another fundamental benefit of flipflow is the ability to detect where the most relevant launches are occurring within each category. For example, manufacturers can focus their attention on markets like Mercadona in Valencia, Caprabo in the Basque Country and even Walmart in the US, where important new products are often introduced.

Manufacturers such as Maverick, focused on the domestic market, and Importaco, with an international presence, can use this information to expand strategically and obtain data from any market in the world without incurring high costs. They manage to reduce the need to send Point of Sale Manager teams to different territories, thus optimizing resources and efforts.

The Crucial Role of Market Research with flipflow in the Success of Private Label Brands

Market research has become a crucial element in the success of private label manufacturers. The ability to analyze and anticipate market trends, thanks to advanced technological tools, allows these manufacturers to position themselves competitively and respond agilely to consumer demands. In this context, we offer a significant competitive advantage. We provide more detailed, faster and more economical information than traditional reports purchased by manufacturers, such as those from Nielsen. Our tool can not only completely replace these traditional information sources. It can also be used partially, integrating into existing research processes. Even in a complementary way, by providing additional data and real-time analysis that enrich the purchased reports. 

The future of market research is geared towards greater integration of AI, predictive analysis and digitalization. This promises to radically transform how companies understand and relate to their markets. For private label manufacturers, this evolution represents a unique opportunity. It allows them to consolidate their position, optimize their processes and offer products and services. All this, responding precisely to the needs of an increasingly demanding consumer. Will private label brands continue to ride this wave of innovation to gain further ground? What strategies will name brands adopt to remain competitive in this new scenario? 

It will be interesting to see how each market player responds to these changes in the coming years, and at flipflow we will be here to offer the necessary support with our advanced market research tools.

The post Private Brand Innovation: How to Optimize and Reduce the Cost of Market Research appeared first on Flipflow.

Introduction: The Unstoppable Rise of Retail Media in Spain

In recent months, have you noticed an increase in the number of ads appearing on your favourite online stores? And not just the quantity, have you noticed that the ads are more personalized and better aligned with your tastes and needs? This is Retail Media in action, and it’s transforming how brands and retailers connect in Spain.

Retail Media, which involves the placement of ads by brands within retailers’ e-commerce websites or apps with the aim of influencing the purchase decision of the customer at the point of sale, is experiencing exponential growth globally and, in particular, in the Spanish market. The scale of this trend is evident in the fact that over 90% of advertisers are already collaborating with retailers to reach both existing and potential consumers.

This boom in Retail Media in Spain is not isolated. It is intrinsically linked to the increasing digitalization of the retail sector and the vast amount of 1st-party data that retailers possess about their customers. In an environment where personalized advertising is key to success, Retail Media allows brands to connect with consumers in a highly relevant and effective way.

In this article, we will analyse how Retail Media has evolved in Spain, explore its current situation and discuss its future prospects.

A Look Back: The Evolution of Retail Media in the Spanish Context

The evolution of Retail Media in Spain has been marked by the influence of global trends and adaptation to the particularities of the local market. In its early stages, it might have taken more rudimentary forms: promotions in physical stores or banners on the nascent e-commerce websites. However, the real transformation began to consolidate with the rise of e-commerce and the increasing sophistication of digital advertising technologies.

The emergence and success of global giants such as Amazon Ads played a crucial role in raising awareness of and adoption of Retail Media in Spain. Amazon’s ability to offer advanced segmentation based on purchasing data and customer behaviour set a standard, paved the strategic way for other retailers and demonstrated the potential of this advertising model. 

The growth of e-commerce in Spain provided the ideal breeding ground for the expansion of Retail Media. As more Spanish consumers became accustomed to shopping online, retailers began to recognize the value of monetizing the traffic on their websites and apps. This led to the emergence of Spanish Retail Media Networks, seeking to capitalize on their own customer data and knowledge of the Spanish market. This development indicates a maturation of the market, offering brands more options to reach consumers through this channel.

Snapshot of the Present: The Current State of Retail Media in Spain (Key Figures and Data)

Retail Media has ceased to be a mere promise and has become a tangible and significant reality within the Spanish advertising landscape. According to the IAB Spain Digital Media Advertising Investment Study 2024, investment in Retail Media in Spain reached €436.3 million. This figure confirms that Retail Media is here to stay and represents a considerable portion of digital advertising spending in the country.

Globally, it is also experiencing a boom. According to GroupM’s projections in its report This Year, Next Year 2023, Retail Media is expected to account for 15.4% of global advertising investment by 2028, exceeding even investment in television (including Connected TV—CTV). This marks a fundamental shift in the dynamics of the advertising market internationally.

While the IAB Spain study does not break down investment by specific categories, a McKinsey & Company report cited by Distribución Actualidad provides a forecast of Retail Media investment by category in 2024, highlighting the “Beauty” and “Fashion” categories:

Source: Retail Media Report 2024 – Distribución Actualidad

The adoption of Retail Media platforms by retailers is also a key indicator of the current state of the market. While there is no specific data for Spain, in 2022, 58% of retailers globally were already using these types of platforms. This only anticipates continued growth.

In short, current investment figures and growth projections confirm that Retail Media in Spain is experiencing rapid expansion and has enormous future potential.

The Key Players: Main platforms and actors in Retail Media in Spain

The Retail Media ecosystem in Spain is made up of a variety of players, from large global platforms to local retailer networks and technology providers. Understanding who these players are is essential for any brand or retailer looking to enter or expand their presence in this market.

As we explained in a previous article, Retail Media Networks in Spain are divided into three blocks:

• Global networks: Platforms of large retailers with a global presence, such as Amazon Ads or Carrefour.
• Networks operating in several European countries: such as the MediaMarktSaturn or Mano Mano networks. 
• Retailer networks operating only in Spain: such as PC Componentes and its PCAds platform or the supermarket chain DIA. 

In addition to these platforms, there are other crucial players in the Retail Media ecosystem in Spain. Advertising agencies, such as GroupM and Publicis, are developing specific capabilities to manage Retail Media campaigns, acting as intermediaries between brands and retailer networks. Technology vendors, such as Criteo, CitrusAd and Topsort, provide the technological infrastructure that enables the execution and measurement of campaigns. Finally, Retail Media aggregators are also emerging, such as Reetmo, RetailAds and Shopvertising, which help brands connect more effectively with consumers through multiple retailers.

The diversity of platforms and players in the Spanish market offers a wide range of options for implementing Retail Media strategies, adapting to the specific needs and objectives of brands and retailers. 

Trends and Challenges that will Shape the Future

The future of Retail Media is shaping up to be a territory full of possibilities, but also challenges that demand creativity and adaptability. The explosion of data and the shift in consumer preferences have put the sector at a key moment. What happens now will define its long-term impact. How can brands make the most of these opportunities without losing sight of the growing demands of consumers? What innovations are leading the change and what are the barriers that could hinder their potential? 

Trends

Retail Media in Spain is not a static sector but is constantly evolving, driven by a series of key trends that will define its future:

• Personalization and data utilization: Retailers are increasingly leveraging their first-party data to deliver hyper-personalized ads to consumers and reach high-intent audiences at the right time.
• Omnichannel integration: Retail Media is no longer limited to the online environment but is extending to physical stores, creating smoother and more connected shopping experiences. 
• Off-site expansion: Retailers are using their data to allow brands to advertise on third-party platforms. This significantly expands the reach of Retail Media campaigns.
• Increased programmatic adoption: The automated buying and selling of Retail Media inventory through programmatic platforms is facilitating the integration of this channel into the digital marketing strategies of agencies and advertisers.
• Demand for measurable ROI: Brands are seeking metrics that go beyond the simple click and allow them to understand performance at all stages of the conversion funnel.
• Integration of AI and automation: AI allows for the analysis of large volumes of data and the delivery of personalized recommendations in real time. Its use allows advertising campaigns to be fully optimized.  
• More engaging video and content formats: These formats capture consumer attention better and allow the value of the product to be demonstrated more effectively.

These trends point towards a more sophisticated, integrated Retail Media future in Spain, focused on the intelligent use of data to deliver relevant and effective advertising experiences to consumers.

Challenges

Despite the numerous opportunities it offers, the successful implementation of Retail Media in Spain also presents a series of important challenges and considerations:

• Increasing market saturation and growing competition: As more brands and retailers recognize the value of Retail Media, competition for consumer attention intensifies, which can lead to a reduction in advertising effectiveness.
• Data privacy and regulatory compliance: It is fundamental to ensure compliance with regulations when using customer data for advertising and to maintain transparency about how this data is used.
• Technology integration and other systems: Retailers must ensure that their advertising platforms are aligned with the needs of brands, which may require significant investment in technology and training.
• Lack of standardization of metrics across different platforms: This makes it difficult to compare campaign performance across different networks and effectively evaluate ROI. 

At flipflow, we have overcome this last challenge with our development of the Retail Media Data Analysis functionality, thanks to which you can integrate all the data from your Retail Media campaigns into our platform and cross-reference it with our market data to perform a more powerful and precise analysis. Feel free to contact us if you want to know more about this possibility.

Golden Opportunities: Why Retail Media is Crucial for Brands and Retailers?

Retail Media has become a crucial tool for both brands and retailers in the Spanish market, offering a number of significant opportunities for both.

For retailers, Retail Media represents a new revenue stream with very high margins. This allows them to monetize the traffic on their websites and mobile apps and strengthen their relationships with brands. Furthermore, by offering relevant advertising to their customers, they can improve the shopping experience and obtain valuable data on consumer behaviour.

For brands, it offers the opportunity to achieve precise targeting of high-intent consumers at the precise moment of decision. This translates into greater visibility at the point of sale, higher conversion rates and better ROI. It also provides access to valuable first-party insights and allows them to adapt to the post-cookie era.

Conclusion: The Continued Impact and Potential of Retail Media in Spain

Throughout this analysis, we have explored the profound evolution that Retail Media is undergoing in the Spanish market. From its beginnings, with more basic strategies, to its consolidation and sophistication, Retail Media has transformed the relationship between brands, retailers and consumers. 

With its ability to optimize advertising investment, personalize experiences and maximize impact at the point of purchase, Retail Media is poised to lead the next stage of digital advertising. However, its future will depend on how brands and retailers address challenges such as privacy, competition and technological integration.

In this scenario, businesses that can take advantage of opportunities and remain agile in the face of emerging trends will stand out and play a key role in defining this growing market. Retail Media is not just a tool for the present, but a strategic investment for building the future of advertising in Spain.

The post The Evolution of Retail Media in Spain: An In-Depth Analysis appeared first on Flipflow.

The Current State of Large Retailers

The supermarket and large retail sector has experienced significant growth in recent years. In Spain, this market is dominated by companies such as Mercadona, Carrefour, Lidl, Grupo Eroski and DIA, which together account for over 51% of the national market share. 

In 2024, Mercadona consolidated its leadership achieving a market share of 26.6%, five tenths more than the previous year, and recorded turnover of €38.835 million euros, representing a 9% increase on 2023. This growth is not exclusive to Mercadona. Other chains, such as Lidl, are also expanding their presence in Spain. According to data from the consultancy Statista, the global supermarket market exceeded $12 trillion in 2023 and is expected to reach $15 trillion by 2027. This growth reflects the fundamental importance of this sector in the global economy. However, it also intensifies competition, as more and more players seek a share of this lucrative market.

Large supermarket chains face a series of complex challenges. They must optimize their prices to attract price-sensitive consumers, manage promotions to boost sales, control inventory to avoid stock problems and adapt to local consumer preferences in each of their stores. They also have to do this in a context where consumers are increasingly informed and demanding, and where new technologies are transforming the way we shop. Competitive intelligence, real-time data analysis and process automation have become indispensable tools for staying at the forefront.

Competitor Analysis in 2025

As mentioned in recent articles, in 2025 competitive analysis will be key for the retail sector. Good competitor analysis can make the difference between market leadership and being left behind. It will help us to:

• Understand the competitive environment.
• Identify differentiation opportunities.
• Understand consumer preferences. 
• Adapt to market changes.
• Maximise the impact of our strategies.
• Anticipate potential risks or threats. 

This type of analysis is the compass that guides large FMCG chains in an increasingly competitive landscape. It allows data to be transformed into strategic and tactical decisions that enhance adaptability and operational agility.

The Use of Competitive Intelligence

To effectively stand out from the competition without resorting to the tired tactic of price wars, it is fundamental to utilize competitive intelligence. This includes innovating in products, working on the customer experience and offering personalization options that provide added value. 

Simple price competition ceases to be a sustainable strategy when all brands can match discounts and offers. In this scenario, the difference emerges by deciphering competitors’ strategies, from their value narrative to their emotional connection with the public. The most competitive organisations build unique propositions combining operational excellence, anticipation of trends and memorable experiences to differentiate themselves.

How our Clients Use flipflow to Monitor Competitor Supermarkets at Store Level and in Real Time

Our platform offers advanced tools for monitoring your competitors’ prices and promotions accurately and in real time. Using flipflow’s technology, it’s possible to achieve detailed visibility at store level or by postcode without the need to travel. 

Leading retailers who already trust us, such as Covalco or Grupo Más, use flipflow to monitor their competitors and optimize their commercial strategy. Based on up-to-date data, they implement the following strategies: 

Monitoring Prices and Promotions at a Local Level

Leading market retailers have absolute control over their competitor chains thanks to flipflow’s real-time store-level data. With this solution, they can:

• Track the evolution of prices and promotions across all supermarkets and key chains for them, identifying trends and changes in competitor strategy quickly. 
• Filter information by specific stores and postcodes to focus their analyses on strategic locations and improve actions on pricing, promotions and assortments in each region.
• Detect assortment gaps vs. their competitors, and, using this data, boost new promotions or price changes per store.
• Receive personalized alerts on changes in prices and promotions, ensuring continuous and accurate monitoring without constant store checks.
• Discover the logic applied to formats in Cash & Carry: In this supermarket model, customers buy products in large volumes. With flipflow, retailers can compare prices between different Cash & Carry formats from their competitors, even in formats specifically created for each distribution chain.

Benchmark Analysis of Competitors

Understanding competitor strategy and evolution is essential for staying ahead of the game. Flipflow allows these large supermarket chains to obtain detailed and comparative information about the market in real time. For example, thanks to this information:

• They analyze new products launched by competitors in different categories and supermarkets; evaluate pricing and promotional strategies applied to own-brand products; and detect patterns in the introduction of new products to adjust their own offering or product innovation.
• They research competitors’ full assortments, comparing their breadth and depth in each location, which helps them optimize their offering accordingly and identify gaps to find differentiation opportunities.

Optimization of Time Spent on Store Checks and Cost Reduction

Manual data collection is no longer efficient for large retailers. With our tool, they access the information they need without having to make physical visits to their competitors’ stores, which represents an enormous saving in time and costs:

• End of unnecessary travel: Thanks to up-to-date real-time data, they avoid having to send their sales teams or POSMs to their competitors’ physical stores, allowing them to focus their resources on a more thorough analysis and improve strategic decision-making.
• Improved team productivity with centralized and actionable information in real time, eliminating repetitive manual tasks and increasing operational efficiency.
• Significant reduction in costs associated with monitoring prices and promotions, minimizing investment in field staff and optimizing resource allocation.

Real-Time Competitor Monitoring: The Ultimate Advantage for Retailers

Competition in the supermarket sector is fierce, and the ability to adapt quickly to competitors’ strategies has become a determining factor for success. In a constantly changing market, having accurate, real-time information is an essential competitive advantage.

Furthermore, tools such as flipflow allow retailers to access strategic data that facilitates informed decision-making. Real-time monitoring, benchmarking and cost reduction derived from process optimization allow businesses to adjust strategies with agility, ensuring that their value proposition remains relevant and attractive to consumers.

Automating data collection and analysis frees up valuable resources, allowing teams to focus on differentiation strategies, offer personalization and build customer loyalty. In conclusion, in an environment where innovation and responsiveness make all the difference, real-time competitive monitoring ceases to be an option and becomes a strategic necessity.

The future of retail is intelligent, digital and highly dynamic, and the ability to understand and anticipate competitor movements is a key component of this new paradigm. Retailers who adopt advanced technologies like flipflow will be better prepared to lead the market, optimize their profitability and offer a superior shopping experience.

The post Use Case – Innovation in supermarkets: How flipflow transforms competitor monitoring at the shop level appeared first on Flipflow.

In 2025, with competition intensifying daily and consumer expectations evolving alongside technology, competitive analysis is becoming an essential tool for leading retailers in fast-moving consumer goods.

A detailed understanding of market behaviour, competitor strategies and emerging trends is a necessity for survival and prosperity in this environment. In this post, we will explore why competitive analysis is vital for large Fast-Moving Consumer Goods (FMCG) chains, what aspects they should measure and why each of these indicators can make all the difference in their overall strategy.

Throughout the text, you will discover how competitor analysis can be transformed into a sustainable competitive advantage, enabling changes in the market to be anticipated, operations to be optimized and, ultimately, business profitability to be increased.

Introduction: The New Competitive Retail Landscape

The retail sector has undergone unprecedented transformations in recent years. Factors such as digitalisation, the rise of e-commerce and omnichannel strategies have redefined the relationship between brands and consumers. This situation requires retailers to evolve their strategies, incorporating data analysis tools and advanced technology to better understand the market, consumer behaviour and anticipate competitor movements.

Despite persistent challenges, there are promising opportunities. Bain & Company projections suggest that, barring significant macroeconomic or geopolitical changes, US retail sales will increase by 4% year-on-year in 2025, in line with the actual growth seen in 2023 and 2024. 

Today’s retail sector has evolved into a hybrid model where the physical and digital coexist. Globally, 59% of consumers prefer to shop online, while 41% still opt for the in-store experience. However, this balance varies significantly between generations. Baby boomers are the only group where a majority (58%) prefer to shop in-store, although this doesn’t mean that physical commerce is irrelevant to younger people. Over 40% of Generation Z say they prefer the in-person experience over online shopping, a figure that has remained stable since 2020.

FMCG brands must face an environment where customers seek quality products as well as comprehensive and personalized experiences. And a landscape marked by economic volatility, constant regulatory changes and other complexities that redefine the rules of the game. 

Why competitive analysis is vital for retailers?

When we talk about large FMCG chains, we are referring to organisations that handle a wide variety of fast-moving consumer products, operate in multiple markets and have a complex organisational structure. 

In this scenario, competitive analysis becomes vital for various reasons:

• Market anticipation: Rigorous analysis allows for changes in consumption to be foreseen and for the offering and marketing strategies to be adjusted before they become widespread trends.
• Margin optimization: With detailed information on competitor pricing, retailers can intelligently adjust their margins, maintaining profitability and competitiveness.
• Experience innovation: Data analysis helps improve the customer experience through personalization and new technologies at the point of sale.
• Operational efficiency: Detecting inefficiencies in the supply chain allows processes to be optimized and logistical crises to be anticipated.
• Differentiated strategies: Understanding competitor movements facilitates the development of unique strategies adapted to each market.

Success stories such as that of Walmart illustrate the transformative power of competitive analysis: This company, one of the world’s largest retail chains, constantly monitors its competitors’ pricing strategies, product assortments, supply chain efficiency and customer service initiatives. This vigilance has enabled them to identify and capitalize on market opportunities. For example, Walmart analyzed its competitors’ product assortments and identified opportunities to adapt its offering to specific local markets. This approach ensures that each store responds to the unique preferences of its local customers, thus increasing their satisfaction and loyalty. 

In short, competitor analysis becomes the guiding light for retailers in a highly competitive environment. It allows data to be transformed into strategic and tactical decisions that enhance adaptability and operational agility.

5 Strategic Proposals on What You Should Measure and Why It Matters

To achieve robust competitive analysis applicable to today’s retail reality, it is fundamental to identify and monitor key indicators. Below, we present five strategic proposals that can make all the difference in competitive management for FMCG chains:

1. Controlling the global territory without losing local agility

In a globalized world, these retailers must have a comprehensive vision of their operations globally, without neglecting the need to adapt to the particularities of each local market. 

To do this, it is key to measure market share in different regions. This identifies growth opportunities, adjusts offerings according to local preferences and detects emerging trends that may influence demand. Furthermore, evaluating the effectiveness of local campaigns compared to global performance allows for the optimization of commercial strategies and ensures that each market receives a relevant value proposition.

By controlling these aspects, retailers can maintain overall consistency in their strategy while demonstrating considerable flexibility to adapt to the demands and particularities of each region.

2. Defending margins in the invisible price war

Price wars are one of the most constant challenges in the retail world. With the emergence of new competitors and easy access to information, profit margins are under constant pressure. 

To remain competitive without compromising margins, retailers will need to monitor prices in real time, both in physical stores and online platforms, and analyze consumer sensitivity to price changes. Comparing promotions and discounts with those of the competition helps to identify effective tactics and adjust your own strategy to maximize impact. Using this data, dynamic pricing strategies can be implemented that balance profitability and sales volume.

Defending profit margins will protect profitability and reinforce brand image, thus demonstrating a firm and well-founded position in the market. 

3. Turning own-brand products into profit-driving weapons

Own-brand products have gained prominence in the FMCG sector as an attractive alternative for both the retailer and the consumer. These brands, being internally managed, offer higher margins and greater loyalty if correctly positioned.

To enhance their impact, it is necessary to measure consumer perception and reinforce attributes such as quality or price-value relationship. Profitability should also be analyzed in comparison with leading brands to identify competitive advantages. Monitoring the competition’s strategy in this segment allows for the development of differentiated value propositions. On the other hand, product innovation ensures that the offering remains attractive and aligned with market trends.

Turning own-brand products into true profit-driving weapons involves a comprehensive approach that combines continuous improvement of the offering with a robust marketing strategy and good resource management.

4. Anticipating supply chain crises with 360° intelligence

The supply chain is the fundamental link in the operation of any retailer. Efficient management of inventories and logistics is essential for avoiding stockouts and ensuring a satisfactory shopping experience.  

Implementing real-time monitoring systems allows for problems to be detected before they affect product availability. Using predictive analysis models helps to anticipate fluctuations in demand and adjust supply accordingly. Evaluating supplier stability and having contingency plans reduces vulnerability to external crises. 

Finally, integrating data from different sources, such as logistics, sales and customer feedback, on a single platform provides a comprehensive overview to optimize inventory management, improve operational efficiency and strengthen the retailer’s competitive position. 

5. Creating experiences that competitors can’t copy

In a market where products and prices are increasingly homogenous, customer experience becomes a decisive factor. Measuring consumer satisfaction through surveys and data analysis allows for areas for improvement to be identified. Evaluating how customers interact with the brand across different channels (physical store, online, mobile) helps design seamless and personalized experiences. Innovating at the point of sale, incorporating new technologies and shopping formats, strengthens differentiation. Furthermore, personalizing the offering based on consumer behaviour improves loyalty and increases customer lifetime value.

To create experiences that are truly difficult to replicate, retailers must combine data derived from competitive analysis with deep insights about their own customers. This requires a customer-centric approach and constant investment in technology, training and data analysis. This is a long-term commitment that can consolidate the brand’s market position and generate lasting relationships with consumers.

Why is Competitive Analysis Urgent for Large Retailers?

The rapid pace of change in the retail sector doesn’t allow for complacency or delayed reactions. Large retailers, despite their resources and scale, face particular challenges that make it imperative to develop advanced competitive analysis capabilities:

• Risk of obsolescence: The speed at which trends and technologies evolve means that today’s strategies can become obsolete in a matter of months. 
• Constantly evolving global competition: Large chains no longer compete solely at a local level. With globalization, retailers must face international competitors bringing new ideas, disruptive business models and aggressive strategies. 
• Pressure on profit margins: Lack of precise data on competitor behaviour can erode profit margins, affecting profitability and long-term sustainability.
• Need for rapid adaptation: Market volatility requires agile responsiveness. Only through competitive analysis is it possible to anticipate changes and adjust strategy in a timely manner.
• Customer loyalty and differentiation: Analyzing competitor actions and reactions is fundamental to designing unique value propositions that consolidate consumer loyalty.

The urgency of implementing robust competitive analysis therefore lies in the ability to transform data into action. These actions must be specific to ensure the relevance and success of the chain. In a context where time is a resource as valuable as any other, having precise and up-to-date information allows changes to be anticipated and informed strategic decisions to be made.

Conclusion: From Data to Action

Transforming competitive analysis into concrete actions that generate value represents the real challenge for contemporary retailers. Having exhaustive competitive data is only the first step; the real value emerges when this information translates into strategic and operational decisions that improve competitive positioning and profitability.

To effectively evolve from data to action, organisations must develop systematic processes that connect the findings of competitive analysis with decision-making mechanisms. This requires establishing a “competitive intelligence cycle” where the continuous collection of data is integrated with periodic analysis, strategic distribution of insights and monitoring of resulting actions. This structured approach ensures that investments in competitive analysis generate tangible returns.

The democratisation of competitive insights within the organisation is another critical factor in maximizing its impact. The most advanced retailers are implementing dashboards and visualization tools that make competitive intelligence accessible at different organizational levels, from executives to store managers. This accessibility ensures that both everyday decisions and major strategic bets are informed by up-to-date competitive understanding.

In a scenario where the only constant is rapid change, competitive analysis represents a fundamental strategic investment. Retailers who systematically transform competitive data into strategic actions will be positioned to not only survive but thrive in the demanding competitive landscape of 2025 and beyond. 

The post Competitive Analysis for Retailers: What You Should Measure and Why It Matters appeared first on Flipflow.

Digital transformation is advancing by leaps and bounds, and in this environment, brands face new challenges in standing out and connecting with consumers. The evolution of retail and the exponential growth of e-commerce have made the Digital Shelf a crucial element in ensuring commercial success. 

Retail in 2025 and the Urgency of the Digital Shelf

The retail landscape in 2025 is characterized by unprecedented competitiveness and constantly changing consumer habits. Digitalization has reinvented the shopping experience. The Digital Shelf is now the meeting point between brands and consumers in the online space, where visibility and the correct presentation of offerings are vital.

This urgency translates into the need to adapt to an environment where competition is fierce and consumer expectations are constantly evolving. From product descriptions to inventory management and integration with advertising campaigns, every aspect must be meticulously planned and executed. Brands that don’t invest in optimizing their digital shelf risk losing sales opportunities, damaging their reputation and being left behind.

This article explores in depth why having a robust Digital Shelf strategy in 2025 is fundamental. It also details the pillars and trends that will shape the future in this environment.

Why a Digital Shelf Strategy is Critical in 2025?

A Digital Shelf strategy is indispensable today for several reasons:

Visibility in saturated markets

In 2025, the number of products available online will be immense. Consumers have hundreds, or even thousands, of options when deciding what to buy. In this scenario, visibility becomes the first and most critical challenge. Without an optimized Digital Shelf strategy, a brand’s products can get buried amongst the multitude, lost in search results and recommendations from e-commerce platforms.

Optimized presence involves working on content quality, data structure and the use of relevant keywords for each product. This makes it easier for marketplace algorithms to better position items. It also improves the user experience by allowing them to find the information they need quickly and accurately. 

Avoidable losses

The lack of a well-defined Digital Shelf strategy involves a series of avoidable losses that directly impact a company’s financial results. Among the main problems are the presence of outdated information, incomplete or erroneous descriptions and inconsistencies in the presentation of prices and promotions. These errors can lead to consumers distrusting the brand or even abandoning the purchase process, opting for clearer and more reliable alternatives.

Similarly, inventory management problems and lack of synchronization between different sales channels can create situations where unavailable products are promoted, which negatively impacts the customer experience and, therefore, the brand’s reputation.

Demanding omnichannel strategy

The consumer experience in 2025 is not limited to a single channel. Customers expect seamless integration between physical and digital experiences, making omnichannel a non-negotiable requirement for any retail strategy. 

A consistent Digital Shelf approach ensures that product information, brand image and promotions remain consistent across all channels. Consumer decision-making is simplified, while brand trust and loyalty are reinforced. 

5 Pillars for a Winning Strategy

To achieve success in the digital environment of 2025, it’s essential to build a Digital Shelf strategy based on five fundamental pillars. These elements integrate the strategic vision needed to adapt to emerging trends and the expectations of the modern consumer.

1. Intelligent content optimization

Content is the soul of the digital experience and, therefore, must be treated with particular care. Intelligent content optimization involves developing detailed descriptions, high-resolution images and videos showing the product in use, complemented by technical attributes and customer testimonials. To achieve this, it is important to invest in data analysis tools that allow you to identify the keywords and search trends specific to each market segment. 

An innovative approach is the use of dynamic content that adapts to user preferences and behaviours. For example, personalizing product descriptions and recommendations based on browsing history or previous purchases can make a difference in conversion and customer loyalty.

2. Real-time monitoring

Real-time monitoring is an indispensable tool. The ability to react immediately to changes in the market, competition or stock availability allows for on-the-fly strategy adjustments and maintaining a competitive edge.

Implementing monitoring systems that integrate AI and predictive analysis makes it possible to identify emerging trends, detect errors in product information and adjust prices automatically based on demand and competition. Furthermore, constant monitoring facilitates data-driven decision-making. This allows brands to better understand their consumers’ behaviour and adjust their marketing strategies accordingly. 

3. Integration with Retail Media Networks

This integration represents one of the most interesting opportunities for maximizing the return on investment in digital advertising. These networks allow brands to access precise data on consumer behaviour within the sales environments themselves. This data facilitates the creation of highly targeted and effective advertising campaigns.

By linking the Digital Shelf strategy with Retail Media campaigns, brands can direct their advertising efforts towards specific market segments, increasing the relevance and personalization of messages. This results in a higher conversion rate and optimization of the advertising budget, as wasted ad spend is reduced. The Digital Shelf should be seen as the foundation upon which to build effective Retail Media campaigns, and the latter should act as the engine that boosts the opportunities created by a strong presence on the Digital Shelf.

4. AI-based automation

AI-driven automation allows for the efficient management of repetitive and complex tasks, such as price updates, description generation and advertising campaign optimization.

Using machine learning algorithms, it’s possible to analyze large volumes of data to identify patterns and trends that would otherwise go unnoticed. This enables brands to adjust their strategies based on constantly changing variables (market demand, consumer behaviour or preferences…).

In addition, automation significantly reduces the margin for human error and frees up resources that can be redirected to other strategic areas.

5. Cross-departmental collaborative analysis

A comprehensive Digital Shelf strategy requires collaboration from multiple areas within the company. Integrating marketing, sales, technology and supply chain teams is fundamental to aligning objectives and ensuring that product information is managed consistently across all channels.

Collaborative analysis allows for an exchange of data and knowledge that enriches decision-making. For example, the marketing team can provide information on consumer trends and customer behaviour, while the logistics team ensures that products are available and up-to-date in real time. This synergy translates into a more robust Digital Shelf strategy that is adaptable to market needs.

Future Trends: What’s Next

Technological innovations promise to radically transform how brands interact with their consumers. These are some of the trends that are shaping up for the future and will mark the evolution of digital commerce in the coming years.

Hyperpersonalization with generative AI

Hyperpersonalization is one of the most promising trends in e-commerce. Thanks to advancements in generative AI, brands will be able to offer increasingly personalized shopping experiences. Every element of the Digital Shelf will be adapted to the specific preferences and needs of each user.

This technology allows for the automatic creation of product descriptions, images and recommendations, based on historical data and consumer behaviour. The result is a unique and relevant experience for each customer, leading to higher conversion rates and stronger loyalty. 

Integration with immersive experiences

The advancement of technologies such as augmented reality and virtual reality is opening up new possibilities for digital commerce. Integrating these immersive experiences into the Digital Shelf allows consumers to interact with products in entirely new ways.

Imagine being able to virtually try out furniture in your living room, explore the features of an appliance or even experience a brand in a virtual environment. These technologies enrich the shopping experience and also generate greater engagement and emotional connection with the brand. Companies that integrate these experiences in a consistent and strategic way will be in a privileged position to capture the attention of an increasingly demanding audience.

Ethical Shelf

Social responsibility and transparency have become fundamental values for consumers. They’ve gone from being a nice-to-have to becoming a critical driver of conversion in modern retail. Consumers in 2025 not only demand quality products, but 62% prioritize brands that demonstrate ethical and sustainable practices throughout their operation.

The “Ethical Shelf” trend responds to this demand, offering customers clear and verifiable information about the sustainability, origin and ethical practices of products.

Transparency in communication and the accuracy of information are aspects that cannot be overlooked. Brands will need to invest in technologies that allow for the certification and auditing of this data to ensure that consumers receive reliable and up-to-date information. In this way, the Ethical Shelf will become a seal of quality that reinforces the brand’s commitment to social responsibility.

Conclusion – The Digital Shelf as a Transformative Axis of Retail in 2025

The Digital Shelf has evolved from being a digital catalogue to becoming the strategic core where the success or failure of brands and retailers is decided. In 2025, it isn’t managed; it’s orchestrated as a living ecosystem. And the rules for this orchestration are clear:

• No visibility, no sales: Optimizing content and pricing is no longer enough; you have to master Retail Media algorithms and predictive analytics.
• Agility is profitability: Automating stock replenishment or adjusting prices in real time isn’t innovation, it’s basic survival.
• Ethics sell: Transparency and social responsibility increase sales and brand loyalty.

In an environment where every click can mean a sale, having a well-designed and executed Digital Shelf strategy will not be an option but a mandatory necessity. The time is now: brands that invest in a comprehensive Digital Shelf strategy will gain not only market share but the loyalty of a consumer who demands speed, transparency and impeccable experiences. The question isn’t whether they can afford it, but can they really continue to ignore this need?

The post Why Brands Need a Strong Digital Shelf Strategy and How to Achieve It in 2025 appeared first on Flipflow.

The Unstoppable Rise of Retail Media Networks

2025 will mark a turning point for Retail Media Networks (RMNs). With a projected 6% growth in global advertising investment and a transformation that redefines the relationship between brands, retailers and consumers, these platforms are no longer an experiment: they are at the core of an omnichannel strategy. 

Several factors have driven this growth:

• Shifting consumer behaviour: The pandemic accelerated the adoption of e-commerce, leading more consumers to make online purchases.
• The demise of third-party cookies: Privacy regulations and the phasing out of third-party cookies have increased the value of first-party data held by retailers.
• Demand for personalization: Consumers expect tailored experiences. Retail Media Networks allow brands to deliver relevant ads based on real purchase behaviours.

This year will mark the operational maturity of networks such as Amazon Ads or Walmart Connect, which already capture 75% of the US market. It will also lay the groundwork for a new era. Artificial intelligence, physical-digital integration and the standardization of metrics will be key. With a market that will exceed $106 billion in 2027 according to eMarketer, 2025 is defined by two opposing forces. On the one hand, the technological simplification driven by AI. On the other, the increasing complexity of a fragmented ecosystem, between On-Site, Off-Site and In-Store Retail Media.

This article explores how to navigate this duality. It also offers a detailed map of the five trends that will reconfigure Retail Media Networks in the coming months.

1. Operational Maturity: The Era of Efficiency

As Retail Media Networks have evolved, operational efficiency has become a priority. The following areas stand out in this field:

Unified self-service

RMNs are eliminating technological fragmentation with integrated platforms that serve to democratize Retail Media. They are also adopting self-service models that allow brands to manage their campaigns autonomously. The transition towards more intuitive interfaces and integrated tools facilitates the execution of cross-channel advertising campaigns (which combine digital and physical formats in a single interface) without directly depending on the retailer. This autonomy streamlines processes and allows brands to respond quickly to market dynamics.

AI-driven automation

Artificial Intelligence is revolutionizing the management of Retail Media campaigns in three key areas:

• Budget optimization: Predictive algorithms are used to redistribute investments across different RMNs, based on their historical performance and seasonal trends. 
• Analysis of large volumes of data: Using advanced algorithms, brands can analyze large volumes of data to identify consumer behavior patterns, optimize audience segmentation and free up human resources to focus on more creative and high-level strategies.
• Creative generation: Dynamic Creative Optimization (DCO) systems produce hundreds of banner variations in seconds, depending on the target audience, context, geographic location or previous performance. 

Priority on ROI

Moving from CPM to real impact, ROI will be seen as the supreme metric. With advertising budgets under constant scrutiny, brands are focusing on maximizing return on investment. This involves a rigorous evaluation of performance metrics, the implementation of more accurate attribution models and continuous optimization of bidding strategies and ad placement. 

The evolution towards operational efficiency is not optional: with a Customer Acquisition Cost (CAC) 32% lower on automated networks (according to Criteo), RMNs that do not adopt these models will become obsolete before 2026.

2. Global Expansion and Consolidation

The Retail Media landscape is undergoing global expansion and consolidation, influenced by various market dynamics.

New regional “unicorns”

In 2025, the dominance of Amazon (75% of the US market) and Walmart Connect (31.6% growth in 2024) will face emerging competition. The emergence of regional Retail Media Networks that achieve “unicorn” valuations (companies valued at over $1 billion) is anticipated:

• Asia-Pacific: The Japanese Retail Media Network Seven & I Holdings integrates 78,000 “7-Eleven” stores with purchase data and its 2025 revenue target will be $1.2 billion. This region is projected to grow 47% in RMN advertising investment, driven by digital commerce in India and Vietnam. 
• Europe: The Ahold Delhaize Retail Media Network, with coverage in 11 European countries and covering 21 store chains, reached $800 million in 2024 and expects to exceed $1 billion in sales in 2025.
• Latin America: Mercado Libre Ads, with 152 million active users and its own logistics in 18 countries, aims for e-commerce leadership in the region. 

This trend reflects an adaptation to the cultural and consumption particularities of each region, offering more contextualized advertising solutions. 

Strategic partnerships

Under pressure from the giants, collaborative models are emerging. These partnerships allow medium-sized networks and retailers to expand their advertising reach beyond their own channels, integrating with third-party platforms and media outlets. For example, partnerships between retailers and streaming platforms (such as Amazon and Twitch) or social media networks make it easier for brands to reach wider and more diverse audiences, creating more integrated and effective advertising ecosystems.

This year, RMNs that don’t form alliances or position themselves in regional niches will be left out of a market where 80% of the top 100 US retailers already operate their own networks. Consolidation is not an option but a requirement for survival.

3. In-Store Media Integration

The convergence of the digital and physical worlds is redefining the shopping experience and advertising strategies.

Physical digitalisation

Physical stores are incorporating digital technologies to become interactive media and enrich the customer experience. Screens, digital signage and IoT devices allow brands to display dynamic and personalized content in real time. For example, 15% of European supermarkets use DOOH (Digital-Out-of-Home) with real-time targeting. 

This digitalization facilitates the adaptation of advertising messages according to the customer profile, available inventory or even external factors such as weather. This creates a more immersive and relevant shopping experience.

Creative challenges

Implementing digital media in physical environments carries the risk of overwhelming the customer with advertising and creating irrelevant experiences. 

Brands must develop contextualised creatives that capture attention in busy spaces, ensuring that messages are clear and attractive, in varied formats and sizes. In addition, it is crucial to ensure that the technology used is intuitive and doesn’t interfere with the shopping experience, but complements it harmoniously.

4. Personalisation and Innovative Formats

The evolution of consumer expectations is driving brands to adopt more personalized and innovative strategies.

AI against ad fatigue

As mentioned in the previous section, ad fatigue is one of the risks associated with implementing digital advertising media in physical environments. Retail Media Networks are adopting advanced AI technologies to offer personalization at scale without generating advertising saturation. Artificial intelligence analyses consumer behaviour within retailer platforms, allowing for more precise segmentation and optimizing ads in real time.

To combat ad fatigue, algorithms are being developed that adjust the frequency and content of ads based on user interaction. This ensures a seamless experience without being invasive. It also helps brands improve the relevance of their messages and increase conversion within retailer ecosystems.

Co-created and sponsored content within retail platforms

RMNs are evolving beyond traditional ads by integrating co-created and sponsored content directly into online shopping experiences. Retailers are allowing brands to generate content that appears in strategic sections of their sites and apps. Content can range from product recommendations and interactive buying guides to video shopping experiences.

This type of content improves the user experience. It also increases engagement and dwell time on the platform, boosting conversion rates. The most advanced networks are exploring the use of augmented reality and immersive experiences to offer real-time product demonstrations within their digital ecosystems.

5. Measurement and Transparency

Emerging measurement standards

One of the most significant challenges for Retail Media Networks has been the lack of standardization in metrics. In 2025, an evolution towards unified measurement systems is expected. This will allow brands to compare the impact of their campaigns across different retailer networks.

Leading platforms have adopted unified dashboards with real-time information. These display data on attributable sales, ad engagement and conversion metrics within the Retail ecosystem. In addition, they are incorporating advanced attribution models based on machine learning, which improves accuracy when measuring how advertising influences purchasing decisions.

Data privacy and security in Retail Media

In 2025, RMNs will prioritize data privacy and security. This responds to stricter regulations, such as the EU’s AI Act, and growing consumer concerns. Instead of relying on third-party cookies, platforms will use first-party data from retailers. This will allow them to effectively segment audiences without compromising privacy. They will also implement strategies such as data clean rooms, which allow campaigns to be analyzed without accessing sensitive data.

On the other hand, let’s not forget Retail Media In-Store, which must offer clear opt-out options in physical stores, such as the facial masking technology offered by Verkada.

Conclusion: The year of professionalization

In 2025, Retail Media Networks will move beyond the experimental phase to become mature ecosystems. In this environment, companies that:

• Combine AI with relevant creatives to deliver engaging and effective user experiences.
• Respect privacy without sacrificing personalization, adopting solutions based on first-party data and anonymization technologies. 
• Offer clear metrics that link Retail Media advertising to sales, promoting trust among brands and advertisers. 

Brands and retailers that strategically adopt these trends will be better positioned to maximize the impact of their Retail Media investments. Competition will be more intense, but so will the opportunities for innovation and differentiation in an environment that demands greater accuracy, efficiency and advertising relevance.

The post What to Expect from Retail Media Networks in 2025? appeared first on Flipflow.

In the retail world, businesses must make strategic decisions about how and where to sell their products. The way products reach the consumer can directly influence their success in the market. Factors such as product type, brand positioning, competition and consumer behaviour play a key role in choosing the right distribution model. 

Some companies seek mass presence to maximize their reach, while others prefer to limit their availability to reinforce their exclusivity. Between these options, there is an intermediate approach that balances reach and control: selective distribution. 

Throughout this article, we will analyse what selective distribution is, its main advantages, the challenges it may present and how leading brands use flipflow to control it. 

What is Selective Distribution?

Selective distribution involves carefully choosing sales channels, limiting the number of intermediaries to ensure that products are marketed in outlets that reflect the brand’s image. Unlike mass distribution—which prioritizes immediate availability—or exclusive distribution—which restricts access to a single channel—this model allows businesses to select their distributors to maintain brand prestige without sacrificing commercial presence.

This approach is particularly relevant in sectors such as luxury fashion, high-end technology and specialized pharmaceuticals, where the shopper experience and perception of value are decisive. By implementing it, companies not only protect their image but also optimize operating costs and strengthen strategic relationships with qualified retailers.

4 Advantages of Selective Distribution

Adopting a selective distribution strategy offers a number of key benefits that can strengthen a brand’s image, improve relationships with distributors and ensure greater control over the consumer experience. Companies such as Apple, Chanel and Rolex have used this model to reinforce their exclusivity and maintain superior quality standards. 

Below, we explore the main advantages offered by this approach:

1. Exclusivity and differentiation

By limiting product availability to certain points of sale, businesses can create a sense of exclusivity that increases brand appeal. This perception of scarcity can justify higher prices and foster greater loyalty among customers seeking unique and differentiated products.

2. Quality control

Selective distribution allows companies to maintain greater control over how their products are presented and sold. By working with a limited number of distributors, it is easier to ensure that quality standards are met in terms of display, customer service and product knowledge. For example, brands like Apple carefully select their authorized distributors to ensure a consistent and high-quality shopping experience.

3. Brand image

By partnering only with retailers that share the brand’s values and aesthetic, companies can reinforce their market positioning. This consistency in presentation helps build a strong and recognizable brand image, which is essential for products that seek to stand out for their quality and prestige. Luxury brands such as Chanel implement this strategy by operating their own boutiques and selecting luxury retailers that reflect their prestige.

4. Improved relationships with distributors

By limiting the number of intermediaries, businesses can establish closer and more collaborative relationships with their distributors. This facilitates communication, training and mutual support, which can translate into greater effectiveness in sales and marketing strategies. Furthermore, a strong relationship with distributors can lead to better market feedback and greater adaptability to customer needs. MediaMarkt or El Corte Inglés are good examples of authorized distributors for leading brands. They are permitted to sell products only through their own stores or websites. 

Disadvantages of selective distribution

While selective distribution can offer significant advantages, it also presents certain challenges that businesses must consider before implementing it. From dependence on a small number of distributors to the costs associated with supervising authorized sellers, this model can present limitations that affect the ability to expand and penetrate the market.

Dependence on distributors

By working with a limited number of distributors, businesses can become dependent on them to reach their customers. If a distributor decides to change strategy, close down or fail to meet the agreed standards, the business may face difficulties maintaining its market presence. This dependence can limit the business’s flexibility and increase its vulnerability to external changes.

Limitations in market coverage

By restricting distribution to certain points of sale, some consumers may not have easy access to the products, particularly in geographic areas where there are no selected distributors. This can result in lost sales opportunities and lower market penetration. For example, a luxury brand that only sells in exclusive boutiques in large cities may not reach potential customers in smaller or rural regions.

Costs of conducting exhaustive control

Implementing a selective distribution strategy requires evaluating and controlling distributors. It is essential to ensure that each point of sale understands and adequately represents the brand. This involves resources dedicated to performance monitoring, identifying unauthorized sellers and avoiding channel conflict. Costs can be high, but with a selective distribution control tool such as flipflow, you will be able to monitor and optimize the distribution of your products in real time, as brands such as Havaianas or Natura Bissé already do with us. Click on each brand’s links to access their success stories. 

How Leading Brands Use flipflow to Control Selective Distribution

Our platform offers advanced tools for identifying unauthorized sellers on any marketplace, such as Mercado Libre, Miravia or Carrefour, without being limited to Amazon like other market solutions. It is also possible to prevent channel conflict and guarantee a selective distribution strategy aligned with the brand’s objectives.

Several leading brands in the fashion and beauty sectors, such as Havaianas and Natura Bissé, use flipflow in the following ways to have exhaustive control of selective distribution:

Diagnosis and analysis of current distribution

Before making decisions, it’s fundamental to understand how products are marketed across different digital channels. With our powerful tool, these leading brands can:

• Daily monitoring of pricing and promotional activity by different retailers to detect “first-movers”, unauthorized distributors or parallel sales.
• Identify through detailed analysis which brands sell to 3P distributors and detect potential channel conflicts.
• Know who is selling their products, in what quantity and at what prices. This helps them fine-tune their strategies to the maximum.
• Obtain a detailed map of distribution to detect stock leaks or prevent unauthorized sales.

Selective control and action on distributors

Once the sellers have been identified, flipflow allows these brands to take control with advanced tools to optimize their distribution strategy:

• Monitor in real time all sellers on key marketplaces, such as Amazon, Shein, Miravia or Mercado Libre.
• Apply selective distribution rules, define distribution criteria and ensure that only authorized sellers can market their products.
• These brands also evaluate each distributor’s impact on market share and decide where to intervene, strengthening strategic relationships or eliminating problematic distributors. 

Price infringement detection and Buy Box control

Finally, they maintain a stable pricing strategy aligned with brand positioning. All this is thanks to exhaustive control over their prices and the Buy Box:

• Automatically detect price deviations on marketplaces or points of sale. For example, when a seller reduces the price below the established minimum.
• Have real-time automatic alerts configured to proactively respond to price infringements.
• Gain visibility on all sellers present in the different Buy Boxes, thanks to the comprehensive dashboards provided by flipflow with real-time information. 
• Analyze price trends and non-compliance patterns, to discover which sellers breach pricing agreements most frequently and implement strategies to prevent future infringements.
• Control the Buy Box for products they sell directly as first-party sellers. Thanks to this automated control that informs them of changes in the Buy Box, they can track and avoid 3P sellers.

Conclusion: Control and Strategy for an Effective Distribution Model

Selective distribution is a key strategy for brands seeking to balance exclusivity and market presence. While it offers significant advantages, such as quality control, differentiation and improved relationships with distributors, it also involves challenges that must be considered.

In this context, tools such as flipflow have become indispensable allies for large brands and manufacturers. They allow them to monitor the distribution of their products in real time, detect unauthorized sellers and optimize their commercial strategy. Thanks to our advanced real-time monitoring solution with automatic alerts, companies can ensure that their products are marketed in a way that is aligned with their brand values and objectives, thus guaranteeing effective and sustainable selective distribution over time.

The post Case Study: How Leading Brands Use flipflow to Control Selective Distribution appeared first on Flipflow.

In an increasingly competitive business environment, the traditional strategy of competing solely on price has become unsustainable. Slowing inflation and evolving consumer expectations have led businesses to seek new ways to differentiate themselves and maintain their competitive advantage. According to PriceBeam, in 2025, pricing teams will need to adopt a holistic approach to pricing, considering not only the individual price of products but also the customer journey and other additional services.

Price wars, while attractive in the short term, can trigger a spiral of discounts that erode profit margins and destabilize the industry. Instead, businesses are opting for strategies that prioritize perceived value, innovation and customer experience. These approaches not only allow for fairer and more sustainable pricing but also strengthen customer loyalty and brand identity.

In this context, competitive analysis must go beyond simple price comparison to encompass factors such as value proposition, marketing strategy or differentiation by attributes. Businesses that integrate these strategies will be better positioned to thrive in the market.

In this article, we will explore how to conduct a more in-depth and effective competitor analysis, without focusing exclusively on price. We will also address why price is no longer the only decisive factor in competition and the risks of basing differentiation solely on cost-cutting strategies.

How to Conduct a Competitor Analysis?

As we explained in a previous post, competitor analysis is a structured method for gathering valuable information about your business operations. Its objective is to provide the data you need to compare your operations with those of the competition, identify opportunities to differentiate yourself and position yourself more effectively.

But, what are the steps needed to conduct a competitor analysis? We explain the process:

1. Identify your competitors

Before analysing your competitors, it’s crucial to identify them correctly. They can be classified into three types:

• Direct: Businesses that offer similar products or services and that target the same customer base.
• Indirect: Those that, although they don’t offer exactly the same thing, can satisfy the same customer need.
• Potential: New businesses or brands that could enter the market and represent a threat.

To identify these competitors, tools such as Google Trends, keyword analysis in Ahrefs or real-time data analysis platforms such as flipflow can be used.

2. Understand their product offering

Detailed analysis of competitors’ product offerings is essential to identify opportunities for improvement and differentiation in the market. To conduct this analysis, it’s important to evaluate aspects of the offering that go beyond the individual characteristics of each product:

1. Key features and differentiators: This includes not only the technical characteristics of the product but also design elements, user experience and any factor that makes consumers perceive a unique value in the competitor’s offering.
2. Frequent promotions and discounts: Studying how the competition uses these tactics allows you to understand what type of incentives they are offering and how these impact purchasing decisions. 
3. Presentation strategies: How products are packaged and presented plays a decisive role in consumer perception. This includes how the benefits are communicated through the packaging, labels and descriptions.

Understanding these factors also allows you to identify vulnerabilities and areas where you can improve or innovate. 

3. Analyse the market

Once you have identified the key competitors and understood their product offerings, the next step in competitive analysis is to conduct more in-depth market research. This analysis will help you better understand industry trends, demand dynamics and external factors that may influence the competition. Market research is divided into two types:

• Primary research: Obtaining data directly from the source, either through competitors’ products or services or through interaction with their customers. This type of research is particularly useful because it provides fresh, direct and relevant information. The main primary research tools include customer interviews, product testing or online surveys. 
• Secondary research: This is based on the analysis of information that has already been collected and published previously. This information can be found in various sources such as industry reports, previous market studies, news articles and competitor analyses available online.

To conduct a thorough market analysis, it is advisable to combine both forms of research. This will enable you to obtain a more complete and accurate picture of your competitive position in the market.

4. Review your competitors’ marketing strategies

Observing how competitors communicate can provide key information about their positioning and differentiation. Some aspects to evaluate include:

• Social media presence and engagement: Analyze which platforms your competitors are active on and how they interact with their audience. 
• Investment in digital and traditional advertising: Examine the advertising channels they use, both digital and traditional, and how they allocate their budget among them. 
• Brand content and storytelling: Observe the type of content they generate and how they tell their brand story. 

Analysing these aspects is crucial for identifying opportunities that can help you improve your own marketing strategy and differentiate yourself in the market. 

5. Interpret the results and identify your place in the market

Once the data has been collected, it is important to interpret it and use it to identify opportunities to exploit, define your own strategy and understand your current and future position in relation to other businesses. This should be based on key questions that guide the development of your action plan. Some of these questions include:

• What are my business’s strengths and weaknesses compared to the competition? Fundamental for having a clear view of your position against your competitors and identifying areas where you can improve and leverage your strengths.
• What differentiation opportunities can I leverage? Opportunities can arise from various areas, such as personalising your products or services, using innovative technologies or even exploiting market niches that your competitors are not adequately covering. Differentiation will allow you to build a loyal customer base that values the unique characteristics of your offering.
• What threats could affect my market position? Identifying threats is essential for developing mitigation strategies that protect your business.

Once these questions have been answered, you should be able to carry out a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to help you clearly define your place in the market. This step is crucial because it provides a solid foundation upon which you can build short, medium and long-term strategies. By identifying areas for improvement, opportunities and threats, you can make more informed decisions about how to position yourself and grow sustainably in your sector.

Why Price No Longer Defines Competition

Price has traditionally been a decisive factor in competition between brands. However, changes in consumer behaviour and market evolution have reduced its relevance as the sole differentiator.

Businesses that only compete on price risk losing market share where customer loyalty is based on other key factors such as quality, service and overall experience. In fact, a Microsoft study indicates that 81% of consumers are willing to pay more for a better customer experience.

The new consumer reality

The modern consumer has drastically changed their habits and priorities. Beyond seeking low prices, they now value aspects such as personalized experience, quality and innovation. Many people prefer to buy products from committed companies, opt for brands that offer them recommendations tailored to their needs and are willing to pay more if this guarantees durability and good after-sales service. In addition, technology and innovation play a key role in purchasing decisions, as consumers seek products that offer advanced features and disruptive solutions.

This shift in behaviour means that businesses that rely solely on low prices to attract customers are at a disadvantage. True differentiation lies in product quality, user experience and emotional connection with the brand.

The Risks of Basing Differentiation Solely on Price

Accelerated Commodification

If a business only competes on price, it risks turning its product into a “commodity”, losing perceived value and reducing its ability to build customer loyalty. Companies like Xiaomi have demonstrated that combining competitive pricing with constant innovation is a more effective strategy.

Brand Erosion

When brands rely excessively on discounts and low prices, their image can be affected, conveying a perception of lower quality or reducing their exclusivity. Luxury brands such as Louis Vuitton have maintained their prestige by avoiding aggressive discounting strategies, which has allowed them to retain their perceived value and customer loyalty. 

Strategic Myopia

Focusing only on price prevents the identification of innovation opportunities in customer experience, after-sales service and other value-added factors. Differentiation through customer service is a key strategy used by brands such as Zappos, leading them to achieve excellent results.

Pressure on Margins

Cutting prices to compete can lead to an unsustainable price war, eroding profit margins and limiting the ability to reinvest in the business. According to the Harvard Business Review, companies with aggressive pricing strategies can face dangerously low operating margins.

Differentiation Beyond Price: The Use of Competitive Intelligence

Competitive intelligence is the process of collecting, analysing and applying relevant information about the competition and the market environment to make well-founded strategic decisions. It is a proactive approach that enables businesses to anticipate industry changes and react in an agile and effective manner.

To compete effectively without resorting to price wars, it is fundamental to adopt competitive intelligence strategies. This includes:

• Innovation in products and services: Companies such as Apple have demonstrated that innovation can justify premium prices.
• Customer experience: As previously mentioned, the vast majority of consumers consider customer experience a key factor in loyalty.
• Personalisation: Major brands have been able to increase loyalty through product personalization options.
• Added value: Offering additional services, extended warranties or loyalty programmes.

Simple price competition ceases to be a sustainable strategy when all brands can match discounts and offers. In this scenario, the real difference emerges by deciphering the strategic layers of the competition: from their value narrative to their emotional connection with the public. Organisations that go beyond superficial comparison build unique propositions where operational excellence, anticipation of trends and the creation of memorable experiences become new competitive pillars.

This holistic approach, supported by the real-time data that our market analysis platform can provide, and a deep understanding of the industry ecosystem, will enable businesses to not only occupy market spaces but to define them. A sustainable advantage is no longer gained in price wars but in the ability to evolve through applied intelligence, transforming insights into tangible innovations that resonate with current demands for quality and authenticity.

The post Competitive Intelligence: Analysing Your Competitors Beyond Price appeared first on Flipflow.