Client context
The budgets allocated to the eRetail Media lever have been doubled to support the digital visibility of the Barilla and Harrys brands. In an eCommerce channel booming in 2020, Barilla's strategy has focused on action and reactivity.
Barilla's objective
”h1″>Be aware of its spotlight share compared to its direct and indirect competitors on the eRetail Media lever and properly understand their strategies to make the best decisions in terms of the 2021 activation plan.
Problematics of Barilla
Lack of a transversal view of the positions of the Barilla and Harrys brands on the eRetail Media lever.
Time-consuming competitive intelligence and insufficient information to determine the strategies which have been implemented.
Limited resources to analyze market data as the time-span in terms of the decision-making on the next year's activation plan is rather tight.
Datagram Solutions
Prior audit of Barilla eCommerce issues and issues.
Analysis of eRetail Media leverage based on data from the eRetail analytics platform Datagram.
Turnkey operational recommendations for each brand.
"I was completely satisfied with the way the analysis was carried out. The Datagram consultant took the time during the briefing to properly understand the categories in which we are present with our Barilla and Harrys brands, to define the scope of the study and to understand our brand issues.
He had the very good idea of proposing that I make an intermediate report on the study, which enabled us to explore certain points in greater depth, so that the final report would fully respond to our problems.”
Clotilde Paquier , eCommerce Manager, Barilla.
Benefits of the Datagram solution
Strengthening of business expertise on eCommerce activation levers.
Optimization of 2021 activation plans.
Reallocation of budgets to the most relevant brands and formats.
Client satisfaction
"This analysis answered my problems properly, and it’s very pragmatic and allowed meto:
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- Know the level of visibility in eRetail Media of our brands and our competitors in our categories (direct or extended).
- Identify each person's strategies in terms of brand, period, location and activated ranges.
- To properly understand everything that has been implemented with the various retailers and by the various actors.
- To give me inputs to optimize my 2021 activation plans.."
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Clotilde Paquier
eCommerce Manager
Barilla
Advise from Clotilde
"Get support from a Datagram consultant? You can do so without any hesitation! Their expertise, their availability, their desire to help you, answer your problems are genuine assets. They are a young, dynamic team with a start-up mind set, and positions itself as a genuine partner."
About Barilla
Barilla France is the French subsidiary of the Barilla group, an international group with a strong brand image, a major player in its various markets (pasta, sauces, prepackaged bakery, cookies, dry breadmaking), which are undergoing an intense growth. It brings together brands like Barilla, Harrys, Wasa and Mulino Bianco.