Tea brand Twinings is measuring the way customers respond to its brand on other retailers’ websites in order to improve the way it sells online.
The brand, part of Associated British Foods (ABF), has joined e.fundamentals’ retail service, which reports how brands perform against eight key metrics. Users can then take action where improvements are needed, and are guided by the analytics as to which actions will deliver the biggest returns.
ABF’s ethnic division, AB World Foods, whose brands include Patak’s, Blue Dragon, Levi Roots and Tabasco, also joined the service this year.
“We particularly like the simplicity of their platform and the ease of getting to insights, enabling us to quickly identify growth opportunities. We now have a powerful tool in the hands of our sales, marketing and category teams to help optimise our online sales.”
Other brand manufacturers using e.fundamentals include McCain, Edgewell and Weetabix.
Image courtesy of Twinings