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Pre-holiday analysis from Clavis Inisght.
November 20, 2014
By: Christine Esposito
Editor-in-Chief
According to Clavis Insight’s pre-holiday analysis of the online personal care gift pack and fragrance categories, Burt’s Bees and Guess are best positioned to win their respective categories in the online channel, based on their online store presence and performance in early November. Clavis Insight analyzed the online store representation of leading personal care and fragrance brands on six online retailers, based on key performance indicators (KPIs) critical to driving online purchasing—Product Availability, Image Presence, Content Integrity and overall Search rank. These metrics form the basis of the Clavis Insight Index (CI²), a proprietary benchmark of online retail store presence and performance for brands. The leading brands in both categories had consistently strong performance on search, content integrity and availability. In the personal care gift pack category, Burt’s Bees in particular outperformed its rivals in terms of search to take first place in the CI2ranking. Likewise, Guess scored well in search ranking to better its rivals in the fragrance category. “Ensuring that the right products are available for sale, supporting product content is maximized and that search returns against key category terms are optimized are all critical to winning in the fast growing online channel.” said Supriya Chaudhury, CMO, Clavis Insight. “The Clavis Insight Index is designed to determine which brands are best placed to take advantage of the online opportunity.” To produce the Clavis Insight Index, product level performance is calculated against the most critical KPIs – Availability, Content Integrity, Image Presence and Search Rank – and aggregated by brand. For the purpose of this study Clavis Insight analyzed Beauty departments across six leading U.S. online retailers – Amazon, Walmart, Target, Drugstore, CVS, and Walgreens. The analysis involved 92 brands and more than 1000 SKUs in the personal care gift packs category and 130 brands and more than 5,500 products in the fragrance category. The results show the top 20 in each category are clustered tightly together, reflecting the highly competitive and fragmented nature of both categories. In the Personal Care Gift Packs category, premium and niche brands such as Burt’s Bee’s, Clinique, Philosophy and Aveeno edged ahead of the pack. For fragrances, mainstream brands stood out with Guess ranked number one, followed closely by Brut, Joop and Katy Perry.
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