FMCG brands Weetabix and HiPP sign up to e.fundamentals to help drive online sales

Brands invest in ecommerce analytics platform to boost their online sales performance

Major FMCG brands Weetabix and HiPP Organic have signed up to ecommerce analytics provider e.fundamentals to help drive sales of their products through retailers’ websites.

Both Weetabix and HiPP have become clients of e.fundamentals’ core retail service, which continuously reports how brands are performing against eight ‘fundamentals’, identified as the key elements that influence online sales. It flags where improvements are required, allowing clients to quickly action the insights delivering the biggest returns.

Weetabix head of channel strategy Ed Harman explains: “Having assessed the market, we’re really proud to partner with e.fundamentals. They’re the only ecommerce analytics provider that showed us how to move beyond fixing the basics and to grow our online channel through actionable insights. They’ve put a powerful tool in the hands of our sales, marketing and category teams which will strengthen our relationship with retailers, helping to boost their sales, amplify our activations and keep our business priorities at the heart of the online sales strategy.”

HiPP group product manager Karen Hill adds: “Before signing with e.fundamentals we were struggling for visibility on shelf which was really affecting our online sales. Now, with the new platform, we have an ecommerce service that shows and prioritises the actions we need to take to not only fix the basics but also improve the positioning of our products on retailer sites.”

e.fundamentals chief executive John Maltman adds: “We’re delighted to have Weetabix and HiPP onboard with us. They join a raft of forward-thinking brands now using our platform to benchmark and improve their ecommerce performance and drive sales growth.”

Weetabix and HiPP join many of the world’s leading brand manufacturers using e.fundamentals to manage and improve their ecommerce sales performance, including Birds Eye, General Mills and Edgewell.

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