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.
James Brett, head of Twinings customer marketing, said: “The ecommerce channel continues to grow in importance for us and we’re really pleased to partner with e.fundamentals.
“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.”
e.fundamentals chief executive John Maltman said: “We’re delighted Twinings has signed with us. The business now joins its sister company AB World Foods who we began working with earlier this year.”
Other brand manufacturers using e.fundamentals include McCain, Edgewell and Weetabix.
Image courtesy of Twinings