Retailer Capability Matrix
Retailer Capability Matrix
Because one size doesn't fit all when it comes to what brands can actually influence on leading eCommerce retailer websites.
Retailer Capabilty Matrix Final V1
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Availability Discoverability Conversion repeat & loyalty Profitability targeting & measurement
Availability
Availability (US)
Click the buttons below to see data for different countries:
| | | | Fulfill and ship product directly to consumer (as a 3rd party) | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Create virtual product bundles | | | Y | | | Y | | | Y | | | Y | | | N | | | N | | | N | | | | | | | Independently manage product listings without retailer support | | | Y | | | N | | | N | | | Y | | | N | | | N | | | Y | | | | | | | Suppress sponsored ads if products are OOS | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | |
| Fulfill and ship product directly to consumer (as a 3rd party) | Y | Y | Y | Y | Y | Y | Y |
| Create virtual product bundles | Y | Y | Y | Y | N | N | N |
| Independently manage product listings without retailer support | Y | N | N | Y | N | N | Y |
| Suppress sponsored ads if products are OOS | Y | Y | Y | Y | Y | Y | Y |
Table with 8 columns and 4 rows.
Last updated February 2024
Source:ProfiteroCreated with Datawrapper
Discoverability
Discoverability (US)
Click the buttons below to see data for different countries:
| | | | Buy ads to rank higher in search | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Buy display ads above or to side of search results | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Buy ads on competitor product pages | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Conquest a competitor's brand keywords | | | Y | | | Y | | | Y | | | Y | | | N | | | Y | | | Y | | | | | | | Buy retargeting ads on other 3rd party sites | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Buy video ads in search results | | | Y | | | Y | | | N | | | Y | | | N | | | Y | | | Y | | | | | | | Offers managed retail media services | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Influence variables to rank higher in organic search (organic search position can be influenced by brands) | | | Y | | | Y | | | Y | | | N | | | Y | | | Y | | | Y | | | | | | | Sponsor livestream events | | | Y | | | Y | | | N | | | N | | | N | | | N | | | Y | | | | | | | Run sampling programs with Click & Collect shoppers | | | Y | | | N | | | Y | | | Y | | | Y | | | Y | | | Y | | |
| Buy ads to rank higher in search | Y | Y | Y | Y | Y | Y | Y |
| Buy display ads above or to side of search results | Y | Y | Y | Y | Y | Y | Y |
| Buy ads on competitor product pages | Y | Y | Y | Y | Y | Y | Y |
| Conquest a competitor's brand keywords | Y | Y | Y | Y | N | Y | Y |
| Buy retargeting ads on other 3rd party sites | Y | Y | Y | Y | Y | Y | Y |
| Buy video ads in search results | Y | Y | N | Y | N | Y | Y |
| Offers managed retail media services | Y | Y | Y | Y | Y | Y | Y |
| Influence variables to rank higher in organic search (organic search position can be influenced by brands) | Y | Y | Y | N | Y | Y | Y |
| Sponsor livestream events | Y | Y | N | N | N | N | Y |
| Run sampling programs with Click & Collect shoppers | Y | N | Y | Y | Y | Y | Y |
Table with 8 columns and 10 rows.
Source:ProfiteroCreated with Datawrapper
Conversion
Conversion (US)
Click the buttons below to see data for different countries:
| | | | Add multiple images on product page (See benchmarks) | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Add Spin 360 images | | | Y | | | Y | | | Y | | | N | | | N | | | Y | | | Y | | | | | | | Add Cambridge mobile hero images | | | N | | | Y | | | Y | | | Y | | | N | | | N | | | Y | | | | | | | Add videos on product page (See benchmarks) | | | Y | | | Y | | | Y | | | N | | | N | | | Y | | | Y | | | | | | | Add enhanced content, below the fold (See benchmarks) | | | Y | | | Y | | | Y | | | N | | | N | | | Y | | | Y | | | | | | | Add customer Q&A section | | | Y | | | Y | | | Y | | | N | | | N | | | Y | | | N | | | | | | | Add customer testimonial videos | | | Y | | | N | | | Y | | | N | | | N | | | Y | | | N | | | | | | | Add to cart directly from search | | | N | | | Y | | | Y | | | Y | | | Y (must log in) | | | Y | | | Y | | | | | | | Set up a brand store | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | A/B testing of content | | | Y | | | N | | | Unknown | | | Y | | | Unknown | | | Unknown | | | Unknown | | | | | | | Directly update content on the retailer's site with fast turnaround | | | Y | | | N | | | Y | | | Y | | | N | | | N | | | Y | | | | | | | Syndicate content through a DAM / PIM | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Respond to reviews | | | Y (not publicly) | | | Y | | | Y | | | N | | | N | | | Y | | | Y | | | | | | | Edit or delete reviews | | | Y | | | N | | | N | | | N | | | N | | | N | | | N | | | | | | | Syndicate reviews to boost review count | | | N | | | Y | | | Y | | | N | | | Y | | | Y | | | Y | | | | | | | Run review solicitation campaign with consumers | | | Y | | | Y | | | N | | | N | | | N | | | Y | | | Y | | | | | | | Share reviews across product variants | | | Y | | | Y | | | Y | | | N | | | Y | | | Y | | | Y | | | | | | | Sponsor free shipping | | | Y | | | Y | | | Y | | | Y | | | N | | | Y | | | Y | | | | | | | Win Best Seller (or Featured) badges | | | Y | | | N | | | Y | | | Y | | | Y | | | N | | | Y | | | | | | | Win badge for recent demand | | | Y | | | N | | | Y | | | N | | | N | | | N | | | Y | | | | | | | Grocery badges for organic, vegan, GF, etc. | | | N | | | N/A | | | N | | | Y | | | N | | | N | | | N | | | | | | | Sustainability badges displayed in search results | | | Y | | | N | | | Y | | | N | | | N | | | N | | | N | | | | | | | Sustainability badges displayed on product page | | | Y | | | N | | | Y | | | N | | | N | | | Y | | | Y | | | | | | | Run bespoke promotions (e.g., coupons) | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Offers services to optimize your content | | | Y | | | N | | | Y | | | Unknown | | | Unknown | | | Unknown | | | Unknown | | |
| Add multiple images on product page (See benchmarks) | Y | Y | Y | Y | Y | Y | Y |
| Add Spin 360 images | Y | Y | Y | N | N | Y | Y |
| Add Cambridge mobile hero images | N | Y | Y | Y | N | N | Y |
| Add videos on product page (See benchmarks) | Y | Y | Y | N | N | Y | Y |
| Add enhanced content, below the fold (See benchmarks) | Y | Y | Y | N | N | Y | Y |
| Add customer Q&A section | Y | Y | Y | N | N | Y | N |
| Add customer testimonial videos | Y | N | Y | N | N | Y | N |
| Add to cart directly from search | N | Y | Y | Y | Y (must log in) | Y | Y |
| Set up a brand store | Y | Y | Y | Y | Y | Y | Y |
| A/B testing of content | Y | N | Unknown | Y | Unknown | Unknown | Unknown |
| Directly update content on the retailer's site with fast turnaround | Y | N | Y | Y | N | N | Y |
| Syndicate content through a DAM / PIM | Y | Y | Y | Y | Y | Y | Y |
| Respond to reviews | Y (not publicly) | Y | Y | N | N | Y | Y |
| Edit or delete reviews | Y | N | N | N | N | N | N |
| Syndicate reviews to boost review count | N | Y | Y | N | Y | Y | Y |
| Run review solicitation campaign with consumers | Y | Y | N | N | N | Y | Y |
| Share reviews across product variants | Y | Y | Y | N | Y | Y | Y |
| Sponsor free shipping | Y | Y | Y | Y | N | Y | Y |
| Win Best Seller (or Featured) badges | Y | N | Y | Y | Y | N | Y |
| Win badge for recent demand | Y | N | Y | N | N | N | Y |
| Grocery badges for organic, vegan, GF, etc. | N | N/A | N | Y | N | N | N |
| Sustainability badges displayed in search results | Y | N | Y | N | N | N | N |
| Sustainability badges displayed on product page | Y | N | Y | N | N | Y | Y |
| Run bespoke promotions (e.g., coupons) | Y | Y | Y | Y | Y | Y | Y |
| Offers services to optimize your content | Y | N | Y | Unknown | Unknown | Unknown | Unknown |
Table with 8 columns and 25 rows.
Last updated February 2024
Source:ProfiteroCreated with Datawrapper
Repeat & Loyalty
Repeat & Loyalty (US)
Click the buttons below to see data for different countries:
| | | | Enroll shoppers in online subscriptions | | | Y | | | N | | | Y | | | N | | | Y | | | N | | | Y | | | | | | | Buy it again / favourites tag on search results | | | Y | | | N | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Email shoppers who have purchased from the brand online | | | Y | | | N | | | Y | | | Y | | | Y | | | N | | | Y | | |
| Enroll shoppers in online subscriptions | Y | N | Y | N | Y | N | Y |
| Buy it again / favourites tag on search results | Y | N | Y | Y | Y | Y | Y |
| Email shoppers who have purchased from the brand online | Y | N | Y | Y | Y | N | Y |
Table with 8 columns and 3 rows.
Last updated February 2024
Source:ProfiteroCreated with Datawrapper
Profitability
Profitability (US)
Click the buttons below to see data for different countries:
| | | | Sell as a 3rd party (3P) to control / set prices | | | Y | | | N | | | N | | | N | | | Y | | | Y | | | Y | | | | | | | Contest chargebacks | | | Y | | | N | | | Y | | | N | | | Unknown | | | Y | | | Y | | |
| Sell as a 3rd party (3P) to control / set prices | Y | N | N | N | Y | Y | Y |
| Contest chargebacks | Y | N | Y | N | Unknown | Y | Y |
Table with 8 columns and 2 rows.
Last updated February 2024
Source:ProfiteroCreated with Datawrapper
Targeting & Measurement
Targeting & Measurement (US)
Click the buttons below to see data for different countries:
| | | | Integrates 1st party (1P) and 3rd party (3P) data for targeting in Search | | | N | | | Y | | | N | | | N | | | N | | | N | | | N | | | | | | | Integrates 1st party (1P) and 3rd party (3P) data for targeting in Onsite Display | | | Y | | | Y | | | N | | | Y | | | N | | | Y | | | Y | | | | | | | Ability to reach Spanish Language audiences in Search | | | Y | | | N | | | N | | | Y | | | N | | | N | | | Y | | | | | | | Ability to reach Spanish Language audiences in Onsite Display | | | Y | | | N | | | N | | | N | | | N | | | N | | | N | | | | | | | Integrates loyalty membership data for ads | | | Y | | | Y | | | Unknown | | | Unknown | | | Y | | | Y | | | Y | | | | | | | Attribute online ads to in-store purchases | | | N/A | | | Y | | | Y | | | Unknown | | | Y | | | Unknown | | | Y | | | | | | | Real-time reporting for Search | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Real-time reporting for Onsite Display | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Sku-level reporting available for Search | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Sku-level reporting available for Onsite Display | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | Y | | | | | | | Competitor sales / market share reporting | | | Y | | | Y | | | N | | | Unknown | | | Unknown | | | Unknown | | | Unknown | | |
| Integrates 1st party (1P) and 3rd party (3P) data for targeting in Search | N | Y | N | N | N | N | N |
| Integrates 1st party (1P) and 3rd party (3P) data for targeting in Onsite Display | Y | Y | N | Y | N | Y | Y |
| Ability to reach Spanish Language audiences in Search | Y | N | N | Y | N | N | Y |
| Ability to reach Spanish Language audiences in Onsite Display | Y | N | N | N | N | N | N |
| Integrates loyalty membership data for ads | Y | Y | Unknown | Unknown | Y | Y | Y |
| Attribute online ads to in-store purchases | N/A | Y | Y | Unknown | Y | Unknown | Y |
| Real-time reporting for Search | Y | Y | Y | Y | Y | Y | Y |
| Real-time reporting for Onsite Display | Y | Y | Y | Y | Y | Y | Y |
| Sku-level reporting available for Search | Y | Y | Y | Y | Y | Y | Y |
| Sku-level reporting available for Onsite Display | Y | Y | Y | Y | Y | Y | Y |
| Competitor sales / market share reporting | Y | Y | N | Unknown | Unknown | Unknown | Unknown |
Table with 8 columns and 11 rows.
Last updated February 2024
Source:ProfiteroCreated with Datawrapper
We want to acknowledge the following contributors:
Henrik Eriksen (Publicis); David Earnshaw (Publicis); Fides Araneta (Publicis); Katherine Black (Kearney); Drew Brinckerhoff (Mars); Matt Forcey (PowerReviews); Todd Hassenfelt (Colgate); Chandni Jain (Publicis); Alisha Kammer (Clorox); Allysun Lundy (Publicis); Nancy McLaughlin (Tinuiti); Carrie Mesing (Danone); Gavin Pack (Belnick); Josh Pearlstein (Bayer); Qi Situ (Henkel); Jordan Smith (Publicis); Andrea Steele (Hershey); Jess Stephens (Hershey); Paul Williams (Publicis)
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