Range optimisation specialist Rangespan reveals which retailers stock the product that is most searched for online. Next month’s data will cover the toy category.
- We crawl the web and identify all the branded products online and in a given category
- We rank all products based on evidence that people are searching and buying them online
- We check which of the most popular products are offered by each major retailer
The products that matter
There are 101,098 unique portable audio products online, but just 309 are ‘Range Rank 1’ and account for one third of all online demand.
Range Rank explained
Many online retailers don’t report to tracking companies so we use online customer data, including search engine click-through, sales ranks and customer reviews, to understand online demand.
Why Amazon and John Lewis are winning
Most major retailers offer less than 40% of the highest demand SKUs.
In portable audio, Amazon and John Lewis are more likely to have the exact product customers look for online.
In contrast, Sainsbury’s and Carphone Warehouse are missing an overwhelming majority of the SKUs online customers want.
‘Unexpected hit’ products
Why are popular products not offered? Many emerge as “unexpected hits” from less well-known manufacturers, such as the Digital Silence Noise Cancelling Headphones.
Weaker subcategories
Accessories such as portable speakers and headphones account for a large number of the missing Range Rank 1 products, especially for retailers with lower scores.
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