Analyzing price and retailer information on the internet
Collecting as well as processing into well-structured data of the sales prices of nearly 500 products and product variations from previously unknown online retailers for a defined timespan.
Project Partner
Coca-Cola European Partners Deutschland GmbH
Mr. Hugh Landsman
Germany
Headquartered in Berlin, CCEP DE is responsible for bottling and distribution of Coca-Cola branded products throughout Germany and is Germany’s largest beverage company, with a sales volume of nearly 3.8 billion liters (2018). The company employs around 8,000 people and has a product portfolio of more than 80 non-alcoholic beverages, which are bottled in 16 production plants.
Project Contents
CCEP wanted to analyze which online stores and marketplaces are offering a certain number of defined products at which price points.
The data gained in this way had to be suitable for cross-selling and upselling activities in marketing and sales, with the goal to achieve deeper market penetration.
Relevant online information was collected (global scraping) and evaluated via product specific web crawler and bots and then integrated into an existing learning infrastructure, for example:
- Name and contact information of the retailer
- Product title and description
- Price, delivery fee, delivery capacity
- Size, package size, product availability
After detailed analysis and optimization of the collected data the according software for visualization was built. This was done in close coordination with the project partner.
Conclusion
The project duration and benefits were in excellent proportion to the effort expended, particularly due to the high degree of automation.The insights gained exceeded expectations and helped the sales department to generate new leads, as well as the marketing department in addressing specific retailers.