Competitive Intelligence Platform

PROJECT BRIEF

Digitalizing category managers on-boarding merchants to the Rakuten marketplace. Providing the ability to be able to glean competitive price insights across marketplaces like amazon, google shopping, etc. into products offered for promotional offers. 

Background

It is essential for an eCommerce establishment to stay competitive and to provide competitive pricing to customers.

  • Ensuring pricing strategy is competitive

  • Onboarding merchants to the marketplace and assisting them on their sales 

  • Gain real-time market insights into making a product stand out from the competition

Problems
  • Non automated competitive analysis

  • Cost spent on manually searching the competitor’s platform. Man hours, time lag.

  • Onboarding competitive merchants

  • Understanding price parity and competitive pricing

  • Customer satisfaction. reviews/rating management

  • Running better promotional campaigns

PROJECT GOALS

Merchants: Help merchants up-sell their products and increase customer satisfaction and Rakuten's revenue

Merchant Managers: help managers glean competitors' insights effortlessly and onboard merchants to the Rakuten marketplace.

Discover:  foundational research, insights and opportunities,competitive analysis, technical assessment, trend scrape, stakeholder interview, subject matter experts offers. 

Define Defining objectives, goals, use cases, problem framing, business goal, user goal, success metrics, concept designs, storytelling, architecture, strategic roadmap, ideation, personas.

Develop: user flows, wireframes/mocks, reference prototypes, detailed design, technical specifications, usability research

Deliver: feature refinement, optimisation, retrospective, feature implications, economics, social, environmental

DESIGN PROCESS

Goals 

1) Analyzing data or insights to determine industry and consumer trends

2) Devising long-term Category Management Strategy for products

3) Developing exit strategies for unsuccessful products

4) Devise long-term development strategies for product categories

6) Foster trust relationships with merchants to achieve better pricing and quality of services

Amy - 32, Merchant Manager.

About: Amy has been working at Rakuten for 4 years. she was recently promoted to a manager position, she is a techy, highly educated power user. 

Frustrations/PainPoints: Amy tracks the pricing trend of hot selling products on the competitor’s platform by manually searching on the competitor’s platform to match our promotional campaign offer pricing accordingly to stay competitive. Currently, there no platform available to generate key insights for these products that would cut man-hours, time lag, and hence cost spent on manually searching the competitor’s platform.

Persona
Merchant success managers(ECC's) interview

I’m a Merchant success manager/ECC working at Rakuten Americas, I work with my team to keep track of the pricing trend of hot selling products on competitor’s platforms by manually searching on competitor’s platforms to match our promotional campaign offer pricing accordingly to stay competitive. A platform to generate key insights for these products would cut man-hours, time lag, and hence cost spent on manually searching the competitor’s platform.

 

Task flow
Product
Impact

Business:  GMS uplift of millions $ across our Americas. 

User:  Increase in customer satisfaction. reduced man-hours, time lag, manually searching the competitor’s platform.