The grounds are shifting: For a long time, Home and Living has been a cosy little niche in the online market. But last year, business was picking up rapidly. And with market size going through the roof, the rules are changing. A growing number of retailers and manufacturers are joining in, pursuing ambitious growth plans. Customers are getting more savvy and increasingly compare prices, terms and conditions and product features. They love to visit brick and mortar stores for testing, then go home and shop online.
In this situation, retailers and manufacturers can only stay competitive if they have access to the best data available on the market for Home and Living. Every day, they need valid answers to questions such as: Who are my competitors? What products are they offering? How similar are their products and assortments to mine? What prices do they ask, and when? How do their assortments change? Are they running sales promotions? What are customers saying? But for most, perfect market overview is just a dream, because they find it too difficult to properly identify and compare products on the internet.