Winning Shelf Space and Digital Sales Through Competitive Benchmarking in FMCG

An emerging personal care brand manufacturing skincare and hygiene products in Abu Dhabi, seeking to scale its retail footprint and digital engagement.

The client struggled with weak retail visibility, underperforming SKUs, and poor digital traction compared to competitors. Despite product quality being on par, the brand lacked insights into how its offerings, promotions, and placements compared with market leaders.

We ran a full competitive benchmarking study across in-store, D2C, and e-commerce channels. This included product, price, promotion, and placement analysis for the top five category players.

We performed retail audits across major hypermarkets and pharmacies, conducted shelf space analytics, reviewed price point elasticity, and measured brand engagement across digital platforms. Social listening tools were used to assess consumer sentiment and influencer strategy effectiveness.

Revamp retail presentation with modular display units. Introduce seasonal bundle SKUs with pricing just under key competitors. Partner with niche beauty influencers for micro-targeted campaigns. Improve product content and visuals on key e-commerce listings.

Shelf facings increased by 60% across priority outlets. Digital campaign conversions improved by 45%. Within six months, the brand saw a 200% increase in online sales and a net 8% rise in category share, positioning it as a top-three brand in two sub-categories.