I have a question for Marketing: Migros regularly adds new products to its range and also advertises them, e.g. with a 20x Cumulus promotion. This week, too, there are several new products. Unfortunately, many of them are only incompletely listed in the online catalog, in particular there is no information on ingredients/allergens. Even if the advertising works to arouse curiosity, people often lose interest again because the information on the products is missing. If you are very interested (and have enough free time), you might search the web. The information on branded products can then often be found on the Coop homepage (where you are also looking for products that might interest you) or you become aware of alternatives from Migros' competitors when searching. My question: Why doesn't Migros make better use of its online catalog? Wouldn't it make sense to invest a little bit of the advertising money in maintaining the data (e.g. improving processes, increasing the number of data entry staff or quality assurance for catalog data) instead of letting the advertising go to waste (or letting the competition benefit from their own advertising)? (It would also be desirable if the ingredients could still be added to products that have been incomplete in the catalog for several weeks or years). Not mentioned here are the new products that don't appear in the catalog at all, so I can't even check Migros store availability... Several again this week (Sprouds, the two new Emmi Energy Whey Protein Drinks, all new Chiefs Protein Bars,...).
All replies (3)
Hello folio, thank you for your contribution. I understand that if you want to look at the products before you go shopping, you also want to look at the information such as ingredients or allergens. We are currently working on improving the product information. However, this will take some time (especially because we want to revise the existing products if necessary). However, there are also certain product categories that we do not list online. For example, this includes certain limited-time offers or some regional offers. Best regards, Chloe
Hello folio, thank you for your contribution. I understand that if you want to look at the products before you go shopping, you also want to look at the information such as ingredients or allergens. We are currently working on improving the product information. However, this will take some time (especially because we want to revise the existing products if necessary). However, there are also certain product categories that we do not list online. For example, this includes certain limited-time offers or some regional offers. Best regards, Chloe
Hi Chloe Thank you for your text. If that was the "answer" from the marketing department, then I'm really disappointed. Yes, it would be helpful if the details were fully recorded for all products (especially for allergy sufferers, for people who can't go shopping themselves, for recommendations from friends, for people who want to shop very consciously, etc.). And yes, I wouldn't mind if this was done by tomorrow. But that's not what my post was about (see also the title of the post). Migros advertises new products and because it doesn't include them in the catalog (you can't check ingredients or store availability), it drives customers to the competition. If Migros advertising draws customers' attention to the competitor's product range or directs them to other retailers (virtually and physically), then the advertising franc is not being used optimally. When you consider how little it would take to prevent this, namely to capture the new(!) products, this advertising approach is quite astonishing. I have taken note of the "answer" and will therefore in future be inspired by Migros advertising to buy from Coop&co. without a guilty conscience.
I completely agree with you. I don't know why it's so difficult or what's so difficult about launching new products that you can't publish all the necessary information (nutritional values, ingredients, etc.) online. For new brand products (Chiefs, Emmi, LC1, Lindt, etc.), you can look up the relevant information on the company's website; for new Mitgros products (e.g. V-Love, MBudget, MClassic, etc.), you have to go to the store... It's totally customer-unfriendly in my opinion. What is not possible for either branded or Migros products, if they are not online, is to look up the store availability; so you just have to potter around in the area, or even go to "your" Migros for free... There is still a lot of room for improvement. Grande Caffe Zero, for example, is still not online; you can neither look up information about the product nor can you rate it at migros.ch, let alone check the store availability.