Empowering brands to win the digital shopper

Digital commerce capability benchmarking for consumer brands

Driving digital channel sales growth with expert benchmarking and best practice insights

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Achieve 60% higher than average
online revenues

Brands with advanced capabilities across
‍Strategy, Enablers, Execution and Culture ('SEEC') are achieving these results.
Learning from industry leaders is fundamental
to making sure you don't get left behind.
THE QUESTIONS WE ANSWER
How do our digital commerce capabilities compare to industry leaders?
What's happening in our category and across the wider industry?
Which technology & service providers/ agencies are best positioned to
help us win?

Where, when and how to win at
Digital Commerce

Pinpoint exactly where, when, how and how much to invest

Our digital commerce capability benchmarking and analytics delve into unprecedented operational levels of capabilities to uncover the true differentiators between leaders and laggards.
Combined with category and industry insights through a single lens.

Quotes on DCG's benchmarking from some of the world's leading brands

Coca-Cola
“This is a fantastic assessment and the team and I at Coca-Cola ASP are really happy to be included”
Andrew Hill
Strategic partnerships head, CPG Specialist
Nestlé
“DCG's capability benchmarking helps consumer brands understand where they are in terms of capability today, and where to prioritise investment tomorrow”
Neel Arora
Global Head of eCommerce
Kellogg’s
“Great to partner & leverage the scale of such a wide & diverse group to gain such valuable insights”
Phil Wilkinson
European eCommerce Director
Mars
“Great benchmarking framework! Digital Commerce Capabilities is an ongoing evolution. The leaders are thinking ahead to the future of commerce to enhance and iterate capabilities. Global measurement can remain challenged to support the capabilities globally.”
Celia Van Wickel
Retail Rethink Top 100 Influencer
Colgate
“My first experience of DCG’s global digital commerce capability benchmarking output (in the form of their Digital Shelf benchmark) was intriguing. The DCG team have devised a truly unique, independent framework that is full of detail, insights, and very tangible actions. We’re delighted to be participating in this new industry standard”.
Jamie Schwab
Worldwide Director, Digital Commerce
Philips
“DCG's independence and integrity is perhaps unique on a global scale. In a very short space of time, we have taken some big decisions, aligned with our global HQ stakeholders. This has made us truly agile - coming from strategic clarity from partnering with DCG.”
Nick Lee
Former VP, Market Leader, APAC
Unilever
”Love this work and looking forward to hearing how Unilever Digital Commerce benchmarks”
Oliver Bradley
Digital Commerce Experience Design & Content director
Johnson & Johnson
“DCG’s Chinese benchmarking and analytics are powerful and show a deep understanding of the Chinese digital commerce ecosystem”.
James Mounter
VP, Sales & Customer Dev, APAC
Pernod Ricard
“What we learnt from DCG’s benchmarking is that we have lots of room for improvement. We now have a greater awareness of all the things that we need to do to win the digital shelf. The DCG SEEC framework is hugely valuable for the industry and we’re delighted to be an early adopter in this powerful community.“
Pierre Delfosse
VP eCommerce & Digital Growth
Glanbia
“Our leadership, European and APAC teams got great value from DCG’s benchmarking support. The service has been key to enabling various strategic decisions for the business.”
Bobby Sheikh
VP Marketing
Arla
“DCG’s digital shelf benchmark delivered an unrivalled level of global and local market insights for our teams. Key for us is that we have taken actions, particularly in the areas of investing in customer JBPs and gaining more holistic understandings of the shopper journey, that have generated tangible commercial value for our online business.”
Alberto Kechler
Head of eCommerce Europe
Affinity
”Understanding how we invest in capabilities across the digital commerce ecosystem is imperative for Affinity’s success. DCG’s independent benchmarking delivers unprecedented intelligence on exactly where and how we should be focussing our capability investment. The resulting capability decisions we make have a massive impact on our performance.”
Paco Garcia Bravo
eCommerce Director

Flagship Benchmarks

Leveraging our SEEC Digital Commerce capabilities framework, we have launched a number of flagship capability benchmarks.
Digital Shelf Optimisation

Our Digital Shelf Optimisation benchmark has been designed to address the complete range of capabilities needed to optimize digital shelf performance.


With participants from over 30 countries, across 12 categories, and addressable spend of over $16bn, the benchmark identifies strengths and gaps in capabilities across:

‍

•             Accuracy of metrics

•             Understand of metrics

•             Ways of working

•             Competitive advantage

•             Data gaps

•             Partners/providers

‍

By participating in the benchmark, you will receive a comprehensive, complimentary report to support your organisation’s strategy.

‍

PARTICIPATE
Amazon Europe

The Amazon Europe Strategy benchmark answers key questions relative to how your peers are approaching their partnership with Amazon.

‍

Covering topics including investment and trading terms, JBPs, chargebacks, Centres of Excellence, supply chain and the ‘race for relevance’, your results deliver an immediate view of your strengths and key capability gaps.

‍

‍

PARTICIPATE

How to get started

We start by analysing your brand's digital commerce capabilities across the SEEC framework.
Simply enter details on your brand, your markets and your contact information. We won't delay in scheduling a call with one of our Digital Commerce experts.
Get started
Digital Shelf Optimisation

Our Digital Shelf Optimisation benchmark has been designed to address the complete range of capabilities needed to optimize digital shelf performance.


With participants from over 30 countries, across 12 categories, and addressable spend of over $16bn, the benchmark identifies strengths and gaps in capabilities across:

‍

•             Accuracy of metrics

•             Understand of metrics

•             Ways of working

•             Competitive advantage

•             Data gaps

•             Partners/providers

‍

By participating in the benchmark, you will receive a comprehensive, complimentary report to support your organisation’s strategy.

‍

PARTICIPATE
SEEC Capability

SEEC is our flagship global benchmark, developed in collaboration with consumer brand leaders globally.

‍

Addressing over 80 data points, SEEC automatically generates digital commerce capability profiles of your organisation,

ranging from the Rookie to the Excessive.

‍

The SEEC framework covers 43 sub-levels of capabilities, pin-pointing strengths and key gaps in capabilities versus peers.  

‍

SEEC also extends to a deep-dive local market level, driving ownership and actionability.


PARTICIPATE
Digital Retail Media

Global benchmark, helping you decide where to play, how to play, and what to measure to optimise investment in Retail Media Networks.

Key topics addressed:

‍

•             Strategy

•             Retailers & channels

•             Budget

•             Partners

•             Execution

•             Measurement

‍

The industry report follows the same format as our global Digital Shelf Optimisation report.

‍

‍

PARTICIPATE
Amazon Europe

The Amazon Europe Strategy benchmark answers key questions relative to how your peers are approaching their partnership with Amazon.

‍

Covering topics including investment and trading terms, JBPs, chargebacks, Centres of Excellence, supply chain and the ‘race for relevance’, your results deliver an immediate view of your strengths and key capability gaps.

‍

‍

PARTICIPATE