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Reference
Market intelligence glossary.
The terms that come up in digital shelf and pricing intelligence conversations, defined plainly — so procurement, IT and commercial teams argue about the right things.
- Digital shelf
- The set of online retailer pages — category listings, search results and product detail pages — where customers discover, compare and buy a product. The online equivalent of physical shelf space, except it changes daily rather than at planogram reset.
- Digital shelf visibility →
- Digital shelf visibility
- A measure of whether a portfolio is present and correctly represented online: listed at the retailer, in stock, priced as intended, and presented with the product content that was supplied. All four have to be true at once.
- E-commerce price monitoring
- The continuous, automated collection of prices published on online retailer pages, matched to specific products so they can be compared across retailers and tracked over time. Done properly it captures the regular price, the promotional price, the availability behind it and whether the product was listed at all — a price on an out-of-stock product is not a competitive price.
- Price monitoring →
- Competitor price monitoring
- Automated tracking of what named competitors charge for comparable products across the retailers where you both sell. Its usefulness depends on product matching (are the models genuinely comparable?) and on history (is this a tactical promotion or a permanent repositioning?).
- Competitor monitoring →
- Digital shelf analytics
- Measurement of how a portfolio is present and represented across online retailer pages — listed, buyable, priced as intended and presented with the supplied content. Unlike a periodic audit it works from a continuously refreshed record, so a listing that disappears surfaces as an event.
- Digital shelf analytics →
- Promotional pressure
- The intensity of promotional activity in a category, expressed through promotion share, discount depth and frequency across the monitored competitive set. Rising pressure is usually visible before it shows up in your own numbers.
- Promotion monitoring →
- Automated e-commerce reporting
- Producing and delivering a recurring market report without a person assembling it. Distinct from exporting a file, which is still a manual process — just a faster one.
- Automated reporting →
- Product detail page (PDP)
- The retailer page dedicated to a single product: images, description, specifications, price, availability and reviews. The PDP is where content quality turns into conversion — or fails to.
- Product content analytics →
- Competitive price index
- A single comparable figure expressing a price level against a chosen reference — typically the market average or a defined competitive set — for a product, category or retailer. It makes price position trackable over time and reportable to management.
- Pricing intelligence →
- Price positioning
- Where a product’s price sits relative to the market minimum, average and maximum, or relative to a chosen competitive set.
- Promotion mechanic
- The structure of a promotional offer — percentage discount, fixed reduction, multi-buy, bundle, cashback — as distinct from its depth (how much) and duration (how long).
- Assortment gap
- A product, price point or specification that competitors carry, or that the market expects, and that is missing from a given range.
- Assortment analytics →
- Replenishment speed
- How long a product stays out of stock at a retailer before becoming available again. Across products and retailers it is a practical measure of how well a partner manages a range.
- MAP — minimum advertised price
- The lowest price at which a supplier permits a product to be advertised. Monitoring records what was actually published and when, which is the evidence used in MAP conversations.
- Price monitoring evidence →
- Product matching
- Recognising that listings at different retailers refer to the same product, using attributes and specifications rather than product titles alone. Without it, a benchmark compares things that are not comparable.
- How the data works →
- Syndicated content (rich / A+ content)
- Enhanced product content — extended imagery, comparison blocks, feature modules — supplied by a brand and published on retailer product pages. Expensive to produce and easy to lose in a retailer template change.
- Live Excel report
- An Excel workbook connected to a data source, so refreshing it replaces the previous data with the current dataset while pivots, charts and formatting stay intact. The opposite of a manual export.
- Live Excel reports →
- MCP — Model Context Protocol
- An open standard that lets AI models connect to external tools, databases and services through a uniform interface. One MCP server can serve any compatible AI client, instead of a custom connector per tool.
- KLIKER MCP →
- TCO — total cost of the offer
- In telecom benchmarking, the upfront payment, the recurring monthly fee and the contract term combined into one comparable figure per offer — closer to how a customer actually evaluates the choice.
- KLIKER Telco →
- TCD — total cost of the device
- The part of that total attributable to the device itself: what a customer pays for the handset across the contract, separated from the service component, so the same device stays comparable across operators and tariffs. TCO answers what the package costs; TCD answers what the device inside it costs.
- KLIKER Telco →
- Market changes
- The detected differences between the current state of a monitored market and its previous state: new products, price changes, stock changes, promotion changes and delistings.
- Market changes →