MySupermarket

mySupermarket is an independent shopping and comparison website for groceries in the United Kingdom. It enables users to compare prices across 14 stores.
Description
The site analyses the products in a shopper's trolley and suggests swapping some of the items for cheaper substitutes or alternate sizes that offer better value. In addition, it compares the entire price of the trolley between stores and allows the user to switch to another store at any time before transferring their trolley to their chosen supermarket. mySupermarket has 14 stores on the site with pricing taken directly from retailers’ websites.
It is claimed a weekly shopping bill in the UK can be reduced on average by 20-25%.
It is the third UK online grocery retailer in terms of online traffic - just after Tesco and ASDA. More than 200,000 families regularly use mySupermarket, with around five million people visiting the site each month. Research conducted by the company has shown 49.5% of visitors to the site will go onto purchase in-store within 48 hours. These shoppers are known as ROPO (research online, purchase offline).
Completely independent from the retailers on its site, mySupermarket’s aim is to make pricing, promotion and product information as transparent as possible for shoppers.
In June 2015, mySupermarket launched SHOPS, an online marketplace for independent UK merchants. SHOPS stocks food, health and beauty items and gifts from more than 100 businesses. It was developed to support independent retailers and offer fresh, high quality and unique products.
History
In October 2006, mySupermarket.co.uk launched as a supermarket shopping and price comparison site for the UK, based on four of the main supermarkets Sainsbury's, Tesco, Asda and Ocado.
In January 2008, mySupermarket.co.uk launched a data service, offering retailers, manufacturers and analysts insight into its price comparison data and sales data.
In November 2011 mySupermarket launched a Health and Beauty website also featuring the pharmacies Boots UK and Superdrug and offering price comparison services for health, beauty and skincare products.
In 2012 mySupermarket launched a Mini-Store concept. Manufacturers can create their own mini-stores on the mySupermarket website and customers can subscribe directly to the listed mini-stores. Nivea, Kellogg's and Activia were the first companies to participate in this concept, followed by Reckitt Benckiser, Birds Eye, Walkers, Danone and McVitie's.
Later in 2012, mySupermarket launched a suite of new saving features for shoppers including Cashback, Price Alerts and a browser add-on called the mySupermarket Companion which includes a recipe function which lets users shop for ingredients when browsing supported recipe sites.
In June 2013, the company launched mySupermarket.com for the United States market.
In July 2013, the company launched a mobile app that can be used both online and in-store.
In November 2014 mySupermarket launched Insights, a real-time dashboard to track product sales and market share across UK supermarkets. The tool allows marketers to track performance and make changes daily to their campaigns rather than waiting for post-season analysis.
In June 2015, the company launched mySupermarket SHOPS,a new buying platform showcasing high quality wares from local and independent retailers. SHOPS features more than 100 independent UK retailers. Each order placed through the platform is sent direct from the merchant to ensure the freshness and quality.
Corporate affairs
mySupermarket Limited is a private company, owned by a group of investors and mySupermarket employees. In May 2007, mySupermarket.co.uk received a £3 million investment from venture capitalist firms, Greylock Partners and Pitango. These funds were earmarked for structured marketing of the site to increase its regular users.
In April 2012, mySupermarket.co.uk received an investment of $10 million from WPP and existing investors.
Reception
The site was initially described (in 2006) as "pretty time consuming" to set up,<ref name=guardian06 /> but by 2013 Good Housekeeping magazine described the site as easy to use, with better savings achieved when spending over $75.00 to avoid shipping charges.<ref name=goodhkeeping />

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