Category term

What is Competitor defence?

Competitor defence is the measurement of how often a rival is named in a store's conversations, against which product and with what argument, and how well the advisor's answer holds the customer.

It is the earliest competitive signal a retailer or brand has: a rival's campaign appears in customers' mouths weeks before it appears in sell-through. The output is a mention rate by store and week, and the rebuttal that works, found on the floor and spread to everyone.

Related terms

• Objection intelligence: Objection intelligence is the aggregation of the reasons customers give for not buying, in their own words, across every conversation, ranked by frequency and by how often each reason ends the conversation.
• Brand voice-of-customer: Brand voice-of-customer is what shoppers say about a brand at the shelf of a store the brand does not own: how promoters pitch it, what shoppers ask and object to, and which rival is named against it, captured from consented conversations by the brand's own promoters.

Where Borentis applies this

• Competitor Defence: Hear the rival the moment your customer names them.