Retailer Comparisons
Part of Commerce media procurement
Comparing supplier proposals using the same brief
Compare UK commerce media bids against the same required lines, total commitment and documented exceptions before selecting an offer.
Issue the same written brief to every supplier and compare responses against its required lines. Decide whether each offer meets the brief at a known total commitment, and which exceptions the advertiser will accept. Neither a larger format menu nor a lower headline rate answers those questions.
Issue one request
Specify eligible products, campaign dates, geography, intended purchase route, maximum commitment and required report. Request the exact bookable unit, availability status, buying basis, creative requirements, change rights, all charges, and a sample or definition of the promised report. Give every supplier the same response format and deadline. Keep optional alternatives separate from the requested campaign.
Do not compare a cost-per-click quote with a fixed placement fee by headline rate alone. Calculate the total from each quoted basis and state what remains variable, capped, conditional or unpriced. Tax treatment, production and data charges belong alongside media cost.
Score conformity before preference
| Brief requirement | What to compare |
|---|---|
| Eligible inventory | Named placement, product eligibility, device or store coverage and dates. |
| Commitment | Total quoted or capped amount, billing event, minimum and other charges. |
| Operation | Booking, creative, change and stock-response responsibilities. |
| Evidence | Delivery unit, breakdown, definitions, access route and extract timing. |
| Outcome report | Products and transactions counted, attribution rule and known limits. |
Mark each answer as confirmed, conditional, not offered or unanswered, with the supplier’s written response beside it. An unanswered field indicates a gap in that proposal, not proof that the supplier cannot offer it. A standard’s recommended metric cannot substitute for that gap. Ask each bidder to specify the metrics and reporting basis they will actually supply.
Resolve exceptions and select
Send a clarification request using the same questions for all affected bids. If an offer cannot meet a required line, request a revised, narrower offer and its new total. Record the revision and the reason for accepting any departure from the brief. Product coverage, attribution rules and sales product sets can differ even when proposal headings look alike.
Select against the requirements set before replies arrived. State the decisive conforming features, accepted exceptions, total commitment and any condition to be confirmed before booking. If no offer establishes essential eligibility or reporting, request corrected proposals. Retain the issued brief and all response versions so the final booking can be traced to the comparison.
