Competitive intelligence backed by Universe
Hallon's Universe layer gives you competitive coverage, matched SKUs, and daily price indices—so agents and teams always know where you stand before making a move.
Define or Discover Competitors
Add your known competitors or let AI find emerging ones
2 competitors defined by you, 1 emerging competitor identified through public research and SEO analysis.
Define or Discover Your Competitors
Tell us who your competitors are, or let our AI agents discover emerging ones through public research, social media sentiment analysis, and SEO overlap detection.
- Add your known competitors directly to start tracking immediately
- AI discovers emerging competitors through public research
- SEO and search overlap analysis identifies who competes for your customers
- Social media sentiment reveals competitive dynamics
- Continuous monitoring detects new market entrants
Automatic Product Matching & Price Tracking
Let our AI agents index all your competitors' products, prices, and discounts—with automatic mapping to your assortment for equivalent product matches. No manual spreadsheets, no guesswork.
- AI-powered product matching across comparable products
- Daily price tracking across all indexed products
- Automatic detection of new products and delists
- Discount and promotion tracking at SKU level
- Price alerts when competitors move on key items
Product Indexing & Matching
AI maps competitor products to your equivalent SKUs
Price Index by Category
100 = same effective price vs competitor. Above 100 = you price higher; below 100 = you price lower
Focus needed: Bakery and Meat & Seafood index above 100—you price higher vs competitors there. Review role of brand, service, and KVIs before matching down.
De-averaged competitive price intelligence
See how your effective price compares to matched competitor lines—by category, region, brand, and tier—using indices where 100 is parity, above 100 means you price higher, and below 100 means you price lower.
- Category-level price index vs primary competitors
- Regional and zone views where your network differs
- Brand and tier cuts to avoid one misleading average
- Clear signals for where to defend margin vs respond
- Trend views for competitive drift over time
Know When to Follow vs When to Stay
Have our AI agents recommend where it's worth following competitor price moves versus staying away from a race to the bottom. Using machine learning models and elasticity analysis, we quantify the true demand impact vs profit impact of chasing on price.
- Elasticity-based profit impact analysis for every category
- ML models predict volume response to price matching
- Clear recommendations: Follow, Stay, or Selective Match
- Avoid destructive price wars with data-driven decisions
- Protect margin while maintaining competitive positioning
Follow or Stay Analysis
ML-powered decision based on elasticity and profit impact
High elasticity product in traffic-driving category. Following protects market share and drives store visits.
Category Depth: You vs Competitor A
Opportunity: Competitor A is heavily invested in Organic and Plant-Based where you have gaps. Consider range expansion.
Find New Product Opportunities
Compare your assortment versus competitors to identify gaps and expansion opportunities. See where competitors are investing and growing—and where you might be missing out on customer demand.
- Side-by-side SKU count comparison by category
- Identify categories where competitors are expanding
- Spot assortment gaps in high-growth segments
- Track new product introductions and delists
- Strategic recommendations for range optimization
Track Competitor Promotional Calendars
Track competitor promotional activities to understand their promotional calendar and strategy. Incorporate competitive intelligence into your own promotional planning to ensure you have a competitive strategy on both regular price and promotions.
- Real-time tracking of competitor promotional events
- Historical promotional calendar analysis
- Conflict detection when your promos overlap with competitors
- Pattern recognition identifies recurring promotional strategies
- Strategic timing recommendations to maximize impact
Competitor Promo Calendar
Track past activities and predicted future events
Dashed events are predicted based on historical patterns. Confirm as they occur.
Pattern detected: Your Week 4 Dairy promo may overlap with Comp B. Based on last year, they typically run Dairy promotions in early month. Consider timing adjustment.
How It Works
Define Your Competitive Set
Tell us your known competitors, or let our AI agents discover emerging ones through public research, SEO analysis, and social media sentiment.
AI Indexes & Maps Products
Our agents automatically crawl competitor data, index their products, and map them to your equivalent SKUs with high-accuracy matching.
Continuous Monitoring & Alerts
24/7 tracking of competitor prices, promotions, and assortment changes. Get real-time alerts when competitors make strategic moves.
Strategic Recommendations
AI prescribes where to follow, where to stay, and where to invest—backed by elasticity models and profit impact analysis.
Frequently Asked Questions
Put competitive intelligence on your operating rhythm
Universe, matching, and indices feed Hallon agents and your teams the same evidence—so pricing, merchandising, and marketing can respond with one story.