{"id":11149,"date":"2014-11-01T17:05:39","date_gmt":"2014-11-01T17:05:39","guid":{"rendered":"https:\/\/www.sisinternational.com\/upgrade\/?page_id=11149"},"modified":"2026-07-29T19:26:43","modified_gmt":"2026-07-29T23:26:43","slug":"veille-concurrentielle","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/solutions\/strategy-consulting\/competitive-intelligence\/","title":{"rendered":"Veille concurrentielle"},"content":{"rendered":"<h1 class=\"wp-block-heading\">Veille concurrentielle<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-19f96506\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" class=\"gb-image gb-image-19f96506\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Competitive-intelligence.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Veille concurrentielle\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Competitive-intelligence.jpg 1672w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Competitive-intelligence-300x169.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Competitive-intelligence-1024x576.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Competitive-intelligence-768x432.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Competitive-intelligence-1536x864.jpg 1536w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/07\/Competitive-intelligence-18x10.jpg 18w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\"><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">Competitive intelligence separates category leaders from category followers in consumer and retail. The winners see pricing moves, assortment shifts, and channel experiments weeks before they hit shelves. The rest read about it in trade press.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The gap is not budget. It is method. Most retailers still treat competitive tracking as a monthly scorecard of promo prices and share points. The strongest merchants and brand teams treat it as a live signal system connected to buying decisions, trade spend, and shelf strategy.<\/p>\n\n\n\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-f37340b3039c7d09eb472bc14482fc23 is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-2ab910154fd27552501ccd7b0d4adce3\" style=\"font-size:16px\" id=\"rank-math-toc\"><h2><br><strong>T<\/strong>table des mati\u00e8res<\/h2><nav><ul><li class=\"\"><a href=\"#what-is-competitive-intelligence-or-ci\">Qu\u2019est-ce que la veille concurrentielle ou \u00ab CI \u00bb ?<\/a><\/li><li class=\"\"><a href=\"#importance-of-competitive-intelligence-in-the-current-business-landscape\">What Competitive Intelligence Actually Delivers in Consumer and Retail<\/a><\/li><li class=\"\"><a href=\"#where-category-leaders-find-signal-that-others-miss\">Where Category Leaders Find Signal That Others Miss<\/a><\/li><li class=\"\"><a href=\"#when-to-conduct-competitive-intelligence\">The Framework: The SIS Four-Signal Competitive Intelligence Model<\/a><\/li><li class=\"\"><a href=\"#current-trends-in-competitive-intelligence\">How Leading Retailers and CPGs Operationalize Competitive Intelligence<\/a><\/li><li class=\"\"><a href=\"#where-the-category-advantage-compounds\">Where the Category Advantage Compounds<\/a><\/li><li class=\"\"><a href=\"#what-separates-intelligence-programs-that-compound-value\">What Separates Intelligence Programs That Compound Value<\/a><\/li><li class=\"\"><a href=\"#opportunities-in-competitive-intelligence\">Perspectives futures de l&#039;intelligence \u00e9conomique pour les entreprises<\/a><\/li><li class=\"\"><a href=\"#next-steps\">FAQ<\/a><\/li><\/ul><\/nav><\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 id=\"what-is-competitive-intelligence-or-ci\" class=\"wp-block-heading\">Qu\u2019est-ce que la veille concurrentielle ou \u00ab CI \u00bb ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">CI is often confused with several other intelligence-gathering methods. Competitive Intelligence is an ethical process by which information about competitors is obtained in a planned manner, organized, and ultimately used to help executives and managers make strategic business decisions. CI is not espionage or spying, although some of its roots lie in military applications. It is also not Business Intelligence, Market Research, Market Intelligence, or Marketing Intelligence. In sum, CI involves coordinated, trained gathering and analysis of information that may not necessarily exist in the public domain or be otherwise available.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une partie de la confusion vient du fait que de nombreuses autres activit\u00e9s et tactiques li\u00e9es au renseignement se chevauchent et peuvent \u00eatre utilis\u00e9es les unes avec les autres pour aider la fonction marketing \u00e0 ex\u00e9cuter ses plans \u00e0 court et \u00e0 long terme.<\/p>\n\n\n\n<h2 id=\"importance-of-competitive-intelligence-in-the-current-business-landscape\" class=\"wp-block-heading\">What Competitive Intelligence Actually Delivers in Consumer and Retail<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Competitive intelligence in this sector is the disciplined collection and interpretation of external signals that predict competitor moves and category shifts. Signals include SKU velocity changes, private label expansion patterns, promotional lift measurement, shelf space allocation shifts, DTC channel economics, and trade spend redirection. The output is a decision, not a report.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The mature programs at firms like Costco, Aldi, Lululemon, and Nestl\u00e9 run continuous intelligence cycles tied directly to category management optimization and assortment rationalization. Intelligence feeds the plan-o-gram review, the JBP with the retailer, the pricing committee. It does not sit in a slide deck.<\/p>\n\n\n\n<h2 id=\"where-category-leaders-find-signal-that-others-miss\" class=\"wp-block-heading\">Where Category Leaders Find Signal That Others Miss<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The conventional approach benchmarks headline prices and market share. That data is late by definition. Leaders extract earlier signals from four sources most competitors underweight.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Supply-side pattern reads.<\/strong>&nbsp;Ingredient sourcing shifts, co-manufacturer contracts, and packaging vendor changes precede product launches by six to nine months. A shift in a competitor&#8217;s flexible pouch supplier is a launch signal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail media and search behavior.<\/strong>&nbsp;Sponsored placement bidding on Amazon, Kroger Precision Marketing, and Walmart Connect exposes category priorities in near real time. A competitor doubling bids on a keyword cluster is telegraphing next season&#8217;s push.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Field-level shelf and pricing intelligence.<\/strong>&nbsp;Structured store audits across banner, region, and format catch localized tests before national rollout. Private label competitive threat almost always shows in secondary markets first.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Talent flow.<\/strong>\u00a0Hiring patterns in supply planning, innovation, and shopper marketing telegraph strategic intent. A CPG competitor building out a foodservice team is exiting a pure retail bet.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-global-color-9-color has-text-color has-link-color wp-elements-32fcd912cb9e36270a8df13ac85b8558 wp-block-paragraph\"><strong><em>According to SIS International Research, consumer and retail engagements consistently show that competitors telegraph strategic shifts in supply chain and hiring signals eight to twelve months before product or pricing moves become visible at shelf. Programs that monitor these upstream signals outperform shelf-only tracking on early-warning accuracy.<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<h2 id=\"when-to-conduct-competitive-intelligence\" class=\"wp-block-heading\">The Framework: The SIS Four-Signal Competitive Intelligence Model<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Effective programs triangulate across four signal layers. Each layer answers a different question.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th class=\"has-text-align-left\" data-align=\"left\">Signal Layer<\/th><th class=\"has-text-align-left\" data-align=\"left\">Source<\/th><th class=\"has-text-align-left\" data-align=\"left\">Question Answered<\/th><\/tr><\/thead><tbody><tr><td>Upstream<\/td><td>Suppliers, co-manufacturers, ingredient markets, talent flow<\/td><td>What is the competitor building?<\/td><\/tr><tr><td>Midstream<\/td><td>Trade press, patents, regulatory filings, retail media bids<\/td><td>What is the competitor preparing to launch?<\/td><\/tr><tr><td>Shelf<\/td><td>Store audits, plan-o-grams, pricing, promotional lift, assortment<\/td><td>What is the competitor executing now?<\/td><\/tr><tr><td>Downstream<\/td><td>Shopper journey analytics, syndicated data, VOC, reviews, social listening<\/td><td>How is the market responding?<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Source: SIS International Research<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The insight is not the layers. It is the sequence. Teams that read upstream to downstream get eight to twelve months of lead time. Teams that start at shelf get zero.<\/p>\n\n\n\n<h2 id=\"current-trends-in-competitive-intelligence\" class=\"wp-block-heading\">How Leading Retailers and CPGs Operationalize Competitive Intelligence<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The best programs share three operating traits.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Intelligence is owned by a specific decision.<\/strong>&nbsp;Costco&#8217;s buying teams, Trader Joe&#8217;s category leads, and Sephora&#8217;s merchant desks tie intelligence to the assortment review calendar. Every study answers a question a specific person has to decide next quarter. Nothing is produced for general awareness.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Primary research beats desk research on the questions that matter.<\/strong>\u00a0Syndicated data tells you what happened. B2B expert interviews with former competitor executives, distributor principals, and category managers tell you why and what is next. SIS International&#8217;s structured expert interview programs across consumer packaged goods and specialty retail routinely surface pricing architecture, trade term shifts, and innovation pipelines that no panel captures.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-global-color-9-color has-text-color has-link-color wp-elements-bb47b0e4371482927391a29c6490666d wp-block-paragraph\"><strong><em>SIS International&#8217;s proprietary research across consumer and retail engagements indicates that combining shopper journey analytics with expert interviews and field-level store audits produces roughly three times the actionable insight of syndicated data alone, particularly for private label threat assessment and channel economics questions.<\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<!DOCTYPE html>\n<html lang=\"en\">\n<head>\n    \n    \n    <title>Banni\u00e8re de blog 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class=\"floating-circle\"><\/div>\n            <div class=\"floating-circle\"><\/div>\n        <\/div>\n        \n        <div class=\"content\">\n            <div class=\"cta-text\">Pr\u00eat \u00e0 explorer les connaissances qui permettent de prendre des d\u00e9cisions plus intelligentes ?<\/div>\n            <div class=\"cta-subheading\">Contactez nos experts en recherche d\u00e8s aujourd&#039;hui.<\/div>\n            <a href=\"mailto:Research2@sisinternational.com\" class=\"cta-button\">Contactez-nous d\u00e8s maintenant !<\/a>\n        <\/div>\n    <\/div>\n<\/body>\n<\/html>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 id=\"where-the-category-advantage-compounds\" class=\"wp-block-heading\">Where the Category Advantage Compounds<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Three shifts are widening the gap between intelligence-led and intelligence-lagging players.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Private label sophistication.<\/strong>&nbsp;Aldi, Trader Joe&#8217;s, Costco Kirkland, Target Good &amp; Gather, and Amazon private brands are compressing branded margins across categories. Understanding private label sourcing, quality benchmarking, and price architecture is a first-order intelligence problem for branded CPGs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Retail media as a competitive battlefield.<\/strong>&nbsp;Retail media networks have made competitor investment levels observable. The teams reading those signals adjust trade spend and shopper marketing in-quarter, not next planning cycle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>DTC channel economics reshaping distribution.<\/strong>&nbsp;Brands testing DTC then wholesale, or wholesale then DTC, are rewriting category economics. Warby Parker, Glossier, Allbirds, and Liquid Death offer readable case studies for how distribution sequencing changes competitive position. Intelligence programs that map channel economics across competitors identify margin opportunities others miss.<\/p>\n\n\n\n<h2 id=\"what-separates-intelligence-programs-that-compound-value\" class=\"wp-block-heading\">What Separates Intelligence Programs That Compound Value<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The pattern across category leaders is consistent. Intelligence is continuous, not episodic. It is triangulated across upstream, midstream, shelf, and downstream signals. It is owned by decision-makers with P&amp;L accountability. It uses primary research on the questions where syndicated data is silent or late.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Programs built this way convert competitive intelligence from a cost center into an early-warning system that drives assortment, pricing, trade spend, and innovation decisions. The compounding advantage is real. Firms that read the market two quarters earlier get two quarters of margin others do not.<\/p>\n\n\n\n<h2 id=\"opportunities-in-competitive-intelligence\" class=\"wp-block-heading\"><span style=\"font-weight: 400;\"><strong>Perspectives futures de l&#039;intelligence \u00e9conomique pour les entreprises<\/strong><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 Accent accru sur l&#039;intelligence num\u00e9rique\u00a0:<\/b><span style=\"font-weight: 400;\"> \u00c0 mesure que les entreprises continuent de se tourner vers les plateformes num\u00e9riques, la veille concurrentielle se concentrera de plus en plus sur les strat\u00e9gies num\u00e9riques, les comportements des clients en ligne et les cybermenaces.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 Approches plus proactives et pr\u00e9dictives\u00a0: <\/b><span style=\"font-weight: 400;\">L\u2019avenir de la veille concurrentielle impliquera probablement des approches plus proactives et pr\u00e9dictives, les entreprises utilisant leurs connaissances pour anticiper les changements du march\u00e9 et les mouvements de leurs concurrents.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 Surveillance am\u00e9lior\u00e9e en temps r\u00e9el\u00a0: <\/b><span style=\"font-weight: 400;\">La capacit\u00e9 de surveiller les concurrents et les tendances du march\u00e9 en temps r\u00e9el deviendra plus critique, gr\u00e2ce aux outils et technologies avanc\u00e9s d\u2019analyse des donn\u00e9es.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 Intelligence personnalis\u00e9e et de niche\u00a0: <\/b><span style=\"font-weight: 400;\">Les services de veille concurrentielle sur mesure destin\u00e9s \u00e0 des secteurs ou niches sp\u00e9cifiques devraient devenir plus r\u00e9pandus, offrant des informations plus cibl\u00e9es et plus pertinentes.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 Int\u00e9gration avec une Business Intelligence plus large\u00a0: <\/b><span style=\"font-weight: 400;\">La veille concurrentielle sera de plus en plus int\u00e9gr\u00e9e \u00e0 des fonctions plus larges de veille \u00e9conomique, offrant ainsi une vision plus globale de l\u2019environnement des affaires.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 Concentrez-vous sur les informations exploitables\u00a0: <\/b><span style=\"font-weight: 400;\">L\u2019accent sera mis sur la transformation des donn\u00e9es en informations exploitables pouvant directement \u00e9clairer les strat\u00e9gies et les d\u00e9cisions commerciales, allant au-del\u00e0 de la simple collecte de donn\u00e9es.<\/span><\/p>\n\n\n\n<h2 id=\"next-steps\" class=\"wp-block-heading p1\">FAQ<\/h2>\n\n\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<div class=\"rank-math-list\">\n<div id=\"faq-question-1785366858563\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">How is competitive intelligence different from market research?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Market research explains what the market is. Competitive intelligence predicts what specific competitors will do next and prescribes a response, tied to a decision on a defined timeline.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1785366860825\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">What are the earliest signals of a competitor&#8217;s strategic move?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Supply-side sourcing changes, hiring patterns, retail media bidding, and regulatory filings typically precede visible market moves by six to twelve months.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1785366861923\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">Who owns competitive intelligence in a category-leading retailer or CPG?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>A named decision-maker with P&amp;L accountability, usually within category management, merchandising, or brand leadership. Intelligence that reports to no decision gets produced but not used.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1785366863528\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">What role does primary research play alongside syndicated data?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p> Syndicated data explains what happened. Primary research, particularly expert interviews and field audits, explains why and what is next.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<h2>Notre emplacement \u00e0 New York<\/h2>\n<p><!-- \/wp:post-content --><\/p>\n<p><!-- wp:html --> <iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m18!1m12!1m3!1d3022.976188376966!2d-73.99130312499956!3d40.740549471389315!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!3m3!1m2!1s0x89c259a15798c731%3A0xd695d09bdd495f25!2s11%20E%2022nd%20St%20FL%202%2C%20New%20York%2C%20NY%2010010%2C%20USA!5e0!3m2!1sen!2spe!4v1726171763526!5m2!1sen!2spe\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe> <!-- \/wp:html --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<h3 class=\"wp-block-heading\">11 E 22nd Street, \u00e9tage 2, New York, NY 10010 T\u00e9l. : +1(212) 505-6805<\/h3>\n<hr \/>\n<h2>\u00c0 propos de SIS International<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/fr\/\">SIS International<\/a> propose des recherches quantitatives, qualitatives et strat\u00e9giques. Nous fournissons des donn\u00e9es, des outils, des strat\u00e9gies, des rapports et des informations pour la prise de d\u00e9cision. Nous menons \u00e9galement des entretiens, des enqu\u00eates, des groupes de discussion et d\u2019autres m\u00e9thodes et approches d\u2019\u00e9tudes de march\u00e9.<a href=\"https:\/\/www.sisinternational.com\/fr\/a-propos-de-la-recherche-internationale-sis\/contact-sis-international-market-research\/\"> Contactez nous<\/a> pour votre prochain projet d&#039;\u00e9tude de march\u00e9.<\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment la veille concurrentielle peut dynamiser votre entreprise et cr\u00e9er des avantages concurrentiels.<\/p>","protected":false},"author":1,"featured_media":74193,"parent":14567,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-11149","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/11149","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=11149"}],"version-history":[{"count":6,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/11149\/revisions"}],"predecessor-version":[{"id":74334,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/11149\/revisions\/74334"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/14567"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/74193"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=11149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}