Vos courses livrées chez vous
Migros (interio.ch) scores 70 out of 100 on Brand Analyzer, placing it in the Developing tier among E-commerce brands, Food & Beverage brands, in the 27th percentile of 7221 E-commerce brands.
Migros is a Swiss retail conglomerate founded in 1925 and headquartered in Zurich. It operates an online grocery service that allows customers to order food and daily goods for home delivery. Combining the scale and product diversity of a major Swiss retailer with the convenience of e-commerce, Migros serves as a widely used option for everyday shopping needs across Switzerland, appealing to consumers who value both reliability and practicality.
| Brand Name | Migros |
|---|---|
| Domain | interio.ch |
| Industry | E-commerce, Food & Beverage |
| Founded | 1925 |
| Headquarters | Zurich |
| Main Competitors | Coop (64/100), LeShop (70/100), Denner (78/100), Aldi Suisse (75/100), Lidl Suisse (76/100), Farmy (40/100) |
Moz Domain Authority 32/100 vs category average 43 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Migros has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Commandez en ligne et gagnez du temps - nous vous livrons vos courses à votre porte. 12" (Meta description: 17 words (ideal length). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: Microdata (Schema.org), og:image, og:type, Twitter cards, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on X (Twitter), LinkedIn, Instagram, YouTube, GitHub; no detected presence on Facebook - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is Migros?", Claude could identify the brand as of September 2026. Interio is a Swiss furniture and home decor retailer that is part of the Migros Group, selling furniture, lighting, and home accessories through stores across Switzerland and its website interio.ch. Best known for Swiss home furnishings and furniture retail owned by Migros.
When asked "Best brands similar to Migros?", Claude would recommend Migros as of September 2026. It's a well established Swiss furniture retailer, so I'd mention it if someone asked about home goods or furniture shopping options in Switzerland.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Migros's main competitors in E-commerce: Coop (64/100), LeShop (70/100), Denner (78/100), Aldi Suisse (75/100), Lidl Suisse (76/100).
Sources: Brand Analyzer scan
Migros has limited AI-search visibility, scoring 38/100 on Brand Analyzer's AI visibility composite (visibility 57, trust 16, recommendation 30). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Migros official site
Migros was founded in 1925. Migros operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Migros is headquartered in Zurich. Migros operates in the E-commerce category.
Sources: Wikidata
Migros scores 30/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Migros official site
Migros can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Migros official site
Migros is a Swiss retail conglomerate founded in 1925 and headquartered in Zurich. It is one of Switzerland's largest retailers, offering both physical stores and an online platform for grocery and daily goods shopping with home delivery.
Sources: Migros official site
Migros operates an online grocery ordering and delivery service, allowing customers to purchase food and everyday household items through its website and have them delivered directly to their homes, complementing its established physical retail presence in Switzerland.
Sources: Migros official site
Migros scores 38/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Migros has a weak AI-visibility profile at 38/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (57/100) and its weakest is trust (16/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: a low Moz Domain Authority of 32/100, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Migros from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Migros: Instar Centar (70/100), Indochino (70/100), iPoint (70/100), Jaambu (70/100).
A step up - brands to learn from: Zoologist Perfumes (71/100), Zeex (71/100).
Category leader: DHL (97/100).
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