Blog Post - Deniël Vijverberg, Sep 24 2019

Why the digital shelf demands change, today!

Why the digital shelf demands change, today!

Manage product experiences to meet consumer expectations on your brand

Most consumers start online when looking for what to buy. That means a shopper's first impression of your products is made on a digital shelf, not a physical one. Therefore, your company's success relies on the quality of the data that is found on a digital screen. A Forrester study shows that 50% of all retail sales are influenced by digital and another study from Salsify shows that 88% of shoppers say they rely on digital product content to decide what to buy.

"A shopper's first impression of your product is made on a digital shelf, not a physical
one"

What does this mean for retailers and brands? It means that high quality content is expected to server your end customer ate each step along their journey. A digitally empowered consumer demands more context on what they're buying than ever before. Online shoppers like to compare similar relevant products that inform them with accurate specifications and have crystal clear pictures and videos.

Digital consumers also like to be informed clearly though content so there;s no need to check the FAQ or troubleshoot pages. Shoppers can be informed about the product size, dimensions, delivery and warranty using rich enhanced media. it can be as simple as showing an image with a banana next to your product, saying "banana for sale." Not only will this content give you extra attention, but it will also inform shoppers in a fun way about the sizes and dimensions of your product.

The product page that gives you the opportunity to help consumers feel understood by your brand, especially when you have reviews for your product. 30% of online shoppers use reviews to see whether a product is right for them or not. However, in the eyes of a customer, you need to have at least more than 100 reviews per product to become a trustworthy partner. Today online shoppers are more concerned with product data than the name of your brand. For your marketing team, this means the investments you've made in advertising could be undone by a bad shipment or a critical customer review.

"The product page is your opportunity to help consumers feel understood by your brand"

Shoppers will abandon your page if there is not enough detail. Nearly 70% of consumers chose a lack of product information as the number one reason they left a page. This even exceeds the number of shoppers that used a high price tag as a deal-breaker!

When selling products on online marketplaces like Amazon, it is more important than ever to assert your brand's voice and leadership in everything you put online. Today's shoppers are more swayed by the product detail itself than the brand name in the "sold by" field. Tell your full product story and demonstrate your company's values throughout your retailers' product pages.

There are more rules and reasons why product experience management becomes more and more important for retailers and brands, but the bottom line is that you need a solution that can help you manage the expectations of your customers over all touchpoints.

Though a product information management (PIM) system is a good way to start collecting all product assets for your content, it does fall short. You need a product experience management (PXM) platform to truly create the experience your customers are expecting. PXM platforms combine PIM and DAM storage capabilities with syndication continuously updated, with endpoint requirements and actionable analytics to improve performance on the digital shelf. This creates an integrated product experience for the shopper regardless of the end point.

Instead of approaching syndication as a file-based export, you need bi-directional connectivity with your channels, receiving feedback and signals from the system. Rather than having a narrow, single version of the truth, your system must support multiple versions of the truth and give users access to a multi-tenant PXM system so that you can scale usage and uphold data quality standards across your organisation.

To help you deliver the engaging product experiences that consumers demand across channels, we've written a guide on PXM.

Download Managing Product Information Management

If you’d like to discuss any of the themes raised in this article, you can connect with our specialist eCommerce experts including the author Deniel Vijverberg. Simply fill in the form here.