ON THE DIGITAL SHELF - Nielsen BrandBank

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COMBINE THE BRAND EXPERIENCE TO MAKE YOUR PRODUCTS STAND OUT AND ENGAGE SHOPPERS

TAKE CONTROL AND WIN ON THE DIGITAL SHELF

2Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

TAKE CONTROL AND WIN ON THE DIGITAL SHELFINTRODUCTION

The transformation in retail is happening now, as shoppers have more choice on what to buy, where to buy, and how they buy. NielsenIQ Retail Intelligence research shows that 81% of shoppers will continue to restructure their spending in 2021, with a massive 73% of shoppers from the Newly Constrained and Cautious Insulated shopper groups already actively changing the way they shop, consume, and spend. With the impact of the global pandemic and the rise in digital providing shoppers with more choice and buying power than ever before, both brands and retailers need to execute a world class shopping experience across all retail channels.

Organisations have always been aware of the importance of reviewing their strategies to stay ahead of competition, but the last year has accelerated this need, especially when it comes to their digital transformation initiatives. No longer can organisations put this off, they must embrace digitalisation by understanding that the line separating the digital and physical worlds must be blurred.

The modern path to purchase is complex, with shoppers browsing across multiple devices and touch points, around the clock - both online and offline. Digital product content is expected at every touch point of the shopper’s journey. In fact, 41% of shoppers would prefer additional content on product pages to support their purchasing decision (State of the Nation, NielsenIQ, 2021). Research conducted by NielsenIQ (State of the Nation, 2021), highlights that shoppers prefer to have enhanced product content available when purchasing online. While shoppers want access to constant information, it is important to remember that each shopper’s path to purchase is complex and unique.

73%OF SHOPPERS FROM THE NEWLY CONSTRAINED AND CAUTIOUS INSULATED SHOPPER GROUPS ARE ACTIVELY CHANGING THE WAY THEY SHOP, CONSUME, AND SPEND

41%OF SHOPPERS WOULD PREFER ADDITIONAL CONTENT ON PRODUCT PAGES TO SUPPORT THEIR PURCHASING DECISION

NEWLY CONSTRAINEDExperienced worsening household income/financial situations and are consciously watching what they now spend.

CAUTIOUS INSULATEDLimited impact to income/financial situation, but are watching what they spend a lot or much more than before.


TAKE CONTROL AND WIN ON THE DIGITAL SHELFWHAT IS ENHANCED PRODUCT CONTENT?

Put simply, enhanced product content is where products move from containing only standard product images and descriptions, to telling the brand story through strong visual ads on product pages. Enhanced product content can include product tours, marketing images, videos, 360 spins and more. It is what helps engage shoppers and drive sales conversions, by combining the brand experience to make products stand out.

LIFESTYLE IMAGES

VIDEOS

86%USING VIDEOS ON LANDING PAGES CAN INCREASE CONVERSIONS BY

INTERACTIVE PRODUCT TOUR

30%PRODUCTS USING 360 VIEWS HAVE SHOWN A

HIGHER CONVERSION RATE THAN THOSE WITHOUT


TAKE CONTROL AND WIN ON THE DIGITAL SHELFWHAT IS ENHANCED PRODUCT CONTENT?

FEATURE SETS

of shoppers look up product information pre-purchase (The

Quest for Convenience, Nielsen,

2019)

52%

COMPARISON TABLES


TAKE CONTROL AND WIN ON THE DIGITAL SHELFWHO IS LEADING THE WAY?Online has never been a more competitive selling channel than it is today. Demand in today's digital age is about bringing experiences, content, and brand interactions directly to the shopper, everywhere they are. With the right product content, product pages will be the first and only source of information for shoppers.

Currently leading the way is Amazon with their A+ content feature. A feature that enables brands to change the product descriptions of branded ASIN’s (Amazon Standard Identification Number). Using the tool, brands can describe their product features in a different way by including a unique brand story, enhanced images, and text placements.


TAKE CONTROL AND WIN ON THE DIGITAL SHELFWHO IS LEADING THE WAY?

However, retailers across the world are now beginning to follow in Amazon’s footsteps, especially within the FMCG industry. Retailers including Frisco, Sainsbury’s and Rossmann, are all part of those who have successfully adopted enhanced product pages, which are designed to help brands tell their unique story and provide shoppers with all the information required to make an informed purchase decision. Based on an eight-week period on Sainsburys.com, the interaction with product pages using five additional images plus video increased by +46.88%. The highest conversion rates of 40%, were also seen on product pages which utilised up to three additional images and video.

Whilst other retailers globally are now following suit, Amazon continues to be the leader, enabling brands to result in higher conversion rates, increased traffic, and increased sales when used effectively.

+40% CONVERSION RATES WERE SEEN ON PRODUCT PAGES UTILISING ADDITIONAL IMAGES AND VIDEO


TAKE CONTROL AND WIN ON THE DIGITAL SHELFTHE ANATOMY OF A PERFECT PRODUCT PAGE

With 66% of global shoppers changing the way they shop since the outbreak of the global pandemic, the omnichannel shopper has become more prominent than ever before. Bringing products to life through compelling product content that tells the brands story, should be a critical component of a digital transformation strategy. Especially as brand loyalty is no longer a key factor in the shoppers purchasing decision. In fact, 79% of shoppers have made changes that impact their loyalty, and furthermore over a quarter of shoppers have made brand or store switching changes (NielsenIQ Retail Intelligence). The competition is fierce, and the shopper journey is complex. Brands need to activate their brand story, consider the beginning, middle and end, and as a result connect with the shopper.

76%OF SHOPPERS PREFER TO HAVE ENHANCED PRODUCT CONTENT AVAILABLE WHEN PURCHASING ONLINE

As with any story, enticing the reader from the beginning is

essential, and it is much the same with shoppers. Shoppers form their

first impression within a mere 50 milliseconds - that is less than half a

glance (Shopify, 2020)! Put this alongside how the human eye

tracks from right to left and top to bottom, when building a product

page, it is important that all the key elements of the product are laid

out in importance and they stand out. For example, the product page above the fold needs to open with an eye-catching product image to

grab the attention of the shopper, but also include the essential

information, and the product name and price. By hooking in the

shopper at this stage with the basic product needs, the shopper is more

likely to engage with the page and scroll below the fold for the rest of

the brand story to be told.

ABOVE THE FOLD

BELOW THE FOLD


TAKE CONTROL AND WIN ON THE DIGITAL SHELFTHE ANATOMY OF A PERFECT PRODUCT PAGE

It is at this point that brands need to seize the opportunity of a blank canvas and think about the page from a shopper’s perspective. Why does the shopper need the product? What is unique about the product? What differentiates it from competitor products? By defining the product in detail and expanding their product page to accentuate the key product features and benefits, this will further attract and educate the shopper.

The ways in which to do this can include the use of videos, lifestyle and marketing imagery, comparison tables, interactive product tours and more. This in turn can increase the time spent on the product page to learn more, but also enable the shopper to make an emotional connection with the product. By meeting the needs of the shopper and educating them through the product page, the risk of shoppers browsing on competitor sites for additional information will diminished.

KEY QUESTIONS TO ASK WHEN BUILDING THE PERFECT PRODUCT PAGE:

WHY DOES THE SHOPPER NEED THE PRODUCT?

WHAT IS UNIQUE ABOUT THE PRODUCT?

WHAT DIFFERENTIATES THE PRODUCT FROM COMPETITORS?

Finally, to finish the perfect product page, brands need to ensure that shoppers are emotionally moved by the brand story and are encouraged to make a purchase. This is the final opportunity to convert shoppers to make an informed purchasing decision. The shopper journey revolves around the product page, and if shoppers were unable to find the information they were looking for or are not impressed by your product page, they will go elsewhere, which is why it is critical that brands regularly review their product pages. The brand story is always evolving, as well as product features and shopper needs, so keeping a product page relevant and engaging is essential. With the right content, product pages can and will be the first and best source of information for shoppers. Build a product page effectively and both traffic and sales will accelerate.

BY COMBINING THE BRAND EXPERIENCE TO MAKE YOUR PRODUCTS STAND OUT AND ENGAGING SHOPPERS YOU CAN...

IMPROVE SHOPPER ENGAGEMENT

AMPLIFY YOUR PRODUCT PAGES

IMPROVE SEARCH ENGINE RESULTS

STAND OUT FROM COMPETITORS


ABOUT NIELSEN BRANDBANKNielsen Brandbank is the leading provider of digital product content solutions powering omnichannel shopping experiences.

We enable brands and retailers to deliver the best shopping experience by giving them the ability to capture and share rich digital product content on all channels seamlessly. Nielsen Brandbank’s end-to-end solutions connect shoppers to the most up to date and relevant digital product content making consumer goods more discoverable and engaging.

The world's biggest brands including P&G, Unilever, Walmart, Tesco, and Jumbo use Nielsen Brandbank every day to digitalise the shopper experience

With over 20 years of experience and operating in 39 countries, Nielsen Brandbank is the content partner to over 52,000+ brands, 700+ retailers, and wholesalers across the globe, creating a rich online shopping experience, while minimising the cost and complexity for the industry.

For more information please visit https://www.brandbank.com

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ON THE DIGITAL SHELF - Nielsen BrandBank