如何在2022年将零售产品页面转化为电子商务增长（英文版）

3MAPPINGCONSUMERBEHAVIORIN2022

。IRi HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022

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HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022

MAPPINGCONSUMERBEHAVIORIN2022

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E-CommerceShouldBeViewedasanExtensionofYourMediaStrategy

AsconsumerscontinuetoincreasetheirmobilityandCPGemergesfrompandemic-fueledyearsofunprecedentedgrowth,keepingthemomentumgoingthroughanunpredictable,inflationaryandsupply-constrained2022isachallenge.Andthemostimportantfactorforovercomingthatchallengeisgettinge-commerceright.Becauserightnow,thoughecommercestillrepresentsonlyaboutafifthofallCPGsales,itaccountsforthelion'sshareofindustrygrowth.

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Thebestthingbrandscandoismakesurethey'redoingeverythingtheycantooptimizetheperformanceoftheirretailerproductpages.

Tokeepthegrowthgoingin2022throughe-commerce,brandsneedtofirstandforemostthinkofe-commerceasanextensionoftheirmediastrategy.Whenconsumersgointotheshoppingfunneltoday,theyoftendosobygoingonline.Andwhentheydo,thefirstthingthey'reoftenviewingistheproductdetailpageofthebrandsthey'reconsideringonthewebsiteofwhateverretailerthey'reshoppingat.Togrowin2022,thebestthingbrandscandoismakesurethey'redoingeverythingtheycantooptimizetheperformanceoftheirretailerproductpages.Thesesevenbasicstepscanhelpanybrandgetthisright:

Recognizethecriticalimportanceofproductdetailpagesonretailerwebsites.

It'sessentialforbrandstocultivatetheirownbrandedexperiencesonthewebsitesoftheirvariouskeyretailers.Youshoulddevotethesamelevelofattentiontotheseasyoudotoyourownbrandwebsite.Thecontent；theimagesandtheseasonalityofthemessagingallneedtomatchthequalityandtimelinessofyourcompanywebsiteandyourtotalmarketingmessaging.Becausetherealityisthatinmostcases,shoppersaremuchmorelikelytoexperienceyourbrandonthesesitesthantheyaretoeversurfyourcompany'swebsite.Thesesitesarewheretheyshop.

Don'thesitatetogethelpinmanagingtheseproductdetailpages.Third-partyproductdigitalassetmanagement(DAM)providers(suchasSalsify,Syndigoandothers)canhelpyouconsolidateyourproductinformationandsyndicateitouttoretailersintheformatsthateachretailerrequires.Whetheritisupdatingyourpackaging,optimizingyourbulletsorenhancingyourbrandimagery,youdon'thavetodoitallyourself.Productdetailpagesarethe"tip"ofyourbrand'smarketingspear.Productdescriptions,productbullets,productpackaging,productimagery一allthewaydowntothespecificwordsyouuseontheproductdetailpages一matterandwillimpactsales.

Shortenthefunnelforkeydigitalconsumers.

Whenconsideringyoure-commercestrategies,embracethe80/20rulefully.Itsessentialthatyouprioritizetheeffectivetargetingofthesubsetofcustomerswhodrivemostofyoursales.Findwaystotargettheseconsumersthatareinyoursweetspotbyusingdigitalmedia,withacalltoactiontodrivethemtoyourproductdetailpageonkeyretailersites.WhetheryoudothatbyusingyourownCRMtoolsorbybuyingadvertisingthroughthesedifferentretailers,thisapproachenablesyoutoshortenthepathtopurchasetogetthesecustomersinthefunnelwheretheycanbuyyourproducts.An"alwayson"investmentstrategyinpaidsearchshouldalsobepartofthiseffort.

Supportyoure-commerceplanwithbrick-and-mortarrigor.

Tosucceedine-commerce,youshouldalsosupportyouronlinesalesusingthesamestandardsyouapplytoyourbrick-and-mortarsalesintermsofthefourPsofmarketing(product,place,priceandpromotion).Theonlineaislecancertainlyprovideopportunitiestotest-marketproductsthatdon'tcurrentlyhavein-storedistribution.Butwhetherit'sfortheseproductsorforflagshipproductsinyourportfolio,youshoulddevoteasmuchattentiontoyoure-commercepromotions,pricingmonitoringandtracking,anddistributionasyoudoforyourin-storeefforts.

MAPPINGCONSUMERBEHAVIORIN2022

HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022

MAPPINGCONSUMERBEHAVIORIN2022

HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022

MAPPINGCONSUMERBEHAVIORIN2022

。IRi HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022

Progressivebrandstreatretailmediainvestmentsatmajorretailersliketheyarenationaladvertisingcampaigns.

Treatbigretailmedianetworkslikenationaladvertisers.

ThemostprogressivebrandstreatretailmediainvestmentsattitanslikeWalmartandAmazonliketheyarenationaladvertisingcampaigns.Theydon'tsilotheseinvestmentsasaccount-specificorretailer-specificonesthatcomeoutofanin-storepromotionalbudgetThisapproachpreventsbarrierstoinvestingintherightretailmediaprogramsattherightlevelstosuccessfullydrivebusiness.

Includeadigitalcalltoactionine-commerceads.

Regardlessofwheree-commerce-focusedadsappear,theycan'tbeadsjustforthesakeofadvertising.Theyshouldhaveastrongcalltoactionthattakesthecustomertotheproductdetailpageonaretailerwebsitewheretheywillfindyourbest-in-classcontentandimagerysellingyourproductinthemostoptimalway.

Thatinitialconversion,inturn,canyieldhugelong-termbenefitsbecauseonlineshoppersspendalotlesstimeshoppingthanbrick-and-mortarshoppersdo.Instead,whetherthroughtheirproductsubscriptions,voicereorderingorrebuyingfrompreviousorders,theytendtorebuyvs.re-shopthesameproductsoverandover.Unlessshoppershaveaterribleexperienceorsomethingisoutofstock,onlineshoppersaremorelikelythanin-storeshopperstorepurchasewhattheypreviouslypurchased.Itsverydifferentfromthein-storeworld,whereupto70%ofpurchasescanbeimpulsiveandtacticslikeendcapsandshelftagscanbeveryeffective,

Test,learnandoptimize.

Youshouldalsocontinuallytestandlearnsothatyoucanlearnwhatworksandwhatdoesn'tateachretailer.Overtime,thiswilllikelyresultinarealdifferentiationinthetacticsyouusetoconvertkeyaudiencesatdifferentmajorretailers.

Itisnowpossibletoachievethekindofcomprehensiveandgranularinsightsonthedigitalshelfthatwereonceonlyobtainableforbrick-and-mortarsalesatretailersthatsharetheirPOSdata.UsingIRI'snewE-CommerceGrowthPlatformpoweredbyProfitero^digitalshelfdata,CPGbrandscanoptimizetheirproductdetailpagesbycombiningtheire-commerceitem-levelPOSdatawithitem-leveldigitalshelfinsightsonasingleomnichannelplatform.Brandscanisolatethedigitalcausalfactorsthatinfluencee-commerceperformance一includingstockavailability,productcontent,searchposition,pricingandreviews一downtoanitemlevel.Sotheycanlearnwhatworks,domoreofit,andkeeplearningandimprovingovertime.

Allaspectsofyourdigitalshelfmustbestrongtomaximizesalesandincreasemarketshare

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Byimplementingthesee-commercestrategiesin2022withafocusonretailerproductpages,brandscanmakebettere-commercedecisions,investmoreefficientlyandcapitalizeone-commercegrowthopportunitiesfaster.Intheprocess,brandscansuccessfullyconvertmoreofthesecriticalonlineshopperswhoseloyaltyandhabitualonlinepurchasebehaviorscanpaydividendsforyearstocome.

AbouttheAuthor

SamGagliardiisexecutivevicepresident,ECommerceGlobalProducts&SolutionsatIRLHecanbereachedatSam.Gagliardi@IRIworldwidexom

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IRIisafast-growing,leadingproviderofbigdata,predictiveanalyticsandforward-lookingi