IRi：如何在2022年将零售产品页面转化为电子商务增长

MAPPINGCONSUMERBEHAVIORIN2022

HOWTOTURNRETAILER

PRODUCTPAGESINTO

E-COMMERCE

GROWTHIN2022

May2022

2

MAPPINGCONSUMERBEHAVIORIN2022

E-CommerceShouldBeViewedasanExtension

ofYourMediaStrategy

AsconsumerscontinuetoincreasetheirmobilityandCPGemerges

frompandemic-fueledyearsofunprecedentedgrowth,keeping

themomentumgoingthroughanunpredictable,inflationaryand

supply-constrained2022isachallenge.Andthemostimportantfactor

forovercomingthatchallengeisgettinge-commerceright.Because

rightnow,thoughe-commercestillrepresentsonlyaboutafifthofall

CPGsales,itaccountsforthelion’sshareofindustrygrowth.

ShareofMulti-Channel

E-CommerceShareof

Multi-ChannelSales

E-CommerceShareofMulti-ChannelGrowth

21%

72%

©2022InformationResourcesInc.(IRI).ConfidentialandProprietary.

Source:IRIeMarketInsights,52weeksending01-23-22,From200+TrackedCategories,B&M=MULO-Pickup,DelShipandPickupNumbersfromeMI

HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022

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MAPPINGCONSUMERBEHAVIORIN2022

Thebestthing brandscando ismakesure they’redoing everythingthey cantooptimizetheperformance oftheirretailerproductpages.

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

1.Recognizethecriticalimportanceofproductdetailpagesonretailerwebsites.

It’sessentialforbrandstocultivatetheirownbrandedexperiencesonthewebsitesoftheirvariouskeyretailers.Youshoulddevotethesamelevelofattentiontotheseasyoudotoyourownbrandwebsite.Thecontent,theimagesandtheseasonalityofthemessagingallneedtomatchthequalityandtimelinessofyourcompanywebsiteandyourtotalmarketingmessaging.Becausetherealityisthatinmostcases,shoppersaremuchmorelikelytoexperienceyourbrandonthesesitesthantheyaretoeversurfyourcompany’swebsite.Thesesitesarewheretheyshop.

2.Don’thesitatetogethelpinmanagingtheseproductdetailpages.

Third-partyproductdigitalassetmanagement(DAM)providers(suchasSalsify,Syndigoandothers)canhelpyouconsolidateyourproductinformationandsyndicateitouttoretailersintheformatsthateachretailerrequires.Whetheritisupdatingyourpackaging,optimizingyourbulletsorenhancingyourbrandimagery,youdon’thavetodoitallyourself.Productdetailpagesarethe“tip”ofyourbrand’smarketingspear.Productdescriptions,productbullets,productpackaging,productimagery—allthewaydowntothespecificwordsyouuseontheproductdetailpages—matterandwillimpactsales.

HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022

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MAPPINGCONSUMERBEHAVIORIN2022

3.Shortenthefunnelforkeydigitalconsumers.

Whenconsideringyoure-commercestrategies,embracethe80/20

rulefully.It’sessentialthatyouprioritizetheeffectivetargetingof

thesubsetofcustomerswhodrivemostofyoursales.Findwaysto

targettheseconsumersthatareinyoursweetspotbyusingdigital

media,withacalltoactiontodrivethemtoyourproductdetail

pageonkeyretailersites.Whetheryoudothatbyusingyourown

CRMtoolsorbybuyingadvertisingthroughthesedifferentretailers,

thisapproachenablesyoutoshortenthepathtopurchasetoget

thesecustomersinthefunnelwheretheycanbuyyourproducts.

An“alwayson”investmentstrategyinpaidsearchshouldalsobe

partofthiseffort.

4.Supportyoure-commerceplanwithbrick-and-mortarrigor.

Tosucceedine-commerce,youshouldalsosupportyouronline

salesusingthesamestandardsyouapplytoyourbrick-and-mortar

salesintermsofthefourPsofmarketing(product,place,priceand

promotion).Theonlineaislecancertainlyprovideopportunitiesto

test-marketproductsthatdon’tcurrentlyhavein-storedistribution.

Butwhetherit’sfortheseproductsorforflagshipproductsinyour

portfolio,youshoulddevoteasmuchattentiontoyoure-commerce

promotions,pricingmonitoringandtracking,anddistributionas

youdoforyourin-storeefforts.

HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022

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MAPPINGCONSUMERBEHAVIORIN2022

Progressive brandstreat retailmediainvestmentsatmajorretailers likethey arenational advertisingcampaigns.

5.Treatbigretailmedianetworkslikenationaladvertisers.

Themostprogressivebrandstreatretailmediainvestmentsat

titanslikeWalmartandAmazonliketheyarenationaladvertisingcampaigns.Theydon’tsilotheseinvestmentsasaccount-specificorretailer-specificonesthatcomeoutofanin-storepromotionalbudget.Thisapproachpreventsbarrierstoinvestingintherightretailmediaprogramsattherightlevelstosuccessfullydrivebusiness.

6.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.It’sverydifferentfromthein-storeworld,whereupto70%ofpurchasescanbeimpulsiveandtacticslikeendcapsandshelftagscanbeveryeffective.

7.Test,learnandoptimize.

Youshouldalsocontinuallytestandlearnsothatyoucanlearnwhatworksandwhatdoesn’tateachretailer.Overtime,thiswilllikelyresultinarealdifferentiationinthetacticsyouusetoconvertkeyaudiencesatdifferentmajorretailers.

HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022

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MAPPINGCONSUMERBEHAVIORIN2022

Itisnowpossibletoachievethekindofcomprehensiveandgranular

insightsonthedigitalshelfthatwereonceonlyobtainableforbrick-

and-mortarsalesatretailersthatsharetheirPOSdata.UsingIRI’snew

E-CommerceGrowthPlatformpoweredbyProfitero’sdigitalshelfdata,

CPGbrandscanoptimizetheirproductdetailpagesbycombiningtheir

e-commerceitem-levelPOSdatawithitem-leveldigitalshelfinsights

onasingleomnichannelplatform.Brandscanisolatethedigitalcausal

factorsthatinfluencee-commerceperformance—includingstock

availability,productcontent,searchposition,pricingandreviews—

downtoanitemlevel.Sotheycanlearnwhatworks,domoreofit,

andkeeplearningandimprovingovertime.

Allaspectsofyourdigitalshelfmustbestrongtomaximizesalesandincreasemarketshare

50%saleslift

42%salesrisk

45-58%sale