MPG…On the Pulse
Let’s Get Phygital!
Winning the Digital Shelf: Item Set-up and Maintenance
Are you up on the latest trends and practices in Phygital -- the blending of online and in-store channels to deliver a seamless, connected shopping experience wherever and whenever the consumer chooses to engage? In today’s dynamic omni commerce environment, making sure your organization is approaching all business aspects with an eye toward Phygital is critical to outpacing the competition and accelerating growth. To keep you on the forefront, here and in future newsletter issues, we’ll be sharing tips and insights to support your brands in connecting with the shopper.
Step 1: Winning the Digital Shelf: Item Set-up and Maintenance
When thinking about how to make your e-commerce business grow, many people’s minds go to sophisticated paid advertising campaigns.
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Advertising your products and your brand is fundamental for growth, but there is a more essential way to gain better traffic and conversion rates, and it’s also a must-have for successful marketing strategies: rich and tailored product information. You may think you have this already under control, but product content is much more than a SKU, a price and a product title.
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Many do not realize that digital success starts with item setup. In times past, item setup would be done in the fastest way possible to get the item salable, and this often translated to providing as little information as possible.
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In today's environment, item setup is incredibly critical for viewability to shoppers. As shoppers move from retailer to retailer online, they often focus on what is most important to them as they filter through available items. The more information you supply and the more robust the attributes you include, the more likely your product is to appear in their search.
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If information is missing, your product will not be included in searches or filtering. As an example, if someone is searching for “fragrance-free face wash,” but that information is not supplied as part of the item setup and product information, it will not appear as a shopper selects “fragrance-free” as a filter for face wash. It also matters which categories the product is assigned to and where shoppers will be able to find it.
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Also, make sure you have a clear keyword strategy that links your product information to your sponsored search. Keyword strategy is highly important to building your performance flywheel to accelerate growth. Carefully assess: What is your audience searching for? How are they searching for it?
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In the end, ensuring you are giving item setup and product information all the love it needs will be worth the investment and will pay dividends in perpetuity down the road.
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If you have questions or would like insights on how our experienced team can help accelerate your omni commerce business, reach out to our VP, Omnichannel, Heather Campain at heather.campain@mpgllc.com.