ENGAGING E-SHOPPERS

Best-In-Class Content: The Key to Engaging Shoppers and Elevating E-commerce

In our omnichannel world, shoppers expect to be able to easily find products and information on those products, and for that experience to be seamless. Because online shoppers don’t have the luxury of holding and evaluating a physical package, online product pages convey information that drives the purchase decision. Optimizing that content can make the difference between a shopper clicking “buy now” or returning to the search results page to seek alternatives.

As CPG e-commerce continues to grow, brands and retailers have an opportunity to differentiate their products and stores using best-in-class content. For example, good product descriptions help shoppers get as close to the in-store experience as possible, while enhanced marketing content allows manufacturers to showcase the uniqueness of their products. This increases conversion, improves SEO results, educates shoppers and builds brand awareness.

IRI’s latest Point of View, “Best-In-Class Content: The Key to Engaging Shoppers and Elevating E-commerce,” demonstrates how brands and retailers can adjust product content to meet shopper expectations and drive sales.

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