Let’s delve into how brands are redefining the art of product discovery

Visual content has emerged as a critical factor in engaging shoppers and driving sales. A study from Microsoft tells us that people have an attention span of eight seconds, a decrease from 12 seconds back in 2000. It also found that the human attention span decreases by 88% every year. That means your product pages have just eight seconds to engage a shopper and presenting them with endless text is an easy way to encourage them to skip your content and move onto to somewhere more engaging. 

One of the primary advantages of visual content in online grocery shopping is the ability to present products attractively and accurately. High-quality images and videos of grocery items allow customers to see exactly what they are purchasing. By providing clear and detailed visuals, online grocery stores can build trust with customers and reduce the uncertainty that often accompanies online purchases. 

Many online grocery platforms and mobile apps now feature extensive visual catalogues that help shoppers easily browse and find items. For instance, a visually appealing image of fresh produce or a well-plated meal can entice shoppers to explore new products or brands they might not have considered otherwise. Similarly, video content demonstrating recipes or cooking tips using specific grocery items can drive interest and increase sales. 

Types of visual content available to brands

Product shot

The primary pack shot is often the first image shoppers will see. Ensuring the product is presented with a clear, accurate and high quality image will guarantee that the product stands out in the aisle.  

Data panel shot

By capturing the data panel content, it gives the shopper an alternative way of visually the additional product information required to make a purchase.  

Lifestyle imagery

Lifestyle inspirational content can be created and customised based on the product group and/or brand direction, this in turn lends itself to brand and product differentiation. 

Mobile optimized imagery

Mobile optimization enhances key elements that define your product and brand making the most important attributes of your product visible from the aisle, quickly, and efficiently from any device. 

Infographic imagery

Rich media infographic images are content modules that are created using layered product artwork and ecommerce pack shot images which promote specific important product attributes that commonly wouldn’t be visible to the shopper in pack-shot imagery. These image types are created using stylised backgrounds that are in keeping with the brands styling and engaging for the shopper. 

What do shoppers look for?

The opportunities by utilizing visual content

1. Enhanced shopper engagement 

Visual content significantly boosts shopper engagement by making the online shopping experience more interactive and enjoyable. High-quality images, engaging videos, and infographics capture the shopper’s attention more effectively than text alone. 

2. Improved product discovery 

In an era when new products are being launched daily and the marketplace is extremely competitive, visual content can help shoppers discover new products effortlessly, by presenting them in an appealing and engaging manner.  

3. Building in trust and transparency 

Transparency is vital in the online grocery market, where shoppers cannot physically touch, feel and inspect products. Visual content can bridge this gap by providing clear, detailed views of products. 

Visual content is not just a trend, it is a fundamental shift in how grocery shopping is conducted and experienced. By leveraging high-quality images, engaging videos, and interactive visual tools, grocery retailers can enhance product discovery, improve shopper engagement, build trust, personalise the shopping experience, and boost sales both online and in-store. As technology continues to evolve, the role of visual content in revolutionising grocery shopping will only become more pronounced, making it an essential component of any successful grocery omnichannel strategy.