But what is rich media? 

Rich media refers to the interactive and dynamic content that goes beyond the standard product image and text typically found on retailer websites. This can include videos, additional imagery, GIFs, 360-degree product views and more. Rich media engages the shoppers’ multiple senses and provides an immersive shopping experience, helping shoppers make more informed purchasing decisions.  

90% of shoppers say that product videos are helpful in the decision process. 

One of the primary benefits of rich media is its ability to engage shoppers in a way that static images cannot. It gives the shopper the chance to imagine the product as if they are in store touching the product, giving them a better sense of what they are purchasing. With 50% of shoppers having returned an item bought online that had unclear or inaccurate product descriptions, utilising rich media can reduce the uncertainty that often comes with online shopping, especially for those first-time buyers, providing a sense of confidence can be a significant factor in turning casual browsers into a committed buyer.  

Where to start with rich media?

Adding engaging rich media content to product pages doesn’t have to be complicated. Many brands already have a wide range of rich media assets available due to in-store campaigns, advertisements and marketing campaigns, and these can be reused online. Brands can create a full, dynamic view of their product on retailer websites with rich media content above and below the fold.  

1. Understand your audience 

It is essential to understand the shoppers’ preferences and behaviours when shopping online. What types of content do they engage with the most? Are they more likely to watch videos or interact with infographics? Does this vary via retailer website? 

2. Start with high quality engaging images 

One of the simplest ways to begin incorporating rich media is by enhancing the visual content in the product image carousel. Images are the most basic form of rich media but are incredibly effective at capturing the shoppers attention and conveying information quickly. Increasing images on product description pages from 1 image to 5 images can increase the add to basket rate from 8.53% to 18.9%.  

3. Incorporate video content 

Video is one of the most powerful forms of rich media and should be a key component of brands digital strategy. In fact, after watching a video, 64% of shoppers are more likely to buy a product online. Videos can be used to demonstrate key product call outs, recipes or product demonstrations.  

4. Utilise feature sets  

Feature sets are an effective way to present complex information in a visually appealing and easily digestible format, whilst showcasing the products most compelling features and key differentiators in a customised and attention-grabbing format.

Going beyond the label visually

While labels play a key role in providing essential product information, many of today’s shoppers want to know more. In fact, 87% of shoppers state that they are interested in understanding information beyond the label. It is an opportunity for brands to visually communicate their commitment to their values including sustainability and health and wellness, building trust and loyalty. To truly captivate shoppers and foster brand loyalty, brands need to leverage rich media elements to call out key product differentiators, creating a memorable and impactful online experience.  

Keep connecting with shoppers all year round

Product pages don’t have to be static, rich media can be updated at any time to suit any campaign. New seasons, new campaigns and new initiatives are the perfect opportunities to refresh product pages to remain engaging to shoppers whenever they visit product pages. Rich media offers endless possibilities for creating engaging content throughout the year and brands should consider building a content calendar that integrates rich media into their marketing efforts, aligning with key dates, holidays and events that are relevant to the audience. By regularly updating content with fresh relevant rich media, shoppers remember the products and are encouraged to return to purchase.  

In the spotlight…Asda 

Asda saw an elevated cart value in just 6 weeks after implementing rich media content.  

Data from Asda.com shows that pages with rich media present receive increased page views and add to cart rates by up to 11%. In the 6-week period after rich media content was added, product description pages gained an extra 23,650 page views translating to a 6% increase over the previous period.  

In a mere 6 weeks, these products had 6% more shoppers engaging in the product description page than when these same pages had no rich media present. But shoppers weren’t simply viewing, these products received a total of an additional 13,083 more cart adds after rich media was featured, totaling an 11% increase across each category on Asda.com.  

This in turn translated to an overall additional cart value of over 30% in just 6 weeks.