How to improve the shopper experience with product information 


How to improve the shopper experience with product information 

Not too long ago, if a shopper wanted to make a purchase, they would travel to a local store, be greeted from the moment they walked in, engage in a conversation with a familiar salesperson, and discover what they wanted to purchase with confidence and trust in the product.   

However, all too often, today’s shoppers are faced with a multitude of distractions while on the hunt for a product. Retailers don’t only have to compete with their in-person products, but also compete in how their digital product content is presented to the shopper online.  

The ever-changing digital world is most certainly a daunting one, especially for retailers that have yet to clearly define what their shopper’s path to purchase looks like. Now more than ever before, shoppers are making different purchasing decisions based on their changing needs and lifestyles. This is the time to ensure you are presenting them with personalized and enriched product information.  

We’ve listed three simple steps that brands and retailers can follow to help improve the shopper experience by providing the right product information to help shoppers make informed purchasing decisions. 

Optimize the shoppers’ path to purchase 

Understanding your shoppers’ path to purchase can be complicated. It can take many years to learn the thought process of your shoppers. Some may argue that you never can fully understand or predict their behaviors. But comparing existing content against an optimum model of product content can help reveal what might need upgrading, amending, or may simply be missing altogether. This offers a way to differentiate and improve the shopper experience with accurate and complete content, strengthening product discovery and brand loyalty. 

Use enhanced visual content 

Arguably, visual content is the principal factor for driving differentiation in the digital retail environment. Shoppers are drawn to effective imagery and informative product content. With 52% of shoppers looking up product information pre-purchase, this brings the perfect opportunity to show your shoppers who you are, and what makes you different from your competition. 

The best content will not only provide a best-in-class experience and encourage shoppers to complete their purchase, but it will also inspire and help them visualize the product, no matter how big or small.  

Create a rich online shopping experience 

Brands and retailers must ask themselves one question—does my shopper need to leave the product page for further information? If the answer is yes, then this is unfortunately a factor that will inhibit your ecommerce potential, causing you to fall behind your competitors.  

Before you feel too disheartened, the recent acceleration in online shopping has meant that there has never been a better time to start your journey to delivering complete and effective digital product content.  

Enriched content can also drive traffic and conversions to the product listing as well as building brand awareness and an improved shopping experience, allowing you to present your product content information in response to your shoppers’ needs. 

How NielsenIQ Brandbank can help you present the right product information

You can utilize our tailored solutions to ensure you can effectively measure, track, and react to the changing demands in the online shopping environment. Engage with shoppers at every opportunity by implementing enhanced visual content, optimizing the path to purchase and creating a rich online shopping experience.  

Download our latest report below and learn how to unlock your e-commerce potential.