From Informative to Inspirational
Traditional content like basic specs, standard images, and compliance data is no longer enough for the modern omnichannel shopper. They want to feel confident in their choices, and confidence comes from clarity, consistency, and connection.
Rich media content like product tours, lifestyle imagery, videos, comparison tables and infographics allow products to speak the same visual language consumers use every day on social media and entertainment platforms.
It can also help to replicate the in-store experience, giving shoppers the ability to explore texture, size, colour, and use cases in greater detail, much like they would on a physical shelf.
This becomes even more critical as investment in retail media surges. According to NIQ, global retail media spend is projected to reach $153 billion by 2027, as brands seek to win attention and drive conversions in increasingly crowded digital spaces. Rich media enhances product pages and digital campaigns alike, making content not just visible but engaging and ultimately helping to bridge the gap between inspiration and purchase.
This kind of storytelling transforms browsing into buying. It’s not just about what the product is, but what it means in a shopper’s life.
Why Enriched Content Converts
Enriched content is more than a visual upgrade; it’s a performance driver. Studies consistently show that shoppers who engage with rich media are more likely to convert.
76% of shoppers say rich media should be available when purchasing online, and 90% agree that product videos help them in their decision process.
Whether it’s understanding the scale of a product, seeing how it fits into daily routines, or watching the product demoed in action, these elements reduce uncertainty and boost confidence, accelerating the path to purchase.
But enriched content isn’t just helpful anymore. It’s expected. With mobile shopping, AI-enhanced search, and retailer apps becoming the norm, the demand for intuitive, immersive content is only increasing.
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The Hidden Cost of Incomplete Data
While rich media is the “wow” factor, data completeness is the foundation. Missing attributes, whether it’s allergens, pack size, or sustainability claims, can instantly disqualify a product from search results or trigger frustration, increasing cart-abandonment and the likelihood of brand-switching.
Search algorithms rely on structured data to surface relevant products. Our data shows that missing key attributes can reduce product discoverability by up to 30%, a costly oversight in today’s competitive landscape.
Poor content not only impacts discoverability but also brand perception. When content is inconsistent or incomplete across platforms, it creates confusion and erodes trust.
Aligning Content for Cohesive Storytelling
The most successful brands and retailers take a unified approach to content. That means aligning imagery, copy, and data across every platform, from product pages and category listings to retail media and social commerce. It also means continuously optimizing content based on how shoppers are actually engaging with it.
This unified approach helps reinforce brand identity, builds trust with consumers, and makes it easier for shoppers to make informed purchase decisions. But it’s not a one-and-done effort. The most successful content strategies are dynamic, evolving in response to real-time shopper behavior and performance insights.
In the UK, we’re seeing an increasing emphasis on rich media placements like carousel imagery, below-the-fold brand zones, and video integration. These aren’t just “nice to have” they’re becoming critical levers in the battle for shopper attention.
By aligning content across channels and formats and treating every asset as part of a broader narrative, brands can deliver a truly seamless shopping experience. And in an era where attention is short and expectations are high, cohesive storytelling isn’t just a competitive advantage; it’s a necessity.
Videos & Tesco: An example of engaging product content strategy
A standout example of rich media in action is Tesco’s recent rollout of video content across both Tesco.com and the Tesco Grocery and Clubcard app. Working in collaboration with NIQ Brandbank, Tesco now enables brands to embed product videos directly into PDPs, placing immersive, educational content exactly where shoppers are making purchase decisions.
These videos allow shoppers to get a much clearer sense of product features, benefits, and real-life usage, whether it’s seeing how a food item looks when prepared, finding recipe inspiration, or watching a product in action.
Videos can also help to mimic the in-store experience of picking up and examining a product, by demonstrating the size and scale of a product, showcasing the inside of packaging, all helping to boost confidence and conversion.
Early insights show that video placements on PDPs not only increase engagement time but also have a positive impact on “add to basket” behaviour, reinforcing just how vital rich content has become in today’s omnichannel retail environment.
The Bottom Line
Product content is now one of the most powerful strategic assets a brand or retailer can leverage. In an increasingly digital and omnichannel world, content is your first impression, your value proposition, and often the deciding factor in whether a shopper clicks “add to basket” or scrolls past.
Brands and retailers that go beyond the basics by investing in enriched, accurate, and emotionally resonant content are not only elevating the online experience; they’re creating a competitive edge. Complete and consistent product information builds trust. Rich media drives engagement. And cohesive storytelling across every touchpoint fosters brand recognition and long-term loyalty.
Because in the digital age, content doesn’t just describe the product; it is the product.
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