如何在2022年将零售产品页面转化为电子商务增长（英文版）

MAPPINGCONSUMERBEHAVIORIN2022 HOWTOTURNRETAILER PRODUCTPAGESINTO E-COMMERCE GROWTHIN2022 May2022 IRi Growthdelivered MAPPINGCONSUMERBEHAVIORIN2022 E-CommerceShouldBeViewedasanExtension ofYourMediaStrategy AsconsumerscontinuetoincreasetheirmobilityandCPGemergesfrompandemic-fueledyearsofunprecedentedgrowth,keepingthemomentumgoingthroughanunpredictable,inflationaryandsupply-constrained2022isachallenge.Andthemostimportantfactor forovercomingthatchallengeisgettinge-commerceright.Becauserightnow,thoughe-commercestillrepresentsonlyaboutafifthofallCPGsales,itaccountsforthelion'sshareofindustrygrowth ShareofMulti-Channel E-CommerceShareofE-CommerceShareof Multi-ChannelSalesMulti-ChannelGrowth 21%72% @2022informationResourcesInc(IRI).Confidentia/andProprietar Source:IR/eMarket/nsights,52weeksending01-23-22,From.200+TrackedCategonies,B&:M HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022IRi MAPPINGCONSUMERBEHAVIORIN2022 Tokeepthegrowthgoingin2o22throughe-commerce,brandsneed tofirstandforemostthinkofe-commerceasanextensionoftheir Thebestthingmediastrategy.Whenconsumersgointotheshoppingfunneltoday brandscando theyoftendosobygoingonline.Andwhentheydo,thefirstthingthey'reoftenviewingistheproductdetailpageofthebrandsthey're ismakesureconsideringonthewebsiteofwhateverretailerthey'reshoppingat Togrowin2022,thebestthingbrandscandoismakesurethey're they'redoing doingeverythingtheycantooptimizetheperformanceoftheir everythingtheycantooptimize theperformance retailerproductpages.Thesesevenbasicstepscanhelpanybrandgetthisright: 1.Recognizethecriticalimportanceofproductdetailpagesonretailerwebsites. oftheirretailerIt'sessentialforbrandstocultivatetheirownbrandedexperiences productpages. onthewebsites.oftheirvariouskeyretailers.Youshoulddevote thesamelevelofattentiontotheseasyoudotoyourownbrandwebsite.Thecontent,theimagesandtheseasonalityofthe messagingallneedtomatchthequalityandtimelinessofyourcompanywebsiteandyourtotalmarketingmessaging.Becausetherealityisthatinmostcases,shoppersaremuchmorelikelytoexperienceyourbrandonthesesitesthantheyaretoeversurfyour company'swebsite.Thesesitesarewheretheyshop. 2.Don'thesitatetogethelpinmanagingtheseproductdetailpages. Third-partyproductdigitalassetmanagement(DAM)providers(suchasSalsify,Syndigoandothers)canhelpyouconsolidateyour productinformationandsyndicateitouttoretailersintheformats thateachretailerrequires,Whetheritisupdatingyourpackaging, optimizingyourbulletsorenhancingyourbrandimagery,youdon't havetodoitallyourself.Productdetailpagesarethe"tip"ofyourbrand'smarketingspear.Productdescriptions,productbulletsproductpackaging,productimagery-allthewaydowntothe specificwordsyouuseontheproductdetailpages-matterandwill impactsales. IRiHowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022 MAPPINGCONSUMERBEHAVIORIN2022 3.Shortenthefunnelforkeydigitalconsumers Whenconsideringyoure-commercestrategies,embracethe80/20 rulefully.lt'sessentialthatyouprioritizetheeffectivetargetingof thesubsetofcustomerswhodrivemostofyoursales.Findwaystotargettheseconsumersthatareinyoursweetspotbyusingdigitalmedia,withacalltoactiontodrivethemtoyourproductdetail pageonkeyretailersites.Whetheryoudothatbyusingyourown CRMtoolsorbybuyingadvertisingthroughthesedifferentretailers, thisapproachenablesyoutoshortenthepathtopurchasetoget thesecustomersinthefunnelwheretheycanbuyyourproducts.An"alwayson"investmentstrategyinpaidsearchshouldalsobepartofthiseffort. Supportyoure-commerceplanwithbrick-and-mortarrigor. Tosucceedine-commerce,youshouldalsosupportyour.onlinesalesusingthesamestandardsyouapplytoyourbrick-and-mortarsalesintermsofthefourPsofmarketing(product,place,priceand promotion).Theonlineaislecancertainlyprovideopportunitiesto test-marketproductsthatdon'tcurrentlyhavein-storedistribution. Butwhetherit'sfortheseproductsorforflagshipproductsinyour portfolio,youshoulddevoteasmuchattentiontoyoure-commerce promotions,pricingmonitoringandtracking,anddistributionas youdoforyourin-storeefforts. NEW SHoPnow HowtoTurnRetailerProductPagesIntoE-CommerceGrowthin2022IRi MAPPINGCONSUMERBEHAVIORIN2022 5.Treatbigretailmedianetworkslikenationaladvertisers. Themostprogressivebrandstreatretailmediainvestmentsat Progressivebrandstreat titanslikeWalmartandAmazonliketheyarenationaladvertising campaigns.Theydon'tsilotheseinvestmentsasaccount-specific orretailer-specificonesthatcomeoutofanin-storepromotional retailmediabudget.Thisapproachpreventsbarrierstoinvestingintherightretail investmentsat mediaprogramsattherightlevelstosuccessfullydrivebusiness. majorretailers 6.Includeadigitalcalltoactionine-commerceads. Regardlessofwheree-commerce-focusedadsappear,theycan't liketheybeadsjustforthesakeofadvertising.Theyshouldhaveastrong arenational calltoactionthattakesthecustomertotheproductdetailpageonaretailerwebsitewheretheywillfindyourbest-in-classcontentand advertisingimagerysellingyourproductinthemostoptimalway. campaigns.Thatinitialconversion,inturn,canyieldhugelong-termbenefits becauseonlineshoppersspendalotlesstimeshoppingthan brick-and-