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Today, the digital shelf is where most shoppers find and interact with your brand. Your online strategy plays a crucial role in communicating the value of your products and winning each shopper’s trust. But you don’t have full control over what a shopper sees about your brand when he or she searches for it online. Salsify Co-founder Rob Gonzalez offers advice for what brands can do to protect their pages – particularly when it comes to selling on Amazon or Walmart.com.
As Rob points out, there are some simple tactics and strategies you can use to protect your brand on the digital shelf when selling on third-party retailers, like Amazon or Walmart. This is important because these retailers will source content from wherever they can find it to build a compelling product page. As the owners of the site, they determine what the final page looks like and may adjust that content based on customer behavior, their own merchandising priorities, or other factors without the brand knowing what’s changed.
You can no longer rely on the idea that a shopper will follow the buying journey you’ve curated for them. As more and more shoppers research purchases on web or smartphones first, your brand’s reputation relies on what they find – and that often means the touchpoints are happening on Amazon, Walmart or their other trusted retailer sites or search engines. Working closely with each of your retailers and other third-party sites, can help you get more control over protecting the brand you’ve worked so hard to build.
I love starting conversations that help our customers get product content better, faster, stronger. And I have a slight obsession with the New York Times crossword.
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