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    June 30, 2020
    16 minute read

    Category Breakdown: What Are the Top Brands Using Enhanced Content?

    by: Salsify

    Enhanced content, also known as rich media on Walmart, helps brands stand out on the digital shelf. Comparatively few brands actually deploy enhanced content, and those that do usually don’t cover much of their product catalog. This holds true regardless of the product category. 

    Brands that use enhanced content not only present product pages that stand out to consumers, but they can also see a 10% average lift in sales, according to Salsify’s internal data. Additionally, 35% of the top 10% of products on Walmart use rich media — versus the bottom 10% of products, which only use it 6% of the time.

    Enhanced content can help you capture substantial market share and stand out against your competition.

    Here is a list of the top brands, many of which use Salsify Enhanced Content,  with the most enhanced content coverage on Walmart by category, with examples of how they use it effectively online. These brands typically have anywhere from five to 20 times more enhanced content than the category average.

    Food and Beverage

    • Which brand has the most enhanced content coverage in this category? Starbucks
    • What is the percentage of enhanced content coverage in this category? 8.2%

    Starbucks uses rich media on Walmart to explain the various types of coffee roasts shoppers can buy. This visual cue helps shoppers decide on their next cup of coffee that they’ll be buying from Starbucks of course.

    starbucks

    Image Source: Starbucks | Walmart

    Household and Cleaning Essentials

    • Which brand has the most enhanced content coverage in this category? Febreze 
    • What is the percentage of enhanced content coverage in this category? 16.1%

    Febreze uses enhanced content to help shoppers feel the vibe of “fresh” and “airy” as seen in the breezy images of sky and linens blowing in the wind. This also includes a short explanation of how effective the product is and how to use it.

    febreze

    Image Source: Febreze | Walmart

    Personal Care and Beauty

    • Which brand has the most enhanced content coverage in this category? L’Oreal Paris
    • What is the percentage of enhanced content coverage in this category? 13.2%

    L'Oreal Paris recognizes the importance of using enhanced content to quickly and decisively convey the brand's essence, the usefulness of the products, and exactly why a shopper should click "purchase." The message is front and center: "Nothing protects better or covers grays better," along with a helpful shade finder.

    loreal paris

    Image Source: L'Oreal Paris | Walmart

    Electronics

    • Which brand has the most enhanced content coverage in this category? HP
    • What is the percentage of enhanced content coverage in this category? 7.5%

    HP uses enhanced content to quickly present to shoppers why they should buy each specific HP laptop. It’s not about what the computer does so much as what it allows the shopper to do. “Do more of what you love. All day long.” HP also uses enhanced content to quickly bring critical features, like “environmentally-conscious” and “high-definition detail of 1 million pixels,” front and center.

    hp-edit

    Image Source: HP | Walmart

    Apparel

    • Which brand has the most enhanced content coverage in this category? Gerber
    • What is the percentage of enhanced content coverage in this category? 1.2%

    Gerber uses enhanced content to put the focus of its clothing products on the babies that wear them. “Soft for baby. Safe for baby. Nothing but the best for baby.” Its enhanced content also tells shoppers about the other product lines offered, like pull-on pants, take-me-home sets, and cloth diapers.

    gerber

    Image Source: Gerber | Walmart

    Furniture and Home Goods

    • Which brand has the most enhanced content coverage in this category? Chic Home
    • What is the percentage of enhanced content coverage in this category? 0.9%

    Chic Home uses enhanced content to accomplish a lot quickly and gracefully. The company showcases its quality and sophistication (“luxurious super-soft microfiber ... sophisticated design”), educates consumers on why they should love microfiber versus cotton or silk, and shows shoppers what comes in various size sets. A short sizzle reel tops it all off in case you’re someone who prefers watching videos even to looking through photos.

    chic home

    Image Source: Chic Home | Walmart

    Home Improvement

    • Which brand has the most enhanced content coverage in this category? Ekena Millwork
    • What is the percentage of enhanced content coverage in this category? 8%

    As a company that manufactures parts, enhanced content is a crucial part of any of Ekena Millwork’s product pages. In just a few glances, would-be shoppers can quickly and easily see how and where the product would be used. They can see materials used, ease of installing, indoor or outdoor use, guides, and manuals. Ekena Millwork’s enhanced content also showcases a range of venues from bedrooms and ceilings to restaurants and hotels.

    ekena millwork

    Image Source: Ekena Millwork

    Sports and Outdoors

    • Which brand has the most enhanced content coverage in this category? Rawlings
    • What is the percentage of enhanced content coverage in this category? 2.7%

    Rawlings uses enhanced content to showcase the quality and design of their helmets: “Optimal airflow and circulation.” This particular enhanced content also shows the progression from little league up to Major League Baseball (MLB).

    rawlingsImage Source: Rawlings | Walmart

    Toys and Baby

    • Which brand has the most enhanced content coverage in this category? LEGO
    • What is the percentage of enhanced content coverage in this category? 8.1%

    The team at LEGO show various scenes with LEGOs in action to convey possible stories this LEGO set could create: "The T. Rex is wreaking havoc! Can Zia and the guards catch the massive dinosaur?" This is a distinctive use of enhanced content at its best, recognizing that LEGO's ultimate brand storytelling is conveying that their products enable other people to tell their own stories. "Imagine and build your own Jurassic World adventures."

    lego

    Image Source: LEGO | Walmart

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