The increase in demand for consumer packaged goods in the last several years has exposed weaknesses in the go-to-market process for brands.
Consumer demand for online grocery shopping is higher than ever before. Building an online strategy is essential for the future of your consumer goods brand.
Within a matter of weeks — not months or years — your brand can take steps to accelerate your time to market on critical grocery channels, helping you meet these new modern shoppers.
While some consumer goods brands are seeing all-time highs, many are falling behind in market share due to their inability to keep up with these shifts in demand due to inadequate tools and processes.
3 Steps for Successful Product Content Activation
There are three key steps required for brands to accelerate time to market across top grocery channels.
Step 1: Centralize Product Content for Easy Access
When product content is housed and managed in a single location, teams across departments can access the most up-to-date and accurate versions easily. There are many benefits to centralizing product content for easy access: Online and offline processes can be unified. Product content can be updated across all channels instantly.
Brands can move at the ever-quickening speed of commerce without jeopardizing accuracy and team control.
Step 2: Streamline Process for Product Content Activation
According to analytics from Forrester, 58% of all U.S. retail sales will be digitally influenced in the future. Consumers perform online research, check prices on their smartphones while shopping in a brick-and-mortar store, and then purchase the item with the best price, or that is the most convenient.
Shoppers move across these channels seamlessly, and successful brands must be able to meet them at every touchpoint in their shopping journey.
Product content syndication helps brands streamline the process of activating content across top grocery channels — ensuring the best content goes to every retailer and endpoint.
This approach helps brands save time because when content gets updated in a centralized product experience management (PXM) platform, it’s automatically updated everywhere it exists online.
This process helps reduce errors, decreases pressure on teams, and accelerates content updates.
Step 3. Leverage Enhanced Content for Increased Conversion and Sales
Many shoppers haven't purchased a product due to problems with product content, with many pointing to a lack of product information or details.
Once your team has centralized product content and streamlined processes, enhanced content can help you enrich the consumer journey with below-the-fold image galleries, videos, comparison charts, and downloads.
Salsify internal data found that enhanced content can help brands increase conversion across categories by an average of 15%.
Take Ownership of Top Grocery Channels
Your brand doesn't have to wait for annual reports to analyze product-content opportunities.
Data on workflows, product page compliance, search engine optimization (SEO), share of search, and competitive reporting, can and should be evaluated regularly. With this information, you can optimize what consumers see and when.
Waiting to align your product page content to consumer expectations will risk sales growth. Forgo plans of other organizational change and put these online grocery shopping structures into place now to increase market share and brand loyalty.
