Salsify solutions offer unique functions to help brands, retailers, and distributors drive results.
Empowering brand manufacturers to manage, syndicate, and optimize product content for winning shopping experiences.
Empowering retailers to create engaging, high-quality shopping experiences for the digital shelf.
Salsify is the foundation for digital shelf success, empowering industry leaders with the tools to win.
Salsify drives results for customers worldwide, empowering them to win on the digital shelf.
Salsify offers a wide selection of resources and tools to drive success at every stage of the digital shelf journey.
Explore our resource library to get everything you need to win on the digital shelf.
Watch our on-demand webinars to gain expert advice and tips from our community of industry leaders.
Register for our upcoming in-person and virtual events to connect with other industry insiders.
Takeaway: Voice-command devices like Google Home and Amazon Echo are the latest way technology is changing how consumers shop. Here are five must-dos to prepare your product content for this new kind of shopping.
Shopping thousands of products is now as simple as hollering: “Add hand soap to my shopping list.” An estimated 33 million consumers have already bought or will welcome voice-responsive, smart devices into their homes by the end of this year. And according to a report by Digital Commerce 360, 65% of owners 18-49 use the virtual assistants to shop and make purchases. That same study indicated 21% of the purchases are household items, while 18% are clothing, with both estimates expected to increase drastically within a quick few years. Knowing what these tools can do and how to prepare for them will help your products be front and center as the technology improves.
Google Home focuses on “everyday essentials” between $4 and $100. Its inventory Includes products from over 50 national and local retailers, including Target, Costco, and Walgreens. Customers using Google Assistant on Google Home will soon be able to purchase multiple items at a time from different retailers.
How it works:
Shoppers must be an Amazon Prime member to purchase items through the Echo. The product options focus on Prime-eligible products from shoppers’ order histories (a.k.a. reorders), the Prime Now inventory and its alcohol delivery, and Amazon Choice items. Shoppers can order multiple items at one time.How it works:
Step 1: Build the content. First things first, make sure the product content is present, robust, and complete. We created a product content readiness checklistto help you develop a winning product experience management process. Many of our customers have increased sales and customer loyalty by investing in better product content.
Step 2: Make things conversational. In order for the search mechanisms with Google Home and Amazon’s Alexa to locate the desired product, the search wording needs to allign with how people speak. And what is said is not exactly the same as how consumers type. Instead of someone type-searching ‘suede chukka boots,’ they might ask one of the assistants, “What men’s shoes are business casual?” In this case, the product content will need to accommodate style ideas and guidance.
Think of is this way: These devices are called home assistants, so people will likely talk to them as such, in full sentences with questions. “What ingredients are in Coke Zero?” “Which plug-ins smell like apples?” The winning product content results will understand that these virtual assistants adapt to the personal speech patterns and personal preferences of the more the user uses the device.
Step 3: Think in pairs. As you prioritize which products’ content to ready for this new technology, consider product pairings. Voice-activated devices allow for multiple orders from multiple retailers. Often these are based off the consumer’s regular purchase histories. Analyze past orders to offer intuitive product pairings, so when a consumer asks for laundry pods, dryer sheets can also be next in queue.
Step 4: Leverage the local edge. Google Home will use the Google Merchant Center’s and the local inventory ads placed there by brands and retailers to fulfill verbal searches with local inventory. So, asking where to find a product nearby will be met with how many stores have that product and the distance away.
Step 5: Look ahead to big-ticket items. For now, both Google and Amazon allow voice shopping on smaller, everyday items, but demand is rising to complete transactions on larger items. While shoppers will still research using photographs and video content, they will desire to complete transactions verbally, and the product content is essential to doing so.
Our cloud-based product experience management platform helps brands manage, optimize, and syndicate their product content across all of the retailer, third-party and other shopping channels. You can try Salsify for yourself for free via the link below.
Standing out on the digital shelf starts with access to the latest industry content. Subscribe to Below the Fold, our monthly content newsletter, and join other commerce leaders.