Combine speed and access with the ability to govern and control core data and product information.
Learn MoreEmpowering brands to manage, syndicate, and optimize product content at scale.
Learn MoreEmpowering retailers to collect, list, and enrich product content at scale.
Learn MoreThe leading commerce experience management solution and only unified and adaptive system of record.
Learn MoreMaximize success with service offerings designed to deliver measurable results.
Learn MoreMaximize success with support offerings designed to fit your requirements, including everything from self-service tools to custom expert guidance.
Learn MoreEnrich and optimize product pages to create engaging shopping experiences.
Learn MoreClose the loop on product performance with measurable analytics.
Learn MoreIntegrate the fulfillment data exchange necessary for marketplace selling.
Learn MoreCollect all of the data needed to list products quickly and accurately.
Learn MoreCollect the high-quality content necessary to optimize ecommerce experiences.
Learn MoreLeverage the best network of essential service and solution providers in the industry.
Learn MoreEstablish direct connections to efficiently collaborate and publish superior product experiences.
Learn MoreManage and syndicate GDSN operational data alongside other product data and marketing content.
Learn MoreDrive collaboration between brands and retailers with a free, open, and standardized product catalog.
Learn MoreSalsify solutions offer unique functions to help brands, retailers, and distributors drive results.
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.
The Takeaway: Shoppers use multiple devices to browse and research before buying. It's no longer enough to have quality product content for every product, you need to have content ready for every stop along the way. We provide our advice on how to improve product page performance.
Shoppers use at least a half-dozen channels on their path to purchase. Approximately 60 percent of purchases happen after customers browse for items across more than one device and at least two channels, while more than 75 percent of online shoppers start buying on one device only to complete that purchase on another. With so much device-hopping and often wildly-circuitous shopping journeys, providing top-notch content for different channels is just a baseline business expectation these days — the way having a website was table stakes in the early days of e-commerce. Good, even great content, is no longer enough to meet the needs of shoppers.
At Shop.org ‘16, Mindy Grossman, CEO of HSNi and vice chair of NRF’s Board of Directors, declared that the customer is now the point of sale — and the moment of truth turns out to be everywhere customers can interact with brands. It’s no longer about omnichannel, or multichannel, but distributed commerce. The question is, what can you do the next step towards success in this new era?
The Strategic Content for Every Stage
The vast majority (88%) of consumers say product content is important or very important to their purchase decision, yet currently only 18% of retailers have a unified commerce/single commerce platform that can help them get there, according to a recent report from Boston Retail Partners, and two-thirds of these companies realize their efforts “need improvement.”
Improving the content on your product pages is a good first step to ensuring that your content is found by shoppers and improving conversion rates from the page.
Here are some best practices on how you can enhance the 5 key elements of a product page:
The more detailed, specific, accurate, consistent and engaging your product content is, the more you’ll move the needle. Shopper appetites for content are ever-growing — everything from in-depth descriptions, technical specs, ingredients, reviews, images, videos and more. Each channel — mobile, email, search, desktop, in-store — has unique capabilities, but it’s not just about optimizing for mobile or dropping a “buy” button on a page. It’s about providing contextually relevant experiences that reach individual consumers.
Ultimately, you need to determine what drives your consumers to buy, what is most relevant to your buyer personas, and ensure your product descriptions, features and attributes fit the bill. You need to work cross-functionally across departments to aggregate data points at a SKU by SKU level. You need to centralize that data in a place where each stakeholder can update their data set, or you can create automated linkages.
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.
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.