The digital shelf is the collection of diverse and rapidly evolving touch points that shoppers use to engage with brands and discover, browse, and purchase products.
The modern shopping journey — from discovering a product to purchasing it — is non-linear, random, and happening all the time. It’s also evolving at a rapid pace. And it all involves the digital shelf.
Consumers today discover, research, and shop for products using digital experiences across various online channels. No matter where they buy — be it a retail store, from a social influencer post, or on an ecommerce site — consumers are constantly creating their own personalized, digitally influenced journeys.
To win conversions, businesses need to control, monitor, and constantly refine their digital shelf. When consumers shop in brick-and-mortar locations, they ask representatives for information about items and engage with them heavily before purchasing.
Ecommerce businesses that replicate this experience on their digital shelf win. Creating a cohesive brand presence across customer touch points, providing detailed product information, and giving consumers ways to interact with products online all contribute to winning the digital shelf.