In this complex digital landscape, where content is so limitless, the key to success lies in providing the FMCG shopper with an effortless online journey. One that provides the right information at the right time and ideally all in one place – on your product pages.
Confused shoppers who can’t solve their product questions on your site, will click elsewhere. If they want to find out, for example, if the packaging is fully recyclable or if it will help boost their immune system – YouTube videos, Amazon or social media will likely have the answer.
With so much competition and so much scope for providing good information, it’s not surprising that the best-in-class retailers are upgrading their visual content score. They know how important it is to create a seamless and more personalised shopper journey from first click to checkout.
Brands and retailers must capture shopper attention almost immediately, above the line when possible – and certainly by creating desire to scroll below the line. The way to stay ahead is by offering an immersive online experience that answers product questions without having to click elsewhere and distract from add-to-basket sales.