Whether you’re an avid or intermittent user, at some point in your life you will (probably) perform some sort of online transaction when it comes to shopping. From researching to purchasing, from using a mobile to a tablet to a desktop. With more consumers taking to online shopping than ever before, it’s time to reevaluate the way in which products are shown on a digital screen.
Today 4 billion people (53% of the global population) are connected to the internet, with 93% of those connecting via a mobile device. Every day 85% of users connect to the internet and spend on average, 6.5 hours online (Nielsen, 2018). In Nielsen’s recent ‘Connected Commerce Report’, it was revealed that 95% of global consumers have made a purchase of some description online. In today’s society, consumers are now looking for convenience, ease, wider product ranges and above all, better shopping experiences.
But the way in which consumers inform and make their final purchasing decisions is also changing, as they’re increasingly turning to online product information to decide on what, where and how to purchase (36% of respondents said they research the shop website and 30% said they research a brands website). Shopping in a bricks and mortar store may have the added benefits of being able to physically see and hold a product (and get it faster), but it can be argued that it takes longer to shop in store than online. Which is why it’s important to ensure every part of your product is shown accurately, clearly and easily. From the ingredients to the size to the image. The latter is the most important though, with 99% of consumers purchasing from a thumbnail image, accordingly to NPD testing solutions company, Vypr. Consumers tend to purchase with their eyes.
With this in mind it’s time to consider the question; Why is optimised imagery important? The answers are quite clear; to maximise on the sales potential of your products and to offer the consumer the same, if not better, experience of shopping online that they would usually receive from shopping in store. Research conducted by Nielsen Brandbank found that there is a big issue within the FMCG industry surrounding online imagery on mobile devices. Many consumers are left frustrated and let down by a brand or retailer as they’ve found that the product they’ve purchased did not clearly call the key attributes making it difficult to understand what size or variant product they are purchasing. From the number of washes a bottle of fabric softener had to the number of packets a multi-pack of crisps held to the size of a shampoo bottle, key information was missing, meaning consumers were purchasing products that either didn’t meet their requirements or were not great value for money.
Which is why it is time to start getting this right. Online shopping is continuing to rise. By 2022, it is estimated that FMCG ecommerce will comprise of 10-12% of all FMCG sales (currently it sits at 6-7%). It can be argued that FMCG has one of the biggest areas to develop within online shopping, but also has the most potential. The likes of entertainment, travel and fashion (all of which are the most popular purchases online) may prove to be the big winners, but aren’t and won’t be repeated as often as FMCG products. Which means securing accurate product information on webpages is becoming more important than ever before. There is an increasing interest in ordering groceries online; with search enquiries increasing by 18% year-on-year in October 2018 (the highest since February 2016) and queries rising to 16% in November against 5% in 2017 (Google via The Grocer, 2018). Within Nielsen’s report, one third of consumers said they now purchase FMCG goods online more often than in store. The online landscape for the FMCG market is growing, and so should the products that help towards the overall success.
In today’s retail world, key product attributes such as product size, brand and quantity need to be clear across all devices. It may seem a daunting task, given the diversity of FMCG products in regards to function, size, shape and product descriptions. But with Nielsen Brandbank’s mobile ready image service, you can ensure your products meet the differing consumer needs. With a flexible approach aided by Cambridge University’s best practice for optimised imagery, we can work with you to create the best images possible for your products. By optimising your imagery, you can ensure your products are easy to view across all platforms, regardless of the screen size, at first glance.
But it’s not just mobile devices that will benefit from optimised imagery, desktops and now, voice recognition devices, will also see a major advantage. As more households begin to invite these devices into their homes, it’s becoming easier than ever to ask for a product to be added to your weekly shopping basket. For some devices, they have the luxury of showing you the product or a range of products on screen before adding to the basket. The consumer then has to access their desktop or mobile device to complete the transaction, but again, this gives them another chance to review the imagery on screen and the product. Fast becoming known as the ‘multimodal’ world we now live in, having your imagery fit for any online device will help the consumer throughout the purchasing journey – again offering them the best experience possible.
By implementing optimised imagery into your 2019 strategy, you are not only allowing your products to be showcased in a more easy-to-view, informative manner, but also helping to increase the overall shopper experience when shopping online. If a consumer knows they’re receiving the most up-to-date, accurate product information they’ll be more likely to revisit again and again. Online shopping is becoming more prominent, and is set to continue throughout the new year, which is why it’s time to start optimising your imagery across your product range to ensure you’re ready for the next wave of eshoppers and continue to satisfy those already using mcommerce as their chosen form of a weekly shop.