Win Online With Optimisation And Differentiation


August 4, 2020| by Erin Bayliss

An average of 67.75% of all online shopping carts are abandoned. Why? 86% of shoppers want more ways to interact with a brand.

In today’s competitive environment, it’s more difficult than ever before for a brand to differentiate their products online and strengthen shopper brand loyalty. One of the biggest challenges for brands is finding ways to highlight elements unique to the product and gain a competitive edge online. 

At Nielsen Brandbank, we’re excited to announce a new capability that gives brands the ability to easily enhance the shopper experience and differentiate products making it easier and faster for shoppers to find what they’re looking for, whether they are shopping online or in-store. 

Nielsen Brandbank clients can leverage Retailer Specific Content to easily distinguish the product, influence SEO rankings and create more satisfied shoppers. Retailer Specific Content enables Nielsen Brandbank clients to create alternative versions of selected attributes for each trading partner within the Product Library, enabling differentiation to the products’ page online. 

In an industry that is evolving rapidly, the ability to differentiate products pages and react quickly and efficiently by updating marketing characteristics by the retailer, product and/or season is essential to support the businesses’ KPIs and sales strategy. 

Brands now have the opportunity to implement channel-specific content that will support the influence of purchasing decisions online. This could mean changes to the product description, to fit the tone of voice for the audience of that specific retailer, or customising the brand and/or manufacturer marketing to include information on a specific event or season. The optimisation of product content on retailer-specific product pages not only enables brands to differentiate for each retail trading partner to resonate with their shoppers, but also enhances their product performance. 

Research from IGD states that 62% of shoppers use the search function to add products to their basket. Thus, optimising product content is vital to win the digital share of shelf. 

Leveraging Retailer Specific Content, brands can update their product description, features and marketing content to include keywords to support their position on the search results page. With only 30% of shoppers looking beyond the first page of search results it is essential that brands leverage the opportunity to optimise the use of keywords on the product page, to enable them to remain competitive and influence purchasing decisions. 

We are proud to be supporting our clients to provide exceptional consumer experiences across all trading partners, giving them the opportunity to differentiate and optimise product content online. If you would like to find out more click here or contact the Nielsen Brandbank team on +44 (0) 330 555 33 44 or email sales@brandbank.com.

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