Enhanced product content engages e-commerce customers


Enhanced product content engages e-commerce customers

When it comes to capturing the attention of online shoppers, enhanced product content is one of the most important tools at a digital retailer’s disposal. The latest report from NielsenIQ companies Brandbank and Label Insight explores what enhanced product content is, why it’s so important for retailers, and how top retailers are leveraging it today.  

What is enhanced product content?

Enhanced product content, also called rich online media, or A+ content, is any information or imagery that goes beyond basic images, descriptions, and product specifications on an e-commerce item page. This can include anything from video to 360-degree photography, interactive tours, how-tos, and downloadable documents.

A study by HingeGlobal found that 25% of consumers are more likely to buy an item when the product page has enhanced product content. Amazon reported that it saw a 5%-20% sales lift on pages featuring its in-house form of enhanced product content called “A+ Content.”

Videos in particular appeal to consumers when it comes to enhanced product content. Studies have also shown that 50% of consumers want to see a video about a product they’re interested in before deciding to purchase it. Videos that feature people holding, using, or eating a product allow customers to see the product in action and better understand it in a way that’s not possible from stationary images.

Ultimately, enhanced product content gives retailers more control over the content on their item pages. With the right tools, brands can communicate their product’s unique value in more creative and memorable ways.

Shopper engagement findings in grocery e-commerce audit

When it came to shopper engagement, the audit found that retailer’s online product pages mostly covered the basics with product labels and images. However, most retailers still lack next-level engagement tactics online; 20% of retailers didn’t offer product recommendations or replacements on their site for most of their products.

Meaningful and accurate recommendations, as well as product replacement options for when an item is out of stock, are important to customers. If a customer’s favorite plant-based coffee creamer isn’t available, they likely won’t want a recommendation for a dairy creamer, even if it’s from the same brand and has a similar product name.

As specialty diets become more common and more people join the health and wellness movement, there has also been a rise in demand for product certifications, like “clean,” “gluten-free,” “fair trade,” and “vegan,” labeled clearly with icons.

Consumers like to see these claims and icons included on both online product pages and physical product packaging so that they can easily scan for the attributes that matter to them and fit their lifestyle. Our report found, however, that half of the audited pages didn’t use iconography, though retailers like Wegmans, Raleys, Target, H-E-B, Publix, Family Fare, and Price Chopper featured an icon library on their sites.

Get more insights on what’s important to consumers when they’re shopping for health and wellness products online, and how retailers can better serve their needs, by downloading the complete and updated study, “Digital depth analysis: The e-commerce experience audit.”