Did you know that 86% of shoppers across all channels now rely on digital information when shopping? That 75% of online searchers click on the very first result? That 40% of shoppers won’t buy a product that doesn’t have reviews on its page? Or that accurate and compelling content can increase sales by as much as 20%?
For those reasons and numerous others, winning the digital shelf has escalated from marketing requirement to business imperative. Making the task even more challenging is the fact that brands need to win multiple shelves because no two retailer websites are the same when it comes to:
- the product content they require (or prohibit).
- the shopper engagement tools that are available.
- the marketing themes and shopper services they emphasize.
“To win the digital shelf, you definitely need to get the basics right, but that’s not enough,” says John Willkom, SVP-Ecommerce at The Mars Agency. “You also have to understand the nuances of each key retailer and lean into their priorities.”
Willkom will help marketers do exactly that while speaking at Cleveland Research Company’s 10th annual eCommerce Summit, which will be held Sept. 14-15 in San Diego. During his session, he’ll present best practices in digital strategy across the ecommerce platforms of key omni-retailers including Walmart, Target, and Kroger.
If you can’t get to San Diego — or want to start learning before you go — visit The Mars Agency’s blog to find various articles from Willkom about building an effective ecommerce strategy and winning the digital shelf.