The digital shelf for CPG brands

digital shelf brands CPG

Simply put, the digital shelf is the online equivalent of what you would find at eye level in a physical store. It includes how products are found, displayed and made available for inspection in an online store.

The digital shelf and hero images

digital shelf hero image

If there is one element of the digital shelf that is truly essential, it’s the hero image. This is the part of the digital shelf that allows consumers to find what they’re looking for. Optimizing this image for discoverability is key. An image carousel is still necessary, but the hero image is particularly important as it functions as the part of the product description that allows shoppers to identify a product.

Ratings and reviews: the new category management?

Ratings reviews digital shelf

As consumers seek out information that may be more authentic than advertising copy when they consider a purchase, they’re increasingly consulting ratings and reviews. In fact, up to 97% of shoppers report consulting them before making a purchase.

How to optimize the digital shelf for visibility

visibility digital shelf

All of the elements of the digital shelf have an influence on how a product will perform in search ranking, and every retailer has different criteria for search result performance. Naturally, availability is necessary for attaining any visibility.

Amazon’s digital shelf versus traditional retailers

When putting together a digital shelf strategy it’s important to consider what medium you’ll be using. Like all retailers, Amazon has its own search engine criteria, and differs in other ways from bricks and clicks retailers. As Amazon is expected to capture 50% of the ecommerce market in 2021, having a dedicated digital shelf strategy is important.

How to win on the digital shelf

win digital shelf

Winning on the digital shelf requires a clear understanding of how customers are interacting with your product’s online presence, as well as competitor’s. It also requires and understanding of the platform products appear on, as pure players like Amazon differ significantly from traditional retailers.