Productsup provides a SaaS solution for product content integration, optimization and distribution. Our aim is to help brands and retailers to stay agile and be at the forefront of digital transformation.
Product feed management and data syndication has never been easier. Built with the business user in mind, Productsup excels in usability and innovation.
In the past, CPG businesses have focused on the physical shelf in order to understand their success and define next steps. However, these decades of practice don’t clearly translate to the digital shelf. Digital marketing and sales require different techniques in order to determine best practices, keep up with new pure play entrants, and keep trade promotions results positive.
What makes this more difficult is the fact that it’s impossible to accurately predict what customers will want. That’s why we compiled some of the most important (and exciting) tests you can run using your product information. What attracts interest? What converts? Let’s find out what can help you drive more CPG sales in the modern market.
Automation and smart tools are required in order to make product content and data manageable for CPG sales and marketing teams to perform experiments. In order to perform the following tests and optimizations quickly, businesses will need to find a data syndication solution that matches their specific needs.
For now, on to the experiments!
No matter how beautifully designed and branded a product’s packaging may be, digital images don’t demand attention quite like a physical product. For digital marketing and sales, the job of “grabbing attention” often belongs to keywords and SEO. These have two functions: getting products higher in the results for relevant searches and driving a user to click on the listing or ad.
Appearing on the first page can make a huge difference to the bottom line. In fact, Amazon reports that 81% of purchases on the platform take place on the first page of the search results.
For example, Gen Z is shown to care immensely about environmental impact and social good. If you’re selling makeup, there are all kinds of keywords that may apply to your product. These are only a tiny handful of the numerous keywords to consider!
Tools required: Keyword analytics, easy content manipulation and bulk editing
An online shopper can’t pick up a product and examine it first-hand. Instead, product content acts as the product’s digital packaging. The exact size, weight, color, shape, and everything else can only be related through written content and images. This is especially important with food and other perishables, as people care immensely about the products they use every day.
“[An] analysis of the top 20 best-selling products on Amazon for chocolate, dog food, and toothpaste shows a clear correlation between comprehensive product information (# of images, average word count description) and sales.”
Absolute clarity and comprehensive information is key to selling fast-moving goods online.
Tools required: easy content manipulation and bulk editing, multiple (and exciting) product images, dynamic video creation
One of the key findings from Forrester’s 2019 CPG report was that businesses struggle to turn insights into actionable steps quickly. This isn’t a surprise, given the amount of data out there. However, there is a brilliant combination to combat this: advanced product data management tools with custom labels. Together, these allow you to automatically update product content and enrich it based on analytics data.
Here are some popular methods. Products with great clicks and ROI all can be labelled “bestsellers.” Or, products with high CPC and low ROI can be marked as “low value.” There are some popular best practices, but, if you can generate labels based on any data, get creative and see what happens.
Tools required: automated custom label application, easy integration of additional feeds (analytics, local inventory, etc.), sale data by audience segment
In the past, CPG businesses have not needed to invest as much in online advertising and sales as those in other industries. However, this is already beginning to change. These businesses will need to start adding ecommerce to their core strategies – and that can include a lot of technological changes. However, this also provides a number of opportunities. There are ways to increase CPG sales and capitalize on the market that didn’t exist in the past.
New solutions help make it easy to manage and transform product content. The key will be finding the solution that fits your team and needs. One thing, however, remains clear: the CPG industry is moving forward. Businesses who adapt these changes, and start working within a new, digitally transformed framework will have a greater chance to succeed.
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