Location, location, location! The importance of share of shelf online ? Detail, online merchandising tool
Holiday shopping is continuing to set new sales records, especially online. In Sweden for example 1/3 of all gifts are estimated to be purchased online. That’s a 14% increase in e-shopping over just last year, according to the prognosis from the Swedish Trade Association Quite a lift. And most other markets are looking the same. Is your brand ready to profit from that? Are you visible online? How are your SKU’s looking? Your digital share of shelf? Do you know? A lot of brand managers don’t. That’s where Detail, our online merchandising tool can help.
Online visibility is crucial for your brand
The digital shelves are where the customers find your product, read about it and compare it to other products. Studies show that over 80% of all shoppers turn to their smartphones to find information about a product, while in a physical store.* This means that your visibility online is of double importance – for information and awareness as well as for actual shopping. But while physical retailing has been studied for decades, the strategies for online sales are quite new.
Consumer behavior – nothing new under the sun
A comforting notion for brand managers wondering how to reach customers online is that people are pretty much the same as before. It’s just the channels that are different. People still prefer products at eye level, which in the digital era translates to being in the top spots of the search result page. Because that’s pretty much the attention span we have. The majority of shoppers who enter a site use the search function (roughly 70% of all shoppers) and the rest rely on menus and navigation to find what they are looking for. Research suggests that shoppers using the search function are the ones most ready to make a purchase. Hence the importance of being in the top tier of the search results. People buy what they see, the only difference is that they now do it from the couch. Hence the rise of “couch commerce”**.
Your keywords – your brand
Since people don’t scroll through page after page of products looking for just your brand, keywords have become increasingly important. Not only for visibility in big search engines like Google and Bing, but also onsite at the different retailers. The modern brand manager needs to be observant about which keywords different brands and products appear under, both generic as well as more specific. Detail helps with this by letting you choose which keywords you would like to keep track of, and gives you clear information on how your brand ranks in relation to the chosen keywords as well as current and historical trends and competitors.
Be visible, be in stock and be purchased
Successful brand managers make sure that their brand is at the top of the digital shelf by bidding on the right keywords. And the products get bought if they are in stock. This is where Detail comes in. Detail is a revolutionary new way to supervise your brand’s online visibility, the in-store availability of your products, the past and present price and consumer ratings and feedback. Detail gives you a comprehensive ranking of your brand’s and products’ position on each retailer site. It even lets you keep track of what your competitors are up to. An easy-to-read interface gives you an instant overview of the current situation … and lets you dig deeper into products or retailers that you wish to investigate more thoroughly.
Stay on top of your game (and the digital shelf)
We have several different packages ranging from a simple status check to the full standing of your brand’s presence online. And once set up, Detail provides daily reports on how well you’re performing. Detail helps your brand to stay visible and on top of the digital shelf wherever you want.
Detail Online Merchandising, was your business ready for Black Friday?
Turn Everyday into Black Friday!
Black Friday is traditionally the start of the Christmas shopping period, and the retail highlight of the year. Physical stores spend months on planning their offers, stocking up and making sure their promoted products are highly visible. But how do you do that online? How do you check price? Visibility? Share of shelf? Most brand managers don’t know. That’s where Detail comes in.
Black Friday online
Traditionally, Black Friday is followed by Cyber Monday, which is when the online stores begin their promotions. But since most physical stores are now also online, the line between Black Friday and Cyber Monday has become blurred. Basically, it’s just a full weekend of shopping frenzy. And since everything, retail included, is becoming more digital, you could make the case that Black Friday is online.
Control your brand’s visibility
In a physical store, it’s easy to see how well your brand is presented at a peak shopping time like this. Just go in and have a look. Are the correct signs there? Are they clearly visible? Are the shelves well stocked? Are the products accurately labeled? Are there staff around to assist the customers? Do the staff know your brand and products? Checking your brand’s visibility online is trickier, or at least it used to be.
Detail monitors retailer sites
Detail is a revolutionary new way to supervise your brand’s online visibility, the in-store availability of your products, past and present price, and consumer rating and feedback. Detail gives you a comprehensive ranking of your brand’s and products’ position at each retailer site. It even lets you keep track of what your competitors are up to. An easy to read interface gives you an instant overview of the current situation. And lets you dig deeper into products or retailers that you want to check more thoroughly.
Easy to manage
A lot of effort has been put in to making the Detail interface clear and easy to use. With a lot of features, it’s an all-inclusive product that gives you straightforward and simple answers.
You can view it online or in the app, and easily see how your chosen product/s perform at different retailer sites. You can also set notifications if there are deviations from how your brand should be presented online at any retailers.
Turn every day into Black Friday
We have several different packages ranging from a simple status check to the full monty (not to be confused with the film) of your brand’s presence online. And once set up, Detail provides daily reports on how well you’re performing. That way, every day will turn into a Black Friday for your brand. Which is actually perfectly in line with the original meaning of the phrase: Black Friday stems back from the black ink used by accountants to mark profits (as opposed to the red ink used to mark loss). To this day, the saying “back in the black” is frequently used.
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