From the physical shelf to the virtual one: Strategies to stand out in the online market through the Digital Shelf
Intechlligent 08/11/2024
One week after Intechlligent: E-Commerce Summit & Trade Show , an event designed for those looking to be at the forefront of digital commerce, it is clear that the impact was significant. With more than 250 attendees, more than 60 1-to-1 appointments scheduled and more than 10 top-level collaborating brands, the event offered two round tables and several presentations. In this framework, the intervention of Ana Lara, Business Development Manager of DIP Insights , "From the physical to the virtual shelf: Strategies to stand out online through the Digital Shelf" , did not leave any of the attendees indifferent. During her space, the BDM of DIP Insights shared the keys to effectively manage product content on the Digital Shelf , that is, the virtual showcase where brands compete to capture the consumer's attention.
“The Digital Shelf is the digital version of traditional shelves, and its importance for today's e-commerce is undeniable,” said Ana Lara, emphasizing the central role of visibility in influencing the purchasing decision.
Today, 20% of global purchases are made online, with countries like Spain reaching 25%. The rise of mobile shopping and the 8% to 12% annual growth in this market represent both an opportunity and a challenge for brands. Despite the growth in transactions, the conversion rate in Spain is only 1.5%, still below the global average of 1.8% . To improve this figure, “it is crucial to optimize the user experience, from visibility to content,” Ana emphasized.
Product Pages: The Key to Conversion
To maximize sales, Ana highlighted the importance of optimizing both the Product Listing Page (PLP) and the Product Detail Page (PDP) :
If there was one main idea to highlight after the intervention, it could be that having a tool that facilitates, optimizes and allows you to update the virtual showcase is a must . “Do you control the name, description, photographs and rich content of your products throughout your distribution network? If you don’t, you are losing sales and confusing the consumer.” With a tool like DIP Insights , companies can:
Other valuable presentations
Intechlligent did not stop there. The event also included presentations by Google Cloud and Fabrick .
John Rodríguez , Data and Analytics & AI Sales at Google Cloud , during his presentation "Google's Data Cloud: Prepare your data for the journey towards AI" , in which he taught how to unify and optimize data for machine learning and artificial intelligence.
For her part, Noelia Rivero , Sales Director of Fabrick , in her presentation "Optimize your payments to improve your sales and your bottom line" , explained how Fabrick's payment platform can boost B2C and B2B payment conversion, reduce fraud costs and accelerate international expansion, all without increasing the marketing budget.
“The Digital Shelf is the digital version of traditional shelves, and its importance for today's e-commerce is undeniable,” said Ana Lara, emphasizing the central role of visibility in influencing the purchasing decision.
Today, 20% of global purchases are made online, with countries like Spain reaching 25%. The rise of mobile shopping and the 8% to 12% annual growth in this market represent both an opportunity and a challenge for brands. Despite the growth in transactions, the conversion rate in Spain is only 1.5%, still below the global average of 1.8% . To improve this figure, “it is crucial to optimize the user experience, from visibility to content,” Ana emphasized.
Product Pages: The Key to Conversion
To maximize sales, Ana highlighted the importance of optimizing both the Product Listing Page (PLP) and the Product Detail Page (PDP) :
- In PLP , it is essential to work with relevant keywords so that products appear in the first results, since “initial visibility can define the success of the conversion” .
- On the PDP , the focus should be on the visual quality, description and reviews of the products. “56% of users check the images first; investing in high-quality photographs and keeping reviews up to date reinforces trust and improves the shopping experience,” he added.
If there was one main idea to highlight after the intervention, it could be that having a tool that facilitates, optimizes and allows you to update the virtual showcase is a must . “Do you control the name, description, photographs and rich content of your products throughout your distribution network? If you don’t, you are losing sales and confusing the consumer.” With a tool like DIP Insights , companies can:
- Optimize your digital visibility : control visibility in the product listing, improving your positioning in the online market.
- Improve visual quality : Evaluate and refine the visual elements of your product pages, increasing appeal to consumers.
- Manage product reputation : Monitor reviews and ratings effectively, reinforcing positive perception of your products and consumer trust.
Other valuable presentations
Intechlligent did not stop there. The event also included presentations by Google Cloud and Fabrick .
John Rodríguez , Data and Analytics & AI Sales at Google Cloud , during his presentation "Google's Data Cloud: Prepare your data for the journey towards AI" , in which he taught how to unify and optimize data for machine learning and artificial intelligence.
For her part, Noelia Rivero , Sales Director of Fabrick , in her presentation "Optimize your payments to improve your sales and your bottom line" , explained how Fabrick's payment platform can boost B2C and B2B payment conversion, reduce fraud costs and accelerate international expansion, all without increasing the marketing budget.
