Shopper Marketing - April 2017 - 38

FEATURE | THE DIGITAL SHELF

priority for the industry, and it will require collaboration from all stakeholders.
ACUFF: PIMs and DAMs are only as good as
the data within them and we do believe that
ItemMaster has an advantage in helping CPGs
ensure their product records are consistent and
of high quality. Most retailers today cobble together brand content to power their needs and
almost all CPGs suffer from outdated product
information and old imagery.
In what ways do product assortment,
packaging and hard conversions vs.
soft conversions present challenges in
e-commerce?
ACUFF: The food and beverage industry, an
$800 billion market, is about to face significant
change in 2018 with the new FDA nutrition label changes. This is going to create a huge volume of new packaging that hits the market. It's
imperative that consumers shopping in digital environments are able to see and read for
themselves the new serving size or see the new
required vitamins or view the new category of
"added sugar."
OLI: When there are packaging changes and
soft conversions, it is important to clearly state
to shoppers what the expected experience
would be and be prepared to address any complaints that may arise.
VINSON: Rolling out hard conversions means
setting up a new item with the retailer. New
items will need all new content. New product
launches have no sales history, page traffic or
established ratings and reviews to help organically move the product up in natural search.
DANFORD: We've taken a multipronged ap38

y SHOPPER MARKETING APRIL 2017

proach to this challenge: First, we strive to embed e-commerce into internal processes to ensure that relevant product, packaging or other
changes are captured and dispersed. However,
formal processes can't account for every possible scenario, so we also work to maintain strong
cross-functional relationships to ensure informal lines of communication remain open. Lastly, we are partnering with key external vendors
in order to leverage their networks and scale
dissemination of digital information.
How important are ratings and reviews?
ANDERSON: Profoundly important. They influence search position at Amazon and some
other retailers, and they are among the most
trusted sources of product information with
impacts on sales and conversion.
VINSON: Ratings and reviews are mission critical to the digital shelf. Brands should establish
them by looking at all the opportunities across
paid, owned and earned channels.
DANFORD: We are investing in capabilities
to capture consumers' opinions wherever it is
most convenient for them to share. This could
be on our brand or product websites, retailer
websites, at events, in response to email communications or through a number of other
touchpoints.
OLI: They speak more loudly and clearly for a
brand than owned content, as shoppers prefer
and trust the opinions of fellow shoppers. It is
important that brands constantly monitor reviews and directly engage with shoppers wherever possible by responding to these reviews.
ANDERSON: A first priority should be to ensure that none of your products have zero re-



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
Shopper Marketing - April 2017 - 12
Shopper Marketing - April 2017 - 13
Shopper Marketing - April 2017 - 14
Shopper Marketing - April 2017 - 15
Shopper Marketing - April 2017 - 16
Shopper Marketing - April 2017 - 17
Shopper Marketing - April 2017 - 18
Shopper Marketing - April 2017 - 19
Shopper Marketing - April 2017 - 20
Shopper Marketing - April 2017 - 21
Shopper Marketing - April 2017 - 22
Shopper Marketing - April 2017 - 23
Shopper Marketing - April 2017 - 24
Shopper Marketing - April 2017 - 25
Shopper Marketing - April 2017 - 26
Shopper Marketing - April 2017 - 27
Shopper Marketing - April 2017 - 28
Shopper Marketing - April 2017 - 29
Shopper Marketing - April 2017 - 30
Shopper Marketing - April 2017 - 31
Shopper Marketing - April 2017 - 32
Shopper Marketing - April 2017 - 33
Shopper Marketing - April 2017 - 34
Shopper Marketing - April 2017 - 35
Shopper Marketing - April 2017 - 36
Shopper Marketing - April 2017 - 37
Shopper Marketing - April 2017 - 38
Shopper Marketing - April 2017 - 39
Shopper Marketing - April 2017 - 40
Shopper Marketing - April 2017 - 41
Shopper Marketing - April 2017 - 42
Shopper Marketing - April 2017 - 43
Shopper Marketing - April 2017 - 44
Shopper Marketing - April 2017 - 45
Shopper Marketing - April 2017 - 46
Shopper Marketing - April 2017 - 47
Shopper Marketing - April 2017 - 48
Shopper Marketing - April 2017 - 49
Shopper Marketing - April 2017 - 50
Shopper Marketing - April 2017 - 51
Shopper Marketing - April 2017 - 52
Shopper Marketing - April 2017 - 53
Shopper Marketing - April 2017 - 54
Shopper Marketing - April 2017 - 55
Shopper Marketing - April 2017 - 56
Shopper Marketing - April 2017 - 57
Shopper Marketing - April 2017 - 58
Shopper Marketing - April 2017 - 59
Shopper Marketing - April 2017 - 60
Shopper Marketing - April 2017 - 61
Shopper Marketing - April 2017 - 62
Shopper Marketing - April 2017 - 63
Shopper Marketing - April 2017 - 64
Shopper Marketing - April 2017 - 65
Shopper Marketing - April 2017 - 66
Shopper Marketing - April 2017 - 67
Shopper Marketing - April 2017 - 68
Shopper Marketing - April 2017 - 69
Shopper Marketing - April 2017 - 70
Shopper Marketing - April 2017 - 71
Shopper Marketing - April 2017 - 72
Shopper Marketing - April 2017 - 73
Shopper Marketing - April 2017 - 74
Shopper Marketing - April 2017 - 75
Shopper Marketing - April 2017 - 76
Shopper Marketing - April 2017 - 77
Shopper Marketing - April 2017 - 78
Shopper Marketing - April 2017 - 79
Shopper Marketing - April 2017 - 80
Shopper Marketing - April 2017 - 81
Shopper Marketing - April 2017 - 82
Shopper Marketing - April 2017 - 83
Shopper Marketing - April 2017 - 84
Shopper Marketing - April 2017 - 85
Shopper Marketing - April 2017 - 86
Shopper Marketing - April 2017 - 87
Shopper Marketing - April 2017 - 88
Shopper Marketing - April 2017 - 89
Shopper Marketing - April 2017 - 90
Shopper Marketing - April 2017 - 91
Shopper Marketing - April 2017 - 92
Shopper Marketing - April 2017 - 93
Shopper Marketing - April 2017 - 94
Shopper Marketing - April 2017 - 95
Shopper Marketing - April 2017 - 96
Shopper Marketing - April 2017 - 97
Shopper Marketing - April 2017 - 98
Shopper Marketing - April 2017 - 99
Shopper Marketing - April 2017 - 100
Shopper Marketing - April 2017 - 101
Shopper Marketing - April 2017 - 102
Shopper Marketing - April 2017 - 103
Shopper Marketing - April 2017 - 104
Shopper Marketing - April 2017 - 105
Shopper Marketing - April 2017 - 106
Shopper Marketing - April 2017 - 107
Shopper Marketing - April 2017 - 108
Shopper Marketing - April 2017 - 109
Shopper Marketing - April 2017 - 110
Shopper Marketing - April 2017 - 111
Shopper Marketing - April 2017 - 112
Shopper Marketing - April 2017 - 113
Shopper Marketing - April 2017 - 114
Shopper Marketing - April 2017 - 115
Shopper Marketing - April 2017 - 116
Shopper Marketing - April 2017 - 117
Shopper Marketing - April 2017 - 118
Shopper Marketing - April 2017 - 119
Shopper Marketing - April 2017 - 120
Shopper Marketing - April 2017 - 121
Shopper Marketing - April 2017 - 122
Shopper Marketing - April 2017 - 123
Shopper Marketing - April 2017 - 124
Shopper Marketing - April 2017 - 125
Shopper Marketing - April 2017 - 126
Shopper Marketing - April 2017 - 127
Shopper Marketing - April 2017 - 128
Shopper Marketing - April 2017 - 129
Shopper Marketing - April 2017 - 130
Shopper Marketing - April 2017 - 131
Shopper Marketing - April 2017 - 132
Shopper Marketing - April 2017 - 133
Shopper Marketing - April 2017 - 134
Shopper Marketing - April 2017 - 135
Shopper Marketing - April 2017 - 136
Shopper Marketing - April 2017 - 137
Shopper Marketing - April 2017 - 138
Shopper Marketing - April 2017 - 139
Shopper Marketing - April 2017 - 140
Shopper Marketing - April 2017 - 141
Shopper Marketing - April 2017 - 142
Shopper Marketing - April 2017 - 143
Shopper Marketing - April 2017 - 144
Shopper Marketing - April 2017 - 145
Shopper Marketing - April 2017 - 146
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com