Shopper Marketing - July 2017 - 24
asked consumers to identify their hair issues.
"We know that if you don't appear in the top
It then recommended products to help. "We
search results on the first page, you may not
had a lot of fun with it and a lot of engagebe in the consideration set. If you're missing
ment with our consumers," Zeller said.
an image, the shopper may not see you at all."
Beam has worked with e-tailers to create
Shoppers want to be able to identify prodcocktail kits that provide cross-merchandising
ucts online as easily as they can in stores,
opportunities and provide a transition bewhich means that brands must supply e-comtween inspiration and executive. Shoppers
merce vendors with images and descriptions
can view a video on how to make a Moscow
and update the digital content whenever the
Mule cocktail and then order everything they
physical product changes.
need. Putting the package together also posi"As a retailer, we want our images to be
tions the products as a gift option. The comdetailed, we want them to be correct, and
pany is continuing to look for ways to meet
we want them to represent what the product
the needs of e-commerce shoppers, including
is," said co-presenter Cher Zeller, program
manager for Ahold
"There's a lot of com" As a retailer, we want our images to be
pelling item details
that CPG companies
detailed, we want them to be correct, and we
have spent a lot of
want them to represent what the product is."
time producing, and
Cher Zeller, program manager, Peapod
this is the only way
we can help you get
that out there."
Beam Suntor y
helping them answer questions like, "What is
shadowed shoppers to see what they looked
the difference between Irish and Japanese
at and found that they thought missing conwhiskey?"
tent reflected poorly on the e-commerce reCo-presenter Courtney Jane Acuff, vice
tailer since they couldn't understand why it
president of product & marketing for product
wouldn't be there. This gives brands an opcontent creator and distributor ItemMaster,
portunity to work with retailers to supply not
said that this sort of co-op activity gives brands
only the basic information on a product that
the same level of engagement they could get
shoppers are looking for, but custom content
in-store through displays or demonstrations.
that can inspire purchases.
The digital space allows efforts to get even
For instance, Peapod worked with Unilemore creative. E-commerce teams might not
ver's Tresemme to develop a hair profiler for
have that content, but brands should work
the website's health and beauty page that
y SHOPPER MARKETING JULY 2017