Shopper Marketing - July 2017 - 25
with other parts of their organization to
make sure they're taking advantage of opportunities to increase digital basket size
and improve customer satisfaction.
"You automatically disappoint if you're
not taking advantage of these types of opportunities to enhance, build and storytell,"
Acuff said. "Better content creates more
sales. It's critical to think of your overall basket size and the impact that e-commerce
can have on you."
Content must move between a brand's
marketing, planning, operations and ecommerce teams to maintain consistency
and best utilize resources. "Once you have
all of that content clean and organized in
one space, it can be used for all sorts of
things like in-store digital activations, sell
sheets or training," Danford said. "The challenge is communicating that value to leadership."
Having the right content online is especially important when it comes to educating shoppers about new or changing
products. For instance, new labeling laws
mean that many packages will change and
that transition needs to be reflected on the
digital shelf. "Investing in this rich content
ahead of product launches is really, really
valuable," Danford said.
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