eCommerce

eCommerce in Canada: Growing at the Right Time

3 m Read
Category: eCommerce
Read Time: 3 minutes

The past two years in Canadian retail have been difficult to say the least, given the challenges of the COVID-19 pandemic. If there was a potential bright spot for brands and retailers during this time, it was that shoppers took to online purchases well. And 2021 looks to continue growing—eCommerce is now considered a “primary growth driver of retail” in Canada, according to eMarketer .

In the past, the Canada market was quite different than its North American counterpart to the south, as online purchasing was in the single digits as a share of overall sales. However, in the last year, Canada eCommerce sales reached 12.7% share of total retail sales—the first time to reach double digits—in 2020. Comparatively speaking, United States eCommerce sales accounted for 14% of overall retail  sales. So even though Canadian consumers still buy in-store more than their U.S. counterparts, the gap has shrunk. And while the U.S. showed strong year-over-year growth (32%), Canada’s jump (75%) represented the second highest growth rate in the world, behind only Argentina.

 

Retail Ecommerce Retail Ecommerce Sales

 

What does this mean for brands and retailers? This means that there is growing acceptance of shoppers to consider products and purchase them without visiting a place in person, even though there is still room to grow. As more people become more at ease with researching and buying online, the brands and retailers that present the most welcoming and engaging product pages will enjoy more and better sales growth.

Toys: A Seasonal Staple

One especially hot category for these final months of the year is toys, with holiday gift-giving helping drive that demand. For brands selling in Canada, this represents an added opportunity by creating an engaging environment for shoppers to experience the products virtually.

And with the flexibility that online product pages can provide, there are great options for creative ways to engage shoppers and move them from browsers to buyers. For example, for  —the rich media and brand-building assets that go beyond basic product description—there’s a secondary potential increase in sales. Toy brands, on average, experience a 19% increase in conversions when shoppers engage with rich content presented on a product page. So, for a brand that’s not leveraging Enhanced Content—or a retailer that’s not enabling it on their site—you are missing out on sales.

Lifts in sales conversion can go even higher in the toy category, when specific features such as video galleries are added to the mix. Syndigo saw lifts as much as 43% from shoppers who engaged with a video gallery online. And in a category like toys—where creativity and imagination are part of the excitement—creating that feeling online with Enhanced Content can be just the thing to push sales higher.

Get it Before the Holiday Rush

Given the benefits of adding Enhanced Content to a product page, both brands and retailers in Canada should be considering these capabilities before the busiest shopping time of the year. Based on the current trends and projections, online shopping will continue to grow, and those companies who establish themselves now will take share from those that don’t.

Here are three steps that both brands and retailers should consider to make sure they are leveraging online content:

  • First, make sure the Core Content is complete, accurate, and built to retailer taxonomies (if you are a Syndigo client, we help to ensure that).
  • Next, add in the Enhanced Content capabilities to drive more conversions: everything from Engaging Hero images to interactive hot spots, 360-spin images, video carousels, and more. These are the things that convert more people.
  • Finally, track page and product performance to measure the impact of these widgets. By experimenting and tweaking the mix of content, you can make the most of all content online.

Syndigo can help both retailers and brands in Canada drive more sales, more efficiently, through a mix of complete Core information and the engaging capabilities of Enhanced Content. The toy category is especially suited for more developed product pages, given the engaging nature of the products. However, brands and retailers should consider how Enhanced Content capabilities can benefit products across all categories. Learn more about Syndigo Enhanced Content here, and see how the toy category can benefit here.

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The Future of eCommerce in 2021

3 m Read
Category: eCommerce
Read Time: 3 minutes

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What’s the new normal for commerce? And what can you do to thrive in 2021 and beyond?

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Recently we had the pleasure of surveying several of our clients who shared some valuable insights around eCommerce trends shaping retail and eCommerce.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Here are a few findings and practical steps you can take today to future-proof your business.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Engaging Consumers Everywhere

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Mobile is crucial to their digital strategy.
[vc_empty_space height=”26px”][vc_column_text]In light of the pandemic and consumers spending more time shopping on their phones, mobile retail commerce grew 31.5% in 2020 and is expected to increase by another 28.8% this year (ROI Revolution).[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]With mobile devices continuing to grow as a primary browsing device, it’s no longer enough to have a static website design that only looks good on a computer screen. Not to mention: you must also consider tablets, laptops with secondary screens, and different smartphone models when coming up with a design.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]This is the perfect opportunity for you to customize your content to meet your shoppers where they are shopping. Recently Syndigo upgraded our Content Experience Hub platform to include a capability called Device Targeting.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Device Targeting gives you the ability to host multiple assets that convey the same message, tailored to the consumer’s browsing device. This complimentary feature is an adaptive design technique that works for any in-line content such as feature sets and image widgets.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]It automatically adapts to different display sizes and provides pre-determined imagery based on the screen size and layout. With personalized assets for device size, your content won’t go unnoticed or get distorted.[/vc_column_text][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner][vc_single_image image=”19586″ img_size=”large”][/vc_column_inner][/vc_row_inner][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Data Quality Converts Browsers Into Buyers

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Many struggle with inconsistent quality in their product data.
[vc_empty_space height=”26px”][vc_column_text]Organizations are losing between $10 to $14 million each year due to poor quality data (Gartner). [/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Poor information, whether it’s out of date, incomplete, or just wrong, can cause negative impacts to ripple throughout a system. Without quality data at the beginning, it is extremely time consuming and costly to manage later in the business process.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Having good data quality is challenging for many reasons:[/vc_column_text][vc_empty_space height=”26px”][vc_row_inner equal_height=”yes” gap=”10″ row_content_width=”grid”][vc_column_inner width=”1/3″ css=”.vc_custom_1629734339679{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 20px !important;padding-left: 20px !important;background-color: #54973e !important;border-left-color: #54973e !important;border-left-style: solid !important;border-right-color: #54973e !important;border-right-style: solid !important;border-top-color: #54973e !important;border-top-style: solid !important;border-bottom-color: #54973e !important;border-bottom-style: solid !important;border-radius: 10px !important;}”]
Multiple Systems

Suppliers have multiple systems that house product content for individual departments

[/vc_column_inner][vc_column_inner width=”1/3″ css=”.vc_custom_1629734347710{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 20px !important;padding-left: 20px !important;background-color: #173262 !important;border-left-color: #173262 !important;border-left-style: solid !important;border-right-color: #173262 !important;border-right-style: solid !important;border-top-color: #173262 !important;border-top-style: solid !important;border-bottom-color: #173262 !important;border-bottom-style: solid !important;border-radius: 10px !important;}”]
Changing Requirements

Product Content requirements change quickly and often

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Disparities

Disparities between ecomm, space management, advertising, and other needs can lead to damaging consumer experiences

[/vc_column_inner][/vc_row_inner][vc_empty_space height=”26px”][vc_column_text]But it doesn’t have to be! Syndigo’s robust Data Quality Engine performs thousands of validations to ensure not only the completeness, but also the readiness and accuracy of your data.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Check out our guide on how to take charge of your data quality with some quick wins.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Syndication...Not Always Seamless

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It is an ongoing challenge to manage and stay updated on ever-evolving recipient requirements.
[vc_empty_space height=”26px”][vc_column_text]Syndication is not a “one size fits all” solution. With more and more ways for consumers to research products and make purchases than ever before, it can be difficult for suppliers to stay up to date with all the various retailer and industry specific requirements.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]They must manage the multiple different requirements for each recipient partner. At times, a recipient wants to receive or display a supplier’s product data in a different way. For example, some retailers won’t accept special characters within product descriptions.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]This is why choosing the right content syndication partner is so important. The fact that Syndigo works closely with retailers as clients also ensures the best coordination of content for eCommerce sites.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Our Content Experience Hub ensures your content will be accepted based on industry and recipient-required data formats.[/vc_column_text][vc_empty_space height=”26px”][vc_single_image image=”12843″ img_size=”large”][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_column_text]

Ready to learn more?

Syndigo is the global leader for validated core and enhanced digital product content including deep nutritional data, and GDSN data across the largest network of 1,750+ retailers, distributors and trading partners, including over 12,000+ manufacturers and suppliers.

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner row_content_width=”grid” content_text_aligment=”center” css=”.vc_custom_1606768980508{border-radius: 2px !important;}”][vc_column_inner css=”.vc_custom_1606768996886{border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-right: 3% !important;padding-bottom: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-bottom-color: #fd7336 !important;border-bottom-style: solid !important;border-radius: 2px !important;}”][/vc_column_inner][/vc_row_inner][vc_empty_space][/vc_column][/vc_row][/vc_section][vc_section full_width=”stretch_row”][vc_row disable_element=”yes” row_content_width=”grid”][vc_column]

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Expérience de contenu enrichi avec Carrefour et Mars Wrigley

4 m Read
Category: eCommerce
Read Time: 4 minutes

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Syndigo Global Spotlight: France

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]En France de 2014 à 2020, les ventes en ligne sont passées de 57 milliards de dollars à 115 milliards de dollars, soit une croissance vertigineuse de 101 %. Les prévisions indiquent que le taux de pénétration de l’e-commerce devrait atteindre 25 % d’ici 2025, alors qu’il est de 15 % actuellement, ce qui représente une progression de 67 % en cinq ans. Pendant le confinement, des millions de consommateurs français ont pu faire leurs achats sans sortir de chez eux, grâce à l’e-commerce. Pendant les huit semaines de confinement, ils ont pu accéder à ce dont ils avaient besoin pour s’alimenter, travailler à distance, rester en contact avec leurs proches et permettre à leurs enfants de poursuivre leur scolarité depuis chez eux.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Pendant le confinement, des millions de consommateurs français ont pu faire leurs achats sans sortir de chez eux, grâce à l’e-commerce. Pendant les huit semaines de confinement, ils ont pu accéder à ce dont ils avaient besoin pour s’alimenter, travailler à distance, rester en contact avec leurs proches et permettre à leurs enfants de poursuivre leur scolarité depuis chez eux.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Pour répondre à cette évolution des comportements d’achat, Carrefour est déjà en train d’adapter son Retrait Drive, son service de livraison sous 24 heures et le service de livraison express qui est très apprécié. La demande d’achat en ligne ne manque pas de stimuler l’expérience e-commerce en général ; toutes les expériences d’achat de haute qualité s’appuient sur des pages produit et des contenus de haute qualité.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Le mois dernier, des experts e-commerce de Syndigo, en collaboration avec E-Commerce Nation France, le géant de la distribution Carrefour et la marque internationale Mars Wrigley, ont organisé un webinaire pour discuter de leurs expériences liées aux tendances d’achat en ligne et comment le contenu enrichi sur les produits peut favoriser les conversions et augmenter les ventes en ligne. Avec des centaines d’inscrits, l’intérêt général et la participation au webinaire ont été conséquents et positifs, générant des questions et des retours clé sur la fonctionnalité et le support.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Hanane Ouhmmou, Manager E-Merchandising & Strategy chez Carrefour, a précisé que non seulement les ventes de Carrefour sont en hausse, mais elles bénéficient également d’un contenu de qualité grâce à Syndigo, et sans aucun effort technique. Le contenu enrichi est créé et géré directement par les marques sur la plateforme Content Experience Hub (CXH) de Syndigo, puis publié directement sur les pages produit de Carrefour. D’un point de vue technique, ce processus de syndication de contenu est simple et fluide.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Grâce à Engaging Hero, Carrefour peut créer des zones interactives sur l’image principale de ses produits. Ces points permettent de mettre visuellement en valeur des informations essentielles sur la partie correspondante de l’image du produit. Une telle interaction incite les acheteurs à s’engager plus rapidement. Elle les aide aussi à découvrir les détails dont ils ont besoin pour prendre une décision d’achat favorable. Réunissant de nombreuses informations dans un espace réduit, les points interactifs contextuels permettent d’ouvrir différentes fenêtres pour afficher plus de contenu enrichi, notamment des fichiers multimédias riches tels que des vidéos de produits et des vues interactives à 360°, des légendes sur les caractéristiques ou les avantages et d’autres éléments informatifs pour faciliter l’engagement des consommateurs.[/vc_column_text][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner][vc_single_image image=”18745″ img_size=”large” style=”vc_box_shadow”][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”26px”][vc_column_text]Alexandra Caillon, Manager E-Commerce chez Mars Wrigley, a expliqué comment l’entreprise utilise le contenu enrichi pour raconter l’histoire de leurs marques et de leurs valeurs (environnement et santé). Elle a précisé que Mars Wrigley attribue à ce contenu la croissance significative de leurs ventes. Il est essentiel pour Mars Wrigley d’aider les acheteurs à comprendre l’histoire et le message liés à leurs produits. Le contenu enrichi est le moyen idéal pour atteindre cet objectif, avec une approche engageante, interactive et visuellement attrayante.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]La séance de questions-réponses a révélé une demande très nette pour plus d’informations sur le contenu enrichi et les bonnes pratiques qui s’y rattachent. Les participants étaient curieux de savoir pourquoi Carrefour s’est associé à Syndigo. Hanane Ouhmmou a apporté la confirmation suivante :[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]

On a choisi Syndigo car c’est une manière beaucoup plus rapide et efficace de publier du contenu supplémentaire de qualité sans alourdir notre plan d’action en matière de développement. Ce partenariat nous permet d’être rapides et réactifs au niveau des contenus. »

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]De plus, Mars Wrigley France a confirmé que le contenu enrichi fait partie « des quatre leviers prioritaires » de leur stratégie sur les contenus liés aux produits. « Syndigo nous a énormément aidés pour atteindre nos objectifs, non seulement avec des taux de conversion plus élevés, mais aussi en nous aidant à aller encore plus loin dans notre stratégie sur les contenus produit. »[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Le contenu enrichi, tel que les visites interactives, les vidéos, les contenus interactifs, les légendes sur les caractéristiques ou avantages des produits et d’autres éléments informatifs sur les pages produit génèrent une augmentation de 12 à 36 % des conversions par rapport aux pages produit sans contenu enrichi. De plus, lorsque les acheteurs interagissent avec ce contenu enrichi, les taux de conversion font un bond de plus de 300 %. Les contenus Engaging Hero, tels que les points interactifs contextuels, peuvent induire une hausse supplémentaire de 8 % des conversions par rapport aux contenus dits « In-Line ».[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_column_text]

Tous les participants ont convenu qu’avec une expérience de pré-achat en ligne enrichie et engageante, les clients prennent plus de décisions d’achats favorables. Grâce à leur partenariat étroit avec Syndigo, Carrefour et Mars Wrigley ont constaté une augmentation importante des conversions lorsque leurs produits bénéficient d’un contenu enrichi.

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner row_content_width=”grid” content_text_aligment=”center” css=”.vc_custom_1606768980508{border-radius: 2px !important;}”][vc_column_inner css=”.vc_custom_1606768996886{border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-right: 3% !important;padding-bottom: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-bottom-color: #fd7336 !important;border-bottom-style: solid !important;border-radius: 2px !important;}”][/vc_column_inner][/vc_row_inner][vc_empty_space][/vc_column][/vc_row][/vc_section][vc_section full_width=”stretch_row”][vc_row disable_element=”yes” row_content_width=”grid”][vc_column]

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Carrefour and Mars Wrigley Enhanced Content Experience

3 m Read
Category: eCommerce
Read Time: 3 minutes

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Syndigo Global Spotlight: France

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]E-commerce sales have more than doubled in France since 2014, from $57 billion to $115 billion in 2020, a staggering growth. And it’s not just that people are buying more, but also that more people are buying online. The e-commerce penetration rate, currently 15%, is expected to rise to 25% by 2025. This represents an increase of 67% in five years.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]During the lockdown, e-commerce allowed millions of French consumers to make their purchases while staying at home. Over the eight weeks of lockdown they were able to access what they needed to feed themselves, work remotely, stay in touch with their loved ones and allow their children to attend school at home.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]In response to this shift in shopping patterns, Carrefour has overhauled its drive-by pick-ups, as well as next-day and express delivery – both of which are proving extremely popular. Demand for online shopping is in turn driving the eCommerce experience—and behind every great shopping experience there are great PDPs and content.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Last month, industry experts from Syndigo in conjunction with E-Commerce Nation France, retail giant Carrefour and global brand Mars Wrigley co-hosted a webinar to discuss their experiences with online shopping trends and how rich digital product content can drive conversion and lift online sales. With hundreds of registrants, general interest and participation was strong and positive with key observations and questions on functionality and support.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Hanane Ouhmmou, Manager E-Merchandising – Strategy, said “not only are Carrefour sales growing but they are also displaying great content thanks to Syndigo, with zero technical effort. ”.. The Enhanced Content is created and managed directly by the brands in Syndigo’s Content Experience Hub (CXH) platform and then published directly to Carrefour’s PDPs. From a technical perspective, this content syndication process is seamless.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]By leveraging Engaging Hero, Carrefour can deliver interactive areas on the main product image; these hotspots highlight essential product information visually on the corresponding part of the product image. Such interaction entices shoppers to engage quicker and helps them learn the details they need to make a successful buying decision. With a lot of information packed in a small space, Contextual Hotspots can open different windows that can contain more Enhanced Content, including rich media like the product videos and 360-spins, as well as feature/benefit captions and other informative elements that consumers can engage with.[/vc_column_text][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner][vc_single_image image=”18745″ img_size=”large” style=”vc_box_shadow”][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”26px”][vc_column_text]Alexandra Caillon, Manager E-Commerce, Mars Wrigley explained how they are using Enhanced Content to tell the story of their brands and values (environment, health) and credit the significant growth in sales to this content. “It’s very important for Mars Wrigley to help buyers understand the story and message behind their products; Enhanced Content is the perfect medium to achieve this, in an engaging, interactive, and visually appealing way,” said Caillon.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]During the Q&A session, it was evident there is an appetite for more information on Enhanced Content and best practices. Participants were curious why Carrefour partnered with Syndigo. Hanane Ouhmmou confirmed:[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]

It (Syndigo) is a great way to quickly and efficiently have all this high-quality extra content delivered through Syndigo without any additional load on our development roadmap. This partnership allows us to be quick and reactive from a content perspective.”

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Meanwhile, Mars Wrigley FR confirmed Enhanced Content is “in their top four priorities, from a product content perspective; “Syndigo has helped us enormously in achieving our goal, not only in increasing our sales conversions, but also to help further our product content strategy”.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Enhanced Content, such as interactive product tours, videos, interactive content, feature/benefit captions and other informative elements on PDPs drive 12%– 36% more shopper conversion than those without. And when shoppers interact with that rich media, conversion rates jump more than 300%. Engaging Hero content like Contextual Hotspots can create an additional 8% conversion lift compared to In-Line Content.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_column_text]

There was absolute agreement that an enhanced and engaging pre-purchase experience online drives customers to buy products. Enjoying a close partnership with Syndigo, both Carrefour and Mars Wrigley have realized a significant increase in the sales conversion related to products with Enhanced Content.

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Podcast – How Ben E. Keith Stayed on Course During Food Show Season

< 1 m Read
Category: eCommerce
Read Time: < 1 minute

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_column_text]This time of year is a dubious anniversary for most of us… while Food Shows were just beginning to ramp up last year, the global lockdown from the pandemic caused serious challenges. There was a need to launch new programs, but with events on hold, many went virtual.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]One Syndigo client, distributor Ben E. Keith challenged themselves with getting the word out despite the physical restrictions of last year and delivered on their goals to launch their Food Show virtually.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Check out this episode of the Data Chef here: [/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_raw_html css=”.vc_custom_1615904321349{border-top-width: 1px !important;border-right-width: 1px !important;border-bottom-width: 1px !important;border-left-width: 1px !important;padding-top: 0px !important;padding-right: 0px !important;padding-bottom: 0px !important;padding-left: 0px !important;border-left-color: #173262 !important;border-left-style: solid !important;border-right-color: #173262 !important;border-right-style: solid !important;border-top-color: #173262 !important;border-top-style: solid !important;border-bottom-color: #173262 !important;border-bottom-style: solid !important;}”]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[/vc_raw_html][vc_empty_space height=”26px”][vc_column_text]In this episode, Jason talks with Ben E. Keith content expert Kim Snitker, who among other duties has been responsible for executing on her company’s food show programs in 2020. With Ben E. Keith’s strong focus on food shows, Kim has seen a lot in terms of the ways overcome the challenges of working virtually in an inherently “hands on” space.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]

Stay tuned! The Data Chef is a periodic podcast series featuring Syndigo clients, experts and other industry notables who serve the Foodservice industry and other consumer goods sectors.

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How The Pandemic Changed The Way We Shop…For Good

5 m Read
Category: eCommerce
Read Time: 5 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_column_text]Last year was a year of retail revolution. In addition to online platforms expanding brick and mortar footprints, “last mile” providers, and checkout-free concepts at the beginning of the year, the major restrictions brought on by COVID-19 provided a hub for experimentation on a grand scale. Brands and retailers were forced to adapt to the new reality of what shopping meant. And consumers adapted to — and leveraged — online shopping in a major way. According to the US Census, eCommerce grew 37% in Q4 2020 compared to the same quarter last year.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Since the pandemic hit, we tracked activity across nearly three billion product page views over hundreds of retailers and noticed interesting trends when it came to shopper behavior.[/vc_column_text][vc_empty_space height=”26px”][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

The COVID Spike: Survival of the Fittest (Shoppers)

[vc_empty_space height=”26px”][vc_column_text]In early 2020, like typical years, we witnessed the anticipated fall-off in shopper activity from the 2019 holiday season. But then came COVID, which pushed eCommerce shopping activity nearly as high as Black Friday 2019. Consumers flocked online — buying necessities like paper and cleaning products, canned goods and other stock-up items in anticipation of a wide-scale retail shutdown.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]

(Regarding paper products) “There’s been a major shortage in those categories … we still need to make sure that we have great content online to allow consumers to maybe try a product that they haven’t before.”

— Christa Reese, First Quality Products

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]What was interesting was that consumers during this time weren’t spending much time looking and comparing. Rather they were just buying… as fast as they could. While both traffic and repeat visits spiked by more than 20 percent, engagement metrics — like the amount of time spent on a website and the product information interacted with — significantly decreased. Consumers were stocking up for the looming lockdowns hanging over their heads and didn’t have time to properly browse (see chart, below).[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

The COVID “Normal”: Browsing the Online Aisles

[vc_empty_space height=”26px”][vc_column_text]Once the rush settled down and consumers became acclimated to their new “normal,” new behaviors began to set in around late spring. While shopper activity declined from the spike, it still remained higher than previous years. And instead of immediately hitting the “Add to Cart” button, shoppers began to spend more time interacting with product pages online. This means that pages with enhanced media, like video content, photo galleries, product documents and comparison charts, encouraged consumers — who may have had more time to browse deeply — to stay on a product page longer. In fact, content interaction rates increased 32 percent and time on a page increased 64 percent, which was higher than any other period in 2020.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]

Naturally when there are a lot of people that are stuck at home, one of the things they’re going to do is do work around the house and fix up their house. So, we saw a dramatic increase in our online business this year, and by all indications, it appears that a lot of that growth is going to be sustainable.”

— Tony Meirovitz, Prime-Line Products

[/vc_column_text][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner][vc_single_image image=”17595″ img_size=”large” style=”vc_box_shadow”][vc_empty_space height=”12px”][vc_column_text]COVID Spike: high traffic, average viewability engagement. COVID Normal: lower traffic, higher continued viewability. [/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space height=”26px”][vc_column_text]Suppliers and retailers adjusted as well, with new plans for fulfilling consumer needs online when they weren’t venturing out. ECommerce certainly grew, as did click and collect/BOPIS or shopping services including DoorDash, Drizly and Instacart.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Cyber Weekend: Products Fly off the Digital Shelves

[vc_empty_space height=”26px”][vc_column_text]To make up for in-store declines during the year, holiday sales began earlier than normal. Because of this, the industry questioned if Cyber Weekend would have as strong an impact as it typically would. Online shopping behavior quickly confirmed that it did. In fact, consumers who interacted with enhanced content converted 34 percent more than those who didn’t. And product detail pages with enhanced content drove more than $1 billion of incremental cart value (compared to those without enhanced content) over Cyber Weekend alone.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]So what does this mean for the retail industry as we enter 2021? Because the lingering effects of COVID will continue to trickle into this year, consumers will continue to shop online more frequently. Shoppers are digging deeper, leveraging more online information. They’re reviewing product detail pages longer and extensively, gaining trust when engaging with brands’ enhanced content. And they may not be returning to shop in the same way they have in the past.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]

The acceleration of eCommerce has been incredible. To help our partners stay up to speed with the fast changing, ever important need to be successful online we must enhance the consumer experience on the virtual shelf.”

— John Crowder, JBS Beef

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]According to a recent Shopkick survey, less than half of consumers who are (or will be) vaccinated felt comfortable returning to shopping in store. Less than 2 in 10 said they would shop in stores more frequently than before. And, most everyone who is or plans to be vaccinated will continue to take personal precautions in store. They also expect retailers to do the same, with 80% of respondents wanting retailers to continue their safety protocols.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Enhanced content is one area that can help retailers (and suppliers) create that in store experience, on the shelf. Products can move from simple descriptions to telling a story, creating ways to engage with consumers. It’s what helps to keep customers on the page longer, learn more and make more emotional connections to a product. Not all product detail pages are created equal – adding enhanced content to a product detail page creates a more engaging shopper experience and improves brand trust, which can in turn drive sales. In fact, we found that product detail pages with enhanced content drive 12-36 percent more shopper conversions than those without.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]

COVID forced us to fast-track what we knew we already had to do. In order for us to grow from where we were, we had to find a way to better organize, maintain and monitor our content.”

— Sima Delafraz, First Quality Products

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]After reviewing how consumers shopped over a majority of 2020, it’s safe to say that they want to engage with products before they purchase. And enhanced content can help optimize those conversions. Even in cases where they may shop online and pick up in store, the importance of online content is growing significantly. As brands and retailers work to provide greater transparency into the products they feature and sell, it is important to try and create a similar environment. If we learned anything from the pandemic, it’s that ecommerce isn’t going away anytime soon. Take the time to evaluate your digital tools to ensure you’re prepared for its growth this year.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]

Consumers’ expectations have evolved. Retailers’ expectations have evolved. Distributors’ expectations have evolved. The world has changed. I don’t think we’ll ever go back to the old normal, and what that means is you really have to make sure throughout your supply chain, regardless of where your position is, that you as a brand or a distributor are able to sell the items with the right information so that we are not losing out on missed sales because you don’t have something classified correctly.”

— Mike Hegarty, Lipari Foods

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Are you ready for today’s shifting environment? Core product content and enhanced content/rich media are crucial in delivering a unified commerce experience.

If you are looking to expand your footprint online with more engaging content, or optimizing the content you already have, check out Syndigo’s solution for enabling commerce.

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner row_content_width=”grid” content_text_aligment=”center” css=”.vc_custom_1606768980508{border-radius: 2px !important;}”][vc_column_inner css=”.vc_custom_1606768996886{border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-right: 3% !important;padding-bottom: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-bottom-color: #fd7336 !important;border-bottom-style: solid !important;border-radius: 2px !important;}”][/vc_column_inner][/vc_row_inner][vc_empty_space][/vc_column][/vc_row][/vc_section][vc_section full_width=”stretch_row”][vc_row disable_element=”yes” row_content_width=”grid”][vc_column]

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Enhanced Content Drives Nearly $1.2b Black Friday – Cyber Monday

5 m Read
Category: eCommerce
Read Time: 5 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_column_text]

Syndigo clients benefited from an estimated $1.186 billion in incremental cart value during busiest online holiday season

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]If ever there was a year of retail revolution, 2020 could be at the top. In addition to online platforms expanding physical store footprints, “last mile” providers, and checkout-free concepts, the massive restrictions brought on by COVID-19 provided an incubator for experimentation on a grand scale. Retailers, distributors and brands alike were forced to adapt to the new reality of what shopping meant.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]And consumers have leveraged online shopping in a big way. On Cyber Weekend alone (Black Friday through Cyber Monday), Syndigo clients using Enhanced content on their product pages gained an estimated $1.186 billion in incremental cart value compared to PDPs with no Enhanced content. Consumers who interacted with Enhanced content also converted at a higher rate – 34% more than those who did not interact with Enhanced content.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Throughout the year, Syndigo has been tracking activity across nearly 3 billion pageviews and has also seen some interesting trends. Based on the timing of the pandemic, online shopping behavior trended in four specific time periods: “Pre-COVID”, the “COVID Spike”, “COVID Normal”, and Cyber Weekend.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column width=”1/6″][/vc_column][vc_column width=”2/3″ css=”.vc_custom_1606942475387{border-top-width: 4px !important;border-right-width: 4px !important;border-bottom-width: 4px !important;border-left-width: 4px !important;padding-top: 3% !important;padding-right: 3% !important;padding-bottom: 3% !important;padding-left: 3% !important;border-left-color: #3fb2db !important;border-left-style: solid !important;border-right-color: #3fb2db !important;border-right-style: solid !important;border-top-color: #3fb2db !important;border-top-style: solid !important;border-bottom-color: #3fb2db !important;border-bottom-style: solid !important;}”]

Over the Black Friday / Cyber Monday weekend…
[vc_empty_space height=”12px”][vc_column_text]

Enhanced content drove an estimated $1.186 B of incremental cart value (compared to product pages without any Enhanced content)

Consumers who interacted with Enhanced content converted 34.2% more than those who did not

[/vc_column_text][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”26px”][vc_column_text]The “Pre-COVID” timeframe ended around mid-March and showed a typical fall-off in activity from the previous holiday period. This is typical during most years, but what happened next isn’t. Beginning mid-March, the “COVID Spike” began, pushing online activity nearly as high as 2019’s Black Friday numbers. Consumers flocked to pages in droves, buying products in anticipation of a wide-scale retail shutdown – perceived necessities including paper and cleaning products, dry and canned goods and other stock-up items.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]However, rather than typical online shopping, consumers during the COVID Spike were just buying without spending much time looking. When considering the page viewability – whether shoppers were scrolling through an entire page, it was low during the Spike (see Chart 2). This table also shows – while both traffic and repeat visits rose by more than 20%, the engagement – including the amount of time spent on site and the information interacted with – plummeted. Buying in anticipation of a looming deadline did not encourage browsing.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column width=”1/6″][/vc_column][vc_column width=”2/3″]

2020 has been a rollercoaster…can you spot the COVID Spike?
[vc_empty_space height=”26px”][vc_single_image image=”16460″ img_size=”large” style=”vc_box_shadow”][vc_empty_space][/vc_column][vc_column width=”1/6″][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column width=”1/6″][/vc_column][vc_column width=”2/3″]
Overlaying traffic with viewability – the trend of content consumption is rising
[vc_empty_space height=”26px”][vc_single_image image=”16461″ img_size=”large” style=”vc_box_shadow”][vc_column_text]

NOTE: “Viewability refers to the viewable impressions, inferring that consumers are scrolling down the page to see inline Enhanced content down the page.

[/vc_column_text][vc_empty_space][/vc_column][vc_column width=”1/6″][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_column_text]After the initial rush, “COVID Normal” behaviors set in. Activity declined from the Spike, but remained higher than in years past. However, shoppers also began to connect and interact more deeply online. This period highlights the increased value of online content, as consumers spent more time online and interacting with the information on a product’s detail page.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Content interaction rates and time on page skyrocketed 23 points and 39 points higher than any other period, respectively. These interaction rates were helped by pages that included enhanced rich media – videos, images with interactive hotspots, and comparison charts or recipe ideas – to engage shoppers who may have had more time to browse deeply. And those pages with Enhanced content benefited in return.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

How does consumer behavior change when “social urgency” rises?
[vc_empty_space height=”26px”][vc_single_image image=”16462″ img_size=”large” style=”vc_box_shadow”][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_column_text]As online sales began early to cover for in-store declines during the year, many wondered if the Cyber Weekend (Black Friday and Cyber Monday) would have as strong an impact as in years past. And without question, the online shopping behavior confirmed that yes, there would.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Interestingly, shopper activity combined some COVID Spike behaviors with the extended browsing behaviors gained during the COVID Normal” phase. While repeat visits went up marginally and content viewability jumped by 11%, the average interaction time and time on page dropped considerably. This hyper-focused period of extensive comparison shopping was combined with the consumers’ willingness to dig a bit deeper: Consumers were deal hunting, but also taking the time to read past the headline and dive into more engaging content before taking action. This helped to drive the significant growth ($1.186B) in incremental cart value.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column width=”1/6″][/vc_column][vc_column width=”2/3″ css=”.vc_custom_1606939263716{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-bottom: 3% !important;padding-left: 3% !important;border-left-color: #3fb2db !important;border-left-style: solid !important;border-right-color: #3fb2db !important;border-right-style: solid !important;border-top-color: #3fb2db !important;border-top-style: solid !important;border-bottom-color: #3fb2db !important;border-bottom-style: solid !important;}”]
Over the Black Friday / Cyber Monday weekend...
[vc_empty_space height=”12px”][vc_column_text]

Consumers who saw product pages with Enhanced rich media content:

Converted 7.2% more than those who did not

Had average order value 92.2% higher than those who did not

[/vc_column_text][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”26px”]

What does this mean for Brands and Retailers?
[vc_empty_space height=”26px”][vc_column_text]As shoppers have had to adjust their shopping behaviors due to COVID-19 restrictions, they are accessing PDPs more deeply and extensively. Even in cases where they may shop online and pick up in store, the importance of online content is growing significantly. Overall, people are getting more comfortable spending more time on product pages, and Enhanced content is what will influence their purchases.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]The ‘bare minimum’ for an online listing – perhaps an image and basic product information is becoming less relevant, especially in competitive categories. Shoppers are digging deeper and gaining trust by leveraging more online information. PDPs with Enhanced content – interactive hotspots, videos, comparison charts and other rich media – will continue to show strong increases in engagement, conversion and incremental cart value.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row disable_element=”yes” row_content_width=”grid”][vc_column]
What does this mean for shoppers?
[vc_empty_space height=”26px”][vc_column_text]Businesses will continue to compete for online real estate and attention, and shoppers are becoming more engaged. They are looking for the in-store experience, online. As brands and retailers work to provide greater transparency into the products they feature and sell, it is important to try and create a similar environment. Creating a more engaging experience should be a focus for leading brands and retailers, and more engaging content will help shoppers to get closer to the products they are looking to buy.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_empty_space height=”18px”][vc_column_text]

What does this mean for shoppers?

Businesses will continue to compete for online real estate and attention, and shoppers are becoming more engaged. They are looking for the in-store experience, online. As brands and retailers work to provide greater transparency into the products they feature and sell, it is important to try and create a similar environment. Creating a more engaging experience should be a focus for leading brands and retailers, and more engaging content will help shoppers to get closer to the products they are looking to buy.

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Demand Doubles for Syndigo’s Enhanced Content This Black Friday

2 m Read
Category: eCommerce
Read Time: 2 minutes

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Shopper Page Views for Online Enhanced Content Grew 105% from the Prior Week

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Black Friday traditionally has been the break-even point in the year for retailer financials – and a marker for the health overall of the holiday shopping season. This year, with additional in-person shopping restrictions, sources are reporting a record spike in online sales for Black Friday.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Syndigo also has seen a significant spike – in the online pageviews that contain Enhanced content such as interactive images, video, 360 spins, comparison charts, and other supplier branding assets. Now, more than ever, Enhanced content enables shopper engagement as they reach for the items they want to buy on the digital shelf.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]

Online Enhanced Content pageviews from Black Friday showed an increase of 105% compared to Friday the prior week,

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]across the Syndigo global network of retail sites. Since pageviews typically register in the hundreds of millions regularly, this is a significant jump. And each pageview comprises multiple content items, which means billions of Enhanced assets being accessed by shoppers on Black Friday.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]This year’s “Black Friday Bump” for Enhanced content pageviews occurred even as retailers began promoting holiday sales earlier. Syndigo witnessed an early bump fifteen days ahead of Black Friday, and steadily increasing usage leading up to the day.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_column_text]If it isn’t obvious by now, Enhanced content is the driver of online conversions. Our data points suggest that shoppers are accessing more content than ever as they search for items to buy for the holiday season. And in the past year alone, suppliers and retailers have been strengthening their PDPs by deploying more detailed content online than ever before, to meet shopper demand and grow sales during COVID-19 restrictions.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]As shoppers continue to engage more online, Enhanced content also helps to reinforce purchasing behaviors. By adding item details, features, usage demonstrations or other assets, brands can bring greater transparency, which helps to build shopper trust.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Enhanced content is also a critical driver for optimizing PDPs, because analytics tools can measure shopper interactions with the content in near real-time. This allows brands and retailers to understand the things that drive conversions and optimize their page content to deliver an even more engaging experience.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_empty_space height=”18px”][vc_column_text]

Syndigo research shows that sites with Enhanced Content can convert shoppers an average of 12%-36% more than sites without. Now is the time to capitalize on the growth of the digital shelf by delivering an Enhanced content experience that shoppers want.

By bringing the product closer to the consumer, brands and retailers will earn shopper trust of the products they buy and the sites they buy from. Learn more about Enhanced Content and how Syndigo can help you deliver better conversions at the digital shelf.

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What is the future of In-Store…and Online?

4 m Read
Category: eCommerce
Read Time: 4 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”26px”][vc_column_text]Two industry leaders in their fields – InContext Solutions, and Syndigo – came together for several discussions about the massive changes taking place in the way that consumers shop for products and the way that brands and retailers provide them for sale. This is the first in a series of blogs that explore what the future of shopping could look like, and perspectives on what that means for the businesses that serve this sector. [/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Albert Einstein once famously said “In the middle of every difficulty lies opportunity.” The retail and CPG space has weathered its share of difficult times in the past decade, and the challenges that have emerged from the global pandemic are like nothing we’ve seen before. Yet the path forward, just as it has been in the past, lies in the opportunity to think and act differently.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Consumer shopping habits are always changing, so even pre-pandemic, industry leaders were already pursuing innovative solutions that help them plan for the future. Today, a digital strategy is more important than ever.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]How can we make sure we’re setting ourselves up to thrive as we go into 2021, and beyond? And what will that even look like? We’ve sifted the tea leaves, and have some ideas about what we should expect in the months (years?) ahead.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

The Online Experience, In The Store

[vc_empty_space height=”26px”][vc_column_text]In our pandemic universe, the same experiences we pointed to as the future of grocery (grocerants, spirits and food sampling, and an ambiance that encouraged browsing and extended shopping trips) very quickly went by the wayside. That’s not to say those things won’t come back down the road, but safety and efficiency are the main drivers of a successful in-store shopping mission right now.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]This shift shows us that retailers should be taking a cue from their online counterparts. In general, people who shop online fall under the category of “buyers”—they know what they want, search for it, and checkout. Those who prefer in-store browsing are “shoppers”—they want to touch, try on, try out, compare, and make more impulse purchases. Yet today, “shoppers” are few and far between. Creating an in-store experience that mimics an online buying experience—where everything is easy searchable, checkout is fast, and browsing is kept to a minimum—is a way to make customers feel safer.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]What does your POS look like? There are less kids coming into the physical store right now—can we leverage the checkout for items like masks, hand sanitizer, and meal-prep kits, instead of the kid-enticing candy and toys?[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

The In-Store Experience, Online

[vc_empty_space height=”26px”][vc_column_text]In that same vein, what if online shopping could look more like the pre-pandemic in-store experience? For many years, technology companies have sought to bring interactivity to online shopping. As far back as 2013, companies such as Samsung referred to the “endless shelf” as a metaphor for virtual stores, where a shopper could interact with technology to search for more information related to the products being offered.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]More recently, the concept of the digital shelf has surfaced to refer to the endpoint of a shopper’s online journey. And without the constraints of physical space, brands and retailers have begun to create opportunities for more engaging and interactive ways to move items into the cart and shoppers to the checkout…online.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Making virtual shopping more like the physical experience is the next evolutionary step for marketers to draw consumers in. And while it’s not possible to hold an item in one’s hand, by viewing items online from multiple angles (or as a 360-degree spin) shoppers can get a “feel” for the product. Without a floor associate to answer detailed questions about model options, uses, or other product features, having products online with interactive photographs that highlight these important benefits are the replacement, ensuring more accurate and consistent information, controlled ultimately by the brand.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]And just like a physical store, retailer websites and brand product detail pages (PDPs) are continually measured and optimized to put compelling items front and center to attract more engagement and possible trial.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]What’s next? Beyond the explosive growth in website content and PDPs lies the intriguing world of a “virtual” store layout. Think about it: In the US, the very first supermarket opened in 1916, and through more than a century of evolution, today’s shoppers intuitively understand a store’s layout. A new horizon for online shopping is placing products in a digital analogue to the physical store – through 3D aisles and products that can be “taken” off a shelf, examined, and placed in their digital cart, with signage and other merchandising displays offering different promotions – all under a single (virtual) roof.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1600728981801{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-bottom: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-bottom-color: #fd7336 !important;border-bottom-style: solid !important;border-radius: 2px !important;}”]

The Way Forward

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We can’t see the future. Even post-pandemic, whenever that may be, the behaviors learned during this time will become a part of a more complex relationship with shopping and retail. We will likely be living with these new effects for quite some time. So it’s important that brands and retailers are armed with the tools to create engaging experiences, understand current shopper behavior, optimize current processes, and be able to change course quickly, to be ready for what is to come.

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner][vc_column_text]InContext Solutions is the global leader in 3D simulation software & virtual market research methodologies for retail. InContext is on a mission to bring traditional merchandising into the digital age—so brands and retailers can win faster than ever before.

 

To see Part 2 of this blog series, please visit the InContext web site here.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space][/vc_column][/vc_row][/vc_section][vc_section full_width=”stretch_row”][vc_row disable_element=”yes” row_content_width=”grid”][vc_column]

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Resources for Connecting to Online Shoppers

2 m Read
Category: eCommerce
Read Time: 2 minutes

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Information to Help You Manage Your Business Today and for the Future

[vc_empty_space height=”26px”][vc_column_text]The adjectives to describe the outbreak of coronavirus (COVID-19) and its impact on the world, business and consumer economy have been powerful : “Alarming.” “Unsettling.” “Unprecedented.” For businesses that make consumer products in particular, monitoring the COVID-19 outbreak has become a high-risk proposition. With the uncertainties around how long the virus will continue, it becomes a challenge to plan for the longer term. On the other hand, it is times like these where consumers can attach loyalty to the brands that serve them well.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Like you, here at Syndigo we have been monitoring the online activity of eCommerce sites as well as the industry at large. We’ve compiled some information from across thought leaders and our own information to help to build a more complete picture on what is happening in the marketplace.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Below are a few charts, links, and descriptions to help you keep up on the business implications and potential solutions to help you gain as insights to make informed decisions for your business. We hope you find this information helpful. As always, please reach out to you Syndigo account professional if you have any questions.[/vc_column_text][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_empty_space]
Global changes in eCommerce usage
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Syndigo insights on shopper behavior and content optimization
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Finally, you can access Syndigo’s approach in response to COVID-19, published back in March of this year. Syndigo’s management team chose an early-response methodology to protect our clients’ ability to manage their businesses during the outbreak, and as of this date are continuing at full capacity.

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