A digital shelf is essential for businesses because it allows brands to showcase their products and communicate with the consumers. Digital shelf analytics analyzes data from the digital shelf. The data is from the digital touchpoints used by the consumers while engaging with brands to discover, research, and purchase products.
The digital touchpoints include ads, search results, product pages, mobile apps, and third-party sites. If businesses want to win the digital shelf, they have to put their products before their targeted customers, along with the correct product information.
Catching the consumer’s attention effectively at the right time is crucial for brands because many retailers are battling for a place on the digital shelf.
Brands should ensure that the product descriptions are correct, the content is rich and engaging, and the reviews are trustworthy. It is tough as retailers don’t have control over their brand image in third-party sites and marketplaces.
Winning needs continuous efforts. Retailers must be ready to look for new channels, new distributor requirements, and new buyer behaviors to impress the algorithms and win customers.
Digital shelf analytics is a software solution that tracks and monitors the performance data of the brands, optimizes customer touchpoints, and keeps track of the competitors. By implementing digital shelf software, businesses can translate the data collected into results.
Digital shelf analytics metrics
- Content specifications like product descriptions and images
- Share of search
- Number of sellers on the platform
- Stock status
- Conversion rate
- Cart abandonment rate
Analytics software enables businesses to explore metrics in helpful ways.
How analytics improves the customer journey
Maximizes product findability
Consumers buy a product only if they can find it. Analytics ensure that the product hasn’t been miscategorized and is sold in the most logical locations on the e-commerce site. It also makes the product have the correct level of visibility on the platform to drive conversions. Analytics optimizes online visibility to improve search rankings.
Displays right keywords
Keywords play a vital part in helping the customers to find the right products. Analytics identifies the right keywords to use and enhances the content with key attributes. It tracks competitors’ rankings and optimizes the descriptions by including similar keywords to help customers find the products easily.
Good customer reviews encourage more people to buy a product. Analytics collects the best reviews and displays them to potential customers. Customers can benefit from reading the reviews and knowing about a product before buying it. Without reading a review, the customer may have doubts in choosing the product.
E-commerce platforms are highly competitive. Sellers keep updating the prices often. Analytics helps customers find the best price for the products they want to buy. It allows sellers to be aware of the prices offered by their competitors. Prices are optimized so that customers get the best deal for a product.
Importance of using analytics software
Analytics helps brands to understand their digital performance and where they stand among their competitors. It reveals the areas where patching up is needed and to improve the conversion rates. A brand can strengthen its online presence and make its products more discoverable. The integrity of the brand is protected by avoiding compliance problems.
Many leading brands rely on digital shelf analytics to reach the top and stay there. The requirements of consumers and the search algorithms are changing rapidly. With the help of analytics, brands can manage to keep up with the trends and stay ahead of their competitors.