Why you need a digital shelf strategy

 The digital shelf is the new battleground for brands. It’s where customers go to research and purchase products, and it’s a complex ecosystem with many moving parts. That’s why you need a digital shelf strategy.


A digital shelf strategy is an integrated approach to managing your brand’s presence across the digital shelf. It takes into account all of the touchpoints that customers use when researching and purchasing products online, from search engines to product pages to third-party review sites.


And it goes beyond just optimising your website or ecommerce store. A successful digital shelf strategy must also take into account the constantly changing algorithms of major platforms like Google and Amazon, as well as the ever-evolving behaviour of digital shoppers.


To win on the digital shelf, you need to be strategic, nimble, and always one step ahead of the competition. Here’s what you need to know about developing a successful digital shelf strategy for your business.


The digital shelf is constantly changing


The digital shelf is in a state of constant flux. Platforms like Google and Amazon are continually changing their algorithms, which can have a big impact on where your products appear in search results. 


And as new brands enter the market and new products are released, the competition for customer attention only gets more fierce.


To win on the digital shelf, you need to be prepared for change and able to adapt quickly. That means having a team in place that’s dedicated to monitoring the latest trends and updates. It also means being proactive about making changes to your digital shelf strategy as needed.


Your website is just one piece of the puzzle


Your website is important, but it’s just one piece of the puzzle when it comes to the digital shelf. In today’s omnichannel world, customers interact with brands across a variety of touchpoints, from search engines to social media to third-party review sites.

To win on the digital shelf, you need to have a presence on all of these touchpoints and make sure that your messaging is consistent across all channels. That’s why it’s so important to have an integrated approach to your digital shelf strategy.


Search engine optimization is key


One of the most important aspects of a successful digital shelf strategy is search engine optimization (SEO). SEO is the process of optimising your website and content for Google and other search engines.


There are a number of factors that go into SEO, but one of the most important is keyword research. Keyword research helps you identify the terms that potential customers are using to search for products like yours. Then, you can use those keywords throughout your website and content to help improve your search engine ranking.


It’s also important to keep your website and content up-to-date. Google favors websites that are regularly updated with fresh, relevant content. So make sure to add new blog posts, product pages, and other types of content on a regular basis.


Social media can be a powerful tool


Social media is another important touchpoint for brands on the digital shelf. Platforms like Facebook, Instagram, and Twitter offer a unique opportunity to connect with potential customers and build relationships.


To make the most of social media, it’s important to create high-quality content that’s shareable and engaging. 


That means posting things like photos, videos, infographics, and blog posts on a regular basis. You should also take advantage of social media ads to reach even more people.


Third-party review sites are important too


Another touchpoint that can’t be ignored is third-party review sites. These are sites like Amazon, Yelp, and Google Reviews where customers can leave reviews and ratings for products.


Third-party review sites can have a big impact on customer purchase decisions. In fact, a recent study found that nearly 70% of consumers said they consult third-party review sites before making a purchase.


To make sure your products are well-represented on these sites, it’s important to encourage customers to leave reviews. You can do this by sending follow-up emails after a purchase or placing review requests on your website and social media pages.


Developing a successful digital shelf strategy is no easy task. But if you keep these things in mind, you’ll be well on your way to success.

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