![]() This was originally featured in the Retail Daily newsletter. Other important product page elements included review stars, photos, and comparisons to similar products, with the combination of written reviews and photos being particularly powerful, said Marsten. “Folks want to hear from past purchasers of those products, how they tasted, how they smelled, how the product held up over time,” said Taylor. The power of the written word: Consumers across all three categories agreed that written reviews were the most helpful product detail page element, Tinuiti data showed. 1 spot.Ĭustomer service: Once consumers are in-store, traditional search engines play a larger role in the shopping experience, according to Tinuiti.Īt least a third of consumers in each product category said they’ve searched for a product via a search engine while in-store to learn more about a product.īut retailer apps could take the place of search engines if they continue building out their capabilities, said Marsten. “But when it comes to food and beverage, Walmart has steadily become a grocery giant and is much more popular than Amazon in that category.”įor OTC health products, the two retailers are tied for the No. “Amazon is far and away the most popular start for beauty product searches,” he said. ![]() Online search wars: Respondents across all three categories were more likely to start their shopping searches directly on retailer ecommerce sites like Walmart or Amazon than they were to turn to a traditional search engine, said Taylor. ![]() “Changing what you’re going to be able to interact with, touch, feel.” “Digital is physically changing what the store looks like inside,” she said. Many retailers are ramping up their in-store media offerings to create an interactive, digital experience within the store, said Marsten, citing The Kroger Co.’s partnership with Cooler Screens and Walmart’s wall of TVs. Let’s get physical: Across all three categories, in-store displays or signs were the third most likely media type to introduce shoppers to a new product they would later purchase, according to Tinuiti. “Brands really do need to be looking for those voices who are going to help because consumers are turning to influencers as trusted sources of recommendations for these products.” “That speaks to how important the influencer game is becoming to brands,” said Taylor. The influencer effect: At least 59% of consumers across beauty, food and beverage, and OTC health said they had purchased a product based on the recommendation of an online influencer in the past year, per Tinuiti. If you can’t touch it or feel it, you want to see what it looks like when someone else touches it or feels it,” she said. “When we’re talking about beauty, you want to see it in action. For Gen Z beauty shoppers, however, TikTok was overwhelmingly the top platform Gen Zers were nearly seven times more likely to discover beauty products on TikTok than on Facebook.Īnd that makes sense, said Elizabeth Marsten, vice president of commerce strategic services at Tinuiti. Discovery channels: Social media and TV were the top places consumers go for product discovery across all three categories, according to Tinuiti research.īeauty consumers, in particular, rely heavily on social media for product discovery, so there’s an opportunity for marketers to more effectively reach their audience on that channel, said Andy Taylor, vice president of research at Tinuiti, during a recent Tech-Talk Webinar.Īcross all three categories, Facebook was the No.
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