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Activating features: How brands can reclaim millions in online sales


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CHICAGO – The brand’s millions of specialty-based online shopping trips, a new report by the label Insight Inc. can reveal. The company studied 77 food categories from around 800 brands and found that more than 80% of food products do not claim one or more of their three most searched for properties, and more than half do not claim any. Huh.

Ketogenic was the fifth most searched property in all categories, being 98% unclaimed at the time. Vegetarian and sugar-free characteristics were more than three quarters unclaimed. Seven-ten of the most searched juice specialties were unclaimed, with 99% of the top features in the cheese category.

Co-founder and vice president of data, Label Insight, Dagen Xavier said, “It shows a disconnect between what’s on the package, what consumers are thinking about, and what consumers are actually doing with their fingers.” “

During the COVID-19 epidemic, the number of unfit consumer searches in the form of online grocery shopping surges increased, despite products that met the requirements of those searches.

“There is a huge tsunami of online shopping and e-commerce,” Mr. Xavier said. “But the way we search for products is also different. It is not about the nutrients, it is about the characteristics. We are not just looking for our favorite brands.

He said that the industry is gaining momentum right now.

“Coming up with a clean, dynamic product description page that contains nutrients from the ingredients as they appear on the package is still a challenge for the industry,” he said. “If you want to optimize consumer intent and your content for the right shopper at the right time, help with some advanced data brands may be needed.”

Label Insight calculated the dollar amount of missed revenue for the top CPG brands and found PepsiCo, Inc. to receive approximately $ 15 million with more than 475 million unclaimed searches each year.

The Craft Heinz Company’s annual rebate from the unclaimed search volume was $ 9.7 million. General Mills, Inc. Stands for recoveries of up to $ 8 million, while Campbell Soup Company and ConAgra Brands, Inc. missed more than $ 4 million in annual revenue opportunities.

How modern consumers can search for products online by shifting their strategies to brand search, categorization and product detail page content.

It is necessary to have a complete understanding of the customer.

“With e-commerce there is a high decay rate that consumers are constantly changing,” Mr. Xavier said. “If you are thinking that this is done and done, then I am going to change my product description pages and it is wrong.”

Label Insight found the relative rank of most search characteristics on a product every month and about a half. Customers can search for “keto” or “no sugar” in high numbers in one month but “low carb” or “sugar free” the next.

Search terms also differ by platform, with customers looking for cold coffee, who often search for the term “cold brew” on Amazon, but prefer “iced coffee” on Walmart’s website.

“It’s to revisit a monthly rhythm,” Mr. Xavier said.

Brands can optimize the SKU to find out which key attributes apply to which product and include those attributes in the retailer set-up process for the SKU. According to Label Insight the product title and description should prioritize relevant attributes, including attributes that are received twice as many clicks in the first 40 characters.

If a product falls within a gray area – where it may be considered consistent with the FDA definition for a particular term, but can be a stretch – brands should use data on how many searches in any platform Adaptation to the attribute reduces the risk to determine what is being done.

“We want to avoid the point where titles are being fully loaded with features, enhancing the experience,” Mr. Xavier said. “I think an appreciation is needed that there is a high data decay rate and consumers change depending on the channel. Brands need to be open to using data to match what consumers are seeking.”

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Author: Usama Younus

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