Unlocking the Path to Purchase in Hybrid Retail
Steve Sivitter
Chief Executive Officer
1WORLDSYNC
Getting the discovery, alignment and validation balance doesn’t happen by accident. It requires a concerted orchestration effort that spans departments.
The goal of the Consumer Product Content Benchmark report, now in its fourth year, is to answer a simple question that often carries complex implications for commerce professionals operating in a hybrid retail, omnichannel environment: What role does product content play in the path to purchase?
To find out, we asked 1,750 online and in-store shoppers in the United States and Canada to evaluate their interactions with content at all stages of their shopping journey, including their preferences for the many flavors of content that cross their screens and sightlines – online or in the aisles.
I’m not spoiling much to say: Content is paramount. Nearly 8 in 10 shoppers state that they often choose not to buy products due to the poor quality or lack of availability of product content. Inversely, nearly half of shoppers admit that compelling rich content on an e-commerce page swayed them into purchases they didn’t think they wanted or needed to make.
But what type of content moves the needle? We found in this year’s data a clear framework for establishing a product content mix that converts more customers across the omnichannel.
Shoppers tell us that product content helps them in three key areas...
Discover products that satisfy their online searches and instantly capture their attention.
Align product details, specifications and features to their wants and needs – the emotional triggers that spur a purchase.
Validate their findings and assumptions with peers via user-generated-content like ratings, reviews and customer-submitted media.
In the following pages, we explore in detail how consumers use product content to discover, align and validate as they proceed through their shopping journeys.
As with most things in business and life, balance is essential. Every day at 1WorldSync we consult with brands who may excel in one or two of these areas, but are derailed by a lack of attention in the third.
For instance, we see wonderfully implemented product details pages (PDPs) with captivating marketing assets and robust reviews programs, but little search engine presence on retailers’ e-commerce stores. Conversely, we see brands pay premium ad dollars in retail media to ensure their products show up prominently in search and display, only to underwhelm shoppers with a lack of compelling content once they land on the PDP.
Getting the discovery, alignment and validation balance doesn’t happen by accident. It requires a concerted orchestration effort that spans departments—from the master data analysts to digital marketing teams. This effort, although invisible to the consumer hovering over an “Add to Cart” button, is the difference maker in our hyper-competitive industry.
I hope you find this consumer data helpful as you close out 2024 strong and craft your 2025 plans.
Sincerely, Steve Sivitter