Web 2.0 Optimization Improves Online Sales
For decades, merchants and manufacturers have collaborated to engage and entice shoppers with compelling stories of product features and benefits. From packaging and point-of-sale signage to sales training days and end cap placements, retailers and their vendors have worked together to refine the art of merchandising products to drive sales.
Shopper behavior has fundamentally and forever changed. With the overwhelming popularity of online social networking and ubiquitous online video, it’s no surprise that most shoppers, particularly in the high disposable income demographic segments so important to merchants, are looking online first to research products and form their purchase decision. And they are expecting the same engaging and rich content they see in other online venues.
When shoppers search online, they are directed to retail sites, making the retail product page the main influencer for driving purchase decisions, and the quality of that experience dramatically impacts online and in-store sales.