Digital Shelf Analytics
Across the industries, it is becoming increasingly complex for brands to maintain control over their product communication. The number of sales channels is constantly growing and so are the opportunities to create outstanding product experiences. This includes not just owned channels such as online shops and Instagram channels – third-party platforms provided by marketplaces and retailers are an essential part of a brand’s sales mix, and they are diversifying, too.
As sales potential grows, so does global competition, threatening brands’ market position and putting even more pressure on product communication. Therefore, the continuous assessment and optimisation of product content, its publication, and positioning is paramount for a sustainable and successful go-to-market strategy and should be an integral part of the product content life cycle.
Retrieving the necessary data from your owned channels is easy and straightforward. Your online shop typically includes numerous analytics features that tell you all you need to know about your audience, the effectivity of your product communication, and the popularity of your products. Your social media feeds, too, leave little room for interpretation.
When it comes to channels provided by third parties, though, things look very different. You don’t usually receive a detailed report on your visitors, prospects, and buyers – at least not without putting some extra money on the table. And even if you get some insights on the performance of your products, they won’t include a neutral and holistic perspective. However, given that retail represents the most important sales channel in many industries, getting access to this kind of data is necessary for every company.
This is where digital shelf analytics – or DSA – comes into play. These tools allow brands to gain detailed insights on the performance of their products, their target audience, and their competition, adding tremendous value to their marketing, sales, and product strategies. Inevitably, adding DSA to the information supply chain will be vital for manufacturers wanting to set up a sustainable and future-proof go-to-market strategy.
