How content can influence purchase
We live in a content-first world: instead of being served generic advertisements, shoppers want brands that can communicate with them in unique, value-added and engaging ways.
Whether you’re leveraging old content or creating custom assets, making relevant user-generated content available before the point of purchase can help shoppers make more informed purchasing decisions and increase confidence in a product. In fact, a recent survey by Salsify found that 78% of consumers were more likely to buy with a more personally relevant product page which included a variety of content like images, video, text and reviews.
From telling your brand story in a fun and engaging way, to giving consumers the opportunity to share authentic reviews and images of products in use, content plays a vital role in influencing purchasing decisions. Here’s how different types of content can inspire consumers:
Product info
Shping gives shoppers the important product information they need to make better purchasing decisions when they need it most. Whether a customer is checking for potential allergens, or wants to know the origins of the product in their hands, Shping draws from the world’s largest consumer facing database to serve product information to consumers on-demand at the critical point before purchase.
Certification
As shoppers become more savvy, there is a greater push for brands to be certified against a range of industry standards: whether that’s gluten free or heart-safe for the health conscious, or organic, fair trade and cruelty free for the ethical shopper. The modern consumer cares about the impact of their purchasing decisions, and brands that can prove they are certified against relevant industry standards will have a leg up on their competition.
Video content
Video content is a key tool in your consumer marketing arsenal. Short, engaging videos are a great way to inform shoppers in a fun and immersive way.
Looking to leverage multiple videos to instruct and entertain your customers? Shping allows you to deliver different video content depending on how many times a customer has scanned and interacted with your product. That means you can keep ongoing touchpoints and engage consumers at each stage of the purchasing journey.
Reviews
Researching reviews is an important part of the purchasing journey for many shoppers. Recent research has found that 66% of consumers trust a brand with many positive reviews.
However, finding relevant, trustworthy reviews often requires shoppers to search across multiple websites and platforms, something many consumers don’t have time to do while shopping.
Shping helps simplify this process by giving shoppers access to verified product reviews with a simple barcode scan, making authentic customer experiences available at the point of purchase when they are needed most.
Shoppers can voluntarily share their product experiences by submitting reviews through the Shping app, helping build a growing collection of authentic customer feedback that benefits both future shoppers and brands seeking genuine product insights.
User generated images
Seeing a product being used in real-world situations can often give consumers the confidence they need to complete the purchasing journey. Research found that 73% of consumers liked to see 3+ images when shopping for any product online. With Shping, shoppers can see pictures other users have uploaded of your product in action, along with DIY’s, tips and hacks for using it at home.
Targeting consumers with this relevant user-generated content before the critical point of purchase can mean the difference between your product staying on the shelves or making its way to the checkout.