6 Key Challenges In Winning Market Share On The Digital Shelf

February 18, 2019
5 min read
The process of winning a market share on the e-shelf is quite complicated. It requires not only competitive product's price or brand recognition, but also catalogues with detailed product information. Modern e-consumers are looking for high quality content about the products they are purchasing. In turn, high quality content contributes to improving customer's experience and as a consequence e-commerce sales growth. To overcome key challenges while growing the market share and its maintaining, learn the challenges themselves and their solutions below.

Challenge 1: Complicated Approvement Process

Usually the process of approving any changes in product page's content requires the confirmation of a dozen of people, and it's difficult to move the content through every person. It takes a lot of valuable time and company's resources.

Here are the steps to overcome it:

Determine the most critical members of the team to be involved in the approvement process.

Optimize approach to approve changes: set time limits, assign roles to each team member to clarify responsibility.
Create easy environment for communication inside the team.

Those steps would help companies to make the process of approving changes easy and fast, and refresh & optimize content more frequently.

Challenge 2: Ignorance Of Commerce-specific knowledge Inside A Company

It’s not uncommon that companies can't keep up with retailers and optimize product page's content as fast as it is required. When you have dozens of digital sales’ channels you should take into consideration specific features of each one. For example, some of them allow more characters for the title, and others allow even less.

To overcome this challenge companies should start to use a central source of product information to avoid providing outdated data to customers, and also to hire some people to analyze changes of the most important digital sales’ channels.

Challenge 3: Lack Of Creativity

The uninterrupted process of content optimization of product pages requires a very creative approach. It takes a lot of time to understand which kind of creative content you need.

To solve this problem we recommend companies to use Pareto principle: concentrate 80% of your content optimization efforts on the top 20% of company's products. By using this approach you'll be able to control what content is driving conversions, and also get the biggest revenue from top 20 company's products.

Challenge 4: Ignorance of Modern Tools & Systems For Content Management

Unfortunately, companies are still using outdated systems for product information management. They don't want to invest in a PIM software and lose the ability to win the ecommerce market share.

Try to use modern PIM system to collect and modify product content, protect your brand, ensure content quality, and also make it possible to syndicate to retailers.

Challenge 5: Overabundance Of Products or SKUs

It's impossible to understand which of company's products needs new content when you have 1000 on dozens retailers, and all of the company's resources are a small team and outdated systems. In addition, you can lose an opportunity to increase market share because of the lack of concentration and analysis.

Start using modern and feature-rich PIM system that tells you which product content needs to be refreshed. Begin with top 20% of company's products on the top digital sales’ channel, make every efforts to be creative, and the result will be not long in coming!

Challenge 6: Not Enough Staff

Teams are usually overloaded with tasks and requests from sales department or retailers so the team members just can't pay enough attention to content creation.

In today's digital world, hiring workers with e-commerce knowledge in mind isn’t a whim but a vital necessity. It doesn't matter if you’ll hire a dedicated staff member or transfer those functions to outsource.

The Bottom Line

As the digital shelf is constantly developing, brands are required to keep up with the process. That means constant monitoring of e-commerce trends, optimizing content and using modern technologies to get to the top of the search page.