Why Brands Must Win the Ecommerce Algorithm | Salsify

It was in 1944 that British property magnate Lord Harold Samuel first coined what is now the most widely recognized adage about the real estate market:

“There are three things that matter in property,” Samuel said. “Location, location, location.” 

In the 21st century, the same can be said about the digital shelf. And while brands aren’t exactly competing for zip codes or curb appeal, there’s one “location” on the digital shelf that could make or break your bottom line: your products’ page rank. 

Consider this: There’s a great deal of evidence indicating most customers will only click the first three returns of any search result. In fact, 35% of Amazon shoppers will always click the first link featured on their search result page. 

The bottom line? On the digital shelf, your page rank is your market share. Whether you’re a startup, small, large, or legacy brand, the steps you take to improve your page rank are one of the most important steps you can take in improving your stature on the digital shelf. 

But Where Should I Start? 

To win the ecommerce algorithm, you’ll need to adopt an omnichannel approach that: 

1. Offers product pages as brand experiences;
2. Is everywhere your customers are;
3. Can be updated quickly;
4. Can adapt as the industry changes; and 
5. Is built to grow for the future.

Provide a Consistent Product Experience With a Single Source of Truth

A compelling, consistent brand experience is one of the most important steps you can take when maximizing your conversion rate on the digital shelf. Maintaining a comprehensive product information management (PIM) system is an essential step in making this a reality for your brand. 

In fact, your PIM system should serve as the cornerstone of your digital shelf strategy, allowing you to securely store product data in a centralized, singular “source of truth” — a database that’s accessible, but not alterable, by every relevant stakeholder in your organization. 

This not only fosters streamlined collaboration (more on that in a moment), but a consistent source of information that will manifest through your various touchpoints and channels throughout the digital shelf. 

Engage on Every Consumer Channel

With a PIM system in place, you can now maximize customer engagement by syndicating across as many channels as make sense for your brand — without losing brand experience consistency from channel to channel. In other words: putting your products’ best face forward, wherever your customers may be. 

In a world where many major online retailers are making minor adjustments dozens — if not over 100 — times a year, it’s vital that your brand can roll with the punches while meeting your customers’ expectations. 

A powerful PIM with automated syndication will allow you to not only quickly make changes to your product pages, but to every product page — all while meeting each channels’ unique formatting requirements. 

Collaborative, Adaptive, and Rapid Workflows

Speaking of rolling with the punches: How can you maintain a collaborative workflow while maintaining consistency across these thousands of ever-changing touchpoints on the digital shelf? 

Having a PIM system with one central “gatekeeper,” who’s solely responsible for making any updates or changes to any product information itself is ideal. From there, other stakeholders are able to strategize and plan, with all approved changes going through a single administrator. 

Overtime, a strong PIM — carefully managed — will allow you to catch errors early, automate processes, and focus your attention on your brand experience itself. 

Adapting to Best Practices Identified By Digital Shelf Experts

You don’t need a reminder: Expectations and standards are changing all the time. More than ever, it’s crucial your team stay on top of those adjustments, and adapt your best practices accordingly. 

Consider leaning on resources like the Digital Shelf Institute (DSI), a platform providing a free range of insights backed by thought leadership, experience, and a record of growth. 

Future-Proofed With a Cloud-Native, Enterprise SaaS Platform

It’s not just the changes in the marketplace you should worry about: As your brand continues to grow, your company’s needs, too, will change.

Using a cloud-native, enterprise SaaS platform ensures that you have flexible, dynamic management, at whatever speed or reach your company needs.

You Have What It Takes to Win on the Digital Shelf

You can have the best product, brand experience, or customer service in the world. But it won’t mean a thing if your customers can’t find you. 

Brands need to “win the algorithm” on every channel to maximize their market share and opportunities to target customers. Make sure your company doesn’t get left behind. 

Download The Content Advantage in Amazon Advertising if you’re interested in learning more about how better content can help you stand out on the digital shelf.