Ensuring Consistency Across Channels to Elevate Brand Presence
Staying Ahead on the Digital Shelf
In today’s increasingly digital world, conducting a regular digital shelf audit is crucial for alcohol companies to ensure that the information consumers find online matches what they are purchasing in-store. When it comes to product details like vintage, bottle design, tasting notes, and relevant imagery, it is essential that the digital representation of a product mirrors its physical counterpart.
Why should the Digital Shelf be a focus?
Consumers today frequently research products online before making a purchase, and many even do so while standing in front of a shelf in a store. This means the interaction between the digital shelf (the online presence of a product) and the physical shelf (what the consumer sees in-store) must be seamless. With the rise in online research, digital should serve as the starting point for engaging consumers.
Whether through owned sites or monopoly sites, even if e-commerce isn’t available, having consistent and accurate product information online is vital. As a company, we are preparing digital shelf audit documents (example below) for all regions, which will support our sales representatives in asking the right questions and identifying areas for potential value-added opportunities. These audits will help ensure that consumers receive a cohesive and trustworthy experience, whether they’re browsing online or shopping in-store.
How does this elevate our brands?
By aligning the digital and physical experiences, we strengthen our brand’s presence and drive engagement with consumers, ultimately improving sales performance and customer satisfaction. This audit partnered with the move to Salsify (link to Salsify article), shows Delicato’s commitment to improving the consumer journey at all touchpoints.
We are also looking for unique opportunities to do custom executions with Retailers to drive further brand engagement focused on key moments and marketing campaigns happening in market. Delicato has a wealth of marketing materials and in-house creatives who are able to help customize assets to fit the needs of specific retailers. Below is an example of a retailer who took advantage of the connection of Black Stallion, to the Kentucky Derby with the added benefit of promoting an upcoming store tasting event.
Retailer Homepage banner
Product Page Enabler for Tasting Event
Custom Info about Tasting Event to align with Kentucky Derby
