Today, search and discovery is broken in online grocery. A search for “peanut free” returns peanut butter, peanuts, and ice cream with peanuts in it. The search for “egg free” returns a carton of eggs. For millions of consumers suffering from allergies, getting this right has potentially critical consequences. The list of searches that return significantly limited to zero results is just as dire. This is a huge shortcoming in the CPG industry.
Consumers are seeking out a vast array of attributes: ketogenic, gluten free, low sodium, paraben free, sustainable, no artificial ingredients, Whole30, paleo, nutrient dense, minimally processed, whole grain, and more, and finding a depleted digital shelf with very few or entirely irrelevant search results.
This broken experience erodes consumer trust in the retailer or manufacturer, which might cause them to seek out other channels or try new brands. It’s also an enormous missed opportunity to capture the loyalty and spend of consumers willing to pay more and buy more of the products that meet their needs.
51% of Food Products Fail to Claim Their Single Most Searched Attribute
By combining consumer search data from top channels like Amazon, Walmart, and Instacart with our database of over half a million CPG products and the 24,000+ attributes we're able to identify for each, we’ve uncovered some astonishing insights. More than half of food products fail to claim their single most searched for attribute. And by failing to claim their top attribute, every single one of these UPCs failed to be discovered from an average of nearly 90,000 digital shopping trips on Amazon in Q4 alone.
Brands Have a Massive Opportunity to Leverage Product Attribute Data
This video clip from our Stocking the Digital Shelf webinar showcases the opportunity brands have to fix their broken search experience.
With the right dataset, brands can optimize their product titles and search keywords to increase discoverability.
The new point of sale is the point of search. And in a search-driven online world, a brand’s digital inventory is only stocked as effectively as their ability to tag products with the attributes consumers are searching for.
If you’re interested in learning more about how your assortment is impacted by poor discoverability, please reach out to our Subject Matter Experts or your account representative. The full Stocking the Digital Shelf webinar containing additional insight is also available here.
About Daniel Hawks
Daniel is Senior Product Manager in Label Insight's St. Louis office, with 17 years of experience in the technology industry. He has spent the past 7 years helping retailers and brands build experiences to connect consumers to the products they're looking for.