Channel Strategy Toolkit
DIGITAL ACTIVATION
Best in Class Digital Activation
Identify and feature relevant branded and generic keywords to product titles.
Optimize product titles, descriptions, and images.
Pay for priority product placement in search results for new items and competitive categories or keywords.
Partner with Connected Commerce and Customer Marketing to set goals and strategy for Retail Media based on shopper, categories and retailer capabilities.
Collaborate with retailer to deliver value to the retailer, the shopper and the Coke system.
Leverage digital displays to connect online shoppers with products through exciting brand programs and innovations.
Ensure PDPs are regularly maintained to maximize search placement (SEO).
Display 5-10 images including Hero and Lifestyle as well as a product video when available.
Include relevant product info inclusive of keywords in optimized title, description and at least 5 bullets.
Whenever possible, provide enhanced content, cross-selling tables and related item references to drive conversion and increase baskets.
Include at least 5 product images.
Provide maximum quality retailer supports: Mobile-ready, high resolution, optimized, zoom enabled.
Lead with a mobile-ready hero image. Add secondary infographic and lifestyle images that communicate important info about the product usage, brand image, nutrition facts etc.
Include product attributes and top 1-3 keywords.
Use product description to emphasize benefits versus features and optimize for search (SEO) by including long tail keywords not captured in the title.
Post at least 5 concise bullets that highlight key selling points and search terms.
Ensure all attributes are completed during item setup or as items evolve, so they may be found in digital aisles, categories and filters.
Where accepted, add enhanced content below the fold to drive conversion and cross-sales.
62% of shoppers are more likely to buy a product with a video.
Leverage strategic partnerships for paid sampling, sweepstakes and influencer programs. Goals include greater than 4.5 Stars, greater than 50 Reviews, and 3+ Competition Reviews in last 90 days.
Leverage reviews and questions to improve PDP copy and content for shoppers.
On-site search is where most shoppers begin their digital journey, and products that don’t appear on the first results page are far less likely to be discovered or purchased.
Combining relevant context with targeted digital content boosts conversion, shortens shopper consideration time, and creates a more engaging retail experience.
The Product Detail Page is where shoppers make their final decisions. Clear information, compelling content, and intuitive design all work together to build confidence, drive engagement, and increase conversion.
Source: Walmart Connect Academy
Product images shape both search visibility and on-page engagement. High-quality visuals attract clicks, hold attention in the image gallery, and significantly improve shopper confidence and purchase likelihood.
Source: Shelf Master Benchmarks Internal Reporting (WPP)
This Product Title is typically the most significant driver of search ranking (SEO) on a PDP. Additionally, copy is highly influential by conveying product and benefits in the brand voice to drive conversion.
Source: Shelf Master Benchmarks Internal Reporting (WPP)
Videos and enhanced content have been shown to increase conversion on PDPs by as much as 25-30%. Attributes often influence on-site taxonomy and may drive if and how your products are found.
Source: Shelf Master Benchmarks Internal Reporting (WPP)
Retailers often promote items with high ratings and review quantities in their search algorithms. Shoppers are also more likely to click on items with high ratings and many reviews.
Source: Shelf Master Benchmarks Internal Reporting (WPP)