Walmart is pushing suppliers to build out item pages including dynamic rich media, beyond just written content and images. Suppliers can request a content scorecard from their Category Specialist and are graded on each item page across different areas, such as character count, number of images, review count, and rich media. Loading written content and images can be done through Supplier Center but adding rich media can be near impossible if the supplier isn’t familiar with the API or working with a 3rd party. Walmart asks for at least one type of rich media per item page, though including multiple to create a dynamic and engaging experience for shoppers is best practice.
Rich Media Suite
Harvest Group has developed a suite of tools in our proprietary Lantern system to solve the rich media requirements for suppliers. See below our offerings on Video, Marketing Modules, Interactive Product Tours, Comparison Charts, and PDFs.
Video
Video is one of the most important additions to any item page. Showcasing your product at work beyond a static image automatically takes the content to the next level of engagement.
While videos traditionally show up next to the image at the top of the page and take 2-3 clicks to open, Harvest is unique in our capability to encode a video into the Description/Key Features section (in the written content section) to both show up on Online Grocery and remove the friction of additional clicks. We can also make the video auto-play when the consumer scrolls down and either include or mute any sound.
You might be tempted to load a full commercial to the page but fight the urge! If you’re loading a video onto your item page, remember that consumers will not watch a long video. Walmart asks for videos to be less than a minute, but the ideal length for a video on an item page is 7 to 10 seconds. The only type of video that should exceed this short time are “How To” videos to help consumers understand your product better.
Marketing Module
Marketing modules are a unique opportunity to visually capture the personality of your brand and showcase your product out “in the wild”. Marketing modules show up below the fold under your written content and are a great way to visually break up an information heavy page.
Our unique capability allows us to mix and match different modules to build a layout completely unique to your item/brand. We are also able to include videos and other interactive content for a more engaging experience.
Best practices for marketing modules show lifestyle images and infographics about the item or brand to further display why a consumer should choose your item over a competitor. Compelling visuals also build brand loyalty as the consumer buys in to the look and feel of your product.
Interactive Product Tours
An interactive product tour takes consumer engagement to the next level with the opportunity to interact with the media and learn information about specific aspects of an item.
Our interactive tour capabilities allow the consumer to engage with the product on a deeper level by exploring individual parts of the item through clicking the numbers to gain additional insights into unique features or functions. Once the number is clicked, a new image or a close up of that specific feature pops up with an explanation about that aspect. Beyond being a great opportunity to better sell why your product is best, the imagery is extremely dynamic and engaging – yet another opportunity to visually impress your customer.
The best product tours are not just a visual aid; they provide valuable information and break down complicated or multifaceted items into simpler pieces. This allows the consumer to make a more informed purchase or understand how to use the item effectively.
Comparison Chart
A comparison chart showcases differences between a line of products or between competitors. These are a powerful tool to display multiple products and possibly redirect a consumer to purchase another item from your line if their current search isn’t meeting what they were looking for.
Harvest has built out a different format from Walmart’s standard that allows us to show up to 6 items side by side with very specific displayed information. No more manufacturing numbers or other information that is irrelevant to the consumer, and no more cut off sentences or ellipses! Each item is also a live link that opens to the item page in a new tab, so the consumer is not redirected from their current search.
A comparison chart adds the most value when it compares similar items of the same brand to keep your shopper within the brand (and not clicking out to competitor’s items). They should also only share information that directly adds value to the consumer and contains live links to those items.
PDF Guides & Manuals
Sometimes an item requires an instruction manual or safety guidelines. When this is the case, it’s good practice to have the PDF available on the item page for easy consumer access. The PDF is located at the bottom of the item page content, just above “Customers also viewed these products”. Because of its position on the page it can be overlooked, but it remains an important aspect of the page when the sellable item requires an instruction or safety manual.
Reach Out!
Our goal at Harvest Group is to offer a completely comprehensive solution for all your digital commerce needs. This includes a full suite of rich media tools that we are constantly growing and developing. If you are tired of working with an a different agency for each of your digital commerce needs, we would love to see how we can help! Email hello@harvestgroup.com to set up a consultation.
