如何利用消费者趋势和电子商务数据优化产品组合（英）

How to Optimise Your Product Mix with Consumer Trends and E-Commerce Data Not to be distributed without permission.This playbook uses the terms “attributes” and “claims” interchangeably to encompass product attributes (e.g., scented), claims (e.g., energy boosting) and ingredients (e.g., CBD) on packaging or within a product description online. Legislation of claims by country and ingredient are outside the scope of this playbook. Product attributes, prices and other SKU data are extracted from publicly available websites. This should factor into your decision making when selecting and monitoring attributes. The data behind this report You need strong brand positioning to compete today. That's why we used our e-commerce tracking tool Via to build this story. Make a statement in the marketplace and accelerate online sales with granular SKU data.Via is your go-to resource for product messaging, pricing strategies and innovation roadmaps.© 2023 Euromonitor Internationaliv1 Why You Should Look Online to Meet Consumer Needs 3 E-Commerce Data = Your Goldmine 5 Three Steps to Capitalise on Consumer Trends with Product Data Step 1: DefineStep 2: Select Step 3: Monitor 35 Time to Optimise Your Product Mix 37 About the Author39 Appendix contents1© 2023 Euromonitor InternationalWHY YOU SHOULD LOOK ONLINE TO MEET CONSUMER NEEDS Because that’s where your customers search, browse and shop. Of course, brick-and-mortar sales still dominate retail spend. But e-commerce is proving to be unstoppable. The internet changed everything. Our world revolves around digital connectivity. And the web gives us access to infinite purchase choices, which means you’re up against countless competitors to capture attention. © 2023 Euromonitor International2WhY YOu ShOuLD LOOk ONLINE TO MEET CONSuMEr NEEDSProduct marketing is even more high stakes (and difficult) in the online space. Think about the last time you shopped in a store. You probably touched, smelled, tried or held merchandise before deciding whether to buy. But those sensory experiences are lost when you’re behind a screen, so shoppers rely on packaging, claims, descriptions and reviews before clicking the add-to-cart button. And you can’t forget about ever-evolving consumer behaviour. Our expectations, values and needs change with the world around us. Your priorities five years ago are almost certainly different than today and will shift again in the coming years. The same goes for your customers. We want to help you make a statement on digital shelves. Our playbook gives you the tools to identify opportunities and align your messaging with consumer trends. You’ll learn how to select and track product attributes that match consumer demands in three steps. We use a potential business case, our e-commerce tracking tool Via and our Top 10 Global Consumer Trends 2023 report to put these principles into practice. A NOTE FOR OUR READERS You’ll see “attributes” and “claims” referenced quite frequently throughout