Podcast Summary
In the latest episode of the Digital Shelf Insider Podcast by MetricsCart, host Shreshta sits down with Carla El Gawly, Global Head of Digital Shelf Solutions at ICP. With extensive experience spanning digital commerce, content management, and PIM/PXM strategies, Carla shares her expert insights on how brands can optimize their digital shelf presence.
She highlights the common misconception that investing in technology alone can solve all digital shelf challenges. Instead, she breaks down the four essential pillars- technology, process, data, and people- that brands must integrate to build a scalable, efficient, and high-performing digital shelf strategy.
The discussion also covers how brands can assess their maturity on the digital shelf, the role of retailers vs. brands in content management, and the importance of regional adaptation when expanding to new markets. Carla provides actionable insights on optimizing product pages, improving digital shelf KPIs, and ensuring content consistency across all platforms.
Key themes
Technology Alone Isn’t Enough for Digital Shelf Success
Carla emphasizes that while PIM/PXM solutions are essential, they can’t function in isolation. A well-structured digital shelf strategy requires a balance between technology, process, data, and people to truly impact sales and visibility.
Assessing Digital Shelf Maturity
Many brands struggle to determine where they stand in their digital shelf journey. Carla discusses ICP’s Digital Shelf Maturity Assessment, which helps brands evaluate their strengths and weaknesses across content management, syndication, and optimization.
The Role of Brands vs. Retailers in Content Management
Retailers often dictate how product content is displayed, but brands still need to ensure that their listings remain optimized for conversion. Carla shares strategies for collaborating with retailers while maintaining brand consistency across multiple marketplaces.
Adapting Product Content for Different Markets
Global expansion requires localized content strategies. Carla explains how brands can modify product listings to meet different market regulations, consumer expectations, and retailer requirements while maintaining a centralized content strategy.
Attention Precedes Conversion: Optimizing Product Pages
Capturing consumer attention is critical. Carla provides best practices for product page optimization, including:
- High-quality images & videos
- Rich product descriptions
- Keyword optimization
- A/B testing for different formats
Measuring Digital Shelf Success: Key KPIs
Brands need actionable KPIs to track digital shelf performance. Carla highlights essential metrics, such as:
- Content completeness
- Retail media share of voice
- Conversion rates
- Consistency across platforms
Key Highlights
- Technology alone won’t fix digital shelf challenges; brands need structured processes, data management, and strong teams to succeed.
- Retailers control product display, but brands must optimize listings to ensure visibility and conversions.
- Localized content is essential when expanding into new markets; brands need to adapt content without losing brand identity.
- Digital shelf KPIs should go beyond simple sales metrics; brands must track content health, visibility, and engagement.
- AI and automation are playing a growing role in PIM/PXM strategies, helping brands scale content distribution more efficiently.
Takeaways
Here are some actionable takeaways from our conversation with Carla that brands and online sellers can implement:
Assess Your Digital Shelf Maturity
Use ICP’s maturity framework to determine where your brand stands and what gaps need to be filled.
Invest in the Right Digital Shelf Strategy
Focus on a holistic approach combining technology, process, data, and people rather than relying solely on software solutions.
Optimize Product Pages for Conversion
Ensure clear, engaging, and complete content to capture attention before expecting sales.
Implement AI and Automation
Brands that use AI-driven content optimization and syndication tools can significantly increase efficiency.
Work Closely with Retailers
Understand retailer requirements while ensuring brand consistency across all platforms.
Conclusion
Carla El Gawly’s insights provide a roadmap for brands looking to optimize their digital shelf presence. She emphasizes that digital shelf success is not just about technology; it requires a cohesive strategy that integrates people, processes, and data.
As brands scale across different retailers and markets, they must continuously refine their digital shelf approach, measure KPIs effectively, and implement automation to stay competitive.
Disclaimer: The content shared in the Digital Shelf Insider Podcast by MetricsCart is for general informational and discussion purposes only. The insights, opinions, and perspectives expressed by hosts and guests are their own and do not constitute professional advice, recommendations, or endorsements by MetricsCart or any affiliated entity.
