NIQ Adds Product Content Tools

NIQ has announced new optimization capabilities for its Shopper Experience Platform, supported by a seven-point framework for evaluating and improving product content.

The framework uses the acronym CONTENT to remind brands their product information and descriptions should be Complete, Optimized, Normalized, Trusted, Enriched, Nurtured and Traceable. NIQ suggests that 'a product can be accurate, complete, and retailer-compliant yet still be difficult for shoppers to find, understand, or choose,' and says this challenge is growing as AI assistants, retailer algorithms, and recommendation engines play a larger role in shopping.

Two new capabilities are included in the upgrade: Content Health+ Retailer Specific Content, which evaluates product content against retailer requirements and category expectations; and Connect Max Asset Auto Analysis, which uses automated analysis to assess product assets, including imagery. These were rolled out in the US, UK and Ireland last week.

Between them, the new capabilities and the CONTENT Framework allow brands to identify gaps and prioritize improvements to visibility across retailer sites, search engines, and AI-powered shopping channels.

'Brands work hard to get their product content right,' notes Marsha McGraw (pictured), the company's Global Head, Partnerships & Verticals. 'The challenge is making sure it helps people find and choose their products, especially as more shoppers turn to AI for advice. Our customers want to know where to focus and what will make a difference. We're helping them spot gaps in their content and prioritize improvements that make it easier for shoppers to understand what a product offers and whether it meets their needs.'

Web site: www.niq.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.