In today’s CPG landscape, simply having your items listed online is no longer enough. With Walmart, Sam’s Club, Kroger, Target, and Amazon all leaning heavily into online pickup and delivery (OPD), the competition for shopper attention is fiercer than ever. Brands that win are those that provide rich, optimized, and differentiated product content that makes it easier for consumers to discover, trust, and ultimately buy their products.
At Apex Marketing and Sales, we’ve seen firsthand how the next evolution of content is shaping the way suppliers must present their products. Here’s what every CPG company needs to focus on for 2025 and beyond.
- Beyond Static Images: Immersive Visuals
- 360° Product Spins: Shoppers want to examine a product from every angle, just like in-store. Retailers are rewarding suppliers that upload 360° content.
- Short-form Product Videos: Quick, mobile-friendly clips that show product usage, textures, or packaging functionality are now essential, not optional.
- Lifestyle Imagery: Beyond pack shots, brands must show their items in real-life use cases—whether it’s a protein bar on-the-go, a sparkling beverage at a party, or snacks in a family lunchbox.
- Enhanced Product Descriptions with Storytelling
Today’s consumer expects more than just an ingredients list. They want:
- Origin Stories: Why your product exists and what makes it different.
- Benefit Callouts: Is it plant-based? High in protein? Gut-friendly? These need to be front and center in scannable bullet points.
- SEO-Driven Language: Descriptions must be optimized with keywords (e.g., “gluten-free granola snack” vs. “granola”) to rank higher in both Walmart.com searches and Google results.
- Personalization & Smart Content
Retailers are leaning on AI-driven recommendation engines. To win, suppliers must ensure:
- Attribute Accuracy: Every dietary, allergen, and usage tag is filled out so your item can be recommended in “shop by diet” and “related product” filters.
- Consumer Reviews Integration: Highlight top reviews and ensure review velocity by driving authentic shopper feedback.
- Localized Messaging: Consider geo-tagged promotions or seasonal content tied to regional shopping behaviors.
- Rich Content That Converts on Mobile
With 70%+ of OPD transactions happening on mobile, content must be tailored for small screens:
- Concise Bullets First: Top benefits need to appear “above the fold.”
- Snackable Videos: Under 15 seconds with subtitles, formatted vertically for mobile.
- Shoppable Content: Integration of recipes, bundles, or “add entire meal kit to cart” features to drive bigger basket sizes.
- Sustainability & Transparency Content
Shoppers in 2025 want to see where their food comes from and how it impacts the planet. The next evolution of content includes:
- Sustainability Badges (organic, fair-trade, regenerative, recyclable packaging).
- Carbon Footprint Claims displayed in product detail pages.
- Ingredient Sourcing Maps or quick visuals that show ethical supply chains.
- Retailer-Specific Rich Media
Walmart, Sam’s Club, Kroger, and Target all have different requirements for enhanced content (A+ content, modules, comparison charts). The winning CPG companies are those that:
- Tailor content per retailer instead of using one-size-fits-all assets.
- Invest in digital shelf audits to ensure compliance.
- Use enhanced modules like “compare to” charts, recipe cards, or cross-sell suggestions.
Final Thoughts
The next evolution of rich content is not just about looking good online—it’s about building trust, driving conversion, and maximizing discoverability. In the crowded OPD world, content is the new packaging. Just as brands once invested in eye-catching displays to win at the shelf, they now must invest in digital-first storytelling to win on the screen.
At Apex Marketing and Sales, we help brands stay ahead of these shifts by aligning rich content strategies with retailer expectations. Because when shoppers click, scroll, or swipe—you want your brand to be the one they add to cart.
