How are alcohol brands capturing attention and driving conversion with their product imagery on Target’s digital shelf?
Vizit analyzed visual content from the top-searched beer brands on Target, including images from 100 unique listings and 37 brands. The chart below displays the visual brand performance of all 37 brands based on the scores of their product listing page imagery.
The beer brands with visual content that both captures consumer attention and drives conversion on Target’s digital shelf include Stella Artois, Peroni, Sierra Nevada, Left Hand Brewing, and Natural Light. The majority of these brands also all include at least 4 images on average per listing.
Brands including Blue Moon, Samuel Adams, Corona, Coors Light, Bud Light, and Heineken all suffer from lower-scoring product hero images, but earn high carousel image scores. Product hero image scores are primarily driven by packaging design itself, as well as the style of product visualization including cropping, angles of rotation, use of shadows and product size.
Brands including Pabst Blue Ribbon, Bell’s, Brooklyn Brewery, and Oskar Blues all earn high scores on their product hero imagery, but score significantly lower when it comes to carousel image content, or conversion-driving imagery. These brands all feature below the category average of 4.0 images per listing.
Brands including Allagash, Cigar City, Michelob Ultra, Yuengling, and Flying Dog score low in both product hero and carousel image content. These brands also all average fewer images per listing than the category average of 4.0.
Stella Artois brand visual content outscores all other top-searched beer brands on Target’s digital shelf. The brand’s high score is driven by effective packaging design, as well as high-quality carousel images that include alternate angles of product packaging. Among the top-5 scoring brands there are also larger brands Peroni and Natural Light, along with craft brands Victory Brewing Company and Left Hand Brewing Company.
See the full list of brands ranked by visual effectiveness with online alcohol shoppers here >
An AI-analysis of hundreds of beer product hero and carousel images on Target’s digital shelf surfaced distinct trends in which images and design techniques drive visual effectiveness for online alcohol shoppers.
Beer packaging imagery that includes high-contrast logos that stand out against minimalist patterns and background effects capture attention and score highly for online alcohol shoppers. Stella and Brooklyn brand beers are two good examples of this visual trend.
Beer brands that feature detailed design and illustration on the front of their packaging score highly with online alcohol shoppers. Brands including Victory, New Belgium, Lagunitas, Sierra Nevada, Founders, and Kona all feature detailed graphic design on the front of their packaging that scores highly with online alcohol shoppers.
Product hero images of pack designs that include vibrant colors and sunburst effects score highly for online alcohol shoppers. Sierra Nevada “Wild Little Thing” sour ale packaging images all feature these visual elements and all score very highly with online alcohol shoppers.
Supporting carousel imagery where beer bottles and cans are displayed on ice are highly visually engaging to alcohol shoppers. Sam Adams utilizes this technique in their carousel imagery.
High-scoring beer supporting carousel images on Target include images of single beer bottles. Images from Peroni, Modelo, Blue Moon, Heineken, Samuel Adams, and Corona exemplify this trend.
Images of beer in real life settings, including at bars, on the beach, being served with food, and enjoyed in group and social settings all score highly with online alcohol shoppers. Sam Adams is the brand that primarily uses these images in the carousel on Target’s digital shelf.
According to Salsify, 30% of U.S. shoppers say they will not purchase a product if images are missing or low quality, while 70% say they are more likely to buy a product from a personally relevant product page. Even if you’ve nailed your description, search, reviews, inventory, and pricing – the wrong visual content can mean millions in lost sales every year. Using the power of AI and machine learning, Vizit gives brands the power to measure the impact of product imagery to ensure it’s relevant for specific consumer audiences. Leading brands are utilizing Vizit’s Visual Brand Performance platform to create, identify, optimize, and monitor the effectiveness of imagery at the speed and scale of ecommerce.
Learn more about Vizit methodology and terminology
Vizit analyzed images from hundreds of top-searched wine, beer, and spirits product pages across Target.
All images were evaluated as of May 2022.
Vizit Audience Lenses use AI to simulate a consumer audience’s visual preferences based on online image viewing and interaction data.
For this analysis Vizit created a “21+ Alcohol Shopper” Audience Lens to analyze imagery from multiple retailers.
The Vizit Score is a 0-100 predictive measure of visual engagement. Vizit Scores are predictions powered by Vizit’s patented artificial intelligence.
The higher the Vizit Score, the higher the likelihood an image will visually engage a target audience.
Vizit Attention Maps display Attention-grabbing aspects of an image at first glance.
Vizit Focal points display the probability that a consumer views specific regions of an image.
Vizit Gaze View predicts the sequence in which a person will view the contents of an image.
Vizit Engagement Maps highlight regions of an image that are more likely to visually engage a target audience.
Vizit Opportunity Maps highlight regions of an image that are less likely to visually engage a target audience.
Vizit Visual Brand Rankings
Visual Brand Performance rankings show the leading brands at each retailer based on their average product hero and carousel Vizit Scores.
Visual Brand Performance Landscape
Visual Brand Performance landscapes visualize the visual brand leaders and laggards at each retailer. The bigger the circle the more images a brand has in the report dataset.
Vizit is the Global Leader in Predictive Image Analytics. Vizit helps the world’s largest brands and retailers win the race for consumer attention through a patented AI-powered Visual Brand Performance Platform that enables teams, anywhere in the world, to measure, manage, and optimize their image effectiveness at every step of the consumer journey.