Alcohol: Beer

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.

Visual Brand Performance Leaders

The Beer Brands With the Most Effective Visual Content on Target’s Digital Shelf

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 > 

The Hero and Carousel Image Design Trends that Drive Traffic and Conversion Potential of Visual Content

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.

Traffic-Drivers: Characteristics of High-Scoring Product Hero Imagery

High-contrast Logos

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.

Graphic Design & Detailed Illustrations

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.

Vibrant Patterns and sunburst effects

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.

Conversion-Drivers: Characteristics of High-Scoring Carousel Imagery

Closeup imagery of beer on ice

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.

Isolated images of single beer bottles

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.

High quality lifestyle images

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.

Insights to Action: Optimizing Digital Shelf Imagery at Scale with Visual Brand Performance

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.

About Vizit Predictive Image Insights

Learn more about Vizit methodology and terminology