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 spirits brands on Target, including images from 100 unique listings and 52 brands. The chart below displays the visual brand performance of all 52 brands based on the scores of their product listing page imagery.
The spirits brands with visual content that both captures consumer attention and drives conversion on Target’s digital shelf include Malibu, Don Julio, Grey Goose, Tito’s, Crown Royal, and Hornitos. The majority of these brands also include at least 3.5 images on average per listing.
Brands including Jack Daniel’s, Hennessy, Jim Beam, Bombay Sapphire, Ketel One, and Absolut 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 Casamigos, Wild Turkey, Deep Eddy, Silver River & The Kraken 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 under 3.5 images per listing on average, below the category average.
Brands including Cazadores, New Amsterdam, el Jimador, RumChata & Evan Williams score low in both product hero and carousel image content. These brands also all average fewer images per listing than the category average of 3.5.
Tequila brand Don Julio’s visual content outscores all other top-searched spirits 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 close-up shots of packaging and outdoor mixed drink lifestyle images. Among the top-5 scoring brands there are also 4 other strong category players – Grey Goose, Malibu, Tito’s, and Crown Royal.
See the full list of brands ranked by visual effectiveness with online alcohol shoppers here >
An AI-analysis of hundreds of spirits 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.
White labels that include dark, bespoke, high contrast serif logo text score highly with online alcohol shoppers. Both Patron and Don Julio brand tequila exemplify this label design trend.
Label images that include fruit illustrations and imagery score highly for online alcohol shoppers. Brands that exemplify this trend include Malibu, Bacardi, Smirnoff, and Deep Eddy.
High-scoring product packaging imagery for online alcohol shoppers include the use of large black and white illustrated graphics on product labels. Brands including The Kraken, Espolon, and Captain Morgan utilize these product packaging design techniques.
Carousel images that include visuals of colorful cocktails contrasted against light brick backgrounds score highly for online alcohol shoppers. The Hornitos and Jim beam brands both feature white brick backdrops in their product imagery.
High-scoring spirits supporting carousel visuals on Target include images of cocktails in sunny outdoor environments, especially dining settings. Images from Tito’s, Grey Goose, Bacardi, Hornitos, and Don Julio exemplify this trend.
Supporting carousel imagery featuring landscapes and scenes from distilleries are highly visually engaging to online alcohol shoppers. Brands including Hennessy, Jack Daniel’s, Woodford Reserve utilize this technique in their carousel imagery.
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.