How are nut brands capturing attention and driving conversion with their product imagery on Walmart?
Vizit analyzed visual content from the top-searched nut brands on Walmart, including images from 97 unique listings and 14 brands. The chart below displays the visual brand performance of all 14 brands based on the scores of their product listing page imagery.
The nuts brands with visual content that both captures consumer attention and drives conversion on Walmart include Sahale, Beer Nuts, Power Up, Blue Diamond, Great Value, and Fisher. Sahale, Beer Nuts, Power Up, and Blue Diamond’s average product hero scores are all above 88.
Brands including Planters, Emerald, Freshness Guaranteed, and Southern Style Nuts 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. With an average of 10.5 images per listing, Planters drives up the category average number of images per listing significantly.
Kar’s and Peanut Patch both earn high scores on their product hero imagery, but score significantly lower when it comes to carousel image content, or conversion-driving imagery. Both brands also have significantly fewer images per listing than the category average of 5.2.
Wonderful Pistachios and Royal Hawaiian are the only brands analyzed that score low in both product hero and carousel image content. These brands also both average less images per listing than the category average of 5.2.
Sahale brand’s visual content outscores all other top-searched nuts brands on Walmart’s digital shelf. The brand’s high score is driven by effective packaging design, as well as carousel images that include close-up shots of product texture. Among the top-5 scoring brands there are also 3 other smaller category players – Beer Nuts, Power Up, and Fisher Nuts. While Blue Diamond brand has lower than average scoring carousel images, their high-scoring product hero images place them in 4th place for overall.
See the full list of nut brands ranked by visual effectiveness with online snack shoppers here >
An AI-analysis of hundreds of nuts product hero and carousel images on Walmart’s digital shelf surfaced distinct trends in which images and design techniques drive visual effectiveness for online snack food shoppers.
Product hero images that include large visuals of nuts on the front of packaging with ample negative space are highly effective for snack food shoppers. Sahale brand nut product hero images exhibit this trend.
Product hero images with larger, clearly visible illustrations score higher than those with smaller or rotated and obscured illustrations. In the Planters brand example the product hero image with the large, clearly visible brand illustration scores over 40 points higher than the product hero image that displays the illustration at an angle.
Product hero images that display packaging with high contrast horizontal sections – as seen with the Power Up brand products – score highly with online snack shoppers. While the product description captures consumer attention, the top of the packaging design ultimately drives high scores with snack shoppers.
High-scoring nuts supporting carousel images on Walmart include close-ups of nuts on plain backgrounds. Consumer attention and engagement are captured by the texture of the unpackaged nuts. Images from Sahale, Wonderful Pistachios, and Beer Nuts exemplify this trend.
Carousel images shot from above that show nuts used as part of a recipe are visually effective for Snack Shoppers. In particular, these images are highly effective when shot against brightly-colored backgrounds. Power Up and Fisher Nuts make use of this trend in their listings’ carousel imagery.
Carousel images that convey the “fresh lock seal” product feature are visually effective for online snack shoppers, especially when human hands are also included in the image. Planters brand nuts uses this type of imagery frequently on their product detail pages.
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 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 “Snack 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.