Unilever redesigns marketplace shopping experience and drives organic sales growth

Trending, the marketplace channel has consolidated itself as a relevant source of income, data and relationship.Today, the 86% of Brazilian consumers already use marketplaces for everyday purchases and, according to Mirakl, the volume of purchases made exclusively on these channels in the country it has grown twice the global average. With this advance, retail media also gained ground, entering the so-called “third wave of digital media”semrush study shows that traffic generated by Amazon, Magalu and Mercado Livre already surpasses in 135% the Google in searches for productsin this scenario, platforms are more than showcases and have come to require a more integrated performance between content, usability and performance.

To structure this advance, a Unilever he had the support of Cadastre ''' global company specializing in technology, data, communication and strategy ^^^Areformulation of Brand Pages Rexona, Dove and TRESemme. These pages, which function as official brand stores within Amazon, have been redesigned to deliver a more fluid, informative and aligned experience to consumer search intent.

The strategy unified practices of SEO, CRO, enhanced content and user experience, applied in a format one shot. Coordinated with retail media investment, the focus was on organically improve navigability, organization of information and relevance of pages ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^: the one that translated into direct gains in visibility and conversion.

“When it is well positioned and thought out to answer consumer question, it drives sales in a natural way, without relying exclusively on paid media”, he says Tiago Dada, SEO & CRO Manager at Cadastra.“It was a key turn: from simply registering a product, we started to create brand experiences within e-commerce”

As part of the project, a international benchmarking of good practices in marketplaces & with a special focus on the North American market & to understand how major brands structure their digital presences in high transactional volume environments. Cadastra conducted the process of analysis and adaptation to the Brazilian context, taking into account browsing behaviors, product presentation preferences, and terms with higher search volume locally. The diagnosis also mapped hidden purchase intentions in search patterns, which guided not only the creation of improved content, but also the reorganization of categories, prioritization of visual elements and page architecture. From this data, it was possible to develop a content strategy connected to the real journey of the shopper in Brazil, focusing on discovery, trust and conversion.

“The project integrates strategy, technology, marketing and data, supporting us to perform better by bringing our brands and consumers closer to the digital environment”'', summarizes Daniela Pereira, Media Leader at Unilever Brazil and director of Digital and Media for the Home Care business unit in Latin America.