Unilever turns to “hero images” to drive e-commerce engagement

Reed Karaim

Unilever, the consumer goods company, has found that using effective “hero” images can deliver benefits on e-commerce platforms, especially for mobile shopping.

Selling to today’s mobile customer takes a “hero” – or at least a “hero image”, according to Lauren Marks, North American manager/e-commerce insights for Unilever, the Anglo-Dutch consumer packaged-goods giant.

Mobile shopping is fundamentally changing the way consumers interact with products, Marks told delegates at The Market Research Event (TMRE) 2018, necessitating a related change in the way messaging is presented on a smaller screen.

“What do online shoppers really see when they’re shopping on mobile devices?” Marks asked. “Just images. They really rarely read text. They’re relying on images to make confident purchases decisions.”

Lauren Marks, North American manager/e-commerce...

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