Publix Holiday 2023:
Product Detail Page (PDP) Digital Transformation
$1.22M in Holiday 2023 revenue generated by enhancing the Publix Product Detail Page (PDP) experience through optimized imagery, copy, and data-driven upsell and cross-sell strategies that improved engagement and average order value (AOV).
Results
- Increased average order value (AOV) by implementing data-driven upsell and cross-sell opportunities within the Holiday Meals Product Detail Page (PDP).
- Improved engagement and conversion rates through strategic product positioning and interactive features including a Frequently Bought Together section and image toggles.
- Enhanced visual storytelling by launching a multi-image photo gallery and establishing photography standards that elevated seasonal product presentation.
Problem / Opportunity
- The Publix Holiday Meals Product Detail Page (PDP) lacked upsell and cross-sell features, interactive elements, and competitive photography standards, limiting average order value (AOV), customer engagement, and conversion during the peak holiday season.
My Contribution
- Partnered with UX and Engineering to design and implement a Frequently Bought Together feature and image toggles, optimizing the shopping experience to drive higher conversions and increase product awareness.
- Identified and prioritized upsell opportunities using data-driven insights, strategically positioning products within the Product Detail Page (PDP) to increase average order value (AOV).
- Launched a multi-image photo gallery to improve visual storytelling and strengthen seasonal product appeal across the PDP.
- Developed a photography style guide for Marketing, ensuring imagery aligned with competitive standards and drove measurable improvements in conversion.
- Aligned Product, Engineering, QA, Marketing, Creative, and UX teams around a unified Product Detail Page (PDP) strategy, maintaining momentum and delivery across all workstreams.