Estore Labs
Designing the Ferrero digital shelf - the images that sell across US marketplaces.
Main images, carousels, A+ content and seasonal campaigns for Ferrero USA brands - Ferrero Rocher, Nutella, Kinder, Tic Tac, Butterfinger and Mother's - built to convert on Amazon, Walmart and Instacart.
The problem
On a marketplace the images are the product page - there's no salesperson, only the carousel. Ferrero's brands needed a listing system that wins the thumbnail, tells the whole story on scroll, and stays on-brand and spec-compliant across every retailer and season, at portfolio scale.
My process
- Design the full listing as a sequence: a main image that wins the thumbnail, then carousel images that answer questions in order - hero, benefits, claims, size and nutrition.
- Build A+ / Enhanced Content modules - brand story, lifestyle, comparison - as a reusable system any brand can be dropped into.
- Translate strict global Ferrero brand guidelines into platform-native layouts that meet Amazon, Walmart and Instacart image specs.
- Ship seasonal and campaign creative - Easter, Halloween and a cross-brand World Cup push - across the whole portfolio, on deadline.
The solution
A repeatable digital-shelf system: every Ferrero brand gets a complete, on-brand, spec-compliant listing - from main image to A+ content - that a shopper reads at a glance and that scales across retailers and seasons.
The hero image - winning the thumbnail
In search, the whole listing is a small thumbnail in a grid of competitors, so the main image is the single most important asset I design. A winner is instantly recognisable, shows the right size and count, and stays legible at that size - on the white background each retailer requires.
The image carousel - the shopper's storefront
On the live Ferrero Rocher listing, the main image is followed by around seven secondary images and videos before 'see more'. This is the sequence I design - each image with one job.
A+ content - 'From the brand'
Below the carousel, the 'From the manufacturer / From the brand' modules run full-width. I build them as a reusable system - these are live on the Ferrero Rocher listing right now.
One system, the whole portfolio
The same module system, tuned to each brand's world.
Built to each retailer's spec
Amazon, Walmart and Instacart each have their own image rules - same brand, different build.
Seasonal, at portfolio scale
Easter, Halloween and a cross-brand World Cup push - designed once, shipped across the shelf.
In search, the whole listing is one thumbnail. I design the main image to read - product, flavour, count - at that size, because if it doesn't win the click, nothing else gets seen.
On the page there's no salesperson. The secondary images take a shopper from 'what is it?' to ingredients, size, gifting and trust - the whole story before they scroll away.
Below the fold the 'From the brand' modules build the brand and justify the premium. I design them as a reusable system, so every Ferrero brand ships a complete, on-spec listing at marketplace speed.
See it live
The layers of a marketplace listing I design - live on the retailers.
On a marketplace the image carousel is the storefront. I design the sequence - hero, benefits, size, lifestyle and trust - so shoppers get the whole story before they scroll.
Butterfinger on WalmartBeyond the basics, I plan Amazon A+ content and brand-story modules as a system - each block with a job: trigger craving, resolve doubt, build trust and lift perceived quality.
Ferrero Rocher on AmazonMulti-page Amazon Brand Stores that give a whole catalog a consistent, shoppable home - navigation, category pages and seasonal features across the brand family.
Nutella store on AmazonConversion is more than content. I design the quantity, bundle and size selectors and the purchase flow so shoppers pick the right pack fast, without second-guessing the size or the bundle.
Nutella on AmazonImpact
Scaled output across a multi-brand portfolio, on deadline and without losing brand consistency.