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Impact of Great Product Content in Fashion Retail

Impact of Great Product Content in Fashion Retail

 When it comes to e-commerce, merely displaying a robust collection of products on your website will no longer do. Customers today want to do their due diligence before committing to any purchases. This initial evaluation of product content is considered one of the most essential parts of a customer shopping journey. It is also a crucial prerequisite for you to make sure of sales. Incomplete, missing, error-riddled and misspelled product information causes customers to lose faith in your e-commerce website.

In a physical store, consumers are used to touching, feeling and trying on clothing before buying. However, in the case of online shopping, you need to provide rich descriptions along with complete details about the product for a customer to make up their mind about buying a fashion item.

Engaging imagery is key for selling a fashion garment, however, accurate descriptions help educate the consumer and help search engines present accurate results. However, adding a title, description, facets, proper categories and relevant attributes to your product are essential to guide your customers from Google search results or your website’s search bar to the product description page.  Textual content actually makes your products easier to discover.

Here is how great product content can impact fashion retail:

Effect on Customer Experience

Product descriptions answer questions that your potential customers have as they are shopping. Customers comparison shop on multiple websites to find what they are looking for, hence providing all the relevant information is important. A majority of customers will abandon a site or even a partially filled cart if they are not able to find what they are looking for.

Inadequate product content will fail to convert the shopper if it doesn't do a convincing job of communicating the features and capabilities of a product. Fashion Retail is now competitive online. You need to create an engaging experience for your customer that communicates your brand, both visually and with rich information about the product.

Drive Conversions

In the world of e-commerce, enriched product content is the difference between making a sale or losing customers to your competitors, which makes it a top priority for any online retailer. Merely offering content that shows price, short description, sizing and color, doesn’t provide anything for your customers to get excited about. 

We have explored how your product description page is the key for a customer to make a purchase. It is a virtual salesperson who is present at all times to pitch to your customers. Any missing or misleading information will have a negative impact on sales as customers will abandon a purchase . Having rich content will help your customers to understand your products, building trust to find what they’re seeking. This will, in turn, increase sales for you.

Build Credibility

Inconsistent or misspelled product content adversely affect your credibility. The language you use on your website reinforces your identity. Incorporating a specific style and tone-of-voice that is unique to you will help you differentiate your website from competitors, strengthening your brand image in the process.

It is important to be consistent in the ontology and terms you use for categories and items, and avoid misspellings, typos and grammar mistakes. Auto-generated product attributes and categories could help avoid these issues and help build better credibility.

Displaying vibrant, engaging product content on your website ensures that your product listings rank higher in search engines. When your website is the first one that customers find, it leads them to believe your site is more popular and reliable. It also lets you outrank your competitors, getting your site more clicks as a result.

When you take the time to produce great online content for your products, your customers take notice and reward you with their purchase. In the same way that a smart and personable retail clerk can convince a customer to buy in the store, your web store content must be convincing for an online customer. Your products need complete and well-crafted content if they are going to sell.

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customers engaging with interactive content on a product page

The Role of Interactive Content on Product Detail Pages

The Role of Interactive Content on Product Detail Pages

Consumers are most impacted by the things that they can see, touch, feel and understand. E-commerce businesses often lose out on customers if they cannot provide the same effect that brick and mortar stores do with their products. This is where providing a rich consumer experience plays a crucial role that engages their sensibilities.

To make consumers feel that they understand the product and resonate with the brand, the product story plays an important role in enriching the customer experience with interactive content that not only provides information but inspires and engages with the customers.

Bridging the product discovery gap with a compelling product story


The product story is the process of enlightening the consumer about the product and assisting them with making informed purchase decisions. It consists of content such as lifestyle images, warranty, and guarantee information, demo videos, product specifications, customer reviews, and any other information that the customer may need to know about a particular product.

A complete product story helps bridge the product discovery gap - which happens when the information on the product page is inadequate and the customer still has queries and is unable to move ahead with the purchase.

To understand the product discovery gap, retailers must think of their products from the customers' perspective - what can be perceived with the product information and what sentiments are felt while browsing through the product page, etc.

This gap can be closed be enhancing hero images and other aspects with rich media content which is both informative and exciting. This further encourages users to interact and learn more about the products a retailer has to offer.

The difference between basic content and interactive content


Basic content consists of standard product information that is unengaging such as SKU data or price. The text is often formatted plainly and with limited images, there is no engagement and interaction with the customer. The customers only absorb information passively if they stay on the product page.

Interactive content engages the user because the information provided is based on the user feedback. Consumers are rewarded with engaging and informative experiences for clicking and exploring the page. This rich media content then educates the user as a salesperson and accelerates their purchase decision.

There are certain expectations about product pages that customers have that need to be met before they can make a purchase. Shoppers need to see three or more images while shopping online and 86% need to read at least three user reviews before making a purchasing decision.

User engagement matters

At present, the lack of engaging content is a weakness for brands and retailers. While they spend a lot of time and money into building advertising campaigns to promote their products and drive traffic to their product pages, they lose the sale due to the lack of a compelling product detail page. This is often the point where consumers look to competitor websites to find what they are looking for.

There is a struggle across various e-commerce websites to keep customers engaged on their sites in order to make a sale. As the internet has grown more dynamic, the standard for engaging with a customer has also increased. Retailers need every solution available to meet the challenges and stay relevant and ahead.

These solutions are supported by data. A behavioral research found that users depend on information taken from the most engaging content to guide them to other page content and while users do so, they tend to fixate efficiently only on the information that is relevant to the task at hand. This point further emphasizes the need to put the most engaging and informative content ahead and center and set the process for the customers to follow throughout the sales journey.

Today, with customers seeking more personalized and relevant information, retailers must deploy interactive content experience. This can be more informative, rewarding the customers seeking final details such as product specs before adding it to the bag.

Conclusion

Rich media content is a familiar experience for the consumers. Videos are increasingly replacing text in news outlets, and GIFs, animations are consumed more than static images. Furthermore, PDF documents and manuals are easily accessible on websites.

Different types of audiences adapt to different learning styles and varying needs. By having a deep understanding of the customers and reaching out to diverse audiences with engaging content that adapts to the different learning preferences, retailers will be able to have a wider reach and network.

Working with a global retail network requires unique contexts in order to sell to people all over the world. Not every customer may react to packaged food items in a similar manner. Product copy has only one voice, but rich media experiences converse in a universal language.

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