There are two types of people in this world: those who smugly enter December with a (often completed) list of the presents they’re getting for Christmas and then there are those, like my boyfriend, who will inexplicably wait until the last postage day before Christmas and then go on a panic-laden shopping spree…
However, for those who are about to encounter the “one week to go” klaxon, there is a brilliant opportunity for retailers to provide a seamless, easy-peasy shopping experience. How? Through improved product data.
Why product data?
The information that exists in connection to your products – whether that’s via your own website or any other selling channel – not only supports a positive customer experience, but it also helps to increase sales. If a customer is a little out of their depth when buying an item for someone else, the product information provides a chance to persuade and to reassure the buyer that they’re making the right choice. Information on sizing and fit could also provide a huge help, especially if the customer is buying for someone else, as could “similar items” or “wear it with” suggestions.
Essentially, the more informed you are about a particular product, the more likely you are to complete the purchase: improved product information increases conversion and also reduces returns rate, making it a win-win for both retailers and consumers alike. A PIM solution, especially one with a PXM approach, is key to managing this product data, streamlining teams and speeding up the route to market. Find out more in our Guide to PXM here.
Product Information Examples
Look at this first example: the bare basics are there. There’s a price and a photo of the item in question. There’s the item name and some basic washing information. There’s nothing in the way to persuade a customer that they should be making the purchase from this particular retailer, save for the fact that the product is in stock.
Now, look at this second example – it’s far more persuasive. There’s a myriad of images and a video, with information on sizing, a bit about the brand and with a more tailored tone of voice to the target audience. It’s a far more compelling product experience. Whether I was buying a gift for someone or even a gift for myself (yes, the true spirit of Christmas…!), all of the information that I need to complete the purchase is in one place.
Of course, buying presents is only one half of the coin – the other is that the person likes the item and, in the case of fashion and accessories, that it also fits them. Having detailed product information is key to reducing returns; whether that’s so the customer can see the type of fibres included in that particular knitted Christmas jumper or whether they can filter out what the correct size would be, detailed product information not only stops over-buying (such as buying multiple sizes, only to return one of them) but it also helps the customer to get it right first time. And, at Christmas, is there anything better than getting the Christmas gifting experience right?