• Wednesday 15th May, 2019
Written by Anna Murphy, Communications Executive and Andréa Williams, Marketing Officer
How the Power of Product Content Pushes Conversions

Whether you’re sat on the bus, walking around on your lunch break or browsing the ‘New In’ section of ASOS at 3am, finding your next new purchase is only a few clicks away.

In the past ten years, Britain’s online sales have been continuously growing, making up 18.1% of all retail sales in March 2019. With shopping habits constantly evolving and developing to suit changes in lifestyle and technology, it’s more important – now more than ever – for retail businesses to be leaders in expanding digital fields by having a firm understanding of what their customers want and, crucially, how their purchasing behaviour operates.

One of the most important tools that retailers with a digital offering can use is detailed, accurate product content across all digital platforms. Here are our top reasons why.

Content in Context

Does online product content really make much of a difference? Research seems to think so: American research found that online purchases are on average 25% larger than bricks-and-mortar. Whilst the convenience of online shopping might have something to do with the rise in online sales, the level of detail found in online content is hugely persuasive. By using a PIM, this rich content can easily be extended and replicated across various channels to ensure products are found over other competitors.

Using a PIM for simple product content management makes it much easier for retail teams to get the product visible, whilst ensuring that products are released to digital platforms with all the required information and correct terminology for the target customer. Whilst there might be just one product, what a customer wants to see from Amazon is different to what they want to see on the retailer’s own website, or the content provided on Zalando. A PIM allows retail teams to change and adapt the content, depending on the output, rather than having 20 different versions in 20 different spreadsheets.

For some channels and audiences, this content must also include videos. With product videos increasing the likelihood of a customer purchase by 85% whilst also contributing to an increase in organic search traffic, it makes a convincing argument for ensuring product content is as rich and detailed as possible. 

How the Power of Product Content Pushes Conversions

The Art of Persuasion

We’ve all encountered shops that ask if you want to buy a last decision treat when you’re about to make a purchase at the till. However, according to research, an astounding 91% of us Brits admit to making an impulse purchase every month, with 39% of impulse purchases being made as a result of being up late at night, tired and browsing.

This presents a brilliant opportunity for retailers with a digital presence to seize; using carefully crafted content, copywriters can give extra details that persuade customers to add one more thing to their basket.

This can be supported by functions such as ‘buy the look’, which helps to cross-sell a garment, or the ‘you might also like’ function based on the customer’s search to create a more personalised experience. With PIM being a fantastic tool for product content management and workflow, styling teams can add in product recommendations for copywriters to include in the copy so that a cohesive experience is presented to the consumer.

Under the Influence

Love ‘em or hate ‘em, there’s no denying the incredible power that influencers hold. A huge 81% of consumers are known to frequently buy the items they’ve seen being shared on social media, so it’s imperative that if an influencer has been spotted wearing your products, you’re in a position to quickly amend and update any product content to reflect this. A PIM allows SEO teams to quickly add changes to product information, so that consumers can swiftly find – and buy – your product to keep up with the trend.

 

OMIO PIM allows retailers to have tighter control of their content, whilst smoothing product workflow and removing the opportunity for product duplication. Want to hear how? Click here.

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