Nov 16, 2017 05:50

How your customers use all product information you share

By Ulrik Viebke

Product information goes beyond what you think. It's not just about providing the company's own system with the information needed to present sellable items on the web. The company also need tentacles far outside, and it is even more important in the future when the lead times from offer to completed deal are shortened.

How your customers use all product information you share

We usually mention us as the goldfish generation, where product information is scrolled past in a feed and forgotten within seconds. The world in which we are rushing into, the importance of being recognized becomes more important than ever, and a high recognition of your offerings is critical for long-term survival.

Product information

In order for your customers to be able to get rich product information, extensive work with enrichment is required. This not only applies to your own web, because the customer journey begins a lot earlier. To catch up with your customers as early as possible, a firm grip of your product-related data is needed. A PIM system is absolutely essential for solving that task, and the PIM systems will gain even greater significance, the more omnichannel your business will be.

The need for product information is addressed by search engines, catalog production and printed campaign material, internal database for sales staff and support, information screens in stores and offers through sms or email.

Same message in all channels

Campaign information is highly dependent on relevance to product features, and a link between feature and campaign message increases conversion. A customer should be encouraged by your clear marketing message, and not confused by inconsistent messages between different channels. The total power of your product information is provided when you reach all channels with a powerful and appealing campaign message, where product information is enhanced by additional information in various channels. The media associated with your campaigns and products should be relevant and by reapplying the campaign message to all communication channels, ensuring your customers recognize the message.

Campaign leaflets can very well lead to a visit to the website...

...where the customer needs to recognize the message and is allowed to be attracted to additional information. Here, the customer is introduced in accessories and upsell, preferably related to the customer's purchase profile and click behavior on the site. If the customer prefers a purchase in a physical store it is important that the customer recognize the campaign at arrival in the store. By reusing information and media, the purchasing process can be more powerful and sales staff can work faster with accessory sales or offer help getting started.

An effective way of reducing the pressure on staff in the store is self-service terminals, where the customer is allowed to explore products and also complete the purchase there. By ensuring that the information needed for these terminals is really homogeneous to other channels, the customer can easily complete their purchase simply because the recognition factor for the product is high.

In all the enormous possibilities of Internet Of Things, it becomes even more important to connect with customers since the automatic configurations that are made often last for a long time. When the machines themselves order spare parts or supplies, the order takes place automatically. The importance of determining the order in the configuration stage is therefore dependent on the correct product information at the bottom.

A well-designed PIM will shorten work time...

...while increasing the amount of product information on your products. Having rich information on the products will affect the conversion rate of all sales channels positively as they can get boosted by each other, so there is every reason to see the whole perspective, and what positive effects a PIM investment would provide.

As important as initiating the customer in a buying process is to follow it up. Looking back to the time of purchase , and offer other products relevant to the customer's needs and product possession, will lead to a more satisfied customer and more sales opportunities for a long time to come. Consumption items are optimal to follow up with automatic flows, as you are very early in the opportunity to plan for the new sales you intend to introduce to the customer.

But to succeed in your implementation, you should create a good foundation first. Think about where you want to be in the long run but focus on getting quality in your first version of the PIM system, then work on identifying bottlenecks and clear needs – then you will also succeed in the long run.


Want to know more about how PIM can help you organization? Check out this article about 'Why PIM is right for you'

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