7 Ways a PIM Supercharges Your SEO Strategy

Using SEO to optimize product content for search is one proven way to drive ecommerce revenue. PIM gives you the tools to optimize your content for SEO.

One proven way to drive revenue is by optimizing product content for search with an SEO strategy. A search engine will eventually rank almost all product content built or syndicated for your own website.

An SEO strategy is critical to ranking on searches.

Searches can be done on Google, or through Amazon, Bing, or whichever retailer or marketplace you’re selling on.

Ranking high on these search engines is vital to drive revenue and growth.

There are many online resources that will help you optimize content for product pages. If you’re selling more than a dozen or so products, manually identifying, ranking and optimizing for all of their respective keywords is tedious and impractical for most organizations.

Remember:

  • There are between 12 and 24 million ecommerce websites (source).
  • Google uses at least 200 different ranking factors (source).
  • Between 2015 and 2018, Amazon overtook Google by capturing 54% of all product searches (source).

A PIM gives you the tools you need to optimize your content for SEO at scale.

But first…

What is PIM?

PIM is an ecommerce software solution for creating a single source of product content truth. Use PIM to optimize content for richness, accuracy, and completeness. Finally, PIM syndicates content to meet requirements by sales channel.

Think of PIM as a central repository for all the content you use to populate product pages to sell your products online. It’s important to remember that product content means two things. It’s both the information essential to descriptions, feature bullets, and specifications and digital assets, like images, videos, and CAD drawings.

What does any of this have to do with SEO?

PIM’s foundation is a robust centralized repository for inputting, storing, organizing, modifying, updating, developing, optimizing, and syndicating product content.

The goal of PIM is to drive sales conversions by presenting potential customers with fully optimized product pages. These have to be bursting with all the information and images customers need to make strong, informed buying decisions.

Thus, in the ecommerce space, with the digital foundation PIM provides, your SEO strategy has the potential to accomplish not only what you know it’s supposed to, but the how as well.

Quite simply, PIM is the “how.”
seo-keys

The Four Keys of SEO

Minus all the fads, trends, and gimmicks, the correct practice of SEO comes down to just three main points. All three of these are driven by the product content PIM has been purposefully designed to manage.

1. Keywords

You need to know which keywords people are actually using to search for products in the category you’re selling in.

Remember:

  • What you want people to search doesn’t matter.
  • It also doesn’t matter what you think they should search.
  • What they used to search doesn’t matter either.
It only matters what they’re going to search.

2. High Quality Content

You have to plug your keywords into high quality content.

High quality content is:

Original

Search engines hate redundant content. In the ecommerce space, populating your product pages with content you copied from the manufacturer is poor SEO practice.

Informative

Potential customers want to read content that tells them what they want to know. That content has to be accurate, up-to-date, and directly related to the keywords you’re targeting with your SEO strategy.

Exhaustive

Both Google and customers want pages to tell them everything about the topic. Informed customers make strong buying decisions, reducing returns and increasing loyalty.

(Read everything you need to know about how high quality content flows from clean data in the blog featured below.)

3. Digital Assets

To hold potential customers attention online, you need to break up text content with, digital assets like images and videos. In ecommerce, the key is showing products from every possible angle, to ensure their features are fully showcased. 360-degree images are the new standard minimum.

Bridging the gap between the actual product and what the customer thinks increases conversions and reduces returns.

These days, nothing drives conversions like videos. Product pages that feature unboxing, assembly, and installation videos provide customers with the information necessary to make informed buying decisions. Videos that show product in use connect the reality of the product with the customer’s mental picture.

4. Tech

Finally, your product pages have to load quickly. And they have to be optimized for the mobile devices many customers tend to prefer to shop with these days.

Let’s get to how PIM makes this happen.
pim-supports-seo-strategy

7 Ways PIM Supports Your SEO Strategy

1. Keywords

With PIM, keywords can be incorporated into product management at any time from implementation on. This means you can hit the ground running from an SEO standpoint. Because the content you push out to your product pages is already optimized for search.

Because product launch involves multiple internal teams, coordinating and centralizing product content with a PIM allows everyone to contribute input. The result is a fuller, more robust, and better thought-out SEO strategy.

This more diverse view means you’re less likely to miss the keywords critical to driving views that lead to conversions.

Also, it should go without saying, but those keywords can be amended, adjusted, deleted, or changed. This way, you keep pace with changing trends. If after implementation your pages aren’t getting as many views as you’d anticipated, the solution is simple: adjust your products’ keywords in your PIM. It’s an easy way to bring in more traffic.

Further, with PIM, the keywords you choose to most centrally identify your brand with can be populated across product pages to present a unified message. Savvy customers shop in multiple online marketplaces, and noticing your central message varies from site to site may give them an impression of carelessness. 

PIM makes sure your product pages present a unified brand message.

On the other hand, some product content needs to vary to match the buyers you target with specific channels. You can use buyer specific keywords can to target specific kinds of potential customers by target channel.

PIM allows you to tailor your brand message, niching your messaging where it’s most likely to resonate. This is important, because speaking your customers’ language, instead of trying to sell to them in sales speak they may find inauthentic and off-putting, is a recipe for success.

product-tag

2. Product Tags

Product tags are short descriptors you connect to your products. They give more detail than simple product names, which are often reflective of broad categories. Think about the products you sell, and then think about how many different variations you sell of each.

Different types of customers search for the products they want to buy in different ways. Product tags provide your customers with the ability to narrow their searches down and find exactly what they want more quickly.

When supported by a PIM, product tags enable easy translation into SEO keywords.

An individual customer might search something like, “pliers,” while a contractor with a greater amount of knowledge and experience would be more likely to search, “5-inch needle nose pliers.” Building fine-tuned descriptions into your product tags allows potential customers to find your products via search much more quickly and easily.

Remember, search engines return results depending upon where you place keywords, so sprinkling them in various locations within your product pages will return better results. Simply incorporating keywords into product titles and descriptions is far too simplistic.

PIM lets you place keywords in every possible location a search engine might look.
store-information-images-together

3. PIM with Digital Asset Management (DAM) Functionality

PIM manages product information, but that information doesn’t mean much without the visual context ecommerce experiences are built around. This means your PIM solution needs to store product information alongside digital assets, which make up the visual component of your product pages.

Provide your customers with the fullest possible understanding of your products

Your customers will feel empowered when you give them the information they need to make informed buying decisions. Rich digital assets, such as 360-degree pictures, unboxing and installation videos, and CAD drawings, transfer that power of information to your customers.

Because you need to include these digital assets to achieve sales success anyway, optimizing them for search is the next logical step. With a PIM that includes a DAM you can attach metadata to digital assets. Like product tags, you can write that metadata to include keywords your customers search online.

(Read everything you need to know about how PIM with data governance functionality drives revenue for your ecommerce operation in the blog featured below.)

4. PIM Supports Automatic Image Transformation

These days a given page’s mobile compatibility impacts search results heavily. This is because, for many people, phones, tablets, and other mobile devices constitute their primary means of accessing the Internet. As such, search engines have begun to rank sites more highly if their content is optimized for mobile.

To be optimized for mobile, your product pages need to display content dynamically regardless of what kind of device a potential customer is using to search for and experience your site. As you might imagine, text transforms more easily for the mobile experience than do images and videos.

Ultimately, what this means is you need to be sure that your product pages can display with the smaller images necessary for product pages to display correctly on phones and even watches. At the same time, different retail and ecommerce websites require resized images to populate according to their specific requirements.

Product pages that feature a full complement of images and videos are more likely to convert customers than pages with limited digital assets.

PIM, with DAM functionality, automatically resizes images and video both for smaller mobile screens, and to conform to channel-specific requirements like aspect ratio and resolution. This way, no matter where potential customers find your product pages, your images and text tell the story of your brand you know is most likely to drive conversions.

Remember, while a search engine can’t distinguish a compelling product page from one that’s not driving conversions, they can see what potential customers are doing. If visitors are finding your product pages, but leaving them quickly without buying, search engines will assume the page did not provide the person searching it with what they wanted. Over time, pages like this will begin to rank lower, hurting your overall SEO profile.

sales-rep-feedback

5. Sales Rep Feedback Integration

Feedback from customers is incredibly important for understanding how well your product pages are performing, or why they aren’t. Feedback allows you to shape your brand messaging and more fully optimize product pages to drive conversions.

But even more important is feedback from the sales reps whose job it is to sell products, yours and others, to customers all day, every day. These are the people, even more than customers themselves, who know precisely what drives conversions and what doesn’t. Gathering their feedback and comments constitutes an invaluable resource.

Sales reps have their fingers on the pulse of today’s sales environment.

PIM gathers sales rep feedback in the form of the search terms they’re using on your sales channels. This provides a consistent feed of the newest material to guide updates to your sites with an eye to optimizing pages for SEO.

6. PIM Allows for Competitor Cross Referencing

Knowing how your competitors are succeeding at any given moment ranks among some of the most important information you can collect, regardless of your business vertical. With an eye to ecommerce and SEO, it’s a major win to draw sales away from competitors when potential customers search the keywords they’ve already cornered.

With PIM, you can do more than optimize your own pages for searches of the keywords you’re already ranking with. A little bit of research will tell you which keywords your competitors are outcompeting you with, and with PIM, you can plug them into your product pages.

More traffic necessarily makes for more conversions.

Instead of using your valuable time to build results organically with blogs and other presentations of lengthy content, potential customers will see your products alongside those of your competitors. Combined with the other benefits PIM affords you to optimize your product pages, appearing in searches of your competitors keywords might just be enough to redirect that traffic to your site.

To fully leverage this functionality, you should go beyond using the keywords you and your competitors are ranking with now, and predict the ones you intend to corner in the future. This way, even if you aren’t able to rank for those keywords using more conventional approaches, you’ll still see the traffic when potential customers search those keywords of tomorrow, next month, and next year.

persona-driven-product-pages

7. Persona Driven Pages

Manufacturers have diversified their sales channels by selling on across as many platforms as they can, from ecommerce marketplaces like Amazon, to retail sites like Home Depot, to their own D2C sites and multi-storefront operations. Simple math tells us that with more stores comes more chances of a potential customer finding one.

Simply, more stores means more likelihood of more conversions.

Because you intend to target a different, specific buyer with each of your sales channels, each is going to need a tailored SEO strategy. Think about it, different buyers are going to exist in different spaces online. Targeting them with the same strategy is only going to be so effective.

Instead, PIM allows you to tailor content by buyer and channel to maximize traffic and drive conversions. With PIM you can segment product content to feature the precise sort of search terms a targeted buyer is going to use to find the kind of products you’re selling. Visitors empowered with the information they need to make informed buying decisions are the ones most likely to convert.

PIM empowers you to empower your customers to buy.
pim-drives-seo-scale

PIM Drives SEO at Scale

Individual products require carefully articulated strategies to rank high in search results. These strategies have to include content optimized not only for the ecommerce audience, but also for the search engines that audience uses to find your products.

It’s easy to sell a dozen products across a few marketplaces manually. But as the number of products and sales channels you sell across increases, the number of optimizations you’ll have to do to stay competitive will increase exponentially.

PIM grows with your operation, to ensure you stay on top of your SEO strategy as your operation grows into the future.

Now that you know how PIM can help optimize your SEO strategy, click here to see what Catsy can do for you today.

8 Ways a PIM Can Drive Revenue for a D2C Operation

If you’re struggling to solve D2C’s specific challenges and present a robust, delightful customer experience, you’re not alone.

You know selling online comes with unique challenges. What’s more, selling Direct to Consumer (D2C) has its own specific set of difficulties. Are you sure you’re set up to solve them?

If you’re struggling to present a robust, delightful customer experience, you should know:

You’re not alone.

“Your premium brand had better be delivering something special, or it’s not going to get the business.”

Warren Buffet, CEO of Berkshire Hathaway (source)

The key to D2C success is delivering product content more compelling than on retailers’ product pages.

This means delivering authenticity.

While you understand why this is important, it often feels impossible to know if your D2C site provides a truly authentic customer experience.

Also, let’s not forget, product content isn’t just product information like descriptions of features, detailed benefits, and specifications.

Product content is everything you use to sell your products, including digital assets, like images, videos, and CAD drawings. All this needs to be managed.

And the challenges of D2C operations don’t stop there.

But you can rest easy, because there is a solution: Product Information Management (PIM).

“Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.”

Howard Schultz, CEO of Starbucks (source)

In this blog, we’ll take a deep dive into the core challenges you’re facing running your D2C operation. Understanding these challenges, and how PIM solves them, are the keys to increasing your D2C sales revenue and growing market share today.

pim-d2c-or-dtc

D2C or DTC?

Regardless of which abbreviation you use, D2C or DTC, they refer to the exact same thing: the direct to consumer advertising and sales model. Because you already know what those are, this blog isn’t going to focus on explanation.

Instead, because clarity is key to comprehension, it’s important to note why this blog uses D2C, not DTC.

First, DTC already means to many other things. Wikipedia’s DTC disambiguation page lists 27 companies, industries, methodologies, and even people already referred to as “DTC” (source). Second, D2C mirrors acronyms already in common use, such as B2B and B2C.

These reasons would seem to be enough to reject DTC in favor of D2C.

What are D2C challenges?

Think about why you decided to create a D2C webstore in the first place. What does the D2C model afford you?

D2C allows you to control every aspect of your brand.

These days, sales success is nearly synonymous with the word “niche.” Leveraging your niche allows you to speak as an authority to a very specific kind of customer. This empowers your site with authenticity that drives conversions.

So, because you want to laser-focus your product content on a particular kind of customer, the D2C model allows you to do this. But there are challenges:

d2c-own-content-creation

Challenge #1: You own content creation.

With a D2C site, you’re now responsible for making sure your product pages are maintained as well or better than your retailer pages. You need to bring together detailed information about your products with presentation based on detailed information about your customers.

With regard to D2C product information, your users create content and move it into the ecommerce site you’re using. This means manually assigning attributes to each product and populating them with the corresponding pieces of information.

How can you ensure completeness and quality?

Optimized product pages have to be 100% up-to-date with the latest information and images to convert customers. One way PIM approaches this problem is by automatically assigning each product a completeness score. Your PIM, once configured to include all products and their attributes, will display a score for each product.

This way, you can always focus effort where it’s needed most.

Running a D2C site makes it possible for you to provide your visitors with a tailored and unique experience. An experience that is different than anything they will receive from a retailer site selling a wide variety of different brands.

PIM makes it possible to manage as much robust content as you’d like and syndicate it all to your site. Telling your product and brand story with whatever content you’d like is the result.

Use this freedom to your advantage to make your D2C site’s product pages as robust and compelling as possible.
manage-update-content-pim

Challenge #2: You manage and update content.

Success in D2C means constant focus on continuous improvement. Ecommerce platforms are designed specifically to display product information and digital assets to create aesthetically pleasing product pages. This also means these platforms aren’t created to manage and update product content.

Adding attributes, features, benefits, descriptions, images, videos, and anything else necessary to improve content is very nearly impossible. But with PIM, you simply update and push out new information wherever it’s missing or otherwise necessary for improvement.

Also, ask yourself: how many products do we sell?

If you were selling one product, managing and updating it would be simple. But you many not even know how many products you sell, so managing content means bulk-updating. Again, ecommerce platforms aren’t built to handle this specific task, but PIM is.

PIM connects products to their attributes at implementation.

This means you start from a robust digital foundation you use time and again when updating product information. Instead of updating one product attribute at a time, you simply make the desired change, and push it out everywhere at once.

d2c-buy-direct

Challenge #3: Your customers need a reason to buy directly from you.

Amazon, easily the largest online retailer in the world, held 43.5% of the U.S. online retail market in 2017 (source). It’s also 2.5 times bigger than its next competitor, JD.com (source), and 4.5 times bigger than its closest US competitor, eBay (source).

Why shouldn’t your customers buy your products from Amazon?

The answer is obvious: Amazon’s success means they sell just about everything. But if all I want is a drink of water, why use a firehose? You can fine-tune and customize your D2C site in all the ways you never could with an Amazon product page.

Amazon’s sheer size means delivering an authentic, tailored customer experience through their website is virtually impossible. Amazon’s product pages are standardized, so the only way you can make your products stand out is with the content you give them. Ultimately, Amazon sees sales as sales, be they of your products or your competitors.

Also, people who buy products from Amazon are less likely to focus on the fact they’re buying your products. The branding and presentation of Amazon’s pages mean customers focus instead on buying from Amazon. In the short run, this might not make a difference. But building customer loyalty should be the goal of everyone selling online.

A PIM driven D2C site boosts brand identity.

This is turn increases conversions, revenue, and the kind of long term customer loyalty that’s the dream of every business owner selling online.

PIM allows you full control over your product information and digital assets, so product pages can be optimized to deliver the maximum amount of value to your customers. PIM does this all while conforming precisely to your brand message.

d2c-unique

Challenge #4: Where does your D2C site sit among all your sales channels?

Another undeniable advantage to running a D2C site is simply having one more place to showcase your products. There are somewhere between 12 and 24 million ecommerce sites online today. Of those, approximately 650,000 generate over $1,000 a year in revenue (source).

(Read everything you need to know about leveraging a PIM to drive revenue for your multi-storefront operation in the blog featured below.)

Don’t replace retailers with your D2C site.

Because the Internet already offers so many online retail sites, having more sites improves your visibility. Ultimately, it’s a numbers game, the more sites you’ve got, the more likely at least one of them will rank high on Google. Ranking high on Google is very likely to boost sales revenue.

However, replacing one or more retailer sites with a new D2C site is a bad idea. Even if your new D2C is perfectly designed, it’ll take awhile to rank on Google. Your retailer sites should already be ranking, bringing in customers, and converting them. Don’t turn off a channel that’s already driving revenue.

PIM simplifies expanding across new channels, so rolling out a D2C site to compliment your existing operation requires less time and effort.

The bottom line is, having more sites is one way to increase market share and become more profitable. But don’t forget, there are several reasons why your D2C site needs to be unique.

Google’s algorithm hates duplicate content.

Copying and pasting product content from your retailer sites to your D2C site won’t work. Because your retailer sites are already established, copying them means Google is more likely to penalize you with lower rankings.

The single greatest benefit of a D2C site is having total control over content.

Simply copying existing sites is a waste, when you can instead sharpen and customize content to drive conversions. Ultimately, your D2C site needs to be a completely unique experience of your brand message.

Delighting customers with a compelling presentation composed of unique product content is what PIM was designed to do. PIM allows you to automatically update and push specific pieces of product information and digital assets to a particular site’s product pages. 

PIM also simplifies growing market share by giving you the ability to build out new sites and channels on a robustly implemented digital foundation. This makes hyper-targeting the product content for your D2C site far easier than with Excel spreadsheets.

team-collaboration

Challenge #5: Teams have to collaborate.

Manufacturers typically have just one person managing all product information and digital assets. However, it’s very unlikely that one person is the only one making updates and other changes. 

Instead, they receive content from multiple people and departments and have to organize everything to populate on product pages correctly. Even for companies with flowing internal communication and strong team cohesion, this is a massive undertaking.

This only gets more difficult as you roll out more products across more channels and retail sites.

PIM simplifies this process dramatically, providing companies with a single platform where all product information and images can be managed centrally. This ultimately means individuals make changes to a single source of truth, rather than holding onto old, inaccurate information and images.

incorrect-content

Challenge #6: Content has to be correct.

Everyone knows that people working in an organization have their own ways of doing things. Unfortunately, in the ecommerce space, this means people often have specific go-to descriptions and images they rely on. Because each person is working in their own environment, maintaining a single source of truth becomes difficult, if not impossible.

The result is product content with mistakes you thought were fixed.

You authorized updates to fix mistakes, but how do you know someone really made those changes? Was the change made in the one space you pointed out or everywhere it exists across all your channels?

Further, how do you know your teams aren’t using the descriptions and data they’ve come to rely on? If they don’t want to take the time to search through your system to find an updated picture or product specification sheet, they won’t.

PIM solves this critical problem with workflow functionality.

Workflow tracks each change made by user and according to permission level. Any changes made by a user with the highest level of permission are automatically approved. Changes others make go up to the user designated to approve them.

Further logging and tracking of all changes ensures you can skip trying to figure out where the mistakes are coming from and simply not approve them. This ensures you, the decision-maker, are the one who is ultimately in charge of all changes to your D2C website content.

(Read everything you need to know about how PIM workflow functionality increases productivity in the blog featured below.)

Challenge #7: Content has to be up-to-date.

One of the most time-intensive challenges of ecommerce is keeping your product pages up-to-date when improvements or attribute enhancements change products. Depending upon the kind and amount of products you sell, this can be an easily-planned-for annual update, or a constant project.

However, if you’re pulling data from PIM, it becomes possible to set up a feed to automatically push out new information as you update. PIM makes it impossible to miss an update because of your hectic work schedule or simply because someone forgets.

With PIM, updates simply can’t be missed.

Challenge #8: Which ecommerce platform are you using?

Last but not least, it doesn’t matter which ecommerce platform you’re working with. You can configure PIM to automatically modify product information and digital assets by the specific requirements of each ecommerce platform, sales channel, as well as your D2C site.

Finally, it should be clear by now that solving these eight challenges with PIM is a sure fire way to drive revenue and grow market share.

d2c-win

Bring in PIM for a D2C Win

Retailers and wholesalers bring in lots of visitors, but without a D2C site to compliment these there will be no space where you’re 100% in control. But you’ve already got a D2C site, right?

What’s next?

Great content drives an excellent user experience.

Maximizing revenue becomes a much easier goal to fulfill with total control of your brand and messaging. How people see your products comes directly from creating and publishing your own high quality content. So you want to create tons of high quality content for your product pages and continuously push it out across platforms.

Manufacturers need a PIM solution with three core functionalities.

PIM centralizes product content, because knowing where product information and assets are empowers you to create product pages that delight customers and convert them. Also, PIM optimizes product content, so you can be sure product information and assets are accurate and up-to-date. Finally, PIM syndicates product content, because product pages have to be populated with the content you’ve optimized.

Now that you know how PIM drives revenue by optimizing your D2C operation, click here to see what Catsy can do for you today.

Multi-Storefront Operations: 18 Ways PIM Drives Revenue

Multi-storefront operations present differentiated and compelling product content tailored to the customers you want to sell to, maximizing revenue.

If you are running a multi-storefront operation, you are probably fine-tuning your stores’ experiences to the buyer personas. This is because most multi-storefronts are designed with the buyer personas they sell to in mind.

Let’s take for example, a hypothetical organization called “HVAC Superstore,” that among other products sells thermocouples. HVAC Superstore is targeting three personas: consumers, contractors and enterprises.

And based on these personas, the current strategy for most organizations is to differentiate on the following:

  1. Branding
  2. Blogging
  3. Creative Voice
  4. Persona Resources
  5. Calls to Action

In 2019 and beyond to continue to drive conversions, this just isn’t enough.

The bar has risen. 

Progressive organizations are taking this one step further. And that next level centers on product pages. It may sound incredible, but content on product pages is often overlooked as a key differentiator across storefronts, costing real conversions.

Enter product content.

To maximize revenue in today’s global marketplace, content has to be differentiated and compelling at the same time across your multi-storefront operation. Simply put, to maximize revenue and expand market share, companies have to craft product content to sell to different kinds of customers.

From individual consumers to massive global enterprise corporations, if your content doesn’t speak precisely to them, you’re probably losing conversions.

Each multi-storefront represents a different type of buyer.

Product content that the buyer sees has to be compelling and uniquely targeted to the persona of the buyer. This targeting and storytelling becomes difficult as storefronts are introduced. But this is critical to drive revenue.

Unique and tailored content is the key to driving conversions.

(Read everything you need to know about tailoring product content in the blog featured below.)

What’s more, different customers naturally and automatically expect to see product content presented in a way they can immediately understand and respond to. Targeting different customers with a multi-storefront approach does this.

We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

Jeff Bezos (source)

In most cases, the goal of an ecommerce operation or eCatalog is to:

  1. Maximize Revenue
  2. Grow Market Share

In this blog, we’ll focus on realizing these sales goals with a product information management (PIM) solution that simplifies publishing across multi-storefronts. But first, it’s key to know exactly who you’re selling to. To illustrate this, let’s continue with our HVAC Superstore example by looking at a case study.

water-heater-thermocouple
a water heater thermocouple

A 3-Part Multi-Storefront Case Study

A thermocouple is a common safety device like a thermometer that detects when a pilot light has gone out. The picture above shows a thermocouple for a water heater. Remember, HVAC Superstore has determined it wants to sell thermocouples to 3 kinds of customers:

  • Consumers
  • Contractors
  • Enterprises

An individual consumer is unlikely to buy more than 1 thermocouple at a time, whereas a contractor is likely to buy thermocouples for water heaters, stoves, or furnaces regularly. An enterprise construction company may need to buy 1,000 thermocouples for a new high-rise in one large purchase, or in combination with thousands of other products.

The point is, because of their individual needs, each type of customer in this case study is going to have a particular concern. Also, while there may naturally be overlap, that specific concern is more likely to be unique to that customer than not.

The Consumer

This customer’s primary focus is on getting their thermocouple at the lowest possible price, and will need to be assured of its quality. 

The product page for this kind of customer will need to include several images, a guide explaining how to hook up the thermocouple, and a video to demonstrate installation. Further, the images will have to show the consumer exactly what the thermocouple looks like packaged, unpackaged, and, most importantly, what it’s going to look like after proper installation.

Multiple payment and delivery options are part of delighting individual customers. They’ll be concerned with warranties, returns, and refunds. Ultimately, the consumer is more likely to buy and less likely to return the thermocouple if your product pages make a clear, attractive promise your company and products can keep.

The Contractor

This customer wants to be certain the thermocouple is available for pick up immediately, or that delivery is available for precisely the right time and place. The contractor will also require the thermocouple to arrive in perfect condition, ready for installation.

The product page for this kind of customer will need to include all necessary installation information and precise specifications, like a CAD drawing. If the house where the thermocouple will be installed is in a city, county, or state with complex regulations about installation, your product pages should address this concern to maximize conversions.

Contractors are also knowledgeable, so product content has to include a certain level of industry-specific jargon to assure them your company knows everything about what it’s selling. Ultimately, the contractor isn’t going to buy your thermocouple if your product pages don’t assure them they won’t have to waste time, and lose money, waiting because the thermocouple is out of stock.

The Enterprise Company

This customer may have specialized pricing schemes to take advantage of buying at geographic or volume scale, or both, and certain specific delivery requirements. 

Beyond product pages, enterprise customers are likely to expect a gated view of your site. Once logged in, they will want product pages customized to negotiated requirements. Enterprise companies will also expect your product pages to include a high-degree of product content to educate them about your thermocouples.

Notice how little the two paragraphs above actually discuss the product itself. The impersonal focus of the enterprise company is just one demonstration of the wide variability in customer-specific requirements.

You can’t sell to a person the same way you can sell to company, so your product pages have to reflect that fact.

Here is a breakdown of the differences inherent to the 3 kinds of customers in our case study.

Multi-Storefront Sales Tailored by Customer

The case study above is only an example, as ecommerce operations often sell simultaneously to many different kinds of customers. Obviously, the more store considerations you have to account for, the more multi-storefronts you will need, and the more complex your operations become.

Because customers range in size, even though there is some overlap, each tends to have a specific main concern. These main concerns are best met with product content presented in a particular way across a company’s multi-storefront.

pim-tailored-content
An incomplete list of different kinds of customers and specific example concerns includes the following.

Individual Consumers

People shopping online tend to place price above all other concerns, but don’t forget to highlight quality and functionality in product descriptions. Individuals also like lots of images, but videos are the biggest sellers today.

Students

Like individual consumers, students care about prices. But students are also eligible for discounts, so don’t forget to address those. Students also tend to buy one of everything per year, so highlighting a 1-year guarantee is key.

Small Contractors

Contractors have to know products are available and will be delivered precisely on time. They’ll also need as much installation and regulatory information as necessary to opt for your products.

Nonprofit Organizations

Nonprofits and NGOs are often focused on local, regional, national, and international issues. So your product content has to speak to their values concerning one or all of these.

Media Companies

News outlets focus on the issues their readers and viewers are concerned with. So your product content has to assure them those issues are important to you, too.

Schools

Public schools are highly regulated by local governments, so product pages need to include regulatory compliance information. Universities, on the other hand, are often focused on prestige. So they tend to associate with brands with strongly established reputations for high quality.

Law Enforcement

Like public schools, law enforcement is tightly regulated. But unlike them, selling to adults instead of children means your product pages will have to focus on quality over aesthetics.

Hospitals

Hospitals are subject to a heavy amount of oversight, because so much of what they buy has the potential to kill people. As such, your product pages will have to place extraordinary emphasis on compliance to ensure customers your products meet absolutely every regulation.

Enterprise Companies

These customers will want to negotiate the best possible deal at scale, requiring a long sales cycle and development of a close business relationship.

Military

Buyers of this kind are likely to be even more focused on scale than enterprise companies, because military equipment is subject to intentional destruction.

Government

Finally, because governments are the most bureaucratic institutions on Earth, you’ll have to develop relationships with dozens, or even hundreds, of individuals and departments. This level of required detail means omitting even a single piece of product information on any of your product pages could be the difference between a sale and not.

Regardless of who you’re selling to, PIM is ultimately the solution for simplifying optimization of product content for all the product pages making up your complex multi-storefront operation.

pim-multi-storefront

Multi-Storefronts Tailored to Use Case

As stated above, multi-storefronts work because of an emphasis of focus on specific customer types, but that’s just the beginning. You can also use multi-storefronts to differentiate between any number of other varying factors, such as:

Specific Products

Above we looked at how you can set up multi-storefronts to serve different kinds of customers. But you can also arrange them to showcase a specific product or group of related products. Selling only a specific group of products together, with descriptions and images that highlight their connections, drives cross-sell.

Geographical Location

Multi-storefronts simplify international expansion of operations by supporting different languages, currencies, and units of measure. Don’t lose customers who like how your products look, but who can’t read your descriptions.

Technologies

Some customers prefer to shop online with a desktop computer and some like the flexibility of buying with a phone. Some customers have Android phones and some use iPhones. Don’t disappoint customers with product pages that look bad just because they prefer shopping with a phone.

Themes

Many products sell better at specific times of the year or are automatically associated with holidays or other events. Boost seasonal sales with multi-storefronts optimized to appeal to back-to-school shoppers or people who shop for Christmas presents year round.

Promotional Multi-Storefronts

Use multi-storefronts to set up sites with short-term special offers or temporary sales promotions.

Product Page Optimization

If you aren’t sure about the buyer persona you want to target with a particular product offer, set up multi-storefronts like A/B tests. That way you can determine how best to optimize product pages, to craft and sharpen brand messaging.

Sheer Numbers

Ultimately, it’s the simple math that leads to groundswell. The more multi-storefronts you operate, the higher the likelihood that one or more of them will end up ranking highly on Google. Whether that happens or not, with more multi-storefronts comes more chance customers will simply find one of your stores. All that adds up to more conversions.

multi-storefront-mistakes

How PIM Helps You Avoid Common Multi-Storefront Mistakes

Succeeding in today’s ecommerce space is as much about figuring out how to do things right as not starting off by doing things wrong. Here is a list of common mistakes you can solve by implementing a PIM solution.

As of 2017, there were approximately 12 to 24 million ecommerce sites online worldwide.

Digital Commerce 360 (source)

Mistake #1: Not differentiating yourself enough

Nothing is going to make selling online easy, but PIM makes it easier to organize product content. With regard to multi-storefronts, PIM removes the endless hassle of managing product information and images. In turn, you can focus on niching your sites.

Building a strong brand is hard, so delegate work to your PIM.

Setting up a successful ecommerce website can take up to 1 year.

Entrepreneur.com (source)

Mistake #2: Not automating simple required tasks

Don’t use up your valuable time making sure all your product pages are optimized. Instead, sharpen the focus of your multi-storefront operation by tweaking your page designs and product presentation to drive sales. You can ensure you present visitors with accurate information and up-to-date images and videos with a PIM.

Achieving sales success takes time, so let your PIM do the repetitive work.

82.97% of ecommerce website content is duplicate in nature.

Ecommerce Platforms (source)

Mistake #3: Running an overly complex multi-storefront

This blog is full of reasons why a multi-storefront operation will drive revenue and grow your market share. But it’s important not to get ahead of yourself. PIM simplifies running even hundreds of sites, but ask yourself why you need so many.

Instead of thinking up ideas for new sites, make sure your sites are built on robust, revenue-generating necessity.

(Read everything you need to know about picking the right PIM solution in the blog featured below.)

pim-meet-goals

The Bottom Line

If the goal of your eCatalog or ecommerce store is to drive revenue, you have to provide the tailored product content that converts for different kinds of customers you sell to. Simultaneously you have to keep your multi-storefront product pages optimized with accurate and up-to-date product information. The best way to do this is with a PIM solution.

With PIM supporting the product content syndication behind all these multi-storefronts, you can be sure your product pages are enriched and compelling. This is the case regardless of who sees them, where they see them, how they see them, when they see them, or what their specific likes and interests are.

Now that you know just how important a PIM is for driving multi-storefront revenue, click here to see what Catsy can do for you today.

5 Ways Data Governance Drives Revenue

Everyone who works with product content knows keeping information accurate and images up-to-date is difficult. Data governance is a sure fire way to stay on top of your product content, to drive sales success and grow market share.

Using data governance to help marketing departments drive conversions is a recent development.

Ironically, you can see this is true because statistics connecting data governance and ecommerce marketing are almost impossible to find. In any case, online sales still center around product pages. And those product pages bring together the following:

  • Descriptions
  • Specifications
  • Features
  • Images
  • Videos
  • CAD diagrams
It’s never been more important to understand how data governance connects to product content marketing to drive sales success.

For example, using software to maintain product information and digital asset quality and completeness, making rich product pages, is just one way data governance applies to product content management.

In this blog, we investigate how to deal with data and the emergence of data governance specifically in regard to product content.

What is Data Governance?

You can think of it as a set of core practices dealing with data discoverability, maintenance, and security.

Data governance is a practice best suited for mid-size, medium enterprise, and global enterprise operations. Data governance plays a limited role in small and mid-sized businesses, because they typically place responsibility for master data management in the hands of only a few key individuals.

The History of Data Governance

In the heyday of client-server systems, recognizing the value of enterprise data became the innovation of the century.

Although nobody knows who coined the term ‘data governance,’ it came into use to help enterprises streamline processes for capturing, updating, and discovering data. Security joined this party a little later, when the importance and value of data became more apparent.

data-security

Data Governance, Enforcement, and Product Data

Ensuring data quality sits at the center of the relationship between data governance and product content. However, depending on the particular industry, needs can vary. As explained above, the focus should be on mid-size and enterprise brands, and as related to product data.

Within that context, the importance of implementing 5 key data governance principles becomes clear.

  1. Identify everyone who has to use data for discoverability, decision making, analytics, and data maintenance.
  2. Determine access security levels.
  3. Entrust the work of updating content to the right stakeholders in the appropriate departments.
  4. Enforce the necessary quality checks, in the form of system validation, at the point of data entry.
  5. Put into place the necessary review and approval steps to verify data.
product-data

Product Data Isn’t Enough

Data is essential, but it’s rarely enough from a product marketing standpoint.

Elevating digital assets to the same level of importance is an ever increasing need. Because ecommerce is a visual experience, images and videos are critical to driving conversions.

Governance is essential for a marketing department to succeed at convincing and converting prospects into customers. It isn’t enough to do this with ease, unless the product is very industrial or scientific in nature.

A majority of departments need product data governance because they have to master not just data, but they also need digital assets. Product data are critical, for example:

  • Categorization
  • Product families
  • Variations
  • Specifications
  • Packaging information
  • Weights
  • Units
This data doesn’t diminish the need for rich content, but this isn’t enough. 

Successful organizations are the ones that have put practices and systems in place to govern data and digital assets.

(Read everything you need to know about why product information and digital assets should be stored together in the blog featured below.)

Data Governance Evolution

Although data is a necessity and key ingredient for robust product pages, it isn’t enough to generate visual interest in the product. Hence a product with complete data is not enough for marketing and conversion.

This has led leading brands to adopt similar governing principles when it comes to rich content like product images, different product views, certification images, application images, 360 images, spec sheets, pdf documents, and installation guides.

data-governance-drives-revenue

5 Ways Data Governance Drives Revenue

1. Product Experience

Accurate, up-to-date content along with rich digital assets and enhanced content, delight customers. The bedrock of a solid product page is rich, enhanced content.

The core strength of data governance is improved decision making – with regard to PIM, this ability is passed to the customer. Once the customer is informed, they can decide to buy with confidence.

2. Time to Market

You can go live with your product quickly and with more rich content once you have a data governance process in place. This speed facilitates better planning across teams, so that product launches are more robust.

If you are targeting a launch window, taking advantage of a trade show, writing press releases, or otherwise focused on marketing, data governance will improve outcomes. You’ll know your content and product pages will be in top shape.

(Read everything you need to know about optimizing your product pages in the blog featured below.)

3. Buyer Satisfaction

When you ensure customers know exactly what they are buying, you minimize disappointing them with products that are different from what they thought they were buying.

The surest way to drive returns is to fail to meet customer expectations.

4. Repeat Business

Delighted customers not only convert, but return for the same experience by buying from you again and again.

5. Scale

The most important benefit of data governance is enrichment. Rich content is the leverage to deploy products across retail, marketplace, and website channels. Strong governance allows use of the same content to perform time and again across channels, further increasing sales.

For example, sales channels vary by product content requirements. Data governance speeds and simplifies this process, whereas operations not governing data are far more likely to have data spread across their organization that, due to that spread, is also more likely to vary from any kind of unenforced standard formatting rules.

pim-implementation

Data Governance Implementation

Implementing a process that is either based on sound project management techniques, or by regular auditing, organizations can govern the creation and maintenance of, as well as access to, rich content.

Tips for organizations

  1. Eliminate data silos.
  2. Enforce validation rules that eliminate duplicate data.
  3. Tie a simple approval process, using reliable methods, to ensure data owners directly perform or supervise data entry.
  4. Review specifications when data changes annually.
  5. Review new types of digital asset requests annually.
  6. Fix inaccurate data: incorrect or incorrectly entered data.
  7. Ensure the correct people make categorization and hierarchical data decisions.
  8. Implement internal communication mechanisms around data.
  9. Comply with regulations by having the data needed for attributes like Prop 65.
  10. And all of the following should be required:
    1. A spec-sheet, if applicable
    2. An installation sheet, if applicable
    3. A 360 degree photo
    4. Several images covering different views
    5. A rich description
    6. An enhanced page comparing models of related products

Bonus tip for multi-lingual organizations

  1. Enforce a process that updates the same content across all markets when updating content in one language.

Make Data Governance Work for You

Data governance is important for marketing to help in driving revenue. Data is the foundation for success, but it is not enough. Mid-size brands need to evolve into data governance so they include the necessary digital assets that to achieve full product page enrichment.

Now that you know why data governance is your best bet for centralizing, optimizing, and syndicating you product content, click here to see what Catsy can do for you.

Internet Trends 2019 Report: 10 Key Takeaways

Mary Meeker’s Internet Trends 2019 Report is out and here are 10 key insights into how to use her data to maximize revenue and grow market share today.

Internet Trends 2019: Key Takeaways

1. Established B2B marketing practice won’t suffer from expanding mobile use.

Mobile device usage among U.S. adults has exploded from about 20 minutes per day in 2008 to 3.6 hours per day in 2018. But, it’s critical to note this growth has occurred on top of laptop and desktop usage, not at the expense of either.

Laptop and desktop usage rates have only declined slightly, from a high of 2.6 hours per day in 2011 to 2 hours per day in 2018.

Implication: B2B customers are far less likely to make purchases with a phone than with a laptop or desktop computer. This means established B2B marketing practices are not being negatively effected by the expansion of mobile.

Nor are they likely to be in the near future, as the only other platforms with expanding usage are game consoles and other OTT devices like Apple TVs and Amazon Fire sticks (source).

How many B2B product managers do you know who sell on Xbox?

2. The re-emergence of brick and mortar is no threat to ecommerce whatsoever.

As a percentage of total retail sales in the U.S., ecommerce has gone from less than 2% in 2000 to over 15% in the first quarter of 2019. The only decline over that entire period took place in 2008.

Implication: recent articles like this and this hype the re-emergence of brick and mortar retail as part of retail’s inevitably diversified future. But they fail to acknowledge at least 2 critical points:

  1. Money is money: If you’re already selling on Amazon, do you care whether customers buy your products online or in one of their new stores? If anything, this will be good for your business.
  2. Size matters: The amount of retail stores predicted to open in the next five years is dwarfed by the downfall of a wide variety of major brands from Sears to Radioshack to CVS (source). Toys ‘R’ Us alone was operating over 800 stores less than 1 year ago (source).

3. Product integration and association will drive your sales.

  • 88% of Americans report using a second device while watching TV
  • 71% use that device to look up content related to what they’re watching on TV

Implication: if 88% of Americans are using their phones to look up information about what they’re seeing on TV, your products need to be positioned in combination to maximize reach and sales results.

Think about the enrichment of your product pages and the amount of images you offer for each. Are you showing every angle and every feature? Are you providing close up shots?

Placing products in context and highlighting their practical association with other products is critical for maximizing conversions.

4. Word of mouth is the key to expanding market share.

41% of Americans currently use a device to send messages about television content to friends and family, specifically while they’re watching TV. These individuals generate wider interest in your products by telling their friends and family members about your brand.

This finding is bolstered by the fact that a 2017 poll found that at 23%, the largest portion of individuals signing up for new online services had done so on the recommendation of another.

Implication 1: people search differently on mobile than they do on desktop/laptop computers, so optimizing your product pages to rank high for mobile search is a skill you must master.

2 points to think about:

  1. Mobile users often search by voice, using full questions.
  2. Questions address different kinds of information: do they want to buy right away or do they want to know more first?

Implication 2: in the same 2017 poll, financial incentive accounted for only 22% of new service sign-ups and only 12% even reported liking the product.

Because this poll shows word of mouth has the potential to play a bigger role in driving ecommerce decisions than cost or preference, marketing needs to focus on building customer trust and maintaining authenticity.

People want to buy products packaged as authentic experiences they can share on social media.

5. You need to be selling in India and China today.

India

  • 1.34 billion total population
  • accounts for 12% of global Internet use
  • approx. 900 million did not use the Internet in 2015 (source)

China

  • 1.39 billion total population
  • accounts for 21% of global Internet use
  • approx. 640 million did not use the Internet in 2018 (source)
And a staggering 98% of Chinese on the Internet access it with a phone.

Implication: ecommerce operations already operating in these countries are poised to take advantage of the fact that both hold massive untapped markets. And these are countries that have already made enormous commitments to drive provision of Internet service.

Indians already trust Amazon more than any other Internet brand (source), and the Indian government is working to provide Internet service to everyone in the country by 2022 (source).

Are you selling in the Indian and Chinese markets? Are your product pages optimized for them? If not, what are you waiting for?

6. Content must be tailored and dynamic to maximize conversions.

89% of North Americans regularly use the Internet and in 2019 Americans will spend an average of 266 minutes on their phones, but only 216 watching television.

Implication: if your ads and content aren’t optimized for mobile devices and tailored for your potential customers to find them in the spaces they utilize, you won’t sell to them.

For example, Alexa Skills are like apps for an Amazon Echo that can be triggered by speaking a key phrase. Nearly 100,000 Alexa Skills are currently available for download.

This new vocal channel provides an opportunity to answer specific questions directly with a product offer.

Stats to think about:

  • 1.244 bil. – number of Android phones sold in 2017 (source)
  • 2.1 mil.number of currently available Android apps (source)
  • 215.8 mil. – number of iPhones sold in 2017 (source)
  • 1.8 mil. – number of apps in Apple’s App Store (source)
  • 100 mil. – number of Alexa devices sold to date (source)

Simple math tells us the room for growth in the total number of Alexa Skills apps is massive. Getting ahead of this trend immediately virtually ensures increasing sales and larger market share.

7. Grab your competition’s market share by cornering the wearable device channel.

Between 2014 and 2018, the number of Americans wearing electronic devices embedded in clothes or accessories more than doubled, from 25 to 52 million. And it’s estimated Apple has sold 46 million watches since the 2015 launch (source), including 10.4 million just in Q4 of 2018 (source).

Implication 1: This should be obvious, but pairing your products with wearable devices in product page photographs is an easy way to speak to customers.

Your products don’t even need to relate to wearable devices, as customers will still notice the combination.

Implication 2: Wearable devices offer an incredible opportunity for collecting information that can be used to sharpen buyer personas and content offers.

Only when you know what your customers are doing, do you really know who they are, so you can speak directly to them.

Implication 3: This new channel allows for delivery of information, but not if your content isn’t tailored for the space.

When it comes to the tiny screens wearable devices include, less truly is more.

8. Massive ecommerce offer growth has made it easier to rake in ecommerce sales.

Shopee is a mobile-centric social media focused B2C and C2C ecommerce platform launched in Singapore in 2009, which sells over 180 million products across SE Asia (source).

Between 2016 and 2018, the gross value of all merchandise sold through Shopee increased roughly by a factor of 10, in spite of heavy competition from regional companies like Tokopedia and Lazada, to say nothing of Amazon.

Implication: By focusing on an innovative, winning offer, Shopee was able to dominate SE Asia.

But they’re only 1 player in only 1 regional market.

Shopee’s success can be repeated by finding a balance that takes social media, ecommerce, brick and mortar retail, average cost, buyer personas, preferred method of delivery, and design presentation into account. That balance must be struck according to the preferences and behaviors of the target market.

The main takeaway here is:

New companies are constantly figuring out ways to carve ever more nuanced, niche markets off giant platforms and develop them into tremendously profitable businesses.

Traditional economic thinking argues sales would be more likely to go down as competition goes up. However, as customer preference for niche spaces increases, so does the opportunity to find customers where they already exist online, in spaces where they want to be.

To convert customers in niche markets, you must hyper-tailor your offers to them.

9. Images convert customers, not text.

Instagram has 1 billion monthly users and more than half of them use it every day (source). Also Vishal Shah, Instagram’s head of product, says they intend to focus on driving profitability by turning the platform into an ecommerce powerhouse (source).

Implication: Shopping has always been a sensory experience, so why should ecommerce be any different? By subtracting all other sensory information, ecommerce has to be as visually pleasing an experience as possible.

Everyone selling on Amazon knows product pages should display at least 7 images, because that’s currently the maximum number of images that display on one page. But there are two easy ways to get around this limitation.

  1. Encourage your customers to upload pictures along with their reviews.
  2. If your customers click into the gallery of images, they will see ALL the pictures you upload. This means you can actually display up to 9 pictures.

P.T. Barnum said, “There’s no such thing as bad publicity,” and ecommerce demonstrates it. Every good review posted to your product pages is an endorsement. Every bad review is an opportunity to demonstrate your commitment to your customers.

Also, it really doesn’t matter how simple your products are, you should be taking advantage of all 9 picture slots. Cover all of the following:

  • 1 rich, beautiful main image
  • 2 or 3 close ups from different angles
  • 2 or 3 close ups of highlighted features
  • 1 shot of the product in use
  • 1 shot of the product in combination with other products you sell

10. Tie everything together, and do it with authenticity.

You should have noticed by now that certain themes in this post have been repeated. The fact that these takeaways compliment each other, demonstrates their efficacy, their strength in practice. It also makes incorporating them into your overall strategy easier.

Let’s recap:

Mobile won’t hurt B2B marketing, because converting is all about reaching people where they already are, and B2B customers don’t shop on mobile.

Authenticity means knowing as much as you can about your customers, so don’t insult them by barging in on their Facebook and Instagram feeds (at least until Vishal Shah’s plans come to fruition). Find them on LinkedIn and Pinterest, platforms designed for business and optimized for sales, respectively.

Use images to bring products together, because pictures give you more than the opportunity to showcase your products. They let you show your customers how well you know them. Unlike static product photos, action shots promise the authenticity of showcased reality.

Move away from airbrushed, obviously staged photos toward real pictures of real people really living their lives. Include visual cues, like wearable devices, to point people to recommend products to their friends and family. Associate your products with others to give a fuller, more realistic picture.

Sell in India and China, but without authenticity your chances of success are low. Authenticity means investing in research, asking questions, respecting local cultural practices, and absolutely not selling down to people.

Authenticity means taking the time to create tailored, dynamic content with culturally correct imagery that changes with the origin of the viewer. People from different places obviously like different things, so give them what they want to see according to where they are. Speak their language, and give them specifications in units they understand.

Finally, India and China are where shaving niche markets off giants is most readily possible, because both contain massive markets yet to dive into the online space. They also offer recently moneyed youth, the people most likely to develop and maintain lifelong niche preferences and interests which include international products.

Who wrote the Internet Trends 2019 Report?

Mary Meeker, a venture capitalist who focuses on the Internet and new technology investment, spearheaded compilation of the report. Meeker is a former partner with the noted Silicon Valley VC firm Kleiner Perkins.

Since September, 2018, she has raised $1.25 billion at Bond Capital, a new firm she started and the publisher of the highly anticipated Internet Trends 2019 report.

Why should I listen to what Mary Meeker has to say?

In 1995, Meeker was working for Morgan Stanley while they were taking Netscape public. During this time she co-authored The Internet Report, known as “the bible” of the dot com boom. At Morgan Stanley, she was also the lead manager on the Google IPO.

In 2010, Fortune magazine called her, “one of the ten smartest people in tech” (source). And Forbes included her at 77 in a list of the most powerful women in the world, in 2014 (source).

So, when it comes to tech trends, it’s safe to say Mary Meeker knows what she’s talking about.

Now that you know where ecommerce is going, click here to see how Catsy can help get you there.

PIM Do’s and Don’ts: 7 Steps to Picking the Right PIM

PIM do’s and don’ts – the biggest DO when it comes to selecting a product information management (PIM) solution is also the biggest DON’T:

You DO need to choose the PIM that solves all the problems you have, so DON’T buy one if you don’t need one.

But how do you know if you need one or not?

To help you with this important decision, we’ve created a simple, step-by-step guide. With it, you can determine whether or not your operations would benefit from PIM integration.

How does it work?

Easy, if you answer any of the 7 questions below with large amounts, or worse, you don’t know what the answers are, it might be time to start thinking about a PIM.

But first, let’s talk about value.

pim-dos-and-don'ts-value

What value does PIM bring?

One key feature of PIM is greatly simplified functionality for inputting, updating, and managing product content across channels, manufacturers, products, and variants. If you’re repeatedly having trouble finding specific pieces of product content, how can you enrich your product pages?

What is product content?

Product content can be divided between the following two categories.

  • Product information
    • Descriptions
    • Specifications
    • Feature benefits
  • Digital assets
    • Images
    • Videos
    • CAD drawings

*These lists are not exhaustive.

As the numbers of these increase, so must the complexity of your organization.
pim-update-product-pages

1. How often do you update your product pages or catalogs?

Complex operations necessarily require ever higher degrees of organization.

In 2010, research into 1,150 senior executives at companies of at least 1,000 employees resulted in 2 major revelations:

“Companies reporting low levels of complexity … had the highest returns on capital employed and the highest returns on invested capital.”

(McKinsey & Company)

Further, 80% of companies that minimized complexity also saved money, with some having slashed nearly 20 percent of personnel costs by prioritizing value of activity over its complexity.

Ecommerce today is overburdened with automatable busy work.

PIM makes keeping product content up to date and accurate far easier than with traditional spreadsheet management. These benefits minimize complexity, but are best understood at scale. So if your products don’t change from month to month or year to year, updating your product pages and catalogs often is probably unnecessary.

For example, companies that sell seasonal products likely have an annual updating schedule, giving them a year to foresee and avoid product page and catalog updating problems. Companies that provide a set of products proven to sell year after year may not need to update their catalogs and product pages at all, except to change their overall aesthetic.

So if you’re consistently certain your product information is accurate and up to date, and your company falls into one of the categories describes above, you might not need a PIM.

Unless you want to increase sales by selling on more channels…
pim-channels-amount

2. How many channels do you sell across?

And how complex are their processes?

Do the sales channels you work with provide standard templates to create new products in their systems? Are those templates ready to accept attribute information for new products immediately? If not and you have to send in a general description, how long do you have to wait for them to get back to you?

Multi-channel campaigns that bring limited or no results might be suffering from a lack of the enrichment capability of PIM.

One channel might be fine with several different file types and sizes, while another might want your images to correspond to highly specific parameters. One channel might require a small number of specific pieces of information, while another might need dozens per product page.

PIM makes this, and many other jobs, easier.

Another key function of PIM is automatic translation and conversion. Do you sell products in other countries? Only 20% of the world speaks English, so if you don’t have a way to convert your product pages into your customers’ preferred languages, you’re not going to sell to them.

Likewise, if your spec sheets discuss your products in Imperial terms, with inches and gallons instead of centimeters and liters, it’s likely you’re just confusing 7.3 billion potential customers who use the Metric system worldwide. Ultimately, PIM ensures product content coherence across channels.

Just how many markets do you want to sell in anyway?

Selling across multiple channels is complicated at best, but it’s relatively easy to maintain high quality product content on one channel if you don’t update your product pages or catalogs often. In that case, you may not need the functionality a PIM provides.

Unless you sell products made by several manufacturers…
pim-manufacturers

3. How many manufacturers do you work with?

If you only work with one manufacturer, you probably don’t need the organization PIM provides.

Again, the more simple your operation, the easier it likely is to manage. But as product information comes to you from ever more manufacturers, several possibilities become more and more likely.

  1. Standardizing information entered with different systems requires more and more work to coordinate
  2. Formatting that information for your sales channels adds a second level to standardization
  3. Some manufacturers will inevitably be worse at supplying you with error-free information

To a certain degree you can mitigate some of these difficulties in Excel. But if you don’t know how to build, maintain, and feed standardized information into macros, managing more and more manufacturers will only require more time and effort.

So, if you only work with a single manufacturer to sell on one platform and your product pages or catalogs don’t need much updating, you probably don’t need a PIM.

Unless you sell a large number of products…
pim-products-amount

4. How many products do you sell?

Is a hard number really a useful measure?

It can also be helpful to think of this question in terms of people, amount of work, or simply time. Regardless of the number of products you sell, if one person can get all the work done in 40 hours a week, do you need to buy a PIM?

But is the work REALLY getting done?

Ultimately, you know your operation well enough to confidently say all the product content management work is getting done. Think about how well organized your products appear to be, and whether any associated information is ever missing from your product pages. PIM is a way of getting even more done in an equal amount of time, which means organization that leads to robust product pages that convert.

Do you provide a personal experience?

Personalization driven by tailored content is the engine of modern ecommerce, something consumers have come to expect from shopping experiences. PIM functionality makes personalization easier, so you can keep the promises you make to your customers, increasing sales and decreasing returns.

What about new products?

How long does it take your company to bring new products to market? Ecommerce success is typically measured in dollars and cents, not hours and days. But the fact of the matter is PIM can reduce whatever that amount of time is.

If you dread bring new products to market, because meeting deadlines and quality standards is so difficult, PIM can help. With PIM, product pages aren’t just complete, they’re dripping with the most accurate information possible and set off with rich, detailed pictures, descriptions, and feature explanations.

To sum up, if you don’t have trouble bringing new products to market, sell a small number of products from one manufacturer on a single channel, and your product pages or catalogs don’t require regular updating, a PIM likely isn’t for you.

Unless your products have a lot of variants…
pim-product-complexity

5. How complex are your products?

Product complexity increases with the number of attributes.

How did you estimate the number of variants for your products when you completed the tool at the beginning of this post? If you have a large operation it’s likely this was the most difficult question to answer, because some products are simple and some are impossibly complex.

In any case, most products vary to some degree.

Another key organizational feature of PIM is variant organization, known as parent/child relationship. A parent is like a master product template, including a comprehensive list of all possible attributes a given product has. The children are the variant products sharing an identical set of attributes, but with varying values for them.

For example, if a parent product is a t-shirt, one child would be an extra-large, blue t-shirt. This is a very simple example, as complex products can have virtually any number of attributes and those attributes can have a huge variety of possible values.

Product content enrichment, accuracy, and completeness drive sales conversions, so the more variants you have, the more digital assets you’re going to need. A PIM with digital asset management (DAM) capability simplifies this by giving you the option of tying a single image to each child product. One benefit is that your product pages will be tidy, making more sense to your customers and the search engines they use to find your products.

Think about the example above, if you’re selling 10 sizes of blue shirts, do you need 10 different pictures?

If your operation is simple, you have a small number of business partnerships, and you sell a narrow variety of simple products, you probably don’t need to invest in a PIM.

Unless your prices change often…
pim-update-prices

6. How often do you update your prices?

If you sell a lot of different, highly complex products, you’re probably adjusting your prices often.

Selling in highly competitive markets tends to call for adjusting prices more frequently. Under certain circumstances you may need to display discounted prices next to original prices, to entice potential customers to take advantage of savings.

If you run sales, promotions, or special offers frequently, you’ll probably need to set and reset prices often. If those offers take place at random, or if you have to manually calculate prices precisely, adjusting your prices may be taking up a significant amount of your time.

PIM can be set to do all of these automatically.

So, if everything above leads to you to believe you don’t need a PIM and your products have stable prices, then a PIM probably isn’t going to help you do business.

Unless your product content comes from multiple internal sources…
pim-team-size

7. How many employees do you have?

Getting this far through the list means you’re probably running a big company.

PIM collects product content from multiple sources to maintain product information consistency across internal teams and external sales channels. If yours is a small operation, you’re less likely to need that kind of management control.

However, large operations require a significant investment in inter-team organization. PIMs often include workflow capability to increase efficiency and productivity. Workflow allows you to assign tasks in a specific order with messaging and reminders set to trigger automatically. This makes it easier to ensure operations more forward smoothly, and that each of your employees gets what they need to complete their work right when they need it.

To Recap:

If any of the following are true or if you’re planning on expanding to the following capacities, a PIM might need to be in your future.
  1. Your product pages or catalogs require regular updating
  2. Your company sells on two or more channels
  3. Multiple manufacturers provide you with products
  4. You sell a wide variety of products
  5. The products you sell come in a variety of configurations
  6. Your prices are volatile
  7. You have more than a few employees who directly control some amount of your product information
best-pim

What the Best PIM Will Do for You

Owning the digital shelf means delivering the rich, accurate product pages most likely to convert visitors to your site into paying customers. Remember, accurate product information is one lever you have significant control over on the engine driving ecommerce sales success.

While human fickleness means you can’t keep people from changing their minds and returning products, you can help them make them up in the first place.

Do this with rich, compelling product pages full of accurate information.

Bonus Pointers

We promised a list of PIM do’s and don’ts at the outset, so here it is:

DO choose a PIM that…
  1. Solves all of your concerns, but don’t choose one that’s overly complex or provides functionality you know you won’t use.
  2. Includes DAM integration, but don’t opt for a DAM built to mimic the functionality of a PIM.
  3. Offers responsive customer service, but don’t simply take their word for it (see final thought below).

Final thought: To verify the PIM you’re considering offers all of these, you should conduct your own research and read reviews on sites like G2Crowd.

Now that you have everything you need to know to decide whether or not you need a PIM, click here to see what Catsy can do for you.

Use PIM Component Expertise to Create Perfect Product Pages

Product information management (PIM) is more than managing product information. PIMs come in different forms, incorporating a variety of functions.

Product Information Management (PIM) is software that provides a central space to create, manage, and syndicate product information across sales channels in a unified manner.

Internally, PIM comprises tools to store and share product information across multiple systems, and to facilitate workflow.

PIM can store all product information:
  • Product Descriptions
  • Configurations
  • Logistics Information
  • Reviews
  • Warranty Details
  • Prices

This makes PIM a reliable, all-in-one source of product information. Content is the king of ecommerce, and quality, tailored content that ensures a delightful customer experience is built on product information accuracy.

PIM delivers this accuracy to your product pages.

PIM Essentials

At its core, PIM offers companies the flexibility of working with every platform for product information retrieval and distribution. Companies must ensure customers receive complete, accurate information to make purchase decisions.

PIM and its standard elements make this possible.

Your PIM must syndicate product information easily.

Product information syndication is crucial, because storage spans individuals, teams, and their devices. For example, bulk editing ensures information consistency.

Editing information on marketing channels and platforms one by one takes forever. This also leads to product information inconsistency and increases the chance of including errors on product pages. Make sure your PIM can edit product information across digital channels simultaneously.

A good PIM is also highly flexible and configurable.

Users should be able to view product information by channel to make adjustments according to specific channel requirements. Your PIM should also integrate easily with other systems to turn out quality product content.

Content analytics is another element your PIM must have.

Analytics allow you to monitor product sales performance and fix problems as they arise.

Your PIM has to include a Digital Asset Management (DAM) feature.

DAM in PIM allows you to optimize digital assets, such as images and videos, for specific channels. Your DAM should be able to transform assets for seamless syndication across all the channels you use regardless of what their specific requirements are.

Define Your Objectives

What do you want your PIM to do?

Answering this question will allow you to structure your PIM to support your marketing strategy and organizational goals. PIM capabilities are numerous, and performance tends to vary from one organization to another.

Start by defining your central business objectives.

You may want to simply deliver quality product information or improve internal team coordination. Maybe you want to expand across channels, reduce time to market (TTM), or improve your entire customer experience.

It’s essential to set goals and define how success will be measured.

It’s no use investing in a PIM if you can’t understand its impact. Ultimately, you have to define how your PIM will support brand growth, because if you’re not growing, you’re dying.

Determine Your Implementation Parameters

Ask yourself how you’re going to implement processes with your PIM.

To define implementation scope, you need to consider your preferred channels, your operation region, and current TTM.

Either of two models can determine how to handle product information.

1. Model all product information from the outset.

or…

2. Start with subsets of product information and increase in subsequent phases.

Large companies tend to opt for the second method, because they prefer beginning with a particular product line or region. The second method allows for process testing to ensure proper functioning well before full implementation.

Other companies may prefer the benefits of full information centralization by rolling everything out at once. While both methods include pros and cons, your decision should rest on your company’s current and future needs.

Implementation Strike Team

Successful PIM implementation requires a strike team.

Even for a small ecommerce operation, it’s unlikely one person will be able to handle all the requirements of implementation. The tasks of implementation are as different from each other as the knowledge and skills required to complete them successfully.

You will need:
  • An executive sponsor to see everything through
  • A project manager overseeing daily tasks
  • A product manager to gather all your product information
  • A group of individuals to input all the information
  • A marketer to write your product page text
  • A designer to supply images
  • A tech who knows how your ERP system will integrate with your PIM

Determine Your Product Catalog Structure

The only way to build a strong catalog is by using accurate product information regarding all of your offerings.

This means your product categories, attributes, how they vary, and their use regarding different customer touch-points.

PIM offers a broad range of options.

You can structure your catalog virtually any way your company requires. But craft that structure carefully, as the success of your PIM implementation depends upon it.

Your catalog structure should reflect the attributes of the specific sales channels you intend to use.

The structure should also support different product categories, attributes, and how these may vary.

Finally, incorporate the catalog must include the relationship of a given product to another as well as metrics for different online sales areas.

Workflows and Mechanisms of Integration

Getting the most out of your PIM depends largely on the strength of the workflows you set up.

You need to think about which teams interact with what product information, as well as what each team’s core function is. Consider how each team will use your PIM and how processes need to be ordered to maximize efficiency. Also, define permissions carefully so the right people have access to the right information, nothing more or less.

Proper understanding of the entire workflow will guide business operations and increase efficiency.

Previous work processes may need updating for the way processes will work after PIM implementation. You may want your PIM to support processes you think you can’t change, but those processes might be the most in need of overhaul.

Remember that one of the greatest strengths of PIM lies in eliminating the placement of product information in silos.

PIM workflow support provides for information sync, driving accuracy in real-time. This kind of integration helps streamline your entire ecommerce operation.

Digital Asset Management (DAM)

It’s important to ensure that your PIM includes DAM capability.

While some companies have modified DAM to mimic PIM, the result is often clunky, incomplete, or both. Moreover, PIM and DAM may seem similar in function, but they are actually fundamentally different.

PIM centralizes and facilitates syndication of product information, while DAM specifically handles digital assets.

Some assets, like company logos, may not even relate to products. DAM ensures proper management of images, videos, and documents attached to specific products. PIM allows you to store and manage these digital assets alongside product information.

Long story short, PIM is not DAM and DAM is not PIM.

Why Is DAM Important?

Digital consumers absorb media of all kinds every second they spend online.

The rise of digital technology and acceleration of innovation have only increased this digital consumption of media, driven by market and popular trends.

Media files include:
  • Animation
  • Videos
  • Interactive ads
  • Games
  • Audio files

Navigating these media has become a challenge companies and their customers share. Today’s digitally empowered consumer doesn’t want a rich digital customer experience, they expect one.

Companies that don’t meet and surpass customer expectations are doomed to suffer dwindling sales.

Customer expectations include access to the high-quality media content necessary to convince them their buying choices are correct. This is the key to conversions, because disappointed potential customers won’t give you their money.

Digital assets are more than just files, as they also include metadata about the asset.

You can use digital assets to product strong, searchable content only if the right metadata is associated with it. Searchability saves your teams time and makes it easier for customers to find you in the crowded digital marketplace.

Enrichment Tools

PIM integrates with multiple resource planning systems to extract product information for storage as product attributes. This allows marketing teams to enrich product descriptions and assets for syndication across sales channels.

PIM systems are specifically designed to support information syndication regardless of the particular formats various channels require.

With PIM, information can be enriched from internal and external sources. Internal sources include your marketing department, while external sources are your suppliers, external information bases, and agencies.

Information from both sources increases product information accuracy, driving sales.

Product Attributes

The description of product attributes directly affects purchase decisions.

It’s important to properly manage both the tangible and intangible attributes described on your product pages.

Tangible attributes include:
  • Size
  • Feel
  • Packaging
  • Weight
  • Quantity
  • Material composition
Intangible attributes include:
  • Quality
  • Aesthetics
  • Reputation
  • Price
Customers expect products and services to have certain specific attributes.

Points of parity refers to the way in which a given company’s products are similar to those of another.

Some companies go a step further and incorporate “points of difference.”

In a bid to differentiate their products and services from the competition, they discuss the ways in which their products are superior to those of their competitors.

Optimizing your product information means including both types of information.

Ultimately, product attributes discuss product quality, features, and style/design. All three should add value in the eyes of your customers.

PIM Analytics

PIM implementation allows access to powerful analytics tools which detail product content performance.

Product information quality, as well as team performance, can be analyzed. Management can see all activities taking place across the system and how much time they require.

With analytics, you can quickly search, find, and fill in product information gaps, along with finding errors. These gaps are not limited to text, as your images, descriptions, and translations may be missing crucial information, too.

You can also conduct analysis by product groups.

Management can control the accuracy and overall quality of product information with analysis by section, language, or geographic region.

Analytics also covers your syndication channels by ensuring the right product information is pushed out. You can also streamline searches by field and create multi-variant tests using different versions of standard documents.

This will go a long way to improve content quality, even that of custom content.

Audit Trails

This core PIM function provides a time-stamped record of every change or operation your team undertakes.

By automatically tracking actions, from sales made to customer service complaints, optimization becomes far easier. Audit trails also support product information maintenance, helping to quickly identify errors for correction.

There are two approaches to audit trails:

Progressive

Tracks and monitors all actions from beginning to end

Retrograde

Tracks results back to the starting point

The purpose of using audit trails is to maintain a log of all information modifications.

Monitoring all modifications acts as a check against unauthorized or mistaken changes. You can monitor specific entities in the PIM for modification.

These include:
  • Items
  • Media assets
  • User groups
  • Products
  • Structure
  • Supplier catalogs
  • Structure features
  • Structure groups
There are two ways to retrieve audit trails.

1. Call up a given audit trail from the context menu to display specific changes.

or…

2. Display an overview of a given audit trail.

Regardless, every PIM has a default audit trail configuration.

Users can create specific queries to search for specific entities or users and a search window will display the results.

Bells and Whistles

PIM options and tools include more benefits than spreadsheets or manual solutions could ever offer.

By unifying product information in a single repository, companies can derive maximum value by delivering quality product information. This reduces the risks and delays that come with displaying outdated or incomplete information.

The flexibility the PIM system affords allows for significant customization.

With an expert team, you can configure your PIM to include the specific functionality you need to manage all of your product information. However, it’s always best to make sure you add only what you need, meaning only what you’ll use.

Opting for a standard PIM that satisfies all your ecommerce marketing and distribution needs is ideal.

Now that you know all about what a PIM is, click here to see what Catsy can do for you.

Product Pages Drive Ecommerce Success: Everything You Need to Know

Compelling product pages full of accurate, up-to-date information delight customers and drive sales conversions. Optimize your product pages with PIM.

“Can I use PIM to grow market share and improve sales?

Let’s answer this question by talking about product pages.

Ecommerce success is mastering product information to build high-converting product pages and thus maximize visibility.

Why?

Fact #1: As of January 10, 2018, Amazon was selling 562,382,292 products.

Do you think that number is going to go up or down?

Fact #2: Ecommerce expanded by 15% in 2018 to $517.36 billion.

By 2040, as much as 95% of all retail sales could be done online.

So, how are you going to sell products in a market that continues to grow? In short, how are you going to make your site and products stand out?

Answer: with beautiful product pages full of compelling product content

PIM is the foundation of product pages that convert, because it ensures centralization and optimization of product information, driving completeness, accuracy, and consistency across sales channels.

In this post…

We’ll take a look at 6 ways PIM simplifies ecommerce, so you can create the high-converting product pages you need to maximize revenue.

pim-powerful-product-pages

#1. Powerful Product Pages

High-converting product pages are built out of compelling product content. Product content is any information a visitor needs to become a customer, including…

  • Specifications
  • Descriptions
  • Reviews
  • Images
  • Videos
  • Guides

Pro tip: only product pages full of content that draws in and holds visitor attention are optimized and convert.

Pro tip: optimized product page content targets specific buyer personas directly.

How do I build buyer personas?

By gathering as much information about your potential customers as you can, so you can better serve them. You need to know their…

  • Interests
  • Demographic specific
  • Preferred media
And you have to speak to them in a language they understand.

Social media gathers a massive amount of data you can use to gain insight into the lives of your buyer personas, so you can customize and personalize your product pages with the content your customers find…

  • Important
  • Compelling

Localize Content

Content needs to speak directly to your target audiences regardless of where they exist online and physically live.

Take care with…

  • Language
  • Spelling
  • Area specific context
  • Units of measure
  • Currency-specific prices

PIM tailors product pages by persona, and includes location information.

Use PIM to configure product pages to display varying content automatically, so the language, units, and spelling used in a given target market convert automatically.

Because

When tailored to the wrong market, even the best content is virtually as useless as no content at all.

Remember:

Quality product pages simultaneously increase sales conversions and minimize returns.

They do this by making a compelling promise and delivering.

#2. Complete, Accurate Product Information

Online shoppers do more research than ever these days. Product pages full of poor quality content will tell your customers you can’t fulfill their needs.

2018 Online Shopper Research Statistics:

  • 62% of customers who don’t know what they’re looking for start with a search engine
  • 50% of customers who DO know what they’re looking for start with a search engine
  • 25% of customers visited at least 5 popular search or retail websites before buying: Amazon, Best Buy, Google, Target, and Walmart

Your product pages have to be full of the complete and accurate product information customers want across all these channels.

Optimizing your product pages with quality information requires ongoing effort. Your business has to be responsive enough to update product information in real time.

Enrich Supplier Information

Collecting information from suppliers manually involves near constant communication.

Instead…

PIM provides an improved flow of product information between suppliers and ecommerce management, increasing…

  • Efficiency
  • Collaboration

Information gotten from suppliers exists in fragmented subsets, but PIM makes those confusing spreadsheets unnecessary.

PIM manages information flow, allowing for…
  1. Data enrichment
  2. Detailed descriptions
  3. Rich images
  4. Compelling videos
Ultimately: Optimized Content

PIM

  • Makes editing, modifying, and exporting product information far easier than before.
  • Simplifies supplier on-boarding, easing integration and increasing productivity.
  • Improves product information quality and removes the need for constant information transfer from one spreadsheet to another.

It all adds up to optimized product pages.

Reduce Errors

Problem: Product information from multiple decentralized systems compromises consistency.

Solution: Spreadsheets have traditionally been used to store product information manually.

However…

Using Excel increases the risk of human error and time spent.

A Better Solution: PIM eliminates manual data entry errors by providing a central product information database.

This means staff input and update all product information centrally. This unification produces beautiful product pages, so you can:

  1. Increase brand confidence
  2. Ensure a seamless customer shopping experience
  3. Convert more visitors into buyers
  4. Maximize revenue
  5. Grow your market share

Simply, PIM is the solution for managing product pages and keeping product information accurate and fresh.

Accurate and fresh product information leads to conversions.

pim-unify-syndication

#3. Unify Syndication

Customers want product information to be available on your site as well as the platforms they prefer. Even when product page design varies across platforms, customers who see information that isn’t identical will become confused.

Confused customers don’t convert.

The current average shopping cart abandonment rate is 69.57%.

With more customers doing research online, it’s no big surprise that sites suffer abandoned shopping carts when their product pages don’t display matching information across channels.

Manually updating product pages across platforms after you’ve updated your website is a total waste of time.

With PIM, product information goes out across all of your distribution channels automatically.

When information is accurate and syndication is coordinated, only then can you deliver a truly excellent digital shopping experience.

Basically, PIM is a central hub of quality product information, which…

  • enables product page updates
  • ensures product content consistency

Because ecommerce businesses tend not to operate on a single channel, PIM ensures customers see the same product information regardless of which channel’s product page they’re looking at.

Expand to Sell Across Multiple Channels

Want to grow, but not exactly sure how?

Because product pages vary by sales platform, product information has to be specifically configured to requirements by channel.

What has to be configured?

  • File size
  • File type
  • Image size
  • Description length
  • Required information
  • Unit Value Length
  • Conditionally required information

Anything not set properly will detract from the overall pop of your product pages. Ultimately, this turns off potential customers, and loses you revenue.

Selling on more channels requires robust organization and management of existing product information.

With PIM, you can create subsets of information from your master catalog. These can be automatically tailored to each platform’s requirements.

International Growth

What is ecommerce’s single greatest value to you?

Selling online levels the playing field. It allows small businesses to compete against massive companies in the global market. This unlocks the potential for tremendous growth.

Problem: with expansion comes the need to sell in multiple languages with specifications to meet customer needs across the globe.

Adding new languages and converting units manually is nearly impossible.

Solution: PIM provides clear processes for all data and language translation.

Remember:

Time saved = money earned.

pim-efficient-management

#4. Efficient Management

Supervising manual processes is dull, time consuming, and difficult.

You need automation.

Further, management needs a consistent overview of ongoing processes to increase efficiency.

PIM automation speeds up processes, providing quick answers to important questions about:

  • Approvals
  • Launches
  • Updates
  • Translated text
  • Information changes
  • Product discontinuation

PIM systems come with built-in workflows providing visual overview of processes and project progress and completion.

PIM keeps management on top of everything so nothing gets lost in the shuffle.

Enhance Team Productivity

Product pages populate with information generated by and spread across your entire operation.

  1. Images from your design team
  2. Feature bullets written by marketing
  3. Specs from product managers
  4. Shipping details from logistics
  5. Warnings from legal
  6. IT techs upload everything by channel specifications

Storing this information centrally supercharges efficiency.

Remember:

New product launches compound existing inefficiencies exponentially.

When individual bits of critical product information are held by dozens of individuals, emails fly back and forth and accuracy is lost in the shuffle.

Don’t sacrifice your product pages to miscommunication.
PIM centralization eliminates hassle, safeguarding accuracy.

Teams spend far less time managing existing product attributes, leaving them free to devote themselves to bringing on new ones.

PIM facilitates smart work over hard work.

Synergize Marketing and Sales

Ecommerce companies wage a war to win customers, this war is called marketing.

Good marketing is good messaging.

PIM allows you to consistently supply target markets with accurate information about products and services.

No more marketing promising one thing and sales delivering another.

PIM makes effectively and efficiently managing sales channels to ensure consistent messaging much simpler than traditional methods.

pim-reduce-time-to-market

#5. Reduce Time to Market

Time to market is how long it takes to go from conceiving of a product to being ready to sell it.

Fact: No retail business in the world can disregard reducing time to market.

Using PIM, different teams and departments can work to improve efficiency simultaneously. Having a single data repository speeds up teamwork as each update is centrally available immediately.

Workflow automation allows you to:

  • Assign tasks to multiple employees automatically
  • Manage progress at a glance
  • Automate reminders
  • Ensure tasks are completed in the correct order
  • Set permissions so critical data is protected throughout processes
For example, PIM automates time-consuming tasks like working with vendors.

Imagine how much less time it would take your internationally sold products to get to market if you automated collaboration with your translation services.

Produce Catalogs Faster

Product catalogs remain a big part of omni-channel marketing.

Aside from being of great use in direct marketing, catalogs guide customers through the digital landscape. Powerful and consistent catalog content presents the opportunity to up and cross-sell customers.

PIM organizes ecommerce product information into a central point of reference for both merchants and buyers. This ensures consistency and drives conversions.
pim-efficient-workflow

#6. Drive Innovation

As new technologies fill the digital landscape, the information filling your product pages needs to be flexible and responsive.

The most cutting-edge digital technologies, like virtual assistants and chatbots, require precisely structured data to work properly.

This data is very difficult to produce manually.

You need a system that ensures smooth updating transitions and supports as many channels as you want to syndicate across.

PIM centralization makes product information available for quicker integration with new solutions. So you can create customized and personalized customer experiences with ease.

Integration

As ecommerce businesses expand, so does the number of services vital to ensuring continued sales success.

PIM works with:

  • ERP systems
  • Procurement systems
  • Suppliers
  • Data suppliers
  • Legacy systems
  • Print channels
  • Digital customer channels
  • Source systems
  • 3rd party channels

Centralization of information is nothing if the information isn’t complete, because it comes from a system you can’t integrate.

The Goal: Ecommerce Success

Today’s ecommerce leaders know the role quality product pages play in the success of their businesses.

Hence: PIM

In a bid to differentiate their brands from the competition their product content is overflowing with:

  • Rich description
  • Beautiful images
  • Precise information
  • Interesting videos
  • Compelling presentation
  • Exhaustive completeness

Ultimately, ecommerce thrives on the digital exchange of information.

This is what PIM is made to facilitate.

Which is why ecommerce success is centered on PIM.

Now that you know how a PIM empowers you to increase revenue by optimizing your product pages, click here to see what Catsy can do for you today.

Product Information and Images Should Be Stored Together

CATSY PIM includes DAM capability, so you can store your product information and images together to create beautiful product pages that make you money.

Product information, such as attributes and assets, can’t be separated when creating quality custom content.

The way you store and retrieve product information and digital assets will greatly affect your conversion rates (source). Visitors to your site are going to see the images before reading anything. Failing to impress them immediately only makes it harder to convert them.

Rich images and quality product information make for engaging product pages.

In 2018, 56% of digital marketers reported using images or video in 100% of their content, because enriched product pages naturally lead to increased sales (source). Thus, product information and images are central to the success of any ecommerce business. Storing them together in a centralized database makes for easy retrieval by users, and ultimately just makes sense.

Product Information Management (PIM) and Digital Asset Management (DAM) make retrieval easy.

Instead of spreading product information and images around, collect and store them in a central location. PIM and DAM create one source of product content for your operation.

It isn’t enough to describe a product with words.

You need images, so customers can form complete mental pictures of what they want to buy. The question every shopper asks is, “What will this look like?” Providing rich images answers this question quickly and easily, converting lookers into buyers.

The downside of ecommerce is customers can’t touch products.

Ecommerce businesses have to make up for this by including rich images and videos. These digital assets are crucial, because if blurry, unattractive, incorrectly sized, or out of date assets will cause your customers to lose interest or end up buying products they don’t actually want.

PIM and DAM: the Perfect Combination

PIM is the processes and technology that manage product information centrally. The focus is on the data required to market and sell products on one or more channels for distribution.

PIM uses automation to connect data sources and sales channels for the management and distribution of product information.

Simply, you can use PIM to manage your product catalog centrally and therefore efficiently, regardless of the complexity and number of sales channels you sell across.

Store digital assets efficiently with DAM.

DAM provides a way to centralize, track, manage, and share digital content among internal teams and across sales channels. Each digital asset includes the metadata necessary to fully describe it. DAM implementation can save you nearly $200,000 in 5 years (source).

This completeness drives the positive online customer experiences that convert, maximizing your revenue.

In short…

  • PIM is used to store product related information.
  • DAM is used to store digital assets, like images, that aren’t necessarily related to just one product.

DAM can sometimes include functions to act like PIM.

But make no mistake, only in tandem can these systems best help increase operational efficiency by making product information easier to find as a single source of truth.

As the digital world becomes more complex, ecommerce companies need to combine PIM and DAM to maintain competitive market edge.

Product Information vs. Product Image

The content attached to a product that defines its complexity is product information.

Because a brand can only influence customers’ purchase decisions with correct information, selling different products requires different content. Obviously, managing product information can be a herculean task without the ability to organize centrally.

Product information serves as a guide through the buyers’ journey.

Chances are your customers already know what they want. But incomplete, low quality product information can point them in the wrong direction, costing you sales. You need to publish superb and complete product information to convert lookers into buyers.

Product photos communicate your product information in a way text can’t by itself.

An image grabs attention much faster than text, especially when the image is large and colorful. Rich images also capture attention because shoppers will want to reconcile their expectations against the color, size, and style of your images. Success is matching the images on your product pages with the picture in the customers’ heads.

Product images fulfill customers’ aesthetic needs.

Product images help satisfy the need for understanding a product’s physical appeal, showcasing qualities in a way that builds emotional and psychological connections with your customers influencing them to buy from you.

It’s also critical to allow a zoom feature for your photos.

If customers can see a large amount of detail, there will be less chance they will miss something about your products. Zoom helps eliminate disappointment.

Complete product information boosts appeal, driving up traffic on your site.

This is critical, because maximizing the connection between your products and your brand in the minds of your customers, results in brand loyalty. Statistics have revealed that a large number of customers said the quality of a product image is very important when selecting a product to buy.

Long story short, complete data and rich images drive higher engagement and sales.

The Visual World

Today’s focus on the visual centralizes the role of images and videos in telling brand stories. Social media platforms, like Facebook and Instagram, have embraced image sharing and become central to marketing and sales. Brands that convey a consistent and well-managed message can be as much as 20% more valuable than those that don’t (source).

Digital assets require product information to make sense.

Clear product information must be communicated so customers understand your message as perfectly as if they were in a brick and mortar store. Also, ecommerce brings with it the tremendous scale of product diversity, meaning you will have more product information to manage.

Ecommerce puts the customer in the driver’s seat and they increasingly demand more consistent product information to make informed decisions. Customers don’t accept excuses from brands delivering anything short of their full expectations. The message is clear: fulfill your customers’ expectations or lose them.

The Importance of Storing Product Information and Images Together

Most customers research products before making final purchase decisions.

Product information and images are centrally important, so take care and pay attention to the importance, completeness, and accuracy of that data. But, how do ecommerce business owners benefit from storing product and images together?

The goal is to save your customers’ time.

If you don’t store product information and images aren’t together, retrievals can often result in dead ends. Manually entering complete product information with matching images for everything your business offers will cost you hours. And it won’t even guarantee sales.

Product information maintenance involves automated processes that increase efficiency.

With automation you can easily keep product information up to date with current trends. Automation means your business processes run faster, and the amount of errors and time wasted fixing them are reduced. Finally, you can easily update old images and push new ones out across your internal teams and external sales channels centrally.

Storing product information and images together increases team collaboration.

Because product information and images are easily accessible, making content becomes less of a chore. Explaining the accompanying cost savings is obvious, as centralization reduces redundant work making employees more productive.

As a result of the superior data management PIM offers, organized product information can be shared across all customer engagement platforms easily. Thus delivering accurate information at the right time with a minimum of wasted effort becomes simple.

Ensure Consistent Delivery of a Winning Customer Experience

According to eBay, “it is not enough to sell on all platforms; you need to develop creative new ways for customers to engage with your brand.” If visitors come to your site and can’t get all the information they want, they’ll likely lose interest. Frustrated customers move on to an offer that can give them what they’re looking for.

Storing data on separate systems can lead to a fragmented, inaccurate display of product information.

These broken promises will negatively affect your brand image. On the other hand, storing product information and images together will lead to a single source of product content truth, guaranteeing consistency of information.

Customers have access to the virtual world on the go and at virtually any time.

They connect digitally to multiple channels and see varieties of the product they’re thinking of buying. This is why brand consistency across channels and platforms is key: to always communicate an identical message.

When a company manages its product information with PIM, customers have easy access to superior, accurate, rich product information, which leads to seamless delivery of a brand experience which meets or surpasses customer expectations.

Most customers who return products purchased online report receiving something other than what they expected.

This dissatisfaction is the result of communicating incomplete, inconsistent, and incorrect information to customers. The central storage of product information and images reduces this, driving customer satisfaction, further driving sales.

The more reliable and complete your product information and images are, the more you can control your customers’ experience. Ultimately, customers get the products they expect, increasing the chances of a repeat purchase from you.

Increase Sales

Ecommerce shoppers are awash in options, so more often than not the brand that stands out will be the one they choose. According to Nchannel, “thirty percent of US online adults cited that they would consider buying from an online retailer they had never previously purchased from, if the retailer offered detailed product information.”

Comprehensive product information gets you closer to closing a sale, driving profitability.

Without proper management of your product information and images, your operation will be less efficient. Good product information and high-quality product images communicate your brand style making it more recognizable. Improved visibility drives improved sales.

Increasing social media use means the high-resolution images that generate shares and views are key.

As you consistently deliver complete product information, with rich visual imagery, you help give your customers a better shopping experience. In the same vein, departments and teams have access to complete information, enabling them to deliver quality customer service.

Ultimately, these increase conversion rates and increase your profitability. This is because delighted customers are loyal customers who will keep coming back to buy.

Improve Search Engine Optimization (SEO)

When you’re at the top of search engine results, you get more clicks.

Shoppers rarely explore more than a page or two of their search result lists. If you don’t consistently produce unique, engaging product content, it’ll be hard for your site to rank high in search results.

Accurate product information and high-quality images communicate the style of your brand and make it more recognizable, improving visibility. In order to attract more visitors to your site, search engine optimization is critical.

SEO ensures brands rank high in search results when customers search keywords related to your products.

This gives you the edge over your competitors. Your search engine ranking will increase if your site contains useful product information that meets the needs of your target markets. If more people can find your site across different platforms and locations, more of them will buy.

Quality data minimizes the duplication of content, meaning your message will be free of outdated images and information. The added visibility SEO provides improves the image of your brand in the minds of your customers and generates more traffic to your site.

Increase the Quality of Your Product Content

High-quality product content leads to increased conversion rates.

The popular adage “content is king,” coined by J.W. Click and Russell N. Baird could hardly be more applicable to today’s ecommerce world. Today, quality content composed of accurate product information and rich images indeed rules.

Media in the form of digital assets have become popular, creating a more appealing picture that drives engagement. You can sustain customer interest by delivering quality product content. Centralized storage of product information and images makes this possible.

With PIM, you can easily make custom content to appeal to different customer segments, creating unique experiences.

Industry specific content allows you to narrow in potential clients with hyper-focused tailored content. It should be obvious that it’s difficult to achieve personalization without proper data management. Think about the sheer number of pictures you are currently trying to manage, for example.

High-quality product information, with complete descriptions and plenty of images, reduces shopping cart abandonment and returns.

This increases sales and improves customer loyalty. The production of quality content drives conversions, if only simply because the correct image will be tied to the appropriate description. These simple mistakes are often the biggest killers.

How likely is it you have lost customers because your product information was incomplete, inaccurate, or not compelling enough to attract their attention? Without PIM, it’s very likely this is the case.

Pull It Together To Win

Managing a huge amount of product information without automation can be a frustrating hassle.

PIM delivers an easy way to tie centralized, accurate product information to rich, compelling images. This marriage helps build trust in your brand at every touchpoint.

The average customer decides to trust your offer or not the first time she sees your site.

How will you make her trust you just enough that first time to make a purchase? How will you drive repeat sales? It all boils down to the quality content you push out across all the platforms your customers interact with.

An ecommerce product offer without an image is like a bride in black clothes in a dark room: invisible. Thus, without rich images you lose customers before they even have a chance to buy from you. And we all know they will head directly to your competitors’ websites.

Strong online content contains accurate product information and colorful images, increasing a site’s pageviews.

Remember, one product photo is worth a thousand online sales, as most customers complete a purchase only when they’ve seen rich images. Storing product information and images together makes it easy to provide customers with multiple views of each item. This creates a complete mental picture informative enough to allow them to buy.

Nothing is worse than seeing poor quality photos of the product you want to buy, especially when the description is impressive. How can you deliver product information corresponding to your product images without storing them together?

Companies wanting to remain competitive use PIM and DAM to facilitate workflow and deliver great customer experiences, driving repeat purchases.

With PIM, your product information is complete and easy to find, while DAM helps differentiate product experiences.

At the end of the day, consistency matters across your ecommerce operations. Unified storage of your product information, delivering a consistent shopping experience, is key. Hence, your product information and images have to be stored centrally, so they can communicate your brand message consistently.

Now that you know why product information and images need to be stored in one central location, click here to see what Catsy can do for you.

7 Steps to Creating Tailored Content to Grow Sales

Tailored content has been optimized in every possible way to maximize sales. Read our 7-step guide and get started tailoring your product content today.

Today, tailored content is king.

More than 2,500,000,000,000,000,000 bytes of data are made or posted online every day? (source)

Yes, and every moment someone spends looking at a screen the possibility some bit of content will catch their eye increases. Simply dishing out more won’t automatically get you more customers. Customers are smart, so be smarter.

Break through the clutter, if you want to be a customer-centric brand.

In this post, we’ll explain how to tailor your content to improve sales, grow market share, and increase revenue in 7 easy to understand steps.

But first, you need to know…

Why Tailored Content?

Did you know that 90% of all online data worldwide was created in the past two years? (source)

With all that data, your content is unlikely to appeal to customers if it doesn’t speak directly to their needs. Everyone is looking for product information and content that will benefit them and their needs specifically.

Tailored content is all about personalization.

Make your business one that’s concerned with satisfying the particular needs of your customers to hyper-charge the customer experience you provide. Tailored content is all about delivering experiences that speak directly to each individual customer.

It’s the perfect way to deliver solutions that customers aren’t yet aware of.

Personalized content is the heart of the new age digital revolution, helping digitally-savvy shoppers discover what they want, when they want it, and how they want it, with minimal effort.

Personalized product content helps customers find their way by placing them at the center of the digital shopping experience.

Tailored content facilitates the buyer’s journey, because the process will make more sense to your customers. When you tailor messages to customer behavior, demographics, and searches, conversions become more likely.

Tailored content increases engagement by speaking directly about the personality of the ecommerce retailer.

This deepens the relationship your customers have with your brand. First time shoppers will want to stick around if content speaks directly to them. Content that is relevant to the problem or need they have does this.

Start with research and ask yourself…

1. Who Are My Customers?

Tailor content won’t suit your customers’ needs if you don’t know at least as much about them as they know about themselves.

Buyer personas are generalized descriptions of people who make up your ideal market. But the trick is to make them as detailed as you can.

How is it possible to make buyer personas both general and detailed?

By including as much information about them as possible:

  • Age
  • Behavior
  • Gender
  • Job
  • Income
  • Education
  • Status

(source)

  • Likes
  • Wants
  • Needs
  • Motivations
  • Difficulties
  • Fears
  • Values
You might think it’s most important to know what your customers want to buy, but don’t forget about why.

For example, are they buying for themselves, to give to others as a gift, or for further resale? You need to know whether your business is specific to different demographics or does more business on holidays.

Knowing your customers inside and out speaks to your brand’s authenticity.

You need to know their reasons for buying from you and what doubts they have about you. Also, you need to find out which media they use regularly so you can make sure you’re reaching them.

Find all this information by:
  • Surveying your customers directly
  • Studying their past purchases
  • Examining their account setups
  • Looking at your site analytics
  • Going through their profiles
  • Soliciting feedback
  • Reviewing and responding to comments
Two ecommerce retailers may be functionally identical, but appearing exactly the same will spell ecommerce suicide.

What’s even more important is to come back to buyer personas from time to time. The audience you had when you started your business is unlikely to be the same group of people you’re selling to today.

Who are you selling to now?

Your target audience is at best simply older than they were when you got started. Do they like the same things and find information in the same ways? Alternatively, they might be a completely different group of people, with preferences you never even considered.

And ask…

Who is my competition?

You should routinely visit your competitors websites and social media pages.

This is a good way to stay on top of current trends and gauge your competitiveness. Knowing what your competitors are doing allows you to spot gaps in your service and content to fill.

It’s a great way to come up with new blog ideas.

There are companies, like Buzzsumo and Ahrefs, that provide products like consolidated lists of content by URL and numbers of social media shares. However, doing the research yourself comes with 2 distinct advantages.

  1. It’s free.
  2. You are likely to find more than just what you are looking for.

Doing research yourself is by no means easy, but the price is right, and who knows what you could find? Because research companies provide a specific product, they may not be set up to get you that little something extra you can find by accident yourself.

Differentiate yourself.

Developing your brand has to do with communicating something to your customers that your competitors are not. Your tailored content needs to strategically highlight how what you offer is both different and superior to other companies in your space.

Tie functionality to benefit to sell your brand.

Directly trashing your competition with a long, complicated list of everything you offer that they don’t is going to turn potential customers off. Instead, provide easy to absorb examinations of how your products’ features translate into concrete benefits for anyone who buys from you. Back these up with customer testimonials and reviews.

Bring customers to your website with…

2. Dynamic Landing Pages

How customers find your site is equally as important as them finding it in the first place.

You already know who your customers are and where they exist online. Your landing pages need to reflect this origin. Each link you share should lead to a landing page personalized to the interests and needs of the specific persona you target in that space.

If a potential customer clicks one of your links and doesn’t immediately find what they want, guess what they’re going to do?

Reduce your bounce rate and demonstrate your commitment to your customers at the same time with personalized landing pages. Dynamic landing pages can be set to display a wide variety of different information based on how each visitor gets there.

Set landing pages to change by keyword searched, too.

You don’t always have to build content from scratch to cater to different market segments. Making a few small tweaks to the targeted content you already have is easy and far more likely to pay off than presenting everyone with the same message. Also, if you want to increase lead generation, it’s important to tailor calls-to-action by persona.

When are your offers being made?

There are several time-related factors to keep in mind, if you want your content to resonate more deeply with your potential customers:

  • Are your social media posts timed by channel to reach your target audience?
  • Have you set up automatic emails that trigger when a purchase is made or by length of time since then?
  • Do you collect personal information about your customers, like birthdays or work anniversaries, which also trigger emails?
  • Is your systems designed to leverage Christmas or another holiday when your sales tend to spike?
  • Do your products have a long history or have any of them changed significantly over time in ways you can highlight in your content?
  • Can you create or participate in events that would allow you to highlight your company and products?

You need to offer…

3. Personalized Website Design

Reduce the likelihood your customers will abandon shopping carts.

Your website design and layout can be more instrumental in keeping customers glued to your website than you think. This is especially true when websites are designed with customer preferences in mind. You should offer a persona-centric website experience to make customers feel comfortable and fulfill their expectations.

Personalization of your homepage will increase online sales.

It’s important that you craft your website’s design with your buyer personas in mind. The more your website gives customers what they expect to experience, the more time they will spend there. As a prospect spends more time on your site, the chances of you making a sale increase dramatically.

Your website needs to be packed with…

4. Personalized Product Descriptions

Descriptions are the virtual equivalent of a sales pitch.

Product descriptions answer customer questions and arm them with the information to make informed purchase decisions. With the help of your buyer personas, you can tailor product descriptions to your customer.

Under-promise and over-deliver.

Many sites miss from the beginning by writing specifications instead of true descriptions. Specifications do not communicate experience, because they focus on what a product is, not how it will solve their customers’ problems.

Customize descriptions by including only what customers care about.

Just because you think something is important, doesn’t necessarily mean your customers will, too. Help customers by replacing bland repetitive language with specific helpful information. Also, make suggestions that make sense with what they want to buy.

Less is more.

This is especially true for those well-versed in scanning pages. You can attach more detailed descriptions to address further concerns. Also, use easy-to-understand grammar and vocabulary.

Revisit your content regularly.

It’s going to take Google about 35 weeks to rank your pages. Once you’ve identified content that’s off or stale, update it as quickly as you can. Remember, just because that blog post of yours popped when you wrote it, doesn’t mean it’s going to forever, so update anything that looks dated.

Your descriptions need to feature…

5. Rich Product Images

Ecommerce’s one drawback is its lack of immediacy.

Your customers are not going to be able to pick up and hold the products you’re offering, so your pictures have to do the work. All product details must be clear, so the same hand-held feeling comes through.

Include high resolution pictures taken from all angles.

This will help clear up any misgivings customers have about buying from you. Make sure you have a relevant picture for every product variant, and that you show the product being used and in tandem with associated products.

Here, it’s better to provide more than not enough.

People often abandon purchases because they can’t reconcile product images against descriptions. They need to see highly detailed images, so they don’t feel the need to examine the item in person. Including a variety of close-up images of your products will dispel customer doubts.

Pay close attention to…

6. Customer Ratings and Reviews

Publish all the reviews you receive, whether positive or negative.

When you get negative ones, reply courteously and strive to bridge the service gap. Often times, if you turn bad reviews around, you can turn customers into brand advocates.

Negative reviews are golden opportunities to turn a prospect around.

Have a personalized system for handling complaints and negative reviews. Address each one in a personal manner to show prospects you hear them. Do this even if you don’t immediately have a solution for them.

You can also find out about potential customer questions on Q&A sites.

Use sites like Quora and Yahoo Answers to identify the questions your potential customers have before they even find your website. Make sure that if you use these sites for marketing purposes, you state your intentions clearly and at the beginning of your post.

Nothing erases brand authenticity faster than deception.

These websites are yet another way to find out about and stay ahead of changes in trends. The Internet isn’t doing anything if it’s not changing all the time. Research is the only way keep up.

Monitor social media to demonstrate customer satisfaction.

You could either manually publish positive customer comments and tweets or set up a stream to bring them in as you “like” them. Use these to add that additional pop to your landing pages, as well.

Don’t forget to…

7. Tailor Content by Specific Channel

The average Facebook user is 40 and a half years old. (source)

But is that the same for Twitter, Pinterest, and LinkedIn? Definitely not. Each channel you sell on is already attracting a certain type of visitor, so you can only disregard those differences to your detriment. New channels are coming up and older channels are going out of style, so make sure to figure out a way to stay on top of those changes.

The average age of customers buying on Amazon is 37.

It’s not an overstatement to say you’re unlikely to enjoy the benefits of personalization unless it’s applied across all digital channels your customers interact with. Documents, text, images, manuals and other business tools inform your customers about products and services. All these must include tailored content.

Finally…

Bring It All Together

Nobody’s going to read your content if it’s not informative.

According to McKinsey and Company, the 3 Cs of customer satisfaction are consistency, consistency, and consistency. In practice, the easiest way to say this is that you have to make promises you can keep and then keep them. (source)

Customer experience is as much a promise as high product quality, good prices, and fast delivery.

Personalized content is your path to improve overall customer experience and overcome the constant stream of new competitors. This, of course, relates positively to sales, because personalized content warrants continuous consumption, keeping customers coming back to your site.

Now that you know why product content needs to be tailored to boost sales, click here to see what Catsy can do for you.