How to Win Product Page Conversions with PIM
By Kerry Young on Nov 15, 2019
The holidays are coming up, which means the competition between retailers, products, and brands is going to get really fierce. And we’re not just talking toys – CPG products, subscriptions, special experiences, and even B2B offers will all battle for seasonal wallet share.
If you have Product Information Management (PIM) or Master Data Management (MDM) to manage your content, you are officially ahead of the game. But, there’s always more you can do.
Let’s look at tips to make your product stand out with the very best content – during the holiday season and all year long.
3 Ways to Win the Sale
PIM and MDM platforms can completely change the way companies manage their information and attributes. Beyond the core data disciplines, we’ve seen many success stories where companies use PIM to quickly publish huge catalogs, master product lifecycle management, extend their global reach, and totally transform their brand’s e-commerce experience.
The power of PIM also extends to winning page conversions. Here are three ways to make your products stand out, and ultimately, secure the sale.
1. Make It Visual
Visual assets and enhanced content can be used to wow and inform your customers, showcase your product’s key features, and tell a story. How do you make this enhanced content a reality? It starts with the right infrastructure; in this case, a PIM platform like Enable™ which includes full-fledged, integrated Digital Asset Management (DAM) capabilities.
Integrated DAM makes creating, managing, and syndicating enhanced visual content easier than ever – for example:
- Differentiate your product with comparison charts, “unboxing” videos, and content that answers key questions.
- Incorporate both structured and unstructured assets, like user-generated visual content, that up-and-coming generations increasingly desire.
- Make your content mobile-ready, extending its impact as a tool for your Salesforce to use when interacting with shoppers in the store.
- Give your customers confidence in purchasing – plus, reduce the likelihood of returns – by incorporating sizing and measurement charts, washing guidelines, manuals or assembly instructions, sustainability information, and other reference materials.
Download the Fender case study to learn how they rock their product content and digital assets.
2. Make It Configurable
Companies can stand out by offering “made to order” products, both in their store and online. Customers love to make custom choices, but sometimes variations can be tricky. For example, a jacket may only come in two leather shades, but six color choices in linen. For each selected option, the platform should generate features for the customer to select, many of which are based on previous selections. The process continues until the customer has a product tailor-made for them.
However, you need a platform that can handle the complexities of “made to order” products in a timely and efficient manner. This is where PIM comes in. Without a PIM platform, this process could be fraught with errors. The product information might be incorrect or mismatched. If the selections are not accurate, the customer may end up with a product that isn’t what they wanted.
In addition, there are certain features that must be present in your PIM platform to enable this type of configuration. This includes “Delayed SKU” support (generating unique SKUs on the fly); ease of integration and syndication with ERP and downstream systems; and simplified web assortment creation (ability to slice and dice variations).
Learn how a major furniture retailer delivers uniquely configurable products to provide a unique customer experience through PIM.
3. Make It Relevant
If you’ve punched up your product pages with enhanced content, and offered options for configuration, what’s the cherry on top? Delivering relevant recommendations – which drives increased sales for you and gives your shoppers an even better experience.
Anyone can upsell, but many fail to do it really well. With PIM, you can establish the right hierarchies to link corresponding products, which allows you to make targeted cross-sell and up-sell recommendations for product/service bundles, kits, accessories and similar products. By creating relationships between your products, customers are able to compare items and make an educated purchase avoiding page bounce.
Combine that with data on customer behavior, preferences, demographics, past purchases, and more – and you’ve really got a recipe for success. In fact, a PIM platform is often the jumping-off point for companies who want to add on other data domains, like customer, location and supplier to deliver an even more effective experience.
To learn more about what you can accomplish with EnterWorks PIM, download our solution guide here.
About the author
Kerry Young joined EnterWorks in 2006 when Ennovative, Inc., the multi-channel publishing software company he co-founded, was acquired by EnterWorks. He directs EnterWorks’ operations and leads EnterWorks’ professional services and consulting organization, ensuring effective customer implementations and ongoing success. Mr. Young brings more than 25 years of technology and business management experience to EnterWorks, having served as CTO for a subsidiary of the Dow Chemical Company, and earlier as VP, Information Technology for Marshall Industries, a $1.7 billion industrial electronics distributor. He previously managed information systems for a subsidiary of McDonnell Douglas Corporation. Mr. Young holds a B.S. degree in Computer Science from Cal Poly, San Luis Obispo and an M.B.A. from California State University Fullerton.
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