Product data is critical for retail performance, influencing sales, logistics, operations, marketing and more. The more complete and comprehensive it is, the better positioned your organization is to get ahead.
Just by having complex product content on your PDPs (Product Detail Pages), you can increase conversions by 6-36% compared to basic, barebones product content. The rich media and interactive experiences enabled by Enhanced Content can improve add-to-cart rates an additional 46.5%.
Here’s what one big box retailer found when it analyzed performance of different kinds of content on its site:
Der richtige Produktinhalt ist auch wichtig, um Ihr Kundenerlebnis zu verbessern und einen eCommerce-Shop zu gestalten, der sich von der Konkurrenz abhebt.
Wirkung über das PDP hinaus
Accurate, comprehensive product data has value to retailers beyond their eCommerce store.
For instance, you might want multiple angles of images of a product to feature it in a catalogue or weekly circular.
Precise weights and measures also have a big impact on efficiency for logistical matters like shipping costs, warehouse storage capacity, and in-store shelf planning.
And comprehensive product descriptions and details increases customer satisfaction with purchases and reduces return rates that eat away at margins. According to GlobalWebIndex, detailed and accurate product descriptions lead to a 42% dip in returns!
Lesen Sie mehr: Wie Einzelhändler die Rendite drastisch senken können
Das Nr. 1 Hindernis für tadellose Produktinhalte
Es liegt auf der Hand, dass ein gesunder Produktinhalt unerlässlich ist, um Kunden anzusprechen und den Einzelhandel am Laufen zu halten. Für Einzelhändler ist es jedoch eine enorme Herausforderung, alle benötigten Informationen und Daten zu beschaffen und sie frisch und aktuell zu halten.
Why?
Retailers face many challenges in improving the quality of their product data and assets. There’s the logistics of storing and managing large volumes of data, technical challenges in combining and connecting disparate systems across the organization, and organizational questions about who owns and manages product data. However, these are largely all internal questions that can be remedied with thoughtful implementation Product Information Management tools and policies.
The bigger problem we see retailers face is an external one. They’re almost entirely dependent on input and buy-in from third parties—their vendors, manufacturers, suppliers and distributors—to deliver complete, quality content and information and keep it updated.
VendorSCOR: The Retailer’s Solution to Improving Content Health at Scale
For retailers with a high supplier count that process and sell a large catalog of products maintaining content health on your own quickly becomes an unmanageable task. Gepard reports that a retailer spends 1-4 hours of employee time updating product content or information for a single product. Scale that up to thousands of products that need constant attention, and the problem spirals out of control.
Amazon, for instance, isn’t manually measuring, weighing, and photographing every product on its marketplace. It relies on its millions of sellers to do that upfront work.
But that requires a LOT of cooperation and coordination—and generates a lot of touchpoints for something to go wrong. If the third parties supplying product fail to comply, or their data is incomplete/incorrect, it can tarnish your brand reputation and overall customer experience.
Fortunately, one solution automates the problem away: vendor scorecarding.
Was ist der Anbieter-Anzeiger?
Broadly, vendor scorecarding is the grading and evaluation of vendors for compliance to certain rules and preferences of the customer/client.
In the case of retail product content, it means scoring your suppliers against what you expect from them in terms of product data, information, and assets for your retail goals.
Think of it like grading their homework.
Vendors that have all their weights and dimensions in your preferred format, supply high-quality product images, offer product descriptions in your prescribed wordcount and round out their PDPs with Enhanced Content might earn an A+! Those that have incomplete or incorrect work are scored on a sliding scale depending on how far from compliance they are…and might need to have a discussion about their performance if it’s too low.
Due to the scale of most retailers’ vendor networks, this work has to be automated in order to quickly and repeatedly evaluate the quality of product content coming in.
The Ultimate Product Content Scorecarding Solution for Retailers
For retailers and marketplaces, there’s an out-of-the-box solution to monitor and rate product content at any scale across your eCommerce site: VendorSCOR.
This smart, customizable analytics tool empowers you to carefully evaluate every PDP (Product Detail Page) for errors, gaps, and opportunities—invaluable information which can be translated into prescriptive guidance for vendors and ultimately more conversions.
Ihre Webseite, Ihre Regeln
VendorSCOR is easily customizable to rate PDPs to your exact preferences and specifications.
Perhaps you want to prioritize having lots of videos and product images from all angles to distinguish your shopping experience from competitors, or find through A/B testing that marketing copy in a certain format causes more engagement from your audience. Or maybe you want to distinguish a must-have format for your page titles and product names from a nice-to-have feature list at the bottom of the page.
Whatever your unique need, you can calibrate and weight your grading scale to enforce precisely the content experience you desire across different sites, categories and even specific vendors.
Vorgeschriebene Leitlinien
Mit VendorSCOR müssen Sie nicht mehr raten, wie Sie die PDPs für Ihre Lieferanten optimieren, denn Sie erhalten automatisch Feedback zu den Inhalten der PDPs und zu den Stellen, die verbessert werden müssen, mit konkreten Hinweisen, welche Produkte beachtet werden müssen und welche Maßnahmen für die Einhaltung der Vorschriften erforderlich sind. VendorSCOR sendet regelmäßig Updates, so dass die Lieferanten ihre Fortschritte im Laufe der Zeit verfolgen können und benachrichtigt werden, wenn sich Ihre Anforderungen ändern.
Höchste Sichtbarkeit der Integrität von Inhalten
Die detaillierte Analyse-Suite von VendorSCOR umfasst anpassbare Dashboards, die aussagekräftige Einblicke sowohl in die Leistung der Anbieter als auch in das Kundenverhalten bieten. Einzelhändler können herausfinden, welche Anbieter und Kategorien die meisten Probleme haben, leistungsschwache PDPs identifizieren und herausfinden, welche Kombinationen von Inhalten die meisten Umsätze bringen.
Monitor, Measure, Prioritize, and Engage Your Brands
VendorSCOR makes product content collection, conversion, and optimization simple and scalable.
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