If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. -JEFF BEZOS
As marketers, we all have two major roles to play: one is to persuade a sale and second is to retain the relationship with the customers. If you really think about it, the one simple rule behind this is to create an incredible customer experience. By creating a great brand and product experience, you do not only persuade a conversion but also build trust for a lifetime.
Customer experiences can be powerful. The product experience all through the buying journey at multiple touchpoints defines how receptive the buyer will be with your brand. At every stage from identifying, engaging, and converting – the transition from visitor to the buyer depends on the product experience you are willing to offer.
To substantiate that, let me tell you what happens if you miss focus. Let’s say you are building a well-optimized product catalog by adding all your SEO catalyst of organic and paid search terms with your product listings. But, you still miss out on a sale.
Why does this happen?
This is one of the difficult conundrums for marketers. The reason is, you were probably not resonating with the buyer or speaking their language, or worse you did not even have the information they wanted. To make a change in the way you sell, you need to clear the cobwebs.
Reinvent customer experience.
The most powerful medium through which marketers build personalization is through content. For marketers in the eCommerce business, personalization begins with product information. It is the single most important medium through which you can bring congruence between content and product experience.
To drive experience, you should ensure you create compelling product content beyond optimizing it for bots.
Optimization gets you closer to the buyer, but experience drives conversion.
Personalization is nothing but understanding every individual buyer with the help of customer information and contextualizing the content so that they can resonate and take immediate action. With PIM, you do not only enrich product information to make it complete, comprehensive, and error-free but also create excellent product experience.
PIM helps you get clarity on your product information on the whole and create compelling product experiences through enrichment and personalization.
As marketers, you all would be familiar with how CMS can really boost collaboration and make the entire process of creating editing, and publishing of digital content a very simple process. Just like how CMS allows a large number of people to add and share data remotely, a PIM has a similar function too. For marketers in the eCommerce space, content creation does not only confine to building resources like blogs, whitepapers, and buying guides – they also have to contribute to building product information.
With such huge volumes of data to manage, a PIM just like CMS helps in centralizing all data from different channels to a single location that makes creation and publishing of content a very easy task. Some teams resort to the habit of copying and pasting content. Beyond the repercussions like errors and incoherence, this a very time-consuming task.
Marketers cannot operate in silos. As we all know, for marketing to function effectively, tight collaboration is inevitable. A PIM invigorates collaboration by facilitating a common platform to create workflows.
Marketers deal with a lot of heterogeneous data such as DAM data, PLM data, marketing data (specifications and patents), user data, technical, and logistics data. There are several stakeholders who contribute to this. In the absence of proper communication, things can really get complicated that would ultimately hurt the customer experience. PIM does not only help in aggregating this data to a secure location but also to go ahead and collaboratively work on them to achieve your targets.
With PIM you can ensure algorithmic management.
To be precise, People + technology is a killer combo.
To establish a strong product listing of your brand on retail giants that perform well needs you to streamline the information that is consistent with that specific medium.
Brands must maintain the quality and correctness of information across channels as product data is the heart of eCommerce. For a faster time to market and great product experience, you must build a foundation for faster onboarding and consistently build and update product information. PIM helps in structuring product master data, rich product content, and digital assets for different channels. You can also achieve responsiveness on different devices and channels which could be the brand’s own channels or distributor’s channels.
When a great global presence across multiple channels is achieved, your next step would be to streamline the customer experience. You must have the kind of data, analytics, and insights it takes to think through the customer expectations along the purchase journey. To facilitate informed purchase decisions at every touchpoint and to begin your omnichannel selling, you need data. This is available as a summary of all your products sold across multiple channels on your PIM analytics dashboard. You get a complete view on data quality, accuracy by category and channel. This way it is easy to perform sentiment analysis and plan omnichannel efforts in a broader sense.
Marketing in the online retail business has multiple dimensions. But, all your efforts boil down to getting the visitor to your product page and making a sale. None of your marketing efforts will be fully accomplished unless you instigate a conversion with product experience. A good product experience does not only help you convert, but also create relationships with the brand for a lifetime.
A product experience management platform transforms products to be marketed and sold to any channel. It helps break silos and achieve your goals efficiently with some brilliant in-built features and modules.
PIMworks is a cloud-based product information management platform designed to solve product data needs. We’re sure you are on the look to always elevate your customer experience and PIMworks has got the capabilities to get you there.
If you like what you read and are thrilled about utilizing PIM to implement your marketing efforts and improve customer experience, get in touch with us. Our PIM expert will get in touch with you to understand your needs and set up a personalized demo.