My 3 tips to enhance product content: make it real, congruent, and use video.

Avatar for Sophie Ezzedine

Nowadays, consumers are taking more time for online product orientation since the crisis. As a result, this new habit is forcing French retailers to reconsider the importance of product content in the purchase cycle. We are going to have a look at a study from Opinionway for Akeneo. Which is an Icecat partner. In conclusion, the study learned us that a lack of product information benefits competitors 30% of the time. In short, it is critical to keep attention of visitors by using enhanced product content. But, how to enhance your product content?

1. Make it real

Product technical specifications are a must to understand its use. For examples like dimensions, size, color, and material. But, retailers can not put the product’s emotional dimension aside. First, “There is a tendency around the authenticity of the content with the implementation of 3D pictures. That will help to dynamize the product datasheet”, says Maxime Beaumard, iAdvize’s CMO. The product content needs to be sufficiently attractive to keep the customer interested. Second, “augmented reality can also be used to enrich product content”, says Joan Benoualid, VP sales, and alliances at Akeneo. Last, “For example, if a customer is looking for the perfect sofa. An e-commerce site can enable him to visualize the product in his own living room. And can offer the customer a positive brand experience”, Joan adds.

2. Congruent omnichannel messaging

Nowadays, people tend to be omnichannel consumers. As a result, retailers need to offer standardized product content on all their sales channels. But, this goal seems to be difficult to achieve. A study on product content syndication in January 2020 learned us that only 10% of customers say that product information is the same on different sales channels. And 73% say that the information is actually the opposite.

3. Enrich content through product videos

According to a study in 2019 by video platform, Teester 7 out of 10 prefer video over text to discover a product or a service. For 90% of them, watching a video is a decisive element in their purchase cycle. Customer feedback, inspiration, demonstration, tutorial, and video content gives the retailer a lot of flexibility. “Consumers do not find the same information online as in the physical shop. To fill the gap, video is a tool to transmit a message more directly and to improve conversion rates,” says Julien Chevalier, founder of Teester. The video will give more of a “real-touch” to the customers and help them make a better purchasing decision.

However, just adding videos will not do anything for conversions. But if you enhance your product content, users will be more satisfied. In other words, adding rich media needs to provide congruent and useful information for the user.

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