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"Added values instead of features – The advantages of product experience management"

Einführung: Product descriptions must be convincing! If the haptics, the environment and the real shopping experience are missing, it is even more important to create digital product experiences to be different from the competition. A holistic customer experience inspires customers and converts them into fans of the brand. With a Product Information Management (PIM) system, the implementation is fool-proof.

Rational product descriptions have long been obsolete. Those who shop online – that’s almost 86% of Germans – pay attention on more than just boring information. Videos, 3D views and emotional product descriptions influence the purchase decision and decrease the return rate. Because only those who are adequately informed will also be satisfied with the quality of the order. In this article you will learn what is most important when it comes to the right description

In search of added value

Product descriptions should present the added value and thereby increase the incentive to buy. Features are always good when the customer knows exactly what he wants. Those who don’t have the time, or don’t want to visit a shop, still would not want to miss out on the shopping fun and get inspired on the internet. The personal benefit plays a major role in this process: Why should I choose exactly product XY and not one of the competition?

This is where the customer journey comes into action, because in each of its phases, the customer’s interest in the product must be checked. In addition, more and more channels and offers appeal to the most different target groups. The description in the company’s web shop will be completely different from the one on their Instagram channel. Especially in the fashion sector, influencers and bloggers have an impact on the purchase decision. That’s why mass addressing is no longer working; customers need to be informed consistently and comprehensively on various channels. This article explains why data quality has such an important role to play.

"Don't tell people how good you make the goods, tell them how good your goods make them."

Source: Leo Burnett - Advertiser

Channel loyalty or supplier loyalty?

In order to create product experiences along the customer experience, the perception of the article is the first condition. What features and functions does it have? What design, how does it feel? 

All these questions and the customers’ expectations must be visible and, as already mentioned, on different channels. In order to create product experiences, there are technologies that support this, a Product Information Management (PIM) helps to constantly improve the customer experience and increase customer loyalty. After all, loyal customers are also loyal brand ambassadors who need to be retained and continually inspired.

Touchpoints along the Customer Journey

People want to have fun with products and get excited about them. In stationary retail, the presentation of goods and the decoration in the shop play an essential role. Sales assistants motivate and help with the purchase decision.

Transferred to the digital world, this means that people buy a product solely on the basis of the customer experience. That is the challenge: to provide the customer with the right experience along the customer journey.

 

And this is how it works:

Awareness 

The customer becomes aware of the product. This can be through the classic product description, through visual content such as photos or videos, or through advertisements. Product filters help during the selection process.

Consideration 

Now the user is ready to buy the product, hoping that expectations will be met! The information that is important to him is crucial.

Purchase

The purchase is made online, via social media, in the shop, due to a newsletter or a retargeting campaign.

Aftersales

How satisfied is the customer after the purchase? Did he return items, are there reasons for this? Did he give a rating or even take part in a survey? This is where retailers focus on the personalisation of the experience. Ideally, the customer learns more about the company, the customer relationship may become closer.

Customer loyalty

Ultimately, the goal must be to keep the customer loyal to the brand and make them a “fan” and therefore a loyal brand ambassador. Through events, regular customer offers, discounts or social media communication, the target group must be encouraged to buy again and have a positive feeling as a result.

“If you do build a great experience, customers will tell each other about that. You need to be consistently awesome.

Source: Jeff Bezos, CEO bei Amazon

Conclusion:

The customer journey is a long way, and it must be accompanied by effective and multimedia content on all possible channels. Consumers do their research based on product information and change channels as needed. Multi-channel management is like a juggling act that requires automation to perform. A holistic customer experience is only possible through a gripping product experience. prodexa Cloud helps to manage the brand presence confidently and across all channels.

 

Would you like to find out more? We would like to invite you to get to know prodexa Cloud on a product tour. Our team of experts will advise you completely without obligation, regardless of industry and free of charge.

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