Primacy of Product Content
Product content drives sales, both in-store and online. Brands that take product content seriously sell dramatically more, in both brick and click. What is product content? Today, product content is far more than just logistics, images, and descriptions. It’s the detailed technical specs, the per-retailer pricing, optimized online copy across multiple geographies, the compliance data and material safety data sheets, the consumer- generated lifestyle images, the reviews, the brand videos and content, and everything else relating to a product.
Brands that treat all of the above as product content - and not just basic attributes and images - are able to much more easily respond to rich content requests from their top retail partners. This delivers their consumers a better experience in addition to raising their bottom line.
In today’s world, the consumer is in charge of when, where, and how they shop. They might start online to conduct research then go in-store to make the final purchase. Maybe they’ll start in-store then go online. Maybe they’ll do the whole thing online. In all cases, the product content they have access to - lifestyle images, product specs, alternative colors and sizes, reviews, similar products - work together to close the sale. Retailers know this, which is why they’re asking you for more product content than they ever have before.