Product Attribute Management to Uplift Sales
Any feature or property that makes a product stand out in the crowd is referred to as a product attribute. This may include size, color, capacity, weight, packaging, and so on. A website visitor makes a buying decision if he/she is impressed with these features. Attributes are generally distinguished into three types based on their purpose. They are
In addition to these attributes, the retailer may also cover other important updates based on the category and target audience. For example, baby and kids products are listed with attributes such as BPA-free, organic, cautions for use, and not suited for, and so on. In the same way, cosmetic products may be described as an organic product, BPA-free, chemical-free, and so on. Similarly, food products listed on grocery and CPG website would be described with ingredients or maybe as veg, vegan, and non-veg depending on the target audience or FDA approved if they are targeted to a certain section of people.
To succeed, it is important to layout your product information management (PIM) and attributes according to the customer’s needs. Now, comes the important question of how to write a product attribute that boosts sales. Stay tuned to know more
Any feature or property that makes a product stand out in the crowd is referred to as a product attribute. This may include size, color, capacity, weight, packaging, and so on. A website visitor makes a buying decision if he/she is impressed with these features. Attributes are generally distinguished into three types based on their purpose. They are
- Product Specific Attributes: These are the features that best describe a product such as color, brand, size, and so on.
- Customer Specific Attributes: These are recommendations for customers, including how to use, or their age groups, or special recommendations if any.
- Logistic Specific Attributes: As the name indicates, they suggest logistic specific information such as shipping weight, shipping time, and mode of shipping, and so on.
In addition to these attributes, the retailer may also cover other important updates based on the category and target audience. For example, baby and kids products are listed with attributes such as BPA-free, organic, cautions for use, and not suited for, and so on. In the same way, cosmetic products may be described as an organic product, BPA-free, chemical-free, and so on. Similarly, food products listed on grocery and CPG website would be described with ingredients or maybe as veg, vegan, and non-veg depending on the target audience or FDA approved if they are targeted to a certain section of people.
To succeed, it is important to layout your product information management (PIM) and attributes according to the customer’s needs. Now, comes the important question of how to write a product attribute that boosts sales. Stay tuned to know more
- Begin with a Competition Mapping: Many retailers continuously use legacy data, as long as they stock the product. This may work for some time but may fail to uplift sales in the long run. This is because products evolve with time. This is where conducting a Competitor Benchmarking and Analysis (CBA) may help. Gaining insight into how category leaders are performing will allow you to position your product effectively and attract the right kind of customers.
- Ensure to Include Complete Product Attributes: Buying trends have evolved over the years. There has been a rise in smart buyers who tend to compare products across different websites, as well as within your website. This mainly happens with standardized products such as home improvement, MRO, and electronics. Thus, it is important to include a complete product attribute in a description, else customers may visit competitors' websites for just 1 attribute detail, and you may end up losing them forever.
- Assure the Customer About the Purchase: It is a human tendency to believe in something that assures them a big value. You can present your product with attributes such as manufacturing warranty, included accessories, or compatibility with other components, and so on. A customer is encouraged when he or she comes to know that there is a human at another end to support them the product fails to perform for any reason.
- Update Features Related Information To Reflect Product Updates: As said earlier, products evolve over time. Many times, you may receive this update information informally from a local supplier or a national distributor who has minimal or no access to the brand’s PIM or DAM system. However, it is the responsibility of the data or catalog management team to confirm the details from the brand’s website before updating it on your website. At times, the brand or manufacturer may introduce new features that may benefit a customer and improve the value of the product.
- Follow a Standard Format Across the Website: Maintaining a localized attribute is perhaps the easiest method to follow. Maintain a simple Standard Operating Procedure (SOP) across the website. This will help you ensure the same syntax and data format throughout the website. For instance, if you are using inches for describing a product, ensure to maintain it throughout the website. If you are targeting customers from multiple countries where they do not approve of inches then you may indicate alternate measures, too.