If a consumer already knows the product they are searching for, they
are likely to follow two broad approaches to Search. They will either use a
generic search, and start searching for supply by brand, product name or type,
or by specification, before selecting their chosen outlet. Alternatively, they
will select a favoured or preferred supply site, and search for the required
product within this.
If the product is totally new, or new to them, and therefore
unknown to the consumer, the route to purchase is through discovery. It can be
browsing at a favoured store, link advertised via a similar product,
recommended by an influencer (how to, best value, ambassador) or simply
advertised.
In all cases, comprehensive quality product data and content,
accessible, optimised and delivered to all channels will assist in ensuring the
customer has the best possible opportunity to find, check out and purchase your
product. Where a product is new, ensuring product data and index terms are
consistent with established products will ensure they will appear as choices
within comparable product ranges. Good flexible use of a data management system
can facilitate the maintenance of additional terms and data enabling selected
products to appear in additional promotional views – usually for a
pre-determined (and funded) time.
A single product data management system will also
significantly reduce the possibility of conflicting or incomplete data
appearing in different channels – reducing customer journey loss, and ensuring
your enhanced data enabled maximum return for all search enquiries.
Within a retail or trade sales environment, a combination of
sales staff product knowledge, packaging information and the physical product
itself (including prime aisle locations for new or promotional product), can
often provide all the information needed to make the purchase.
Great product data, delivered seamlessly across all
channels, is likely to enhance and create a similar experience for the virtual
consumer.
Ryan Young in his excellent article on digital trends and
content marketing for 2017 http://bit.ly/2eC8Kg1
- identifies aspects businesses should consider when planning, maintaining and
developing their product data and e-content delivery for the year ahead.
Without doubt, the increasing use of video clips to both attract attention,
communicate and explain is identified as being a priority consideration. To
that I would add in-house hosted video content enables each clip to finish with
a further call to action – keeping the sales process on course and in-house!
So while great product data can enhance the ability to find
products, and convert to sales once found, clear loud advertising of new
products on the front of the web shop remains a much overlooked and obvious way
of advertising new products to both returning customers and new visitors.
Lastly, the
importance of mobile search cannot be over-estimated. Google currently
estimate 35% of all searches are initiated from a smartphone. It may be worth
checking product search on your website from your mobile to check how well your
data is optimised for smartphone use. And then we recommend checking your own
web stats to see visit by type of device – you may be surprised.
Contact
Cygnus
Business to review your Omni-channel product content strategy
Cygnus Business - working with growing companies to improve
business effectiveness and grow sales and profitability. www.cygnusbusiness.com. Are we LinkedIn?
© Cygnus Business Limited 2016
