Compelling product content sells your products both online and in-store, creates an unparalleled customer experience, and encourages brand loyalty.
This week, 1WorldSync’s Head of Global Partnerships, Tom Dillon, and Content Analytics CEO, David Feinleib, continue their conversation around the drivers of e-commerce and how Content Analytics and 1WorldSync are joining forces to pave the path for trusted content.
Tom Dillon: You’ve written a book, Bricks to Clicks, about how leading brands are navigating the transition from in-store to online. Sri Rajagopolan at J&J recommended it as one of three must-read books about e-commerce. Tell us more about what we can learn from the book.
David Feinleib: First, leading brands are doing a lot of hard work–and doing that work quickly–in order to grow their eCommerce businesses. They see that shoppers are changing how they make purchase decisions and how they connect with new products. Even if a shopper makes a purchase online, they start the purchase process, the research, and the information gathering online. That makes it absolutely critical to get product content right, make sure products are in-stock, and make sure you’re monitoring reviews and other key metrics. If a shopper reads a few bad reviews, or can’t see what a product looks like due to poor imagery posted online, they’re not going to buy your product.
Second, leading brands are transforming their organizations through technology and training. They’re bringing in new tools to help them keep pace with the fast-moving algorithms that retailers are now using, and they’re training their people on the latest E-Commerce practices.
Third, they’re constantly experimenting. We work with one company that was founded over a hundred years ago. You might expect that they would have a ton of process to navigate and yet it’s the exact opposite. They’ve created a dedicated E-Commerce group and they’re one of our fastest moving clients.
Tom Dillon: Consumers expect rich and trusted product content on all channels: desktop to mobile. What areas has Content Analytics observed where consumers are driving change?
David Feinleib: Consumer expectations of the quality of product content have increased dramatically. My smartphone has a 12 megapixel camera built into it and takes ultra high resolution photos. Consumers are expecting that same high quality in terms of imagery, product descriptions and video when they shop for or research products online. Brands that don’t have high quality product content not only seem out of date, but are creating unnecessary friction in the purchase process.
What’s more–with free shipping on almost everything these days, great product content is a great way to ensure that fewer products are returned. If you can see what you’re buying and the product description is accurate, what you receive in the mail is more likely to match what you thought you were buying.
Tom Dillon: An as organization, we are thrilled to partner with Content Analytics. Together we hope to analyze content performance on eCommerce sites and pinpoint specific areas of strength and opportunity to improve content for suppliers, retailers and distributors. What excites you personally about our partnership?
David Feinleib: This partnership is exciting for us because 1WorldSync is the market leading Data Pool and provides technology and support to thousands of manufacturers. This reach will provide our industry leading eCommerce capabilities to a wide range of manufacturers and retailers to help them make the leap to digital success. We look forward to growing the partnership and working with the many brands and retailers in the 1WorldSync ecosystem. Learn more at http://solutions.1worldsync.com/content-analytics-partnership.
Missed Part 1?