Product information management for your multi-channel selling business

Content has always been an integral part of any retail business owners, as it allows them to complements their products in the online world and encourages consumers to take actions on-the-go.

Today, eCommerce transactions are totally dependent on the content and information triggered by brands that allow them to make informed purchase decisions.

If you running an eCommerce business, you would be probably selling across multiple channels to expand your product presence, however, offering poor product descriptions or even, infusing the same information offered by manufacturers may not impact a consumer’s purchase decision.

Therefore, I have decided to come up with this article that will highlight important areas that sellers can focus on their product information and improve sales opportunities for their multi-channel selling business.

Let’s begin:

I- When selling via your online store

Like any other eCommerce seller, you would like to populate your eCommerce website with promotional content and information to attract the audience and improve SEO ranking for your brand and products. Among the many areas of the website, sellers should focus on:

A – Website banner

This is one of the areas that can directly attract consumer’s eye when landing on your eCommerce page for the first time. You can display any of your product offerings here, but, the information your offer will determine whether the consumer will engage with your brand, or not.

Good example from a leading eCommerce brand

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What you can do?

Offering simple content in your website banner may make consumers feel that your website is out there only to sell. Educating them with additional information about the benefits of your products can surely encourage customers to browse further and get to know more about your brand.

B – Announcement of new products

Promoting the launch of new products on your online selling website can offer potential consumers an excellent purchasing ability by allowing them to shop for their favourite products from one place. However, poor product information in such promotional activities may not make your offering look new, avoiding consumers to show further interest.

Good example for a leading eCommerce brand

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What you can do?

Creating a need in the consumer’s mind for your new product announcements can make them curious to take actions, or, be there during the mentioned time and date. Relating your latest collections as a value for their time and money will automatically trigger consumers take actions and shop for their favourite products that you announce.

C- Best selling products

An effective method for eCommerce sellers to increase sales opportunities is by promoting their fast-moving products on their selling website.

However, not showing urgency may not create an excitement among consumers and may consider it to be one of your clearance promotional tactics.

Good example for a leading eCommerce brand

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What you can do?

Promoting your fast-moving products can help you attract consumers; however, not being to showcase a want for it, may make them feel your offers will be there for long and increases the chances of having a second thought in their mind.

II- Selling via social media

Social media being one of the most influential platforms for online shoppers to gain information about their favourite products and brands, today, mostly every retailer will have their presence over leading social media platforms like Facebook, and Instagram.

Areas that you should focus on:

A- Customer reviews

Sellers should keep a track of their product offerings mentioned in the customer’s reviews. Now, that doesn’t mean you’ll need to make any changes but ensure they have those required keywords or hashtags to make it easy for other consumers engage with your products and brand.

Good example for a leading eCommerce brand

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What you can do?

Offering customer reviews in front of the right audience at the correct time is important for any sellers who perform social media campaigns, however, ensuring proper tags and keywords in your product information, can quickly spread a word about your products offerings across the web.

B- Featuring products

Running regular promotional campaigns to promote your products can help you garner visibility in the social networking world. However, focusing on your product information across all your social promotional tactics can increase chances for consumers to directly look up for your selling website, online.

Good example for a leading eCommerce brand

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What you can do?

Infusing personalization in your product information that you share across your social media campaigns can help you allow consumers relate your products with their needs, encouraging them to instantly browse your products and make instant purchases.

C- Featuring Image

This is the area that will directly capture consumer’s attention; therefore the way you allow consumers get to know about your products can boost further engagement and sales opportunities from your social media selling channels.

Good example for a leading eCommerce brand

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What you can do?

Relating your product information with their daily routines can automatically make potential customers be curious to know more about your offering, improving their chances of purchasing your products on-the-go.

III- Selling via online marketplaces

Popular marketplaces like Amazon, eBay are surely helping online sellers an opportunity to improve their product visibility in front of a large ready-made customer base. However, with competition increasing over such selling channels, your products may get lost in the crowd.

A- Featuring products

Every online marketplace will have their own rules of product ranking visibility, and with hundreds of sellers selling identical products on the same platform, may make it difficult to attract audience despite having a large customer-base.

Good example for a leading eCommerce brand

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What you can do?

Simply offering your product name as a description, may not involve the keywords that are needed to compete in product listing rankings while selling across multiple social media channels. Look-up for the most searchable keyword relevant to your product and brand and keep optimizing your product information to settle with the ones that are helping you improve visibility.

B-Checkout page

You have managed to attract customers for your eCommerce brand and they click on your product, which will automatically divert them to the purchase page. This is the most important section for consumers to complete their purchase, however, not being able to offer required information can increase cart abandonment rates for your eCommerce business.

Good example for a leading eCommerce brand

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What you can do?

Ensure you make it easy for them to access other product information like size, color, etc. that is important for a shopper’s purchase decision.

C- Up selling/Cross-selling section

Selling on social media channels also allows eCommerce business owners ability to promote their other products on the checkout page, which means increasing the opportunity of up-selling and cross-selling. However, if your offering does not match your consumer’s needs, can lose you multiple potential consumers who have already shown interest in your products.

Good example for a leading eCommerce brand

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What you can do?

Focusing on relevant products in your up/cross-selling campaigns will help you attract eyes towards them, however, infusing a value for making a purchase in your product information can automatically encourage consumers to increase their order value to gain additional benefits of using the product.                    

Ending note

Landing with different product information has been a challenge for multi-channel sellers. If you still stitching over different accounts to manage inventory, a centralized inventory management software can help you sync all your selling channel’s product information at one place, making it easy and quick to spot wrong information and make changes on-the-go.

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