Times have changed. The days of collecting manual data and publishing a hard copy catalog once or twice a year have all but vanished. Today, consumers have access to various channels to obtain information about a company’s products. In addition to traditional print, consumers are also exposed to products in outlets such as the Web, mobile and social media platforms.
Recently, Researchmarketing.com published an article titled: “How Your Competition Is Beating You With E-Commerce,” by Jonathan Bein, Ph.D. and Anthony Chien. In this article, Bein observes how ecommerce can serve as a competitive advantage for distributors. He identifies three key issues that distributors need to address in order to increase ecommerce revenue:
- Product data
- Web design and implementation
It is obvious that a solid marketing plan and a new attractive, user-friendly website will help generate ecommerce revenue, but what role does product data have in the process? Perfect product data is essential for a successful ecommerce site. Think about it. When you visit a website, what is important to you as a consumer to make a confident purchase? I know that I get frustrated if I can’t find what I’m looking for, if prices are inaccurate, if there are few image options or not enough detail in the product description or if my size or color is out of stock. What about product recommendations or alternatives? If I can’t find what I’m looking for, but similar options are available then certainly, I would like to know!
Accurate data is the most important part of a successful ecommerce site. Without accurate and up-to-date data, consumers can run into the frustrations that I mentioned above. The companies that provide the desired information that certain customers want about the products they are searching for will gain a significant advantage over those that don’t.