By Luna Markerink, Sales Consultant
Creating product content for a growing assortment.
High-quality product information is built from various data types, including descriptions, USPs, imagery, and technical attributes. As product assortments expand, providing every item with compelling content that converts potential customers quickly becomes a significant manual burden. Good product data starts before your PIM, and I am frequently asked how organisations should best manage this. Does a PIM platform simply solve it instantly: or is hiring more people the only answer?
What is the right product content for your brand?
Several factors are critical here. The first is identifying exactly which data types must form your product information. Two perspectives are essential:
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Which product content motivates a customer to buy? (Think of descriptions, specific attributes, and application information).
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Which product content is required internally? (Consider product information for logistics, compliance, and reporting purposes).
By establishing a format for product content (the 'golden record') that satisfies both needs, you create a clear benchmark for product information quality across your entire organisation.
How do you create that product content?
Secondly, it pays to map out how digital product content is actually created. Is a new product 'born' through manual entry in a system, or is it generated automatically? The latter can be achieved by importing a supplier's price list or data feed into a Product Information Management platform or ERP. It is also vital to identify other available sources for gathering industry-standard product information, such as GS1 for food and DIY, CNET/Icecat for electronics, or TecDoc for the automotive sector.
What is the primary function of a PIM platform in content creation?
A PIM platform, such as ConnectingTheDots, serves as the central source of truth for all product data. It streamlines the collection, enrichment, management, and distribution of product information to various sales channels from a single platform.
How can ConnectingTheDots process supplier specifications efficiently?
ConnectingTheDots Import & Onboarding automates the import of product data from various sources, including supplier feeds. This ensures rapid and accurate processing of specifications, minimising manual data entry and errors.
What role does GS1 play in product content for large assortments?
GS1 standards are essential for the uniform identification and classification of products. Utilising GS1 within a PIM platform ensures product data consistency, simplifies data management, and improves interoperability with partners and sales channels.
Want to know more about product content?
Are you looking for ways to improve your product content? Contact us for a no-obligation conversation or request a demo.