By Luna Markerink, Sales Consultant
Creating product content: the value of usage information.
I frequently encounter organisations struggling to improve their product content within their PIM solution. Typically, internal discussions lead to the same conclusion: they believe they need to add more technical specifications to enhance the product information. While specifications are a vital part of product content and are easily managed within Product Information Management, they are only part of the story.
It is common for companies to overreach here. For a high-end bicycle, a specific metal alloy in the frame might be critical for certain enthusiasts. However, recording that same attribute for the fork of a standard city bike often ignores what the average consumer actually needs to know. In these instances, product marketers could spend their valuable time more effectively elsewhere.
Product usage as part of product content.
Which other areas of product content should you focus on instead? This depends heavily on the product type, the market, and the intended audience. One area that is frequently overlooked yet highly relevant in many sectors is 'usage scenarios'. This is especially important for products that are not purchased out of habit. Think of durable goods such as electronics, cars, furniture, clothing, and bicycles, as well as tools, DIY items, or even insurance policies.
Why product usage matters.
Consider a customer looking for a professional action camera. This is not a product people buy every year, and a high-quality model requires a significant investment. Before purchasing, the customer will likely spend an evening online exploring brands, models, and price points. For providers, it is essential to create high-quality content within their Product Information Management system to ensure they are discoverable during this research phase.
Once a customer finds potential products, they filter based on specifications (like brand), images, and price. However, the final decision often hinges on where, when, and especially how they intend to use the product. Let's take the example of a young father considering an action camera. After comparing options, he is down to three models. The technical specs show that all three have sufficient recording time, are waterproof, and support Wi-Fi transfers.
While these specifications are excellent, he now considers the practical application. He doesn't just want the camera for holidays and family walks; he also goes inline skating with his seven-year-old son every fortnight. A key 'usage requirement' is whether the camera can be easily mounted to a skating helmet. It is a simple application, but a decisive factor in the buying process.
This practical information: the specific usage possibility of a product: could be the factor that determines which product is preferred and, ultimately, which one is purchased.
How can a PIM platform help manage usage scenarios?
A PIM platform allows you to create structured attributes for different types of usage information. This ensures central storage, consistency across all channels, and efficient enrichment, supported by the Import & Onboarding component.
What role does AI play in usage information?
AI can use the detailed usage data stored in PIM to power intelligent chatbots or virtual assistants. These tools can then answer complex customer queries and provide personalised recommendations, enhancing the customer experience through Workflows & AI.
How does usage information relate to the Digital Product Passport?
The Digital Product Passport will require extensive product information, including details on application, sustainability, and maintenance. Well-structured usage data within a PIM platform is essential for complying with these upcoming regulations and GS1 standards. Explore our ESG & compliance solution for more details.
Enrich your product content in PIM with usage information.
When reviewing enriched product content for luxury consumer goods, I often see that usage scenarios are omitted. Instead, there is a trend toward including an ever-increasing number of technical attributes. Product marketers and e-commerce professionals should evaluate what adding usage-based information could mean for their customers during the selection and purchase process. Ultimately, a significant competitive advantage can be found by focusing on how a product is actually used.
Why is usage information so important for e-commerce?
In e-commerce, customers cannot physically interact with a product. Usage information helps bridge this gap by painting a clear picture of functionality and possibilities, leading to better purchase decisions and fewer returns.