Product content creation viewed differently; the importance of application information
I regularly encounter companies that struggle with improving their product content in their PIM solution. Usually, after internal discussion, the outcome is that more product specifications need to be added to products to improve product information. That's fine of course. Product specifications are a very important part of product content and can easily be recorded in a PIM system.
Sometimes it is noticed that companies can also go too far in this regard. For a bicycle, for example, it may be important for some target groups what the metal alloy of the frame is. But to also include this feature for a front fork on a city bicycle fails to meet the consumer's information needs. At this point, a product marketer would be better off using his valuable time differently.
Product application as part of product content
Which other parts of the product content is it smart to look at? This varies greatly per type of product, per market and the intended buyer target group. I will mention a part that is often missed and is relevant in many markets: applications. Application is especially important for products that are not purchased out of habit. Consider durable (consumer) goods such as electronics, cars, furniture, clothing, bicycles and scooters. But also tools, do-it-yourself items or insurance.
This is why product application is important in your product content
An example; Suppose someone is looking for a professional action camera. This is a product that people do not buy every year and that, in the case of a good camera, still requires a considerable investment. Nowadays, before someone makes a purchase, they first spend an evening on the Internet exploring what type of cameras, from which brands, and at what prices they can be purchased where. It is therefore important for providers to create good product content in their PIM system, in order to be found online by potential customers.
The customer will make a selection on the products found based on the specifications (such as brand), images and price. For the final decision it is important what, when and especially how the customer will use the product. In the case of the action camera, let's take the example of a young father who is considering buying such a camera. After an evening of surfing and comparing, you are left with three different action cameras from different brands. Based on the specifications per camera, he has already been able to see that each of the cameras has sufficient recording time, the cameras are water resistant and support the function of transferring images via WiFi.
All those specifications offered: beautiful. But now to practice. The father does not only want to use the action camera on holiday and during the many hiking trips that the family undertakes. Once every two weeks he goes roller skating with his seven-year-old son. One 'application requirement' is that the son or father can place the camera on their skating helmet. A very simple application actually. But very important in the purchasing process.
This practical information, or the application possibilities of a product, could be the deciding factor in this example as to which product is ultimately preferred. And which product has the greatest chance of actually being purchased.
Enrich your product content in a PIM system with application information
When I look at digitally enhanced product content of luxury consumer goods, I often see that the 'application' aspect is not mentioned. I do see a trend towards more and more product features being included in a product. It is a good idea for product marketers and e-commerce professionals to see what the addition of application information can do for their customers in the selection and purchasing process. In short, an important distinguishing feature compared to competitors could well be found in the concept of 'application'.
