OMR, die große Business-Review-Site und Wissensplattform für digitales Marketing in Europa, hat Syndigo kürzlich als Teil ihrer allgemeinen Diskussion über Produktinformationsmanagement (PIM) und insbesondere das Konzept der Produktoptimierung bewertet. Hier ist eine Zusammenfassung des OMR-Artikelreviews (deutsch/englisch) mit einigen guten Hinweisen, warum Produktdatenoptimierung so wichtig ist – und wie sie zum Geschäftserfolg beitragen kann.
Produktdaten erfordern einen strategischen Ansatz
First, it’s not surprising that data should be intertwined with business strategy. As online sales are set to increase to over 3 trillion euros (US$ 3.06T) by 2025, it’s clear that better optimization equals more profit. Managing product data is worth a closer look, and not just for consumer goods. It should be interlinked with the overall business strategy, with a clear focus on optimizing the information for continual improvement.
Laut OMR sollten Sie Ihre Produktinformationen optimieren.
Product optimization isn’t new, it’s just that it has become more business-critical in recent years. With the ability to collect more information, the challenge now is how to harness that data to deliver more insightful analysis. The focus today is on data quality rather than quantity.
This applies to retailers as well. Despite the fact that many retail companies act as a gatekeeper of product data through their sites, the reality is that the shopper is the one who is ultimately in control. This is also underlined by a study that shows nearly 62% of buyers look for product information before making a purchase. If they are not successful, they look at the next offer or buy a similar product.
Angesichts der Tatsache, dass sowohl Marken als auch Einzelhändler mit Produktinformationen kontinuierlich verbesserte Ergebnisse erzielen möchten, hob OMR die folgenden vier Tipps zur Optimierung von Produktdaten hervor:
OMR-Tipp #1: Verstehen Sie Ihre Daten
First, poor—or incomplete—data can quickly lead to fewer customer interactions and lower sales, according to OMR. When optimizing product data, they suggest creating different content for the format and usage needed. For example, the taxonomy of a single product may be different between two retailers, which also have different requirements than information flowing through supply chain partners. Tapping into resources that understand these taxonomies is a sure way to help adapt faster and more flexibly to the different needs of data recipients and the ultimate customers, the shopper.
OMR-Tipp #2: Verbinden Sie Ihre Inhalte
We noted earlier that the ability to harness the massive amounts of available data is a significant value to operators today. OMR also highlights this, stating that the real strength of product information comes from it being connected to other data. This gives product information incredible context.
Während beispielsweise die Erfassung aller Attribute eines einzelnen Artikels wichtig ist, bietet die Möglichkeit, diese Informationen mit Standortdaten oder Kundendaten zu verknüpfen, unglaubliche Einblicke, die in Ihrem gesamten Unternehmen genutzt werden können. Diese Art von "goldenem Rekord" ist wirklich das Ziel - die Fähigkeit, nicht nur die Eigenschaften eines Produkts zu verstehen, sondern auch jede Einheit dieses Produkts und wo es sich innerhalb der Lieferkette befindet. Durch die Verbindung in Echtzeit mit diesen Datenquellen können Sie sicherstellen, dass die Informationen immer auf dem neuesten Stand sind.
OMR-Tipp #3: Inhalte regelmäßig anpassen
Wir alle verstehen "Sie verwalten, was Sie messen", aber in der Praxis kann es oft eine Herausforderung sein, zu verstehen, welche Informationen bewertet werden müssen. OMR betonte, dass die Verwendung von Product Information Management (PIM)-Funktionen mit Analysen die Erkenntnisse liefern kann, um diese Informationen zu verstehen. Syndigo wurde als eine solche Organisation hervorgehoben, um dies zu tun.
Our analysis of more than a billion product pages per year highlights the importance of having content beyond core marketing requirements online. The additional images, rich media, comparison charts, and other engaging information is called Enhanced Content. A continual analysis of product detail pages (PDPs) online has shown that by simply having additional Enhanced Content on a product page increases shopper conversion rates by an average of 90%. This number climbs even higher if the shopper clicks on the Enhanced Content.
Es ist wichtig, sich daran zu erinnern, dass der Käufer die ultimative Kontrolle hat. Da eine Mehrheit vor dem Kauf nach detaillierten Informationen sucht, hat die Art und Weise, wie Produktinhalte präsentiert werden, einen starken Einfluss auf den Erfolg.
OMR Tipp #4: Vergessen Sie nicht die Suchmaschinen
In many cases, the first point of contact with a product is by searching the Internet. And everyone knows how important it is to ensure that products appear at the top of the search engine results. As companies like Google continually update their algorithms to try and find the most relevant results, it’s important to stay on top of product descriptions so that they are complete, accurate, and tuned for the search engine, continually.
Für noch mehr Tipps und Ratschläge von OMR, lesen Sie bitte ihren Artikel über Produktinformationsmanagement .
OMR’s Syndigo Synopsis
Im Rahmen ihrer Gesamtdiskussion führte OMR auch Reviews von Syndigo durch, diehier . zu finden sind. Die Überprüfung hob drei weitere Merkmale hervor, die OMR für die beste Optimierung als entscheidend erachtet.
- Cross-Team Collaboration: Product data content is typically created by multiple departments inside and outside an organization, including things like product design and nutritional labeling for consumer goods. By including this vastly different data within the same solution, Syndigo ensures that all the product information can be published and updated easily. You also have the option of making all changes within the software in real time.
- Content distribution: Another important step is the ability to be flexible enough to adapt and update integrated product content as needed. This is especially critical with items that may have different packaging for different markets or seasons. Syndigo’s solutions allow brand clients to enter and validate all these specifications, while enabling retailers to manage the content to their requirements. Syndigo’s solution delivers an automated way to ensure accuracy in updating product detail pages.
- Analysis of your data: Beyond content creation and distribution, analytics is what turns data into insight. It is an important element in the overall context of continual improvement. Syndigo’s capabilities extend beyond basic management of product data, delivering an engine that can evaluate content structures, taxonomies and product activity online. Using these tools, clients can check in which areas the product information is performing well and where it can be improved. This helps in resource planning as well as content compliance.
If you are considering an upgrade to the way you manage your product information, both internally and across your industry partners, perhaps you should consider Syndigo. With positive evaluations from industry leaders like OMR, you can join the more than 14,000 manufacturer and 1,750 retailer/distributor clients worldwide who use Syndigo’s services to drive better commerce and greater sales. Click here to request a demo.
