A Last-Minute Product Information Checklist for the Holidays
Between Thanksgiving Day and Cyber Monday, online sales recorded their highest year-over-year numbers, according to IBM. Accounting for the same period in 2012, online sales rose 16.5 percent this year. What's more, the National Retail Federation said roughly 2 million more people went shopping at least once during the holiday weekend compared to last year.
It seems the momentum will continue throughout the holiday season. But do you have what it takes to cash in?
Effective merchandising — i.e., giving shoppers the detailed product information they need in order to convert to a customer — is especially critical during the holiday shopping season. The trick lies in communicating brand messages while executing an omnichannel selling strategy. With effective product content online, retailers can drive both e-commerce and store sales.
Is your online product information up to speed for the holiday shopping blitz? Take a look at this checklist to find out:
1. Are your product images updated? Retailers and brands heavily invest in creating, maintaining and portraying a consistent and powerful brand image. No matter how small, an inconsistency in product imagery can cause shoppers to lose confidence, sales to drop and your brand to become diluted. Make sure your product images are consistent and up to date across all marketing channels to avoid these mishaps.
2. Is your product information reliable? Item descriptions, nutritional information, ingredients, marketing claims and warnings should all be accurate. Shoppers rely on this information for many uses during the holiday season, including gift selection, menu planning and more. If shoppers can't find the information they're looking for while researching products, they'll look elsewhere.
Product information is also the foundation of wish lists, recipe suggestions, product recommendations and other resources that drive shoppers into additional purchases or stimulate loyalty. The importance of reliable product information cannot be overlooked.