Tag: pxm product experience management

3 Outstanding Brands Delivering Great Product Experiences Online

[Blog] 3 Outstanding Brands Delivering Great Product Experiences Online

Product experience can be described as a consumer’s end-to-end encounter with a brand. Brands are interested in providing positive experiences to consumers because marketing data reveals that consumers behave a certain way when shopping:

  • 51% of shoppers use Google to research a purchase they plan to make online1
  • 48% of consumers say a brand’s website is their most trusted source for information2
  • 70% of customers consult reviews or ratings before making a final purchase3

Therefore, brands that want to get ahead must ensure that they give consumers what they seek no matter where they are in the customer journey. How, where and when should brands focus their efforts to deliver exciting experiences? Let’s look at how a sample customer journey might unfold. Typically, a consumer:

1)      Types a product on Google search or clicks an ad

2)      Gets redirected to the brand’s product page

3)      Scans the content

4)      Bookmarks the page (if they really like what they saw)

5)      Lines up the competitors for comparison

6)      Trims down contenders to two or three and reviews the products side by side

7)      Singles out the product that contains everything they need and more (more may be extra interesting information, discounts, freebies, promos, prestige, etc.)

8)      Decides to make a purchase

In this scenario, the product page plays a key role in convincing shoppers to make a purchase. It is where brands show their product’s appearance, unique features and how its benefits are something the shopper must absolutely have.

However, today the product page can’t make sales happen alone. It needs support from other sources that can provide key information such as ads, blogs and user-generated content (UGC) to name a few.

Now let’s take a look at three elite brands and the strategies they’ve used to deliver remarkable product experiences online.

1. Dove

Dove is ranked as the most relevant brand on the Household & Personal category in the Prophet Brand Relevance Index® (BRI); they’ve been holding this spot since 2017.4 Dove is known to leverage digital marketing campaigns to create social discourses and build communities, which help elevate the brand beyond its product lines.

A visit to their product page reveals why they are the top dog in the Household & Personal category. From product image, title, description and technical information such as ingredients and instructions, Dove provides visitors with all they need to know to decide on a purchase. Once a shopper clicks the “shop now” button, they get redirected to their local online stores. Dove has shown transparency and a willingness to engage with visitors by giving them the option to rate the product and leave reviews.

Sample product page:

sample product page 1 sample product page 2

The same accurate, complete, rich, relevant and up-to-date product information can be seen on marketplaces such as Amazon and retail outlets such as Walmart:

On Amazon:

sample product page 3

On Walmart:

sample product page 4

2. Casper

In 2014, Casper was a start-up that sold mattresses online and delivered them to customers’ houses in boxes the size of small refrigerators. Using a direct-to-consumer (D2C) approach, it disrupted the way people buy mattresses.5 During its first three years, the company was valued at more than $300 million and their offerings eventually expanded to include all sorts of sleep accessories such as sheets, blankets and pillows, as well as something for man’s best friend – dog beds, and more. Today, the company has 60 physical stores, 2,000 partner stores nationwide and has forever changed the way people buy beds and sleep accessories.

How did they pull it off? James Newell, VP at Institutional Venture Partners, which invested in Casper, said, “They [Casper] would tell you they’re not a mattress company, they’re a digital-first brand around sleep.”6

That means the content they produce isn’t just about selling Casper mattresses but also about inviting consumers to step into the fascinating world of sleep through scenarios and information.

Upon landing on their homepage, shoppers see the brand’s willingness to address their apprehensions regarding buying mattresses online. Casper made sure that consumers have choices and can try out the products with no strings attached.

Homepage:

casper sample product page 1

Since it’s an online brand, the company used smart content to position itself as the subject-matter expert on all things sleep. They focused on convincing people that it is normal, more convenient and safer to buy mattresses online. That’s a tough pitch considering brick-and-mortar’s stronghold on the mattress industry, but Casper was successful.

By employing a combination of transparency, fun advertisement, consistency, availability, subject-matter expertise and attention to detail, Casper has posed an existential threat to the traditional mattress players.

Transparency:

casper sample product page 2

Fun advertisement:

casper sample product page 3

Availability:

casper sample product page 4

Subject-matter expertise:

casper sample product page 5

Attention to detail:

casper sample product page 6

3. Glossier

It doesn’t happen every day that a beauty blog becomes a brand worth $1.2 billion,7 but that’s exactly what former Teen Vogue assistant, Emily Weiss, experienced with “Into the Gloss” (ITG) in 2010. The blog profiles friends’ and celebrities’ (e.g. Kim Kardashian, Victoria Beckham, Gwyneth Paltrow, etc.)8 beauty regimens, which gives readers a combo of authenticity and authority when it comes to makeup and skincare.

Blog:

glossier sample product page 1

The secret to Glossier’s success is word of mouth marketing (WOMM) by using a combination of UGC and product-focused content, which is genius considering that:

  • 74% of shoppers admit that word of mouth influence their buying decisions9
  • 92% of consumers listen to suggestions from family and friends over advertisements10
  • 88% of people trust online reviews by fellow consumers as much as they trust the people they know11

UGC (Reviews):

glossier sample product page 2

WOMM results in brand loyalty and trust, and on top of that creates a lot of buzz.12 By employing this strategy, Glossier is steadily growing a cult-like following across the skincare and makeup demographics. To date, the brand has almost 3 million followers on Instagram.

Instagram:

glossier sample product page 3

Key takeaways from these 3 brands:

  • All three brands use educational and trust-building content and relevant storytelling to create social discourses and build communities.
  • Over time, due to familiarity and trust, consumers are more inclined to buy their products, generate content for the brand and invite more to join in.
  • These brands also ensured that all the product information across their sales channels is accurate, complete, rich, consistent and up-to-date, especially on their product pages.

Some of these strategies are easier to implement than others. Putting all these together isn’t an easy feat, and brands need to have the right tools in place if they wish to succeed.  One solution that can help brands hit the ground running when it comes to ensuring their product content is engaging, accurate and consistent is a Product Information Management (PIM) system. A PIM is a centralized solution that helps brands consolidate, manage and enrich product data for easy distribution across multiple channels. With a PIM, brands can have the right processes in place and deliver the right product content to establish many of these strategies that will help them stand out to the consumers of today.

References

1 https://www.thinkwithgoogle.com/marketing-strategies/search/product-research-search-statistics/

2 https://www.searchenginejournal.com/only-50-of-consumers-believe-search-results-provide-accurate-information-about-brands/325241/#close

3 https://www.shopify.com/blog/15359677-why-online-store-owners-should-embrace-online-reviews

3 https://www.marketingweek.com/mark-ritson-dove-real-beauty-campaign/

4 https://www.prophet.com/relevantbrands-2019/

5 https://www.nytimes.com/2020/02/06/technology/casper-ipo.html

6 https://freakonomics.com/podcast/mattress-store-bubble/

7 https://www.forbes.com/sites/elanagross/2019/03/19/glossier-raises-100m-and-now-has-a-billion-dollar-valuation/#47f35554720d

8 https://intothegloss.com/tags/interviews/

9 http://www.adweek.com/digital/ogilvy-cannes-study-behold-the-power-of-word-of-mouth/?red=pr

10 http://www.nielsen.com/us/en/insights/news/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html

11 https://www.brightlocal.com/learn/local-consumer-review-survey-2014/

12 https://www.bigcommerce.com/blog/word-of-mouth-marketing/#why-care-about-word-of-mouth-marketing

Product Experience Management Begins with PIM

What is Product Experience Management?

Product information dictates whether a product sells or not. From the smallest detail that can be read, up to how an image is formatted, product content plays a key role for any business — to sell. However, while it is universally accepted that product content is one of the cornerstones of a successful business, it is still challenging to fully and intelligently use it to its greatest potential. In the end, product content fails to live up to expectations because:

/          There’s no solution in place to manage product data

/          There’s a solution but it’s not robust enough

/          There’s a solution but it’s not designed to focus on product experience delivery

So what can organizations do to make the most of their product data? Especially when managing data means working with thousands to hundreds of thousands of data? The answer involves adopting data management software.

What is Product Information Management?

Product Information Management (PIM) software is a data management solution that allows you to easily manage and deliver rich, accurate, complete and channel-ready product content – anytime, anywhere. Implementing a PIM solution to manage product data is key to start gaining the benefits rich product content can produce.

However, just implementing a PIM is still not enough. Consumers want their shopping experience to be easy and seamless. They want to know that a product is exactly what they need, and therefore need to have access to rich, accurate and up-to-date content. And they have options. If their experiences with your product are not great, they can easily go to another seller.

That’s why its critical to provide exceptional experiences to your consumers. It all begins with creating emotional connections that will entice them choose you over the competition. To do so, you must be able to predict what they want, how they want it, and when they want it. And you have achieve this using whatever data you may already have. This is not something a PIM can deliver alone. This is where PXM comes in.

What is Product Experience Management?

Product Experience Management (PXM) is the management and contextualization of your product content for the right channel, location and need. PXM enables the delivery of product information (that has been managed in a PIM) that is contextualized based on the channel, needs and location of your consumers.

PXM in Context

/          Promotions. By streamlining internal work processes and automating workflows, your marketing team can focus on defining a promotional strategy and bringing products to market faster. You can then easily prepare products and promote them for upcoming events or seasons within your target audience. This boosts sales while making consumers feel like you know what they need at just the right moment.

/          Recommendations and bundles. Bundling presents an opportunity for sellers to cross-sell or upsell related products that complement a shopper’s chosen items. These bundles can be offered as recommendations or add-ons that solve a customer need. With PXM, product bundles are easily assembled as required by an event, promotion or campaign.

/          Campaigns. PXM allows the assembly of different batches of products with external communication, be it print or targeted email campaigns, in order to deliver a message adapted to a specific time of the year and always from a product perspective.

/          Omnichannel publishing. With PXM, product presentation can be optimized for different channels. By pairing product information with a merchandising and marketing perspective, you can distribute it consistently across different channels in relation to promotions or enhancements you want to communicate to your customers.

/          Analytics. An intelligent PXM system is equipped with functionality to measure product performances and review the results. That way, it is easier for marketers in your organization to make decisions for products that audiences need to see at the right time. You can also use these insights to continuously improve your customer’s product experiences as it enables you to perform tests for products you deliver to the market.

Adopting a PXM solution is critical for companies that want to make that very sought after emotional connection to their customers. It is more than rich and up-to-date product information—it is how you deliver compelling experiences to your customers. It offers more than products; it makes them choose you because you connect with them through their experiences and needs.