One of the most important critical success factors in an ecommerce implementation is getting product content right.
Along with the technology and operational deliverables, providing customers the information they need when purchasing a product will determine whether your business gets the Return on Investment expected in the business case.
Too many times we see retailers either ignore, forget, or underestimate the challenge of delivering on product content. One retailer we spoke to, simply forgot to put product content costs in their budget. Retailers would never forget to provide good merchandising in a store, so why not take this as seriously online?
Learning how to gather huge amounts of product content in the midst of an already complex ecommerce project should not be undertaken likely. We find that retailers invariably underestimate the challenge and often launch with product content being suboptimal. This often leaves customers disappointed of a much communicated re-launch.
When planning to launch of re-launch a web site, we recommend the following basic approach
- Ensure product content is appropriately included in the program plans
- Have a lead for product content on the team and include them in the steering group meetings. Do not make it a part time job for already stressed buyers
- Hire necessary temporary resource to gather new data and content and ensure they are appropriately trained
- Ensure product content requirements are appropriately included in IT business requirements for merchandising, comparison and product page design
- Provide appropriate budget as well as physical assets for such things as product photography
- Ensure suppliers understand how to provide samples to be photographed. Samples management is a massive challenge.
- Ensure an appropriate system is created that can manage the large amounts of imagery, data and other product content assets
SKUvantage has supported a number of business in the relaunch of their online business with a suite of product content services, including Coles, Michael Hill & Spotlight. By outsourcing product content capture to SKUvantage these business were able to focus on developing other aspects of the project. This freed up resource to enable a successful launch, and passed responsibility to experts who understood the challenges.
If you would have an ecommerce launch or replatforming, please get in touch