We all know that as people we have characteristics that set us apart from one another and make us unique. But the products customers buy on eCommerce websites also have attributes that define them — attributes that affect consumer decisions about which products they purchase.
Put simply, eCommerce product-related attributes are specific product characteristics that define a particular product or group of products. However, these aren’t just general descriptions of a product but rather they point to the value of a product and detail what makes it unique.
There are two types of product attributes:
Tangible attributes: these are the physical characteristics of a product, such as size, height, weight, material, smell, quantity, color, that customers care about when they’re searching for or purchasing a product.
Intangible attributes: these are the characteristics that customers can’t physically touch or see, such as the quality, reliability, and aesthetics of a product. However, intangible attributes still help buyers decide if a particular product is right for them or if they should look for something else.
Although eCommerce product attributes don’t change, the attributes sellers choose to show consumers will change based on a particular marketing campaign, the brand, and/or the customer.
Product attributes are important because they give buyers extensive information about your product. And the more detailed you make your product attributes, the better chance you’ll have of convincing consumers to purchase your product.
Product information management (PIM) systems enable you to collect, store, and manage all the attribute data about your product that you need to sell online. A PIM tool lets you centralize all the product information and digital assets in one place that can then be distributed through various sales channels.
Why Product Attributes Are Important
Good eCommerce product attributes can help you increase your sales by helping you:
Set Your Product Apart From Competitors’ Products
If people view your product’s attributes as unique, they will serve as distinguishing characteristics that will set your product apart from your competitors’ products. When consumers see the information that you’ve provided and understand the value that it offers, those individuals will likely become buyers.
If you want to be a smart seller in today’s digital world, then you must provide consumers with a top-notch digital experience and that includes giving them the information they need to make informed purchasing decisions.
Since buyers do most of their product research online, they need accurate, comprehensive information at their fingertips — information that they can find easily. That means you must tell them what your product is, offer information about its qualities and features, any details about its suitability for specific occasions, e.g., birthdays or anniversaries, and why shoppers should buy your product.
Enhance Your Recommendations
In eCommerce, personalization has to do with matching potential buyers with products that trigger positive responses. Typically, that revolves around sending consumers product recommendations in emails or in ads in sales channels. However, those recommendations are really not very specific. For example, some recommendations might be based on similar items, e.g., showing more pants to a person who has purchased pants in the past or maybe recommending shirts to someone who has purchased pants.
However, if you bring together an in-depth knowledge of eCommerce product attributes with an understanding of the way customers behave and then use data science to figure out what drives your customers, you could make more personalized and smarter recommendations. For example, you could make recommendations based on such factors as particular size or color preferences. And more personalized recommendations will likely result in more sales.
Product attributes let consumers find, understand, and compare products. When you sell online not only do you have to offer the best product, but you also have to provide the best descriptive information you can about your product. Offering customers accurate attribute data about your product means they’ll be less likely to return their purchases. And that’s good for you as well as for the environment as shipping items back and forth creates additional greenhouse gas emissions. And fewer returns mean fewer products that end up in landfills.
Use Real-Time Data To Help You Win the Order
To be successful, you must understand the relationship between your customers and your product. PIM systems synchronize data in real-time to ensure all the data is up to date and consistent across channels. Having in-depth knowledge of your customer data and your product attribute data will enable you to serve your ideal customer, deliver better customer experiences, and generate more revenue by increasing conversion rates, the size of customers’ orders, and customer lifetime value.
Providing consumers with detailed eCommerce product attributes enables them to better understand your product, making them much more likely to purchase from you. And having accurate product attributes in place can give you exactly the boost in sales that you’re after.