PIM Is Business Critical Series: What Does Your Product Data Need to Do for Subscribers?
Consumers need product data in ways they’ll never even know.
As they comb the web for the perfect product, the right solution, or the desired experience, they cross-compare everything they find. Without complete and compelling product data to convey what each product is really about, consumers have difficulty identifying the products that scratch their itch.
Brands have more channels today to reach consumers, too. This makes product data more than just a colossal asset. It’s now the keystone resource when crafting messages to consumers.
What’s Product Data Got to Do with Subscribers?
Brand messages must include product data that reaches through screens to the very hearts of consumers on a personal basis.
Marketers see an average of 20% increase in sales when using personalized email campaigns (according to Campaign Monitor). To deliver that experience, a brand needs user data along with product data that matches.
5 Things Quality Product Data Does for Brand Subscribers
1. Reinforces browsing history
No one remembers the majority of their internet browsing history.
Can you name the last tab you opened? Sure. Can you name the webpage you were on before that? Probably. And before that one? How far back can you go?
There's an opportunity for brands to stoke the first glimmer of curiosity that a consumer feels when encountering a product for the first time and turn it into a lasting relationship. Brands today nurture consumers’ curiosity through the use of cookies and personalized product data. (More on that soon.)
2. Comes at the right time
Quality product data needs to be timely on a consumer-to-consumer basis. With the combination of user data and product data, brands segment users by where they are in the customer journey.
Product data (and how you manage it) is the linchpin that makes that personalization valuable.
Brands already segment users on email platforms, but they can also segment product data into devoted static or dynamic lists using software like PIM for business. A PIM (product information management) solution stores all product data in one place but allows brands to easily add unique attributes.
3. Shows off the best imagery
Quality product data is visually rich product data. Audio-visual product data can change dynamically in marketing campaigns to appeal to specific subscribers.
Showing off the best product imagery is essential for branding, and yet the cumbersome to-do of image library maintenance gets the better of brands.
Organizing and better-utilizing product imagery is another task managed in PIM for business. The next-gen PIM was designed to store product images alongside text-based specifications. Upgrading from clunky image databases is a game-changer for any subscription strategy.
4. Displays dynamic sales and offers
The products a brand shows to individual subscribers should be personalized using new dynamic messaging. That much is clear.
But it’s not all.
The offers displayed to subscribers can be personalized, too. Brands combine browsing or purchase history to offer sale products that match each consumer's needs.
5. Re-engages
Quality product data also needs to nurture longer relationships with consumers.
There are lots of times consumers need to feel re-engaged. Think about when a product is added to a cart and then abandoned. Or when a consumer is on the edge of unsubscribing when all your brand needs to do is write and ask for feedback to fix the issue that the consumer has.
To re-engage subscribers and nurture ongoing personalization, product data is used to send custom recommendations and offers that feel exclusive and show that your brand understands subscribers’ needs.
Multiple Ways to Integrate Product Recommendations
The most successful brands combine consumers' browsing and purchase history with quality product data. The subscriber personalizations are then limitless.
Read the full article here to learn more.