Published on : 22 June 20204 min reading time
Consumers are increasingly demanding about the quality of the products they are offered. This has intensified with the advent of e-commerce in particular. Since they cannot see the product directly, they prefer to turn to the information provided by the brand. In order to stand out from the competition, the brand must therefore provide all the content that the customer needs, hence the importance of Product Information Management (PIM), or more precisely, Product Experience Management. What is it all about? And what are its interests for the brand?
Product Experience Management: what it means
Today, competition in the field of trade is becoming more and more intense. More and more companies are operating in the same business, so that supply often exceeds demand. In order to stand out from the others, each brand must therefore deploy all possible means to find an innovative marketing strategy adapted to the needs of consumers.
While conventional advertising methods (media, displays, flyers, etc.) tend to be used, they are no longer sufficient to attract prospects, especially with the expansion of e-commerce. To remedy this, other strategies such as product experience must also be applied. This technique aims to verify the customer’s experience with a brand or product. Before making a purchase, the customer will want to find out about the product in question. They will then be able to deduce whether or not the item suits their needs. In order to encourage the customer to buy it, the supplier must rely on high-quality product information. Product Experience Management will help the supplier achieve this goal. Management solutions are even dedicated specifically for merchants to make their task easier.
Product Experience Management: a way to increase sales
Product experience management is important, even indispensable, for merchants. It allows for a rapid increase in sales. Studies have shown, for example, that companies using this system typically achieve a conversion rate of more than 400%.
To explain the effectiveness of this strategy, it is necessary to analyze customer behavior. When the customer makes a purchase, several criteria are taken into account. First, he will check if the product meets his needs. He will then inquire about its properties, its description, its origin, its functionality. Detailed information allows him to become more familiar with the product. Then, he will check if it suits his budget. Here again, product experience management plays a crucial role. Indeed, through the “product information”, the customer will be able to conclude whether or not the product deserves the amount he is going to pay. Finally, by being assured of the quality of the product, he will not hesitate to buy it.
Product experience management: a way to build customer loyalty
Product experience management also aims to establish a good customer-producer-supplier relationship. In other words, it is a very effective way to build customer loyalty. It helps to attract their trust and persuade them to buy the brand’s products on a regular basis. As they are satisfied with their experience, they will always want to buy from the brand.
It is also noticeable that the number of negative returns is less and less when using Product Experience Management. In e-commerce, returns are very important. They will establish the company’s image with the public. If the returns are positive, customers will continue to buy the brand’s products. If not, the company risks losing a lot of prospects.
The advantage with the product experience is that consumers already have a clear picture of the product before they buy it. They are therefore not likely to be disappointed when the product is delivered. This avoids the misconception that online products do not look exactly like the ones mentioned on the site.
Product Experience Management: a way to improve brand awareness and productivity
If the company wants to gain more notoriety, it must have a good image with its customers. By using Product Experience Management, the company will be able to find out what customers think about its products and services.