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The role of product content has evolved to become more than something that ‘informs’ a potential buyer — it can actually do much of the heavy lifting when it comes to making sales.

These days, customers don’t just want the basics; they expect a complete, compelling experience before they make their purchase decision. 

This is where enriched product content becomes an essential asset for e-commerce businesses. Because, while basic product data may allow you to publish a product listing, enriched content is what will get that product noticed — and sold. 

In this blog, we’ll explain what enriched product content is, why it matters more than ever, and how Inriver Product Information Management (PIM) helps brands to efficiently and effectively enrich their product content, and scale it for omnichannel.

What is enriched product content?

Enriched product content is enhanced, consumer-ready product information that carries far more details (be it visual or written) than the standard data used to list a product. 

This richer level of information improves a consumer’s understanding and engagement with a product. In other words, enriched product content doesn’t just tell buyers what the product is — it shows them how it fits into their lives.

Why enriched content matters so much today

Going the extra mile to include enriched content in your product listings isn’t just beneficial for a browsing buyer — it plays an important role in improving every stage of the buyer journey. 

For example:

It can help provide a better shopping experience for customers: Uncertainty is suddenly greatly reduced when access to clear, rich visuals and contextual, relevant information is provided. It helps your customers to visualize and understand how a product works, looks, and feels; helping them make more informed, confident buying decisions.

It can supercharge your conversion rates: Industry research shows that adding product videos to online product pages can increase conversion rates significantly. One analysis discovered that replacing static product images with product demo videos raised conversion rates by around 60%.

It can lower the volume of customer returns: Accurate product content means that expectations are properly met, leading to far fewer returns.  According to one fashion sizing software vendor’s research, the combination of accurate product descriptions and rich content (like high-quality images) can reduce overall returns by up to 30%.

It can improve product findability: Enhanced content that embodies very detailed information about a product increases its chances of being discovered in search results; on both your primary sales channels and marketplaces like Amazon. 

It can help ensure better consistency across your sales channels: Your buyers expect seamless shopping experiences, no matter the device they’re using to browse and buy. 

Enriched content can be a key driver in ensuring that there’s product information consistency, no matter whether it appears on a mobile app, on an e-commerce site, or on an in-store ordering kiosk. 

How Inriver helps brands enrich their product content

Creating enriched content at scale can be complex; especially when your brand needs to manage large product catalogs, multiple marketplaces and sales channels, and cater for several different markets and regions.

Utilizing Inriver PIM — and specifically its Enrich solution — allows brands to:

• Centralize content creation and content management processes, so that there’s no longer the need to use disperate spreadsheets and systems.
• Set up automated workflows that help identify any underperforming or incomplete listings. This allows your team to focus their time on where content enrichment will make the most positive difference.
• Efficiently distribute enriched content for omnichannel, while ensuring that it stays consistent and compliant — everywhere.
• Manage translations, regional formats, and specific channel requirements; all while ensuring brand consistency.
• Easily assess the quality of their product content using Inriver’s dashboards and specialized tools.

In short? Inriver helps businesses to turn basic product data into high-performing product content. 

Customer story: Matas Group

Leading Scandinavian health and beauty brand, Matas Group, has a global network comprised of nearly 500 bricks-and-mortar stores and a growing e-commerce presence across Sweden and Denmark.

With more focus needed on improving competitiveness in the e-commerce space, Matas Group enlisted Inriver PIM to help them, amongst other things, enhance the online shopping experience for customers.

Through its ability to support Matas Group with important aspects like product content enrichment, Inriver PIM has empowered the brand to create excellent digital customer experiences. 

“…enrichment processes that used to take several workdays can now be completed within minutes. We have better product data in a shorter time.” — Katrine Goth, PIM Manager, Matas Group

A smoother content enrichment process has meant a reduced time-to-market for Matas Group’s products. A process that used to take 12 to 24 hours now takes just two minutes.

Getting started with enriched content

Only a few steps are needed to begin enriching your product content efficiently and effectively:

• Conduct a product content audit: Identify any gaps in images, descriptions, or localization.
  
• Identify the products where content enhancements will make the most impact: Keep your content enrichment efforts firmly focused on your top-selling SKUs, or for any new product launches.
  
• Implement Inriver PIM: Centralize all of your product data and streamline product content creation, enrichment, and distribution.
  

Keep analyzing performance …so that you can continue making the right improvements and optimizations on the right product listings.

Enriched content powers consistency, confidence, and conversions

Enriching your product content can build consumer trust and loyalty, increase your conversions, and improve the overall customer experience across every touchpoint in the buyer journey. 

A modern PIM solution like Inriver empowers brands to scale up their content enrichment efforts for multiple markets and channels without sacrificing speed or quality. With PIM and enriched content, you’ll be empowered you to scale your operations with confidence, whether you’re managing 100 SKUs or 100,000.