In the modern eCommerce era, visual experiences are a driving force behind customer buying behaviour. Photos, videos and other digital assets all contribute towards better customer experiences. But to create a high level of engagement, retailers must have the right resources to enrich their product data.
What is digital asset management software?
DAM software helps to manage all kinds of rich media assets. This includes:
- Size charts
Here are five advantages of using DAM as part of your product information management strategy.
Find your assets when you need them most
Digital assets such as photos and videos help fuel the customer experience. They make a product page more engaging. They give consumers more context about an item e.g. a red dress. DAM software lets users find any assets they need quickly. This is especially useful for marketers who want to build detailed product campaigns.
As an example, imagine you’re creating a campaign around a pair of shoes. You plan to include photos that show the colour and material. The product data for the shoes will already be in the PIM system. This means you can use digital asset management software to find the correct images.
Product enrichment opportunities
From a product enrichment perspective, using your digital assets can reap large rewards. The more information a customer has about an item, the more likely they are to buy it. For example, a watch retailer could feature an unboxing video of their latest watch. The video would give a detailed look at the product and help a buyer make an informed decision.
According to HubSpot, 72% of consumers prefer to learn about a product by watching and video, helping them decide what to buy. DAM makes it easy to upload videos alongside specific products. This ensures that ecommerce companies are leveraging their data properly.
Another way DAM helps is with the enrichment of product descriptions. Copywriters are able to see the images of product while they are writing. As a result, they will be able to create detailed descriptions. This means a better experience for customers, which could lead to higher conversions.
Reduce the chances of product returns
In the UK, product returns cost the retail industry £60 billion every year. Generating personalised product experiences is a great way to combat this dreaded scenario. In this situation, DAM software will work in your favour.
Imagine a consumer browsed the online store of clothing company Bombinate. The shopper might come across a sweater they liked. They would want to know as much information about it as possible. Bombinate could use DAM to feature a size chart of the sweater, ensuring the consumer saw if it fitted them.
Extra detail makes a world of difference when decreasing product returns. This is due to the consumer having more confidence in their buying decision. In addition, a consumer is more likely to return for repeat business. If a company can show reliability with their products, it goes a long way for brand loyalty.
Optimise and stand out from the competition
Want to build stronger relationships with your customers? Search engine optimisation (SEO) can help to strengthen the bond.
Take the first step by optimising your products for specific keywords. This will increase the chances of an item appearing at the top of search engines like Google. Therefore, customers will be able to find your store and start browsing the website.
You can also optimise assets such as images or videos. This might involve using a photo to create URLs for specific channels like Amazon. For example, a retailer might use the product code and description of a shirt to name the image ‘red t-shirt.’ Optimising the images helps Google identify what the photo is about. As a result, the SEO value of the product will increase.
Omnichannel is everything
Consumers are demanding more personalised buying experiences. This means that many retailers are adopting omnichannel marketing. Omnichannel means being consistent across all channels. So this same level of consistency must extend to digital assets as well.
Imagine a consumer found an ad for a new kind of augmented reality headset on Instagram. The image promised that the product was small and lightweight. But when they clicked through to the website, the product image showed a headset that was twice the size of the ad. This inconsistency could lead to confusion and cause the buyer to shop elsewhere.
Digital asset management software gives retailers full control of their media assets. This includes colour, size and content messaging. By using DAM, brands will be able to create a consistent look across all platforms. As a result, this will strengthen their omnichannel marketing strategy.
Pimberly combines the best of both worlds
By using product data and rich media, brands are able to reach their audience on a deeper level. PIM and DAM work side by side. They bridge the gap between product data and creating dynamic experiences for customers. Pimberly can do both.