5 Quick Tips for Leveraging Product Data in Peak Season

With the upcoming 2022 holiday season, otherwise known as ‘peak season,’ upon us, you need a strategy in place to increase conversions and gain market share. One of the most powerful tools in your toolbox is product data. Leveraging product data to have your highest level of conversions yet requires careful planning and a powerful PIM to help deliver unmatched customer experiences. Here we look at how you can use your PIM to boost peak season conversions.

1. Provide personalized eCommerce experiences

Today’s eCommerce success stories are largely based on personalizing the online experience. In fact, they can improve online conversion rates by 8%, according to Trustpilot. So, how do you create personalized experiences? It begins with messaging that resonates with your audience. Information collected from browser and purchase histories, for example, provides insights into customer interests. This information enables you to show customers products they might need or be attracted to.

You can also use your PIM to tailor product descriptions and images to certain demographics to make them more engaging. This is particularly effective when you understand different ethnicities in the various geographies and marketplaces you sell your products. Who shops in these areas, and what product descriptions and images do they expect to find?

2. Enhance product descriptions for peak season

Peak season arrives with the holiday season. The holidays are very emotional and require a special approach to product descriptions. Adding terms like “under the tree” or “Santa” can help trigger emotions based on happy memories for customers. Catalogs with perfect product descriptions help persuade holiday shoppers to see each item as the ideal gift for everyone on their list. For example, a unique toolset might be ideal for “the guy who has everything,” while a wine of the month subscription might be perfect for the “hard to buy” people on a gift list.

Using your PIM to match seasonal images and text creates the perfect emotional enticements. You can also create holiday-centric vignettes in your catalog, such as setting the perfect holiday table featuring your festive dinnerware. Shop the look works well, creating the perfect holiday outfit if you sell clothes.

Using holiday terms to enhance product descriptions makes products better suited for holiday purchases. It also works for online catalogues where SEO comes into play. Meta descriptions help improve conversion rates, so you can optimize product descriptions to suit the holiday crowd. These snippets provide information that tells shoppers what they’ll find when they arrive on your product detail pages.

3. Consider past successes to understand the right deals

Easily understand what deals make the most sense for your business by looking at past holiday successes. What products saw the highest sales last holiday season? Were there any trends in like products you found in carts? Can these be leveraged to up or cross-sell? Were there common keywords or phrases used for the highest-selling items? You can use your PIM to create offers for high-selling items, such as creating groups for cross-sell or upsell opportunities. You can also update product categories and improve the structure of an online store based on your successes. Use the information to find the deals that make the most sense and your PIM to set new criteria to enrich data.

4. Ask yourself what customers are looking for

Understand what customers are searching for before they look somewhere else. A PIM enables you to integrate with other systems and analyze customer behavior. Stock data from an ERP, for example, can tell you what items are the most popular. This enables you to prioritize the enrichment of your best-selling products. Product information is an essential part of helping customers find what they need.

Peak season provides an opportunity to create better product pages which in turn ties in with creating more personalized shopping experiences. Were there more products that led to enquiries? How do the product descriptions for these products vary from the products that sold with fewer enquiries? Look for trends that tell you when it makes sense to reuse product information and apply the same product details for less popular items to see if you can attract more prospects.

5. Offer omnichannel strategy

If you have an omnichannel strategy, you understand the importance of consistency across every marketplace and marketing channel. Your holiday strategy needs to include consistency for any updates you make in your product information management. Creating a clear and consistent brand message across your product pages and holiday campaigns creates trust with customers.

When your products are consistent in their presentation, the categories in which they appear and the images and product descriptions you provide create a consistent customer experience that makes you feel like the gifting destination for holidays 2022.