Marketing
4 ways rich product content helps boost retail digital sales
To meet (and exceed) consumer expectations, brands must maintain product content consistency across all channels.
May 9, 2023 by Randy Mercer — VP, Global Products, 1WorldSync
Strong digital sales depend on consumer confidence. Because they can't handle and evaluate a product in-person, shoppers rely on product content to guide their online purchase decisions. 60% of shoppers want interactive media, and 42% will pay more for products they can see in 3D or augmented reality.
To meet (and exceed) consumer expectations, brands must maintain product content consistency across all channels. Successful brands go a step further by prioritizing rich product content like 360-degree photography, 3D imagery and augmented reality to bolster digital sales in four key ways.
1. Give brands a competitive advantage
When making a large purchase, 52% of consumers research at least four products, and nearly 90% visit multiple websites. Even when a brand scores the top spot on a search engine results page (SERP), consumers still compare that brand (and its products) to its competitors.
Enhanced media, which is often displayed on e-commerce product detail pages below the image gallery and product description in manufacturer-provided content sections, give brands a competitive advantage in attracting and selling to research-focused consumers. Brands adding AR content, 360-degree photography and 3D imagery to their product detail pages (PDP) see a nearly 95% increase in conversions versus brands opting not to use rich media to showcase their products.
2. Provide personalization
Shoppers want personalized experiences — so much so that 66% of customers expect companies to understand their unique needs and expectations. AR applications elevate the shopping experience for products like wall paint and furniture.
IKEA is already experimenting with this technology. The furniture retail giant's app invites customers to add furniture digitally to an existing room to see how it looks in their space. Shoppers verify whether certain pieces fit into their homes, eliminating the disappointment of purchasing and assembling an item only to discover it doesn't fit (and having to disassemble and return the item to the store).
With AR, all customers can feel confident that the decor, furniture and paint they're mixing and matching coordinate well. And this technology might even incentivize customers to add more to their online shopping carts.
3. Deliver real-world visualization
"A picture paints a thousand words" may have become cliché — but there's truth in the statement, especially for online shopping. If a PDP lacks photos, online shoppers are less likely to purchase that product.
Digital sales rely on realistic product representation on screen — especially since customers rely only on their eyes to decide whether or not to buy something. 360-degree and 3D photography provide real-world visualization in an online shopping world. Ultra-realistic product images allow customers to:
● View items from all angles.
● Zoom in on intricate details.
● Experience the product before they ever hold or touch it.
360-degree spin photography, in particular, gives consumers a comprehensive view of a product. For example, when placing a grocery order online, consumers can spin 360-degree photos of food items to see relevant product information like nutrition facts and ingredients. Brands using 360-degree images on their PDPs can see bounce rates decrease by as much as 27%.
3D imagery produces the most lifelike impression of a product from all angles — as if customers are holding it in-store. More than half of consumers say product multimedia, like 3D imagery, persuaded them to buy something they didn't originally think they needed or wanted.
4. Decrease returns
Implementing enhanced content won't just increase digital sales. Brands with rich product content on their PDPs see higher customer satisfaction, resulting in fewer returns. Nearly 40% of returns result from the actual products that arrive looking nothing like the images on the PDP.
Shoppers expect accurate specs and descriptions. A brand taking every step to educate and inform its customers about its products will earn gratitude and appreciation. 360-degree photography, 3D imagery and AR supply the abundance of information shoppers want (and need) when making a purchase, ensuring buyers don't receive an unpleasant surprise when they open a package. Higher satisfaction after unboxing creates lifetime, loyal customers.
3D imagery, virtual photography and AR give brands a competitive edge that enables them to increase authority, consumer trust and sales. This type of media captures shoppers' attention and ensures they get the right product the first time — or maybe even convinces a shopper to purchase a product they weren't seeking out in the first place.
About Randy Mercer
