Having an active product content strategy for hardlines is essential to winning in today’s consumer-first marketplace. Consider that Amazon has been selling consumer electronics like computers, televisions, cell phones and photography equipment online for more than 20 years, and it’s easy to see that many hardline retailers (and their suppliers) recognize the opportunity. Recent upswings in click-and-collect around the holidays have been one bright spot in organizations’ digital transformations. And shoppers are certainly already there.
However, for suppliers and retailers to capture their share of hardlines requires more than the basic PIM/DAM data that fuels supply chain and merchandising programs. Today’s content must work in the way shoppers do – integrated interactively, across mobile, desktop, TV, tablet, and into the physical store (if there even is one). And while product images and item details are critical,they provide only the bare minimum in online content.
We at Syndigo have compiled the playbook below to help you better understand the key areas of importance when it comes to driving hardline conversions online, with suggestions on how to begin (or improve) your organization’s product content strategy. We have divided the process into four key areas.