According to a recent Salsify Research Report, EchoCove Research surveyed Ecommerce executives at 250 brands and retailers on the state of product content in their organizations today, and how brands and retailers must partner to meet shopper demands. The results show a clear divide across the industry, says the report, as retailers value product content more than brands do.
Current Brand/Retailer Objectives | ||
Activity | Brands | Retailers |
Sell more online | 71% | 50% |
Impact the in-store shopping experience | 37% | 59% |
Personalize customer experiences | 68% | 50% |
Source: Salsify Research, January 2017 |
More retailers than brands believe detailed product content helps:
Retailers’ top goals include:
But, brands are still struggling internally to:
55% of brands report there’s room for improvement in their in-house product content processes.
Ultimately, retailers and brands share the same priorities. Both agree content accuracy and faster time to market will drive results, says the report.
Brand and Retailer Priorities | ||
Top 3 Priorities | Brands | Retailers |
Grow online sales |
| X |
Provide accurate in-house product info | X |
|
Ensure product accuracy | X | X |
Launch products quickly | X | X |
Source: Salsify Research, January 2017 |
Over the next 2 years brands and retailers expect to sell more SKUs on:
Retailers and brands agree that they need better product content management
Effective product content management is a collaborative closed-loop process, says the report. To differentiate, you must invest in a solution that supports continuous content creation, collaboration, and optimization. The right process will speed time to market, increase digital assortments and grow sales, concludes the report.