How to write compelling product descriptions based on data from PIM systems?
Product Information Management (PIM)
Over the last few years, Product Information Management (or PIM) systems have established a crucial role in business-related flows. Through increasing demands for online products, product flows increase, which forces businesses to cope with another crucial flow: the data flow.
PIM systems provide a single place to consistently collect, manage and enrich product information, which makes it easier to distribute this information to your sales and eCommerce channels. PIM systems facilitate to deliver compelling product experiences through consistent and qualitative data management across all available channels. Consistent and qualitative data management can help you write unique, qualitative product descriptions that will provide customers with all the relevant information they need. These unique descriptions are important due to the fact that Google recognizes duplicate information and assigns websites with duplicate content a lower ranking. Providing such unique product descriptions can therefore assist in optimizing your findability on Google and is therefore crucial in your company’s SEO.
Two eCommerce strategies with PIM
When your store offers an extremely wide range of products, we speak of a long tail strategy. Stores that use such a long tail strategy, particularly sell their products online. For these stores, PIM systems are extremely convenient due to the immense amount of product data. Not only is it relevant that this data is well-organized, but it is also crucial that this product information is provided to the customer in a clear and consistent way, which can be facilitated by PIM systems.
Another strategy that could be applied is the channel strategy. Within this distribution strategy, we distinguish direct sellers from indirect sellers. Direct sellers provide their products directly to (B2B-) customers, while indirect sellers pursue sales through one or more intermediaries. By adding those intermediaries to your value chain, you distribute products through more sales channels and are therefore more likely to reach a wider audience. Moreover, availability of products on multiple channels can also facilitate the customer experience.
If your eCommerce store sells products through multiple sales channels, however, the risk of providing unclear and inconsistent information increases. One sales channel may measure its products’ sizes in centimeters while the other channel measures in inches. This results in inconsistent product information which may lead to dissatisfied customers. In order to make sure that customers are provided with consistent and clear information, organizations make use of PIM systems.
Writing unique and qualitative product texts
Product Information Management systems provide the ideal starting situation for writing product texts. Firstly, all the technical information like article number, series, type, and brand are offered in your PIM system. Secondly and even more importantly, all the information about and features of the product are provided in a clear and consistent way and by using this information, it is possible to write qualitative and informative product descriptions, containing all the information that your customers need to decide whether or not to buy a product.
When your store has a lot of products to offer, the process of writing unique and significant product descriptions is way too time-consuming. When your product range expands, new texts should be written, and this will again take a lot of man-hours and therefore money. Whatever strategy is applied to your business, you will always need new product descriptions. In order to save time and money, you could decide to automate the process of generating product descriptions.
Automated generation of product descriptions
For many eCommerce stores, the process of manually writing product descriptions for all their products is unfeasible. For these organizations, Powertext.ai software could be useful. Powertext is a smart online text generation platform: it uses smart algorithms to automatically generate unique and qualitative product descriptions, based on product information and characteristics extracted from PIM systems. PIM systems require you to establish all product characteristics in a consistent way, making it the perfect starting point for generating texts. Powertext uses these attributes to generate unique product texts. The smart tool is also able to generate thousands of product descriptions in an instant and in multiple languages for each product.
BCC, one of the most successful electronics retailers in the Netherlands, offers many products in different categories. The electronics store wanted to provide its products with unique descriptions to achieve a higher ranking in Google and in this way, increase the online findability of their products. With the help of Powertext.ai software, BCC is now able to provide their entire product portfolio with unique and qualitative product descriptions. The uniqueness of every product description results in a higher ranking on Google and other search engines, which could subsequently lead to a higher conversion rate.