It seems simple: upload accurate product descriptions that detail attributes specific to items in order to lure the appropriate consumers. In execution, though, retailers are faltering, leading to customer turnoff and high return rates that are crippling brand equity. Product tagging and meta data are crucial in achieving high sale conversions and building consumer trust.A recent report released by Salsify, a cloud-based content management platform confirmed just how imperative accurate product descriptions. “Ninety percent of today’s consumers shop online and almost all — 88 percent — expect product information to be accurate, rich and complete if they are to consider hitting the buy button,” the report said. What’s more, the survey found shoppers rank product descriptions as the top deciding factor in finalizing a purchase.Here, Jenn Markey, vice president of marketing at 360pi, a retail price and product intelligence service agency weighs on the impact of product listing, companies deploying successful strategies, and guidance on improving existing listings.WWD: Accurate and rich product details seem like a basic concept that's simple to execute. What are the challenges that are keeping retailers and brands from succeeding in this effort?Jenn Markey: The top three culprits preventing the supply of accurate and rich product details to shoppers are legacy silos and systems of departments within brands and retailers touch product data and traditionally there have been few processes and tools to ensure data integrity and consistency.Diverse product content requirements and retailers' ability to support different requests, different types of product content in different formats, which leads to inconsistent and incomplete listings. Retailer partners seek differentiation beyond price — e-commerce has brought with it unparalleled price transparency. Many retailers seek to level the playing field with shoppers by offering differentiated product listings including their own images and descriptions that are more difficult to price-shop across sites.WWD: What are the biggest implications for retailers who fail at offering accurate product descriptions and meta data?J.M.: The quality and completeness of online product listings have a direct and quantifiable impact on cart abandonments, product sales, repeat purchases and brand equity.WWD: How is retailer ROI affected after introducing accurate product descriptions?J.M.: Simply, the more detailed your product information is, the more likely that customers will see and then click on your products.WWD: Which brands and retailers are doing this well?J.M.: In apparel, these three online retailers come to mind: Everlance, Net-a-porter.com and Zappos.com are doing particularly well. In addition, Google, Amazon and eBay are all actively working to help their sellers improve the integrity of their product listings with tools and tips to increase their own dominance with shoppers and within the retail channel.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews