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.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion
@carmeloanthony is upping his fashion game once again, introducing a hat collection with @goorinbros. Called Fresh Greens by Melo x Goorin, the line consists of five unisex models, all of which are made in America from 100 percent wool. Each hat is lined with Anthony’s signature and the inscription “Knowledge of self, wisdom and understanding.” You can purchase the collection line at Goorin’s website as well as three off its stores in San Francisco, New York City and Las Vegas #wwdaccessories
“I am of tradition, but that doesn’t mean I have an old outlook on life,” Hubert de Givenchy told WWD in an interview in 1978. The legendary designer, who died last week at the age of 91, achieved wide success soon after launching his own couture boutique in the early ’50s, but he refused to pine for that time. For the first time since its original publication, read our interview with Givenchy on his awe for Audrey Hepburn and looking forward. Link in bio. #wwdarchives #fbf (📷: Pierre Schermann)
About last night: @alexachung and @supergausa toasted the launch of their capsule collection. “It’s the shape that I love, so rather than amend the last and make the sole crazy or do anything wild, we just did really subtle additions that I think make it look really luxe-y,” said Chung. #wwdfashion (📷: Marc Patrick)
Exclusive: @off____white’s @virgilabloh is launching an exclusive eyewear capsule collection @sunglasshut. The unisex collection, which is made up of three styles, first made its debut on the brand’s fall runway show in Paris. Get all the details on WWD.com – link in bio. #wwdnews #wwdfashion