What is product information and what is it used for?

E-commerce and all digital sales techniques have placed product information at the heart of how companies operate. It is now an essential pillar of the customer experience and of the purchasing process as a whole.

Clear, complete and reliable product data directly influences consumer confidence and reduces potential returns. With the rise of marketplaces and omnichannel channels, effective management of product information guarantees consistency across all points of contact with consumers.

This article explores in detail what product information is, its strategic stakes and its concrete applications, with a PIM to optimize conversion and customer satisfaction.

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Product information: definition

Product information refers to all the data associated with a product, enabling distributors, partners and consumers to better understand it and make informed decisions.

This product information includes essential elements such as : 

• product name
• its description
• technical specifications
• its visuals
• its price
• its opinions
• its certifications
• …

In an omnichannel context, product information must be consistent and up-to-date across all sales channels (e-commerce site, marketplace, catalog, physical store, social networks, etc.). Product data management improves product visibility, boosts consumer confidence and optimizes the consumer experience, directly influencing conversion and loyalty.

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What are the challenges of product information for companies?

Product information has become a strategic lever for companies. Effective management of product information meets several key challenges: 

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Optimizing visibility

Well-structured product information improves natural referencing (SEO) on search engines and marketplaces.

Unique descriptions, enriched with relevant keywords, increase visibility and click-through rates. Platforms such as Google and Amazon favor complete, optimized product sheets, logically generating more qualified traffic.

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Improving the customer experience

Product sheets with clear, precise information help consumers in their thinking process. 

Detailed descriptions, quality visuals, explanatory videos and comprehensive customer reviews enrich the buying experience. This consistency of information needs to be reflected across all the above-mentioned platforms used by companies.

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Reducing returns

Returns represent a major cost for retailers.

Incomplete or misleading product information can lead to disappointment and returns. By providing accurate data (dimensions, materials, size guides, etc.), companies can limit unpleasant surprises and optimize their profitability.

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Regulatory compliance

Many sectors, such as fashion and mass retailing, are subject to strict labelling and transparency standards (composition, traceability, eco-labels, etc.).

Rigorous management of product information ensures compliance with legal requirements and reinforces brand credibility. What's more, it enables us to anticipate regulatory changes such as the arrival of the Digital Product Passport.

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What are the different types of product information?

Product information is more than just a description: it encompasses several categories essential to consumer decision-making.

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Technical information

This information provides precise product details, essential for B2C and B2B online purchasing. This includes dimensions, weight, materials, composition, standards and certifications.

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Descriptive information

These highlight the product's visible features, such as color, design and key functions. These elements enable the customer to imagine the product more precisely and to project himself.

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Marketing information

This data has a direct influence on the purchasing decision. It can be used to enhance a product's value through price, promotions, warranties or bundled offers.

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How do you manage product information?

As a Product Information Management (PIM) solution, Quable facilitates the centralization and updating of product data.

By bringing all information together in a single platform, Quable enables teams to work consistently, ensuring that each sales channel has the most up-to-date and accurate data.

The integration of product information into e-commerce platforms is also simplified with Quable. Thanks to its connectors, users can easily synchronize data with various systems, guaranteeing consistency between the website, marketplaces and other contact points.

In addition, Quable offers analysis tools for tracking the performance of product information. These features enable you to assess the impact of data on sales, and identify opportunities for optimization.

Popular PIM tools include Akeneo and SAP, which, like Quable, offer robust solutions for managing product information and integrating it into sales strategies.

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What are the best practices for consistent product information?

To guarantee effective product information, Quable recommends several essential best practices.

• Precision and clarity: It's crucial to avoid technical jargon that could confuse the consumer. Descriptions must be simple, straightforward and easy to understand. Quable facilitates this process by providing clear, precise information for all audiences;
• Regular updates: Information needs to be constantly revised and updated. Quable offers tools that make it easy to manage and update product data, ensuring that customers always have the most up-to-date information essential to their decision-making;
• Adaptation to the target audience: Quable makes it possible to personalize information according to user profile. By analyzing consumption and behavioral data, brands can adjust content to best meet the expectations and needs of their customers;
• Use of visuals: Visuals, such as images, videos and infographics, play a crucial role in product appeal. Quable integrates tools to enrich product sheets with attractive visual elements, increasing consumer engagement and conversion.

By adopting these practices, Quable helps companies optimize their product information, thereby enhancing customer experience and sales performance.