Bricks to Clicks by David Feinleib

Author:David Feinleib
Language: eng
Format: epub
Publisher: Apress, Berkeley, CA

Legacy systems or custom systems: Brand assets are stored in legacy, typically on-premise solutions not designed for the specific needs of e-commerce. These systems are expensive to maintain and don’t support the many different retailer templates required by today’s e-commerce web sites.

Let’s take a look at each of these approaches in turn.

Limited or No E-commerce Brand Assets

It is not at all uncommon for us to work with suppliers who start with nothing more than a product name from an inventory management system and a poor-quality, low-resolution product image. For years, this content plus the attribute data required for initial item setup, such as dimensions, weight, and warranty information, have been all that’s required. The only people who looked at these product names and poor-quality images were inventory managers, buyers, and sellers. Shoppers themselves never saw these names and images because they interacted with the physical product itself—in the store. High-quality imagery, descriptive product names, and detailed product descriptions simply weren’t needed.

But now these same products are being carried for sale online. And shoppers faced with a low-resolution, hard-to-make-out image combined with a product name intended for an inventory management system rather than a consumer are all too quick to click away to another product.

Note

High-quality content increases conversion rates and reduces return rates because customers receive the product they expect to receive.

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