eContent refers to all Product Content that allows bringing Brands life online and easy finding of products while creating an attractive and rewarding online shopping and brand experience on digital platforms (websites, Brand.com, Click & Mortar or PurePlayer.com) and is key in helping overcome epurchase barriers.
It starts at Product Detail Pages and extends to the Brand and Category.
Why is eContent important?
In the offline world, the consumer can touch and feel the product, and read information on the shelf before buying. In the online world products should provide all the information (name, images, description…) needed to virtually touch the product and close the sale.
It drives conversion across channels since majority of shoppers’ research products online before buying offline.
Having poor product eContent is like having an empty shelf in store, as it reduces conversion and negatively impacts brand equity and offline performance.
Consumers consider quality of product eContent very important when making purchase decisions
1 in 4
Consumers have abandoned a purchase because of poor product information
Source: Shotfarm 2015
Consumers would be unlikely to consider a brand/retailer again if they provided incorrect information
How is eContent strategic to win online?
Increases organic search results
Increases basket size
Reduces shopping cart abandonment
Drives equity, loyalty and advocacy
Helps close the sale
Frequently Asked Questions about eContent
How do I know if my eContent is good or needs improvement?
Auditing starts with selecting the building blocks to identify product eContent gaps. It requires choosing the right category, markets, eRetailers, and competitors.
How to plan eContent assets creation?
Defining the right actions based on missing eContent identified in the audit. Then identifying other important elements such as: scope, roles & responsibilities, timings…
How do I make sure product eContent will trigger purchase?
Product eContent assets should help overcome epurchase barriers. This is done through the creation of images, descriptions, videos … specifically designed to provide an attractive and rewarding shopping experience and convey with possible capability constraints from eRetailers.
How do I ensure optimal implementation of eContent assets at local markets/eRetailers?
Ensuring quality of implementation requires trainings at global/market level and syndication of eContent assets from your repository to eRetailers.
How do I measure the success of high quality product eContent assets?
Defining the right metrics and KPI’s for your brand.com and eRetailers is the starting point. Then, agreeing on sharing conditions with eRetailers is crucial to ensure effectiveness and improve future plans.
How can we help you?
Effective eContent is based on strong assets.
Our Roadmap covers the different building blocks that are fundamental to bringing brands to life online with best-in-class eContent overcoming epurchase barriers and providing a rewarding shopping experience.
We help companies assess their current eContent status, develop a plan, guide teams at each stage of the process and implementation.