04.12.2024 | BJÖRN BAYARD
A concept with many names
Enhanced Content refers to the optimisation of your own product detail pages on retail partner platforms with extended design elements. These can be text sections, product and company images, or embedded videos. FAQs and comparison tables are also often used to provide consumers with the most comprehensive information possible to positively influence their purchasing decision process.
What Amazon calls A+, Otto calls Rich Content. Different names, same concept: Enhanced content is an important component of retail media, i.e., the marketing options that retailers offer their manufacturers to boost sales of their products. In addition to the freer design of the product detail page, this can also include adverts or sponsored search results.
A concept with many names
Enhanced Content refers to the optimisation of your own product detail pages on retail partner platforms with extended design elements. These can be text sections, product and company images, or embedded videos. FAQs and comparison tables are also often used to provide consumers with the most comprehensive information possible to positively influence their purchasing decision process.
What Amazon calls A+, Otto calls Rich Content. Different names, same concept: Enhanced content is an important component of retail media, i.e., the marketing options that retailers offer their manufacturers to boost sales of their products. In addition to the freer design of the product detail page, this can also include adverts or sponsored search results.
Advantages for manufacturers
For brand manufacturers, this results in a whole range of benefits, all of which contribute to the overarching communication, marketing, and e-commerce objectives:
- Higher conversion: The more approachable and comprehensive a product’s presentation, the more likely consumers will be to complete a purchase. Enhanced content can therefore make a significant contribution to increasing the conversion rate.
- More brand power: Retailers have always been an important multiplier for brands’ communication strategies – all the more so as the relevance of digital commerce continues to grow. For successful brand building, it is important to utilise all available means to provide each product message with its own brand communication and thus communicate consistently across all channels.
- Effective communication: Enhanced content is made possible on the manufacturer side by Product Content Management Technologies such as BYRD, which automatically transfers product content to retailers’ product detail pages, giving brands full control and management of their communication processes.
Of course, there are also many advantages for retailers:
Manufacturers can maintain their product detail pages independently and thus automatically ensure greater sales potential for their products – which ultimately also benefits the retailer.
Advantages for manufacturers
For brand manufacturers, this results in a whole range of benefits, all of which contribute to the overarching communication, marketing, and e-commerce objectives:
- Higher conversion: The more approachable and comprehensive a product’s presentation, the more likely consumers will be to complete a purchase. Enhanced content can therefore make a significant contribution to increasing the conversion rate.
- More brand power: Retailers have always been an important multiplier for brands’ communication strategies – all the more so as the relevance of digital commerce continues to grow. For successful brand building, it is important to utilise all available means to provide each product message with its own brand communication and thus communicate consistently across all channels.
- Effective communication: Enhanced content is made possible on the manufacturer side by Product Content Management Technologies such as BYRD, which automatically transfers product content to retailers’ product detail pages, giving brands full control and management of their communication processes.
Of course, there are also many advantages for retailers:
Manufacturers can maintain their product detail pages independently and thus automatically ensure greater sales potential for their products – which ultimately also benefits the retailer.
The prerequisite: Product Content Management
As much potential as enhanced content offers, the appropriate prerequisites must be in place for its implementation. If a manufacturer doesn’t have the marketing of its products under control on its own channels, it won’t benefit much from the possibilities of Enhanced Content.
With these elementary components of product communication, manufacturers create the right foundation for the use of enhanced content:
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Product Information Management (PIM): All product-relevant data and texts are managed in the PIM system and provided in accordance with the requirements of the individual data recipients and communication channels.
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Digital Asset Management (DAM): Images, videos, logos, labels, certificates, and other media content must also be stored and managed centrally so that communication processes can access them accordingly.
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Syndication: Automated data distribution processes not only help to increase efficiency, they also significantly reduce Time-to-Market. This means that updated product data is automatically distributed to all relevant channels, platforms, and data pools.
The prerequisite: Product Content Management
As much potential as enhanced content offers, the appropriate prerequisites must be in place for its implementation. If a manufacturer doesn’t have the marketing of its products under control on its own channels, it won’t benefit much from the possibilities of Enhanced Content.
With these elementary components of product communication, manufacturers create the right foundation for the use of enhanced content:
-
Product Information Management (PIM): All product-relevant data and texts are managed in the PIM system and provided in accordance with the requirements of the individual data recipients and communication channels.
-
Digital Asset Management (DAM): Images, videos, logos, labels, certificates, and other media content must also be stored and managed centrally so that communication processes can access them accordingly.
-
Syndication: Automated data distribution processes not only help to increase efficiency, they also significantly reduce Time-to-Market. This means that updated product data is automatically distributed to all relevant channels, platforms, and data pools.
Optimal product experiences with End-to-End Product Content Lifecycle Management
Of course, each area must function in such a way that the manufacturers’ individual requirements are fulfilled as much as possible. However, the cross-divisional data processes are at least as important as the systemic requirements. This places the focus on the company’s digital value chain, the efficiency and effectiveness of which depend largely on the interfaces between the individual systems.
Especially in markets as dynamic as the FMCG industry, speed is of the essence. Competitive pressure is high, and seasonality and trends set the pace in many areas. This makes streamlined communication and data exchange processes all the more important – only genuine End-to-End Product Content Lifecycle Management Technologies such as BYRD that encompass and perfectly harmonise all sub-areas create the best conditions for this.
Optimal product experiences with End-to-End Product Content Lifecycle Management
Of course, each area must function in such a way that the manufacturers’ individual requirements are fulfilled as much as possible. However, the cross-divisional data processes are at least as important as the systemic requirements. This places the focus on the company’s digital value chain, the efficiency and effectiveness of which depend largely on the interfaces between the individual systems.
Especially in markets as dynamic as the FMCG industry, speed is of the essence. Competitive pressure is high, and seasonality and trends set the pace in many areas. This makes streamlined communication and data exchange processes all the more important – only genuine End-to-End Product Content Lifecycle Management Technologies such as BYRD that encompass and perfectly harmonise all sub-areas create the best conditions for this.
Would you like to know more about End-to-End Product Content Lifecycle Management?
Kind Regards – Your Björn Bayard