Most people do online research and compare different options and start their product searches online, with over 65% of consumers conducting online product research before stepping foot in a store. The need for optimized, accurate and complete product content on the digital shelf is critical to driving sales and protecting brand equity with consumers and partners.
Consumers expect rich and trusted product content from discovery to decision making on all channels to compare choices. If product content is incomplete, they ultimately will lose the confidence to make a purchase.
In collaboration with leading international e-tailers, (such as Walmart and Kroger) and data analysts, we identified the top 10 B2C attributes that make the difference in online-sales. Those key attributes make your products more discoverable, increase your conversion rates and achieve better brand loyalty.
|1.||Item Identification (GTIN)||Global Trade Item Number (GTIN), the GS1 key used for the identification of trade items.|
|2.||Product Description (Title)||An understandable and usable description of a trade item using brand and other descriptors.
This attribute is filled with as little abbreviation as possible while keeping to a reasonable length.
Field length is 178 characters. This should be a meaningful description of the trade item with full spelling to facilitate message processing. Retailers can use this description as the base to fully understand the brand, flavour, scent etc. of the specific GTIN in order to accurately create a product description as needed for their internal systems or web shops.
|3.||Product Dimensions (height, width and depth)||The height, width and depth of the trade item, as measured according to the GDSN Package Measurement Rules.|
|4.||Preparation or Usage Instructions||Preparation: Code specifying the type of preparation method the nutrient information applies to for example boil or fry. Or a code specifying the technique used to make the product ready for consumption. For example: baking, boiling.
Usage: Expresses in text the consumer usage instructions of a product which are normally held on the label or accompanying the product. This information may or may not be labeled on the pack. Instructions may refer to the how the consumer is to use the product, This does not include storage, food preparations, and drug dosage and preparation instructions.
|5.||Feature and Benefits||Element for consumer facing marketing content to describe the key features or benefits of the style suitable for display purposes. Not repeatable for language. Attribute is repeatable with a field length of 250 characters.|
|6.||Ingredient Statements||Information on the constituent ingredient makeup of the product specified as one string for food and non-food items. Attribute is repeatable and has a field length of 5000 characters.|
|7.||Marketing Message (Romance Copy)||Marketing message associated to the Trade item. It is a formatted description with a field length of 4000 characters.|
|8.||Key Words||Words or phrases that enables web search engines to find trade items on the internet for example Shampoo, Lather, Baby.|
|9.||Product Images||The type of file that is being referenced for example product image. In case of a product image possible links would be:
|10.||Additional Images and Digital Assets||The type of file that is being referenced for. Examples would be:
In order to create a meaningful product description, the data from attributes such as brand name, sub-brand, variant, functional name and net content can be easily adopted and combined in a specified sequence.
In the example below, the product description is composed out of the brand name “Kelly’s”, the sub-brand “Sunland Farm”, the variant “salted”, the functional name “Potato Chips” and the net content “10 OZ”.
|Product description with high data quality||Product description with low data quality|
|Kelly’s Sunland Farm salted Potato Chips 10 OZ||Kelly Sun S. 100 OZ P. Chips|
Three of the five attributes (brand name, functional name and the net content) in GDSN are mandatory attributes and should be already available in the supplier’s system. The brand name isn’t maintained correctly and abbreviations are used. Only the net content seems to be correct but is not in the right place of order.
Want to learn more about the relevance of these big 10 attributes or fill out any missing attributes?