Make sure shoppers understand the different specifications
With appliances and electrical goods, the features and benefits aren’t always obvious to the shopper.
As consumers, we don’t tend to pay attention to information about products, until we need to buy them, so it’s likely that a product has changed or benefited from new technology, since the last time the customer shopped that category.
So, when a shopper needs a new washing machine, iron or laptop, they need to reacquaint themselves with the category and get up to speed with their options.
This places greater emphasis on product information strategy than for other more simple categories, where products are simpler in their form and their functions.
Content should be carefully structured to help shoppers understand the differences between the range of products on offer.
To do this, you need two major focus areas. Firstly the customer needs. Ideally content should be created with customer needs in mind, so that a product can be described and positioned in line with what they are looking for and why.
Secondly you have to be an expert in your own products, and be able to help customers understand them in the easiest way.
In addition to this, and mainly from a retailer and manufacturer perspective, there is also a desire to upsell customers to more premium models.
Content can be effectively structured to position products within a good, better, best hierarchy, to really focus on selling the benefits and value for money of different price points, and to support product upsell.
Explain the jargon
The technical aspect of appliance and electrical products can result in the use of language that the shopper doesn’t automatically understand.
By taking time to understand the customer shopping missions, and using similar language in your content, you can bring a lot more meaning to the product, and make it much clearer and easier to find and select products based on their personal criteria.
This doesn’t necessarily mean you can’t use technical terminology. It’s fine, as long as it is explained clearly.
Think about pre-sales & post sales content
Customer satisfaction post purchase is also important. Shoppers who are unhappy with a product, or don’t understand how to use it can cost the brand or retailer in after-sales calls, negative reviews and returns.
When you are planning your content, consider the full needs of your customer both pre and post sales. Content can help the shopper make a choice between a couple of options, and can also help them get the best out of their product when it’s at home.
For example, I bought a new vacuum cleaner last week, and lost the instructions before I’d used it properly. When I struggled to work out how to use one of the specialist functions, a quick google of the assembly problem I had, together with the make and model, meant that within a couple of minutes I was watching a video that explained what I wanted to do. (Disclaimer, I knew the video existed because I’d produced it!)
See above! Planned in the right way, appliances and electrical products can really benefit from video, because of how effectively it can communicate otherwise hard to see features and benefits.
Video doesn’t have to be expensive for it to work. So, if budgets are tight, you can still use simple, functional video techniques that will have high value to shoppers.
Maximise shoppers access to content
Regardless of your budget, any content spend is an investment and you want to make it work as hard as it can for you. The first consideration is to make sure that you maximise the distribution and availability of your content.
Let customers know it exists and make it easy for them to find by ensuring it is accessible from multiple places within the shopping journey and across your marketing activity.
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If you’d like more support with planning and producing your content, please email firstname.lastname@example.org