Content Rich Storytelling Makes Juicy Ecommerce
Rich content with storytelling makes for juicy ecommerce. Ecommerce is not just about super structured product information but about creating emotions through beautiful content. Tell the story behind the product. Of course, you need detailed product specifications in your PIM, but for real storytelling, you also need beautiful images, rich descriptions, and stunning videos.
The Story Behind the Product
Products with a story can be immensely powerful. If you can connect with the customer on an emotional level you are in a good place. Products still need to have the magic touch. To tell the story behind a product you need rich media like the video above showing the single-speed bike Speed ONE ridden and described by an enthusiastic owner in a video. This content is part of the product information managed in a cloud PIM to tell the story behind it.
Rich content is in this context key for successful ecommerce. In addition to the structured specifications like the low weight of only 9 kgs for this beautiful city bicycle, you need to describe the history and the details. The story. For example the description below of the heritage badge of the Speed bicycles.
Rich Product Content
Rich product information includes all the specifics of a product. Details are best communicated visually. To continue the story of the Speed ONE bicycle they are delivering each bicycle with frame and saddle with matching numbers. The saddles are laser engraved with the unique serial number of the bike. That is a unique detail.
Visual Product Variants
Another example is when you have product variants like the lounge chair concept by Snowball. This product design is visualized in three color variations. When adding your product content to a headless ecommerce you want it described visually. Your PIM needs to support this type of rich product content.
Stories With Impact
Stores with impact sell products. Like the Speed ONE video of Stephen Bull from the top of this post-produced by the filmmakers at Splæsh. An engaging story about an owner and his bike. Here the product story is told via the customers behind the product. Very powerful.
When building your ecommerce infrastructure make sure that you are able to tell these stories. Stories with impact.