Accurate Product Description is the Key to Reducing Returns in Online Stores

Clear product information is one of the most critical values for e-commerce businesses. The more details there are in how product information is presented, the higher the customer satisfaction, and, in turn, the lower the return rate. That’s why delivering consistent and accurate product information is essential. In this article, we focus on how precise product data impacts return rates in online stores.

E-commerce customers are highly informed. They know how to sort products by price and use price comparison tools. Offering the lowest price on the market doesn’t always work, so brands must stand out in other ways, such as through rich product information management. By doing so, businesses can provide potential customers with accurate, up-to-date content that supports their purchase decisions.

With a wide range of sales automation tools available, the fastest-growing brands are those that use advanced technologies. In a highly competitive market, the winner is the company that can respond instantly to changing conditions, like automatically adjusting prices at the exact moment a competitor does the same. 

Product Description Errors as a Leading Cause of High Return Rates

Industry statistics clearly show that poor-quality or inaccurate product description leads directly to customer dissatisfaction. Two key insights from sector reports illustrate the issue. 

• 70% of customers abandon product pages that contain inconsistent information. 
• Discrepancies between product descriptions or images and the actual item account for 35% of returns.

While these figures specifically relate to the fashion industry, it’s highly likely that similar patterns apply across other categories as well. 

Given the nature of e-commerce, it’s unrealistic to expect these numbers to drop to zero. However, effective product information management can significantly reduce them. Product Information Management (PIM) system helps minimize issues such as inaccurate descriptions, outdated data, or missing key details, improving customer experience and reducing returns

A New Standard in Product Information Management with PIM

To understand how PIM systems can help reduce return rates, it's important to first look at what this type of software offers. Product Information Management (PIM) systems, as the name suggests, are designed to improve the way businesses manage product information.

Companies that implement PIM systems typically benefit in the following ways:

• A Central Source of Product Data: system PIM to scentralizowana baza danych na temat produktów. To w tym miejscu są przechowywane wszystkie informacje o produktach, które są dystrybuowane do poszczególnych kanałów sprzedaży.
• Automated Updates​: Any changes made to the product catalog are executed directly within the PIM system. This ensures consistent updates across all sales channels and prevents discrepancies. Managing product data through a PIM guarantees consistency and reliability. 
• Integration With Other Systems: Data inconsistencies often arise from transferring information between systems. PIM solves this issue through integrations, enabling accurate, automated data exchange between the PIM and external applications, without compromising data integrity.

Top 3 Leading PIM Systems

There are 3 PIM systems on the market today that stand out for their quality and have become popular choices among major companies worldwide. Their quality translates into popularity among the largest companies around the world. 

Some of the most widely used PIM platforms include:

1. Pimcore

2. Ergonode

3. Akeneo

Research shows that inconsistent product information contributes directly to declining customer loyalty. When potential customers encounter unclear product information, their trust in the brand decreases, leading to reduced interest in the company’s offering. 

How PIM Helps Reduce Product Returns

Businesses see that effective product information management leads to better sales performance. This benefit becomes even more apparent when a PIM system is in place for the efficiency of processes.

One company that has seen the opportunity in product information software is Kitwave, a UK wholesale distributor in the food industry. Kitwave operates under 13 distinct brands within a single organization, requiring a constant flow of product data across different branches and systems.

Relying on manual data management proved to be highly insufficient. The company implemented the Akeneo PIM system, which delivered great business results, reducing product returns from 10% to an impressive 1.6%.

Accurate Product Description: A Powerful Tool for Reducing Returns in E-commerce

The data clearly shows that transparent and consistent communication of the offer is the key to an excellent user experience in e-commerce and to reducing the number of product returns. 

To provide the highest level of customer satisfaction, it's worth using a PIM system in your online store. PIM ensures data consistency across all your sales channels, no matter how many you operate.

Want to know how a PIM system could help your business grow?

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