How do you accomplish this?
First, we had to and still have to become better at putting our technical jargon into customer-friendly explanations and appealing words. On the one hand, the language plays a role in this, depending on the region where the product description is being read, and on the other hand, how the marketing language of our individual brands such as Bosch or Siemens should sound. This is a major challenge for an international company. Extensive graphic material and videos of the product from all sides are absolutely essential.
What options do you use as a manufacturer to present your product information?
For one, we use our own web pages to also directly address the end user – this was not the case in the past. We previously only made this information available to our merchants. We try to catch up with successful online retailers in terms of usability and information processing with our brand websites, although we don’t focus on sales but rather pre-purchase information and support service information.
You also provide your information to retailers in a variety of ways. What tools do you make available?
We have been using TradePlace for a while, which is a European platform by a Dutch company where we supply information for white goods retailers.
We also have additional external content tools. One of these tools is Loadbee. Here we provide information on structured products to merchants by providing a small button (e.g. “Manufacturing Information”) on the product detail pages of the online retailer for example. If you select it, a layover with all photos, videos, feature descriptions and technical details opens up. We can also make additional information on the respective brands available.