Research undertaken by Ofcom revealed that internet shopping in the UK is more popular than in any other major country. UK consumers tend to spend an average of £1,083 per year each on online shopping. In order to get a fair share of that annual spend it is important to establish strong brand presence and make it more desirable to the target market. One of the ways that can help you to achieve this goal is by telling your brand story through the product descriptions. Story telling product descriptions help to engage with the customers on a personal level, because consumers can relate to the brand and express their own identities through it. As it can be rather complicated to convey key benefits and a marketing message for a product within 60 or 70 words you need to consider the main factors.

• Know your industry and key competitor offerings. What do they do better than you? What can you learn from them? What do your customers like about competitor brands? Learn about the industry and adapt the best of it to your business.

• Research your target market. Find out all you can about your target audience in order to identify their needs, wants and demands. Only by knowing your customers you will be able to communicate with them at personal level and create a dialogue that will essentially help you to sell

• Tell the story of your product in order to relate to your consumer needs and make it irreplaceable. In other words tell you customers how your product will fit into their lives and make it better.

• Make the text quite simple and don’t use elaborate words to explain the concept of your product.

• Use bullet points to describe key product features. Always think about your target audience. Do they value that particular benefit? What features do relate to the target market? What are they looking for?

• Be accurate in your product descriptions. Make sure that the information about the product or service is correct. Don’t make mistakes.

• Fill the content with the key words that will help to boot your SEO. Imagine that you are a customer and you are searching for a new pair of glasses. Which words are you the most likely to type into Google? Glasses, shades, sun glasses, Ray Bans or any other brand?

One of the best examples of an engaging, ‘storytelling’, product description is Aussie shampoo. Aussie is a famous hair care brand. It is marketed as a product of Australia, but in reality it is an American brand manufactured by the multinational Procter & Gamble company. It is fair to say that the hair care industry is saturated with millions of products and yet the Aussie brand has recently managed to stay different and on a spotlight. The success of the brand lies within the ability to relate to the target market and tell the brand story as unique as the ingredients of the shampoo itself. The brand represents the key personality features of the target audience; including traits such as practical, witty, smart and down to earth. The Aussie shampoo is more than just a simple hair care product offering the same features as other shampoos. It is branded with its own philosophy, values and beliefs. This is exemplified in the product description (below), which contains the key words that link the product to the key target market.

SYP were worthy winners from a group of four which included Befriend a Child, Royal Society for the Prevention of Accidents (RoSPA) and STV Appeal. Congratulations to SYP!

SYP Love Equally campaign

Could this effectively shoot Google in the foot or simply increase their profits.
I have to say after speaking to a client that puts a lot of work in to their site and has multiple channels that they sell through, but relies very heavily on traffic via Google shopping, the impact has been incredible, possibly even crippling.

Based on the figures we worked out from analytics, they would have to spend around another £11,000 – £13,000 per month to achieve the same sales.

As a small business working on small margins they just don’t have the budget to compete at that level. They already spend around £5000 per month on PPC so these additional funds just make the business not viable.

Could Google have killed a lot of small businesses? Will they stop spending on PPC? How will this effect Google overall?

What effect has this had on US companies as this has been active for a few months there?
I have already found this Facebook page saying Google shouldn’t charge for Google shopping clicks.

www.facebook.com/GoogleToCancelChargesForGoogleShoppingResults

Over the last few years, smartphones and tablets have been the catalyst for a fundamental evolution of shopping behaviour.

Buying on the move has got a whole lot easier. In fact, 38% of mobile users already use their phones to shop with when they are away from their computers. It’s not surprising, given that 92% of the UK adult population have mobile phones.

If your business isn’t ready for mobile, you could fall behind in the race to access the £5.8 billion that’s expected to come from m-commerce in the UK by 2016.

Adeo Group have mobile commerce solutions to meet the ever demanding needs of the modern etailer, features to help conversion, usability as well as direct integration to exiting back office solutions.

Contact us today to see how we can take your website forward with mobile commerce.

Tel: 0845 241 8228

Visit - http://www.preciselymarketing.com

The site is feature loaded to convert visitors to buyers, it has the following:

Sage 200 integration
Custom search
Multiple currency
Shipping matrix
One page checkout

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