SITEC eCommerce Class 201 Title: Effective Content & Product Management Presenter: Rupinder Singh, Head of Operations (i-Pmart) Date: 26 April 2016 Venue: Selangor Digital Creative Centre (SDCC)

1. Effective Content
& Product Management
Rupinder Singh, SITEC EC Class 201

2. Why is Content So Important?
In e-commerce, your customers don’t get to touch and
feel your products
Easy navigation for Customers through your website
Must Appeal to All Types of Customers
Lead & Influence Customers to Buy
Manage Customers Expectations

3. Selected Product Promo

4. Corresponding Product Page
1
2
3
4
5
6
7
8

5. Corresponding Product Page
9 10

6. Product Listing Important Notes
The DOs
1 Highlight the USP of your product
2 Differentiate between Brand New / Refurbished / OEM
3 Be specific about the warranty
4 Be specific about what’s included in the product
5 Maintain a format, your own ‘signature’
6 High quality photos & images
7 Use short video clips (how to use, reviews etc.)
8 Include social media sharing option
The DONTs
1 Use ALL CAPs in your product name, description, etc.
2 Various font types & sizes, colours
3 Copy paste content from other sites
4 Avoid using too much text in the description
5 Avoid conflicting information about the product
6 Using photos & images with ‘watermarks’
7 Forget to add product dimensions and weight
8 Avoid overwhelming user with too much info / promos!

7. Maintaining Product & Content
Maintain & Update Product Price
Maintain & Update Product Stock
React To Current Trend
Perform Product Housekeeping
Study User Behaviour
Get Feedback from Customers
It’s a Continuous Process!

8. Case Study: Effective Product ‘Push’
How Proper Product Strategy
Can Translate To Sales
A Case Study Based on Selected Product

9. Case Study: Effective Product ‘Push’
Nonda ZUS
Smart Car Charger & Car Locator
Leverages on GPS
IOS / Android Compatible
Just ‘Plug & Play’
Designed in Germany
Titanium Coating, Rugged
12 month warranty
Ideal for Consumers
Overall Novelty of Product

10. Case Study: Effective Product ‘Push’
Acquire the Product
List Product
Brief Whole Team (CS, Logistics etc.)
Emphasize 24 Hour Shipping
Market Product
Measure Results Proactively
Benchmark Price

11. Case Study: Effective Product ‘Push’
Social Media: Facebook
Main Website: Highlighted Position

12. Case Study: Effective Product ‘Push’
Social Media: Facebook
Other Platform
Google