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BizReport : Ecommerce archives : December 01, 2008


New platform links manufacturer information with retailer websites

The latest trend in ecommerce is for consumers to shop online but purchase in-store. The WebCollage platform can help brands reach more consumers by linking manufacturer specifications and information on retailer websites, thereby giving the consumer more of what they want - specific product information.

by Kristina Knight

webcollage.gifOn most retailer websites, the product information is little more than a paragraph. The problem is that most consumers want more information than that; so they leave one etailer site for another, getting the same information website after website. This isn't good for the brand or the etailer.

WebCollage's Power Product Pages take manufacturer/brand product information from the manufacturer's website and seamlessly inserts it into participating etailing websites, giving consumers more information and less aggravation.

Here is how the program works: A consumer visiting a site which carries Sony Bravia television sets would click on a 'Product Information' button to do their research. Which staying on the etailing site, the window offers information gathered from the manufacturer website.

"The impact is for a typical brand to see an increase between 6% and 16% in online sales by having this additional information available," said Jed Alpert, Vice President of Marketing, WebCollage. For most etailing sites, Power Product Pages can be ready to go within about 24 hours because the information is pre-configured. "There is a shift [in online marketing] toward programs that can prove themselves rather than focusing on general messages."

The manufacturer's information is syndicated throughout the WebCollage space so that there is little delay between new brands or etailers signing on and additional product information being shown to consumers.

According to WebCollage, consumers are staying on-site longer because of the increased product information available. Their research shows that consumers, on average, are spending three minutes per page to watch videos, read product details and gain more information.

"This is a way for the brand to engage and for the retailers to convert," said Mr. Alpert.






Tags: ecommerce, product information, product page, WebCollage








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