E-commerce, Retail and Technology: photography

<a href="http://1.shopifytrack.com/aff_c?offer_id=2&aff_id=7765&file_id=46" target="_blank"><img border="0" height="250" src="https://media.go2speed.org/brand/files/shopify/2/OnlineYellow970x250.jpg" width="970" /></a><img height="1" src="http://1.shopifytrack.com/aff_i?offer_id=2&file_id=46&aff_id=7765" width="1" />
 
Apart from <a href="http://ecommerceretailtechnology.blogspot.com/2016/04/ecommerce-product-data-feed-challenge.html%20Done" target="_blank">product data feeds</a>, <a href="http://ecommerceretailtechnology.blogspot.com/2016/04/ecommerce-product-photography-and.html" target="_blank">photos and videos</a>, the other major data challenge for retailers moving online is writing product descriptions. 
 
The consumer is not in your store so you have to describe the item to them and answer all of their potential questions.  
 
<a href="http://1.shopifytrack.com/aff_c?offer_id=2&aff_id=7765&file_id=50" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" target="_blank"><img border="0" height="280" src="https://media.go2speed.org/brand/files/shopify/2/OnlineYellow336x280.png" width="336" /></a>There are a number of approaches. You can do it yourself, in which case these two articles can help. <a href="https://www.shopify.co.uk/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell" target="_blank">9 Simple Ways to Write Product Descriptions that sell</a> and <a href="https://blog.kissmetrics.com/product-descriptions-that-sell/" target="_blank">7 Simple Steps to Writing Product Descriptions that Sell</a>, so if you thought it was simple, then perhaps time to think again!  
 
Like anything copy-writing is a skill that can be developed or bought / hired. A company like <a href="http://www.geekspeakcommerce.com/content/product-descriptions.php?gclid=CjwKEAjwlq24BRDMjdK7g8mD6BASJABBl8n3k-OM3k2ZMd_OBTxPmkd-RIWuEvB8sG5MipsR7rvorRoCyE7w_wcB" target="_blank">GeekSpeakCommerce </a>will optimize your eCommerce product descriptions for organic search and to retain the attention of both the casual browser and loyal customers.They work with large clients. At the other end of the scale you can hire an individual on <a href="https://www.fiverr.com/search/gigs?acmpl=1&utf8=%E2%9C%93&search_in=everywhere&source=top-bar&locale=en&query=product+description&page=1" target="_blank">Fiverr </a>to do so from £3.54. <a href="http://fashot.com/wp-content/uploads/2015/03/Rate-card.pdf" target="_blank">Fashot </a>offer a number of packages, from £0.07p per word, with 80-100 words per description to rates of £5.50 per description.  
 
So you can see that the effort required in creating product data, photos and videos and the the product descriptions you have a significant cost of goods sold to be covered in the sale. Ensuring that these costs are kept under control will be critical to profitability, although this has to be balanced with the fact, that short-cutting any of them will mean reduced or no sales. 
 
I am Mark Mandel and independent retail consultant. I have worked in Retail in the UK and Europe for 30 years, for fashion, grocery and hotel and leisure companies. These blogs represent my own personal views and not the views or systems of any particular company. If you want any help with getting product data, photos or product descriptions together then please get in touch <a href="https://twitter.com/Mark_A_Mandel" style="line-height: 22.08px; white-space: pre-wrap;" target="_blank">@Mark_A_Mandel</a> on Twitter. 
 
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eCommerce the challenge of writing winning product descriptions for retailers

Apart from product data feeds , photos and videos , the other major data challenge for retailers moving online is writing product descript...

Apart from <a href="http://ecommerceretailtechnology.blogspot.co.uk/2016/04/ecommerce-product-data-feed-challenge.html" target="_blank">product data</a> accurate photographs of your products are going to be one of your biggest challenges. 
 
Hi I am Mark Mandel and independent retail consultant. I have worked in Retail in the UK and Europe for 30 years, for companies such as Tesco, ASOS.com and Superdry. These blogs represent my own personal views and not the views or systems of any particular company. If you want any help with getting product data together then please get in touch <a href="https://twitter.com/Mark_A_Mandel" style="background-color: white; color: #cc6666; line-height: 20.493px; text-decoration: none; white-space: pre-wrap;" target="_blank">@Mark_A_Mandel</a> on Twitter. 
 
Photographs and indeed videos are essential to tell consumers about your products. 
 
Dependent on your product category, different strategies may be required. 
 
In jewelry for instance, you have one of the hardest products to photograph well. This may require specialist help to do so. 
 
I 
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In fashion, learn from the best. You will see on these ASOS Marketplace listings above that all the vintage clothing is worn by models, which is their policy based on their knowledge of what sells. Clothes are made for humans to wear, so show them on humans. If you are in fashion hiring models are also costs that you need to take into account. 
 
There is a <a href="https://www.shopify.co.uk/blog/12206313-the-ultimate-diy-guide-to-beautiful-product-photography" target="_blank">great guide here</a> on all the practical things you need to do to take great photos. 
 
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As your business starts to expand, then creation of your product data feed plus your photos and video are on the critical path to getting your product online in front of your customers. 
 
You need to map out your capacity for both of these. So if a new season of one thousand products arrives at the warehouse today, how long will it take to get the product data, photo and videos of each item ready for publishing online? If your competitors can do it faster you may be losing sales. 
 
<img height="1" src="https://1.shopifytrack.com/aff_i?offer_id=2&file_id=26&aff_id=7765" width="1" />
 
You may be able to get samples to bring forward some of this activity and that would be a good idea, although you need to ensure that these are product samples and representative of the real product you are selling to customers. 
 
There is no <a href="http://www.lawdonut.co.uk/law/sales-and-marketing/distance-and-online-selling/distance-selling" target="_blank">legal requirement</a> specifically on photographs other than a description is required as part of the "prior information". 
 
A professional photographer will cost from <a href="http://fashot.com/wp-content/uploads/2015/03/Rate-card.pdf" target="_blank">£850 per day</a>. 
 
Plan your photo and video needs with care. 
 
If you want help planning your next eCommerce move then please get in touch <a href="https://twitter.com/Mark_A_Mandel" style="background-color: white; color: #cc6666; font-family: arial, helvetica, sans-serif; line-height: 20.493px; text-decoration: none; white-space: pre-wrap;" target="_blank">@Mark_A_Mandel</a> on Twitter.

eCommerce product photography and videography challenges for retailers

Apart from product data accurate photographs of your products are going to be one of your biggest challenges. Hi I am Mark Mandel and ind...