Shared References – boost content impact using re-usable blocks of product information
When buyers are searching online, it’s the quality of your content that determines whether or not you make a sale.
The definition of high quality never really changes: content must be relevant, valuable and consistent. But above all, it needs to be rich and compelling enough to captivate the attention of potential buyers.
So, for example, if you’re a wine merchant, you should be ensuring customers have easy access to detailed information about every wine variety you sell. Or, if you’re in the beauty business, you should be satisfying customers’ curiosity about all the latest skincare ingredients.
In other words, you need to ensure customers have easy access to rich, detailed and engaging product information – wherever they are in your online sales funnel.
Shared References are a new Comestri feature that can help immensely with this process. Shared References allow you to encapsulate related pieces of information into a single digital block, which can then be attached to any of the following Comestri PIM product elements: Attributes, Media, Categories and Prices. You can also freely re-use Shared References by attaching them to as many different products as you like.
Think of a Shared Reference as a kind of “wallet-sized info card” that you can place against any product and re-use again and again. How you display this information on the front-end of your website or marketplace is up to you.
When you edit a Shared Reference, the change is automatically made to all instances of that Shared Reference across your site.
Let’s look at some examples for a variety of industries below.
You need to provide potential customers with all the information you can about the wine varieties you sell. Using the Shared References feature, you can create a “Shared Reference Type” called “Wine Variety”. Under “Wine Variety” you can then set up a suite of Shared References that cover the full gamut of wine varieties: Shiraz, Cabernet Sauvignon, Merlot, Riesling etc.
You can then attach these Shared References to every relevant product.
Here’s what one of these Shared References might look like:
As a retailer of beauty products, you need to make sure customers have access to detailed information about today’s revolutionary skincare ingredients. Your Shared Reference Type might be “Ingredient”, and your Shared References would include actives like Retinol, Peptides, Niacinamide and Salicylic Acid.
Here’s an example of a Shared Reference related to skincare ingredients:
You might also want to create Shared References for all of your brands:
Monogrammed Handbags and Accessories
Customised accessories are today’s fashion favourite. If you’re selling personalised leather goods, Shared References can provide buyers with details of monogramming options as they browse your site. For instance, you could create Shared References for gold monogramming, silver monogramming, rose gold monogramming and black monogramming. All of these could be offered at different price points.
Your gold monogramming Shared Reference might look like this:
Whatever type of products you sell, Comestri’s Shared References can help you increase the impact of your content by allowing you to easily re-use the kind of rich product information that convinces customers to buy.