Data management for dm-drogerie markt

Multiple Images and Their Impact on Add-to-Baskets!

Relevance for Shoppers – Images Matter! Therefore, those who understand their data management have the upper hand.

Often underestimated and therefore even more important. Shoppers want to reach their goals quickly. They need immediate and high-quality visual stimuli to make conscious and satisfying purchasing decisions.

Why Do You Need Multiple Images for Each Product?

It takes a lot of effort to maintain a shop. Especially when it has as many products as, for instance, that of dm-drogerie markt at dm.de. Product texts, prices, logistical data. All content that customers want or need to know when they are interested in a product online.

What could be easier than not putting so much effort into the product image as well? One image should suffice, and the shopper can see what is meant. Far from it!

The Product Detail Page Counts ...

The PDP (Product Detail Page) is the essential page in eCommerce. Here, buying impulses are solidified; here, interest is specified; here, needs are awakened. This is often measured with the so-called Add-to-Baskets. That is, the number of cart entries in a specific time frame. In the Purchase Funnel (another buzzword :-)), this is very important, as it is the first step on the way to the checkout – thus the actual purchase of one or more products.

How Do You Get Products Added to the Cart?

Very simple: With outstanding content. That is, captivating text, stimulating images, and plenty of information that describes the product comprehensively and thereby generates desirability.

This insight is not only goal-oriented, but unfortunately, it also means that this content needs to be present. And that brings us back to the beginning of this article. It is simply a lot of work and requires efficient data management.

The Impact of Multiple Images ...

Additional images of a product in the shop have a significant influence on consumer behavior on the PDP. For example, the text on the back of the packaging is read significantly more often on the image (than if it is somewhere in the text field), when that packaging image of the back is present and directly readable through zoom functions.

Customers want to have a comprehensive understanding of the product. This includes, for instance, the following parameters:

• Packaging and Contents

• Product Details

• Packaging with all sides and descriptions, ingredients

• Application Images

• Size Ratios, e.g., by depicting with a human hand

• Dose Forms and Textures

From consumer research, we know that images are perceived significantly more strongly and quickly than texts. Nevertheless, texts are important for SEO work, and with modern forms of text generation, this can be done very well individually and efficiently at the same time.

dietz.digital has accompanied us for over a year and has done excellent work in enhancing multiple images in the beauty sector. Especially the constructive collaboration in direct contact with industry partners and the efficiency in the processes were highly appreciated. The results speak for themselves.

Sharyn Zwerenz, dm-drogerie markt

Content Meets Data Management

However, the challenge is not just content management. Rather, very few manufacturers provide good enough content. This means there are simply not always these additional, meaningful images. Or not in sufficient quality. Because the illustration should also be perfectly readable in the zoom function.

In conclusion, it can be stated that the work for optimal content should be approached on all levels. Texts, images, SEO, code, additional content, and currency. All of this works best in synergy, where data management also plays a crucial role. With the right tools, processes can also be designed simply and efficiently. We support clients in specific areas or holistically. Contact us!