Product Differentiation In E-commerce


More than 90% of electronic businesses fail before they have reached their first year of life. This very negative statistic is not necessarily related to the design of the website or a failed marketing campaign. Something as basic as a product file is enough for a customer to show their refusal to buy in your online store.

When creating a product file, you must consider how the customer will react to seeing it. If our products are optimally created, we will be able to attract your attention; if we have not spent enough time preparing the product sheet, we will not be able to convince the customer to buy it. Therefore, it is preferable to have few products, but very well defined, too many and poorly designed.

One of the many options when designing a product file is its differentiation by attributes. Many online store owners are unaware of the important use of this tool, so in this post, we will do a little review on how to differentiate the characteristics of products and their application in E-commerce.

What Is Attribute Differentiation? How Are They Classified ?:

We call attributes to the different characteristics, whether tangible or intangible, which are essential for its commercialization. Each product has its attributes, so we cannot generalize them since each will have its characteristics and accessories. Product differentiation is necessary for the customer to choose between a range of possibilities and facilitate its sale.

Product Differentiation By Physical Attributes

They are the physical and material characteristics of the product, composition, etc., those that can be perceptible by the senses, such as colour, smell, texture, sound, shape, etc.

Organoleptic qualities, composition, colour, smell, size, taste, quantity, design, container, packaging, labelling are usually considered physical attributes… And any others that the senses may perceive.
When deciding to purchase a product, it is customary to say that the consumer considers the physical attributes, such as colour or smell. There are also attributes that allow the same type of product to reach different market segments. It is the case of size or quantity.

Product Differentiation by Functional Attributes

They are those characteristics of the product related to the satisfaction of the need for which it was acquired, that is, the utilities or benefits of the product.

Functional attributes are the assortment, range, cost, usability … And generally, any others mentioned when dealing with physical attributes can also be functional attributes, depending on the case. Design is increasingly viewed as a silent seller.

Also, functional attributes can be considered those services offered together with the product, such as after-sales services, repair, maintenance, warranty, etc.

The intangible attributes, also called psychological, are those related to the perception of the product by the consumer.

Brand and quality are considered psychological attributes. The brand of a product is the name under which it is marketed and may or may not coexist with a logo of a graphic nature.

In short, the attributes of a product, whatever its classification, form essential aspects of it. However, their differentiation will determine that we are faced with a different product.

The Use of Attributes In Product Differentiation In An Online Store

Considering the classification of attributes already mentioned, proceed to create a list of attributes according to your product catalogue. Before configuring it, establish the characteristics by which to differentiate your products, through which elements to filter each product to buy one or the other, and, once the list is made, it is time to create the attributes in the catalogue.

These created attributes will help you to filter the products by their characteristics. They will make it easier for the customer to find what they are looking for faster, without doing a more exhaustive search and running the risk of losing it. According to the website Statista, the most decisive factor that Internet users in 2017 made them opt for buying online rather than a physical store was comfort, with 44% of the total responses. Never underestimate the client’s patience.

Selling More Costs Very Little.

The need to increase sales is the top priority of any business. E-commerce must not only be maintained but must be promoted more and more. Currently, the world of ecommerce and digital marketing is full of courses to expand knowledge about product differentiation, increasingly specialized by professionals in the sector.

It is up to you to take the qualitative leap, break down the barriers and become a successful online entrepreneur.

Also Read: PopUp And PopIn Ads – Do You Know The Difference?

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