Marketing and merchandising, like peanut butter and jelly, Bogey and Bacall, and other iconic pairings, go together like they are meant to be. Because they are.
Marketing and merchandising complement each other. Marketing brings the customer to the product page, while merchandising uses enhanced content on the product page to close the sale. Marketing is the trailer, and merchandising is the plot development.
Merchandising content ensures your customers have the information they need when they’re ready to make purchasing decisions. Enhanced product-page content acts as your around-the-clock salesperson, ready to guide your customer to the right decision at the right time.
Online retailers know the advantages of merchandising content, which is why most of them don’t accept marketing copy on the product page. Companies like Amazon test extensively, and thus require a very specific kind of information at the product page. This is why Amazon Vendor Central offers the option of A+ content for the majority of its product categories. (Why you never should let Amazon or any other retailer create and own your product content is another story.)
Beyond that, merchandising content is what customers prefer when they’re ready to make purchasing decisions. Enhanced product content helps them make informed, confident choices, finishing the process your company’s marketing campaign started.
Marketing and merchandising: two parts of the consumer decision journey, working together to close the sale.