OUR SERVICES
Virtucom
Group, with clients in every retail vertical,
ranks among the largest custom content publishing
companies in the USA. Our long-standing
reputation for building content for leading
retail brands is rooted in our blue-chip
client roster which includes many retailers
in the Fortune 100. Virtucom today is a
full-service publishing and strategy company
with a total offering that delivers best-in-class
product information in every channel. Amid
the challenges of channel conflict, we have
one uncompromising focus: to accelerate
the potential of our clients to succeed
in a multichannel world with powerful content
creation and strategy ideas across all customer
touch points. The strength and success of
our services is based on the imagination,
passion and creativity of our people.
ONLINE CATALOGS
Looking to make your product content better inform customers and influence purchase behavior? Perhaps you need to increase search engine rankings with more SEO-focused marketing copy and images? Need to get a massive amount of product content created and rolled out to your online commerce site quickly? Our Online Catalog Production group can create complex content strategy executions while also producing large scale tactical work with speed to market production, efficiency and flexibility. Services include acquiring product facts, formula-driven product names, marketing copy, feature/benefit statements, normalization and entry of product attributes, original photography and image processing.
CATEGORY GUIDELINES
Headlines. Lead-in sentences. Marketing descriptions. Feature benefit statements. Product images. What drives your customers to make an informed purchase decision? It depends on what product categories you are selling and to whom. Virtucom will work with you to create content requirements in each product category. The result will be a written guideline for each category that will deliver consistent results for your product content.
PRODUCT ATTRIBUTES
When
customers go to shop, they don’t always
have a plan for what information they want.
But you should. A product attribute is important
to the customer’s purchase evaluation and
to the in-store associate’s ability to make
relevant recommendations. The challenge
with attributes from manufacturers is their
focus on the brand rather than the product.
If they are in a competitive market, they
need to know how their products rate against
competing offerings. Many retailers offer
competing brands within the same category
and thus need to develop attributes that
are relevant to all of the products in each
category.
A
key mistake in attribute-based research
is for the most salient attributes to be
missed, or the attribute definitions to
be posed in such a way as they are not clear
to the customer. The former often occurs
when the customer’s information needs are
ignored. It is important therefore for research
aimed at "un-covering" the salient attributes
of the product according to the consumer,
rather than the retailer or manufacturer.
Virtucom will work with you to create relevant
product attributes in each category that
can be used by your customers to contrast
and compare; by your merchandising group
to systematically assign cross- and up-sell
associations; and by your taxonomy team
to drive parametric filtering.
CONTENT STRATEGY SERVICES
A good strategy consultant will tell you what you need to hear, not what you want to hear. If you are a multichannel retailer seeking efficiency across all channels, your product content strategy must be enterprise focused. Virtucom strategy consultants deliver enterprise content solutions that start with the fundamental building blocks necessary to effectively implement Product Information Management (PIM) and Master Data Management (MDM) initiatives. Strategy services include development of data governance and compliance programs, adoption of industry standards; and initiatives to involve your product manufacturers in the process of developing accurate and complete information about the products you sell. Whether it’s a non-performing PIM initiative or a downstream content impact issue, Virtucom will give you strategic advice that will benefit your company, customers and bottom line.
