Boo! 5 Ways Bad Data Can Haunt Customers

These haunting experiences can be more frightening than any ghostly apparition, and as the bustling holiday season follows closely on the heels of Halloween, there's no better time to confront and vanquish these retail specters.

Let’s take a look at just a few of the eerie and unsettling encounters that shoppers often face so that you and your team are well-equipped to banish bad product information from your shelves and screens.

1. Missing Product Information

We’ve all experienced the frustration of searching for a product, clicking on a listing, only to find that essential details are missing. You’re left wondering about the dimensions, the material, the return policy, or even the estimated delivery time. These gaps in information can leave shoppers feeling uncertain, leading them to abandon their purchase.

The reality is, these missing details are critical building blocks in helping customers make informed decisions. When key information like features, specifications, or benefits is omitted, it leaves potential buyers in the dark and creates hesitation.

To prevent these issues, start by creating a central repository for all product information that your teams, suppliers, and manufacturers can easily access. This ensures that up-to-date, accurate product details are available across all listings and simplifies the process of making updates when something changes.

Equally important is ensuring consistent, structured formatting in your product descriptions. By using bulleted lists, tables, or section headings, you make it easy for customers to scan and find the information they need quickly. When shoppers know exactly where to find critical product details, it not only enhances their experience but also builds trust in your brand, encouraging them to move from consideration to purchase.

2. Incorrect Product Information

Suppose you're shopping for a winter coat from a popular fashion retailer. You find a coat that catches your eye due to its stylish design and a product description that promises it's made of high-quality, warm materials suitable for extreme cold. The retailer's website claims it's perfect for harsh winters and even provides an image of the coat being worn in snowy conditions. But when the coat arrives, you discover that it's not as warm as advertised; the materials used are thin, and the coat lacks proper insulation. Unsatisfied, you head back to this retailer's site to start processing a return, and maybe leaving a not-so-positive review.

This is not an uncommon occurrence; in fact, 54% of consumers said that they have returned a product due to inaccurate pre-purchase product information.

For businesses, managing returns can be costly and time-consuming. Processing returns means lost sales and potential inventory management issues as returned items may need to be restocked, discounted, or discarded. Not only do they incur additional shipping and handling expenses, but they also risk damaging their reputation; dissatisfied customers are likely to leave negative reviews, decreasing the likelihood of future sales and eroding brand trust.

On a broader scale, returned products contribute to increased carbon emissions from transportation and waste, as many items, particularly in the fast-fashion industry, end up in landfills. Reducing return rates by providing accurate and detailed product information not only improves the customer experience but also supports more sustainable business practices.