Consumers are constantly flooded with different options—hundreds of cereals, thousands of shoe styles, and endless lipstick shades.
So, how do they choose?
They look at product attributes to make informed decisions. Product attributes help you draw in your target audience and stand out by highlighting your product’s attributes.
But what exactly are product attributes and how to use them in your marketing strategy?
What Exactly Are Product Attributes?
Product attributes are the specific features or characteristics that define a product and influence buying decisions.
Think of things like size, color, material, and functionality. Listing these, especially on e-commerce platforms, helps customers understand what they’re getting, improves searchability, and boosts sales by matching consumer preferences.
These attributes help customers compare options and choose what suits their needs.
For example, a health-conscious shopper might pick a granola bar based on its organic ingredients and low sugar content, while another might choose the most affordable option.
How Do Product Attributes Differ From Product Benefits?
It’s easy to confuse attributes with benefits, but they’re different.
Product attributes are the actual features—like size, color, or material—while product benefits are the positive outcomes customers get from using your product.
For example, a smartwatch’s attribute might be GPS tracking, but the benefit is that it helps you stay on track during a run.
Types of Product Attributes
Product attributes can be divided into two types:
- tangible
- intangible
Both are crucial for influencing buying decisions.
Tangible Attributes
Tangible attributes are the physical, measurable things you can see or touch. These include features like size, weight, color, material, and overall functionality.
For instance, a smartphone’s screen size, a car’s horsepower, or the fabric of a pair of jeans are all tangible attributes.
Intangible Attributes
Conversely, intangible attributes are the non-physical elements that still shape the customer’s perception of your product.
These include the prestige of a luxury brand, the ease of use of software, or the confidence a cosmetic product promises.
Although you can’t touch these features, they greatly influence how customers feel about your product.
Examples of Product Attributes
Here’s a breakdown of different product attributes you might want to highlight in your marketing:
Name
A product’s name helps establish brand recognition. It should be memorable and reflect the product’s unique selling point.
For example, a sustainable cleaning brand might choose a name like “CleanVerde” to evoke freshness and eco-friendliness.
Quality
Quality determines how your product is perceived.
High-quality materials and craftsmanship can justify higher prices, while lower-quality materials may appeal to budget-conscious shoppers.
For example, a premium leather handbag might be judged on the quality of its leather and stitching.
Design
Your product’s design—how it looks, feels, and functions—affects customer perceptions and purchase decisions.
A well-designed office chair, for instance, may feature ergonomic support and breathable fabric for comfort and productivity.
Product Features
Features define your product’s capabilities. Choose these based on customer needs and market research.
For example, a smartwatch might include heart rate monitoring and GPS tracking to appeal to fitness enthusiasts.
Size
Size is important, especially for products that need to fit into specific spaces.
Provide accurate size details, like a modular sofa’s dimensions, to help customers make informed decisions.
Color
Color can significantly impact how your product is perceived. It communicates brand identity and can evoke specific moods.
For instance, a sleek black espresso machine might appeal to those looking for something modern and sophisticated, while a pastel-colored kitchen mixer might give off a warm, nostalgic vibe.
Marketing Claims
Marketing claims highlight your product’s key benefits and features. These claims might focus on performance, quality, or sustainability.
For example, a shampoo might be marketed as “sulfate-free” or “promotes hair growth” to target customers seeking specific hair care benefits.
Materials
The materials used in your product can affect durability, functionality, and perceived value.
Some customers might seek out eco-friendly or hypoallergenic materials, like choosing a cotton shirt over one made from polyester.
Price
Price communicates your product’s quality and target market.
For instance, a high-priced noise-canceling headphone might signal superior sound quality and advanced features, appealing to audiophiles.
Country of Origin
Where your product is made can also influence buying decisions.
Some customers prefer products from countries known for their craftsmanship, such as Swiss-made watches or Italian leather handbags.
How To Use Product Attributes in Marketing
Now that we’ve covered the basics, here’s how to use product attributes in your marketing strategy:
Product Descriptions
A good product description can capture attention and drive sales.
Use customer feedback and product data to identify the attributes your audience cares about most, and highlight these in your descriptions.
Focus on the attributes that will help customers make informed decisions.
Product Photography
High-quality photos can showcase your product’s attributes, such as design, color, and size.
Consider lifestyle shots to show the product in use, and provide detailed images from multiple angles to give customers a full view of what they’re buying.
Marketing Materials
Incorporate product attributes into your overall marketing strategy.
Ensure your product’s key features and benefits are prominent on your website, social media, or email campaigns.
You can also use relevant keywords tied to your product’s attributes to boost your content’s visibility on search engines.
Conclusion
In summary, using product attributes effectively is necessary to a strong marketing strategy.
Product Data Command helps businesses optimize product data, improving everything from descriptions to searchability.We can help you maximize your product attributes and improve your product listings. Reach out to us today!
