Enhance Product Descriptions with Soft Attributes

In the world of e-commerce, retailers and brands are constantly seeking ways to stand out to their target audience. One effective strategy is the integration of "soft attributes" into product descriptions and metadata. These attributes go beyond technical specifications (hard attributes) to describe the benefits and use cases in a way that resonates with consumers’ intangible needs. When shopping for a computer, most consumers don’t think, “I need 64GB of RAM, an integrated graphics card, and a fast processor”. They think, “I need something to run Photoshop”. 

Let's explore this concept using a new laptop as an example:

Hard Attributes vs. Soft Attributes:

Hard Attribute: Intel core i9 3330 CPU

Soft Attributes: Gaming & Multitasking Ready

Hard Attribute: 2160p 13” screen with 500 nits brightness

Soft Attributes: Compact, High resolution, Bright Screen

Hard Attribute: 6000 mAh battery, 40W SuperCharge.

Soft Attributes: All-day battery, Quick Charging. Don’t miss a beat when you leave the office.

Hard Attribute: IP68 water and dust resistance.

Soft Attributes: Water and dustproof

Why is this relevant for retailers?

Incorporating soft attributes into product descriptions can significantly enhance the shopping experience. It helps customers understand how a product can fit into their lives and meet their needs, leading to better-informed purchasing decisions. Moreover, it can improve search engine optimization (SEO) as it aligns with the natural language and queries used by consumers, increasing visibility and driving more traffic to their site.

Related Read: AI-Driven Product Content Enrichment

Why is this relevant for brands?

Leveraging soft attributes is a powerful way to communicate the value proposition. It allows them to differentiate themselves in a crowded market by highlighting the unique benefits and experiences their products offer. Additionally, it fosters an emotional connection with consumers, making the brand more relatable and appealing.

The integration of soft attributes into product descriptions is a win-win for both retailers and brands. It enhances customer experience and contributes to increased conversion rates. By translating technical specifications into meaningful benefits, companies can communicate the value of their products and connect with consumers on a deeper level.