Product Specs by the Click: Reviewing Popular Online Product Directories
by Stephen Witte Make products easier for customers to discover. Eight simple words for a task that doesn’t sound that difficult. Customers are online, visiting showrooms and receiving presentations every day. What can manufacturers do to better the odds of their products being discovered? One answer comes in the form of specialized websites that present contract industry products in searchable listings. These listings categorize products from manufacturers of all sizes, capabilities and locations in a variety of ways, including function, style, material and level of sustainability. These websites display their content in unique ways, often specific to their particular functionality. Because the listings within a site are similar, users can focus on their search priorities. Conformity among the listings on a site democratizes the content, allowing a start-up operation to appear as formidable as a decades-old market leader. If the premise of such websites is making products easier to discover, …
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