Table of Contents
Understanding Product Attributes
Product attributes are the specific characteristics, features, and details that define and differentiate a product. These attributes help customers understand what a product is, what it does, and how it compares to other similar products. In essence, product attributes provide the information shoppers need to make informed purchasing decisions.
To grasp the concept of product attributes, it’s helpful to break them down into two main categories: tangible and intangible attributes. Let’s take a closer look at each type.
Tangible vs. Intangible Product Attributes
Here’s a closer look at the differences between tangible and intangible product attributes:
Tangible Attributes |
Intangible Attributes |
|
Physical features that can be measured or quantified |
Non-physical, subjective qualities |
|
Examples: size, weight, colour, materials |
Examples: brand reputation, perceived value, prestige |
|
Consistent across all units of the same product |
It can vary based on individual customer perceptions |
|
Provide objective information about the product |
Evoke emotional responses and associations |
Both tangible and intangible attributes play a crucial role in shaping customer perceptions and influencing purchase decisions. A well-rounded product attributes strategy should incorporate a mix of both types to create a compelling, multi-dimensional product experience.
Difference Between Features and Benefits
Product Features:
Features are the factual, objective aspects of a product. They describe what the product is or does. For example:
- A smartphone with a 6.5-inch display
- A jacket made from 100% recycled materials
- A blender with multiple speed settings
Features are an integral part of the product and remain consistent across all variants.
Product Benefits:
Benefits, on the other hand, are the subjective advantages or positive outcomes that a customer can expect from using a product. They answer the question, “What’s in it for me?” Some examples:
- A smartphone display that offers an immersive viewing experience
- An eco-friendly jacket that reduces environmental impact
- A versatile blender that makes meal prep easier
Benefits are often derived from product features, but the focus is on how the product can improve the customer’s life or solve a problem.
What Are the Different Types of Product Attributes?
Product attributes refer to the characteristics that define and differentiate a product. These can be broadly classified into the following types:
1. Physical Attributes
These are the tangible and visible features that a customer can directly observe or feel.
Examples include:
- Size – e.g., the dimensions of a laptop or TV
- Color – color options available for clothes, cars, or home décor
- Weight – like the heaviness of a suitcase or kitchen appliance
- Material – wood, plastic, metal, etc., used in making a product
2. Functional Attributes
These relate to the product’s performance and utility—how well it does its job.
Examples include:
- Processing speed in a computer or smartphone
- Battery life in mobile devices
- Effectiveness of cleaning products or health supplements
3. Emotional Attributes
These appeal to how the product makes the user feel or the experience it offers.
Examples include:
- Brand reputation and perceived quality
- Packaging design that feels premium or eco-friendly
- Luxury appeal that triggers emotions like pride, joy, or sophistication
4. Social Attributes
These are connected to cultural values and social identity.
Examples include:
- Eco-friendliness – products made with sustainable materials
- Ethical sourcing – cruelty-free or fair-trade items
- Social responsibility – brands that support causes or give back to society
How Product Attributes Impact the Customer Journey?
Product attributes play a significant role throughout the customer journey, from the initial recognition of a need to post-purchase evaluation. Let’s explore how attributes influence each stage.
Step 1: Identifying a Problem or Need
When a customer realises they have a problem or need, they begin to search for solutions. At this stage, product attributes help customers determine if a product is relevant to their situation. For example, someone looking for a new laptop may have specific requirements for screen size, processing power, and battery life.
Step 2: Searching for Information
As customers start researching potential products, they rely heavily on product attributes to compare options and narrow down their choices. They may read product descriptions, specifications, and customer reviews to gather information about key attributes like price, features, and performance.
Step 3: Comparing Options
With a list of potential products in hand, customers dive deeper into comparing product attributes to find the best fit for their needs and preferences. They may create a side-by-side comparison of specifications, read expert reviews, or seek out user opinions on specific attributes.
Step 4: Making a Purchase Decision
When it comes time to make a purchase, customers weigh the various product attributes against their priorities, budgets, and expectations. The presence or absence of certain attributes can be the deciding factor in whether a customer chooses one product over another.
Step 5: Post-Purchase Feedback
Even after a purchase is made, product attributes continue to shape the customer experience. If a product fails to live up to its promised attributes, customers may leave negative reviews or request a return. Conversely, products that exceed expectations in terms of attributes such as durability, performance, or user-friendliness can lead to positive word-of-mouth and brand loyalty.
Examples of Product Attributes
Name
The product name serves as a unique identifier, conveying information about the product’s function, style, or target audience. For example, “Nike Air Zoom Pegasus 38” suggests a running shoe with specific technology and version number.
Brand Name
The brand name represents the manufacturer or company behind the product, influencing perceptions of quality, prestige, and customer loyalty. Examples include Apple, Samsung, and Levi’s.
Stock Keeping Unit (SKU)
SKUs are unique codes used for inventory management and tracking. They often include information about the product’s attributes, such as size, colour, or style. An example SKU might be “TSHIRT-BLK-MED” for a medium-sized black t-shirt.
Size
Size attributes describe the physical dimensions or capacity of a product. This could be the length and width of a garment, the screen size of a television, or the storage capacity of a hard drive.
Colour
Colour is a visually distinguishing attribute that can influence a product’s appeal and suitability for different preferences or occasions. Many products come in a range of colour options to cater to diverse customer tastes.
Design
Design attributes encompass the aesthetic and functional elements of a product, such as its shape, style, or layout. For example, a piece of furniture may be described as having a “mid-century modern design” or a “space-saving folding design.”
Price
Price is a key attribute that directly impacts a product’s perceived value and affordability. It can be a deciding factor for budget-conscious shoppers or those comparing similar products.
Variants
Variants refer to the different versions or configurations of a product, often based on attributes like size, colour, or feature set. Offering multiple variants allows customers to choose the option that best suits their needs.
Material Composition
The materials used to manufacture a product can affect its durability, performance, and eco-friendliness. Customers may seek out products made from specific materials, such as organic cotton, stainless steel, or BPA-free plastic.
Marketing statements
Marketing statements are claims or slogans used to highlight a product’s key attributes or benefits. These may include phrases such as “longest-lasting battery” or “most advanced noise-cancelling technology.”
Lifestyle / in-context photographs
Lifestyle or in-context photographs show the product being used in real-life situations. These images help customers visualise how the product fits into their own lives and can showcase attributes like versatility or ease of use.
Video tutorials
Video tutorials provide visual demonstrations of a product’s features, setup process, or use cases. They can be particularly helpful for complex or technical products, making attributes more tangible and understandable.
Country of origin/manufacture
The country where a product is designed, manufactured, or assembled can be an important attribute for customers concerned with quality, labour practices, or environmental regulations. Some may prefer products made in certain countries or regions.
SEO components
SEO (Search Engine Optimisation) components are attributes or keywords that improve a product’s visibility and searchability online. These could include relevant terms like “wireless Bluetooth speaker” or “eco-friendly cleaning products.”
How Marketers Use Product Attributes?
For marketers, product attributes are a powerful tool for attracting and persuading target customers. By highlighting the attributes that matter most to their audience, marketers can create compelling product descriptions, advertisements, and promotional materials.
Some ways marketers leverage product attributes include:
- Emphasising unique or innovative features that set the product apart from competitors
- Using benefit-driven language to show how the product can improve customers’ lives
- Tailoring attribute focus to different customer segments or buyer personas
- Incorporating relevant attributes into SEO strategies to improve search visibility
- Showcasing attributes through engaging visuals, such as lifestyle photography or demo videos
To effectively use product attributes in marketing, it’s essential to understand the preferences, pain points, and priorities of the target audience. Marketers can gather this information through market research, customer surveys, and analysis of consumer trends.
Why Product Attributes Matter?
They Can Make or Break Online Sales
With the rise of online shopping, customers rely heavily on product attributes to make purchase decisions. Without the ability to physically examine a product, attributes like detailed descriptions, specifications, and high-quality images become the primary tools for assessing a product’s suitability.
If key attributes are missing, unclear, or inconsistent, customers may hesitate to make a purchase. Poor product information can lead to increased returns, negative reviews, and damage to a brand’s reputation.
They Influence Customer Decisions
Product attributes are a major factor in how customers evaluate and compare products. A 2020 report by Salsify found that 87% of consumers rate product content extremely or very important when deciding to buy.
Customers use attributes to assess whether a product meets their needs, preferences, and expectations. The presence or absence of certain attributes can be the deciding factor in choosing one product over another.
They Shape Brand Perception
The attributes used to describe and promote a product contribute to the overall perception of the brand. Consistently highlighting attributes that align with a brand’s values and identity helps build a strong, recognisable brand image.
For example, a fashion brand that emphasises attributes like sustainable materials and ethical manufacturing practices can cultivate a reputation for social responsibility and appeal to environmentally conscious consumers.
8 Tips to Create Product Attributes That Sell
1. Pay Attention to Customer Feedback
Regularly monitor customer reviews, questions, and feedback to identify the attributes that matter most to your target audience. Use this insight to optimise your product descriptions and prioritise the most impactful attributes.
2. Use Conjoint Analysis
Conjoint analysis is a market research technique that helps determine how customers value different attributes. By presenting customers with various product configurations and asking them to make trade-offs, you can quantify the importance of each attribute and optimise your product offerings.
3. Group Attributes Together
Organise attributes into logical categories, such as technical specifications, physical dimensions, or performance features. This makes it easier for customers to find and compare the information they need.
4. Set Clear Attribute Categories
Ensure attributes are consistently labelled and formatted across your product catalogue. Use standardised units of measurement, terminology, and data types to avoid confusion and maintain data integrity.
5. Focus on Category-Specific Attributes
Identify the attributes that are most relevant and important for each product category. For example, thread count is a key attribute for bedding, while megapixels are important for digital cameras. Prioritise these category-specific attributes in your product descriptions and filters.
6. Use Compound Attributes
Combine related attributes into a single, descriptive phrase to make product information more digestible. For example, instead of listing width, height, and depth separately, you could use a compound attribute like “Product Dimensions: 10″W x 15″H x 5″D.”
7. Limit Access to Certain Attributes
Set up attribute permissions to control who can view, edit, or approve changes to specific attributes. This helps maintain data accuracy and consistency, especially when working with multiple teams or suppliers.
8. Add a Comparison Tool to Your Product Page
Implement a product comparison feature that allows customers to select multiple products and view their attributes side-by-side. This makes it easier for customers to evaluate options and encourages them to stay on your site rather than navigating to a competitor.
Related Read: Customer Attrition: Meaning, Reasons & Prevention
Conclusion
In the world of e-commerce, product attributes are a critical component of success. They bridge the gap between a product and its potential customers, providing the information needed to make informed purchase decisions.
By understanding the different types of attributes, their impact on the customer journey, and best practices for implementation, businesses can create compelling product experiences that drive sales and customer satisfaction.
As e-commerce continues to evolve, the importance of product attributes will only continue to grow. Investing in robust attribute management, optimisation, and communication will be key to staying competitive and meeting the ever-changing needs of online shoppers.
Frequently Asked Questions (FAQs):
1. What are the product key attributes?
Product key attributes are the most important and distinguishing features of a product. They typically include price, quality, functionality, and design. These attributes have the greatest impact on customer decision-making and product performance.
2. What are the functional attributes of a product?
Functional attributes are the tangible, performance-related features of a product. These include things like technical specifications, materials, dimensions, and capabilities. Functional attributes directly impact how well a product serves its intended purpose.
3. What are the unique attributes of a product?
Unique attributes are characteristics that differentiate a product from its competitors. These could be innovative features, proprietary technologies, or distinctive design elements. Unique attributes help a product stand out in the market and can be a key selling point for customers.
4. Is price an attribute of a product?
Yes, price is considered an attribute of a product. It is a key factor in customer decision-making and can influence perceptions of quality, value, and prestige. Price is often used as a point of comparison between similar products and can be a deciding factor for budget-conscious shoppers.
