Enhanced Product Content (EPC) is a big deal.
Many brands and online retailers have mastered it. Others, hoping to jump into the mix—and capitalize on an ecommerce industry that has seen several sectors spike during the COVID-19 pandemic—have done so without a proper strategy.
EPC is no different than any other marketing tactic: you’ve got to do it right. No cutting corners. No “hoping.” The preparation is equally as important as the execution, but we’ve seen too many examples of businesses not taking the necessary time to nail it.
Spoiler alert: it doesn’t end well.