Launching a Product Configurator: The Importance of Marketing

A product configurator is a powerful tool that allows manufacturers to offer customized, configurable products to their customers, and it can be a valuable addition to any online store. However, simply launching a configurator on your website and expecting sales to increase is not a realistic approach. The truth is, many customers may not even know that the configurator exists, or they may not understand the full potential of what it can offer them.

In this article, we will be examining the key elements that should be on your "marketing bucket-list" when launching a new configurator. We will cover the essential steps for preparing, pre-launching, and post-launching a configurator, as well as discussing how to set both short-term and long-term plans for your product. Whether you're a startup looking to launch a configurator for the first time or a well-established business looking to refresh your approach, this article will provide valuable insights and actionable tips to help you achieve your goals.

The Fusion of Marketing and User Experience

One key way that marketing can contribute to this is by playing an active role in user testing and experimentation, both before and after the configurator is launched.

Before launch, the marketing team can work closely with the UX team to identify target customers and conduct usability testing. This involves having a group of representative users interact with the configurator’s clickable prototype and provide feedback on their experience. This feedback can then be used to improve the configurator's design and make it more user-friendly.

The marketing team can also help to create and distribute surveys to gather more information on customer's needs and preferences, which can help inform the design of the configurator. Additionally, by monitoring industry trends and gathering insights through market research, the marketing team can provide valuable input on the features and capabilities that customers are looking for in a configurator.

Marketing is a vital part of the product configurator launch and post-launch process, by collaborating with the UX team, and conducting user testing, surveys, and monitoring customer usage, the marketing team can ensure that the configurator is user-friendly and tailored to the needs of the target audience, ultimately leading to increased sales and customer satisfaction.

The Synergy of Marketing and Development

The successful launch and ongoing development of a product configurator can be greatly enhanced by incorporating marketing considerations during the implementation process. Prior to the implementation of the configurator, it is essential to conduct a thorough competitive research analysis. This research should be focused on analyzing the online presence and activities of competitors, with the goal of gaining valuable insight into their strengths and weaknesses. By reverse engineering their strategies, the information can be utilized to inform the development of the new configurator.

Incorporating features and functionality that will appeal to the target audience, as well as addressing any gaps in the competitors' marketing strategies, will help to ensure that the new configurator is designed for success and meets the needs of the target audience.

Unfortunately, many organizations still operate with a siloed approach, with product development and marketing being two completely separate entities. They are often unaware of each other's goals, methodologies, and key metrics. To overcome this, it is imperative to establish a dialogue between the two teams and to involve the marketing team from the very beginning of product development.

The marketing team should be responsible for collecting as much information as possible on customer needs, behaviors, triggers, expectations, pain points, and any other relevant data that can be used to inform the development of the product. They should also share this information with the rest of the organization in order to ensure that everyone is working with the same information.

It is also important to centralize data in one place, this allows for greater collaboration between the product and marketing teams, and ensures that both teams have access to data that they would not normally encounter.

Lastly, it is crucial to ponder promotional methods that can be integrated into the configurator's development. Specifically, if the marketing plan is established prior to the configurator's launch, features such as sharing configurations with friends or incorporating a gamification experience with rewards can be designed and developed to align with the marketing strategy.

The Importance of Data-Driven Marketing

It is essential for businesses to track and analyze the performance of the configurator in order to make informed decisions about their marketing strategy. Product analytics can provide valuable insights into customer preferences and behavior, which can then be used to tailor marketing and product offerings to better meet the needs of the target audience. By understanding the reasons behind abandoned transactions and identifying areas for improvement, businesses can streamline the shopping journey for customers.

Leveraging the data gathered from customer interactions with the configurator is key to unlocking the full potential of a product configurator. By collecting data on customer preferences and decision-making process, businesses can gain unprecedented visibility into customer behavior, which can then be used to make data-driven decisions and improve their overall return on investment (ROI).

One way that businesses can leverage this information is through remarketing and retargeting. For example, if a customer abandoned their transaction after configuring a product, a business can retarget them with ads for that specific product configuration. Similarly, if a customer frequently configures a certain type of product, a business can retarget them with ads for similar products. By using this data to create personalized advertisements, businesses can increase the likelihood that customers will return to complete their purchase.

Another way to leverage this information is through remarketing and retargeting through emails. For example, if a customer abandoned their transaction after configuring a product, a business can send them an email with a special offer for that specific product configuration, or recommendations for similar products or new arrivals. By using this data to create personalized email campaigns, businesses can increase the chances that customers will return to complete their purchase.

If you're looking to gain a deeper understanding of how configurator analytics can drive success for your business, I highly recommend checking out the article 'Product Configurator and Analytics: The Perfect Pair for Success'. This piece provides valuable insights and practical strategies for leveraging these tools to improve your company's performance.

The Fundamentals of Product Marketing

Another crucial aspect of marketing a product configurator is effectively communicating the benefits and unique features that the tool offers. This can be done through a variety of different marketing channels, such as social media, email, content marketing, and advertising. By highlighting how the configurator can make customers' lives easier and how it will enhance their purchasing experience, businesses can encourage more customers to use the tool, ultimately driving more engagement and increasing conversions.

A short-term marketing plan to promote the benefits of the configurator could include:

  • Creating social media posts that showcase the configurator in action, and highlighting its unique features.
  • Sending an email campaign to current customers, promoting the configurator, and offering them exclusive deals when using the configurator for the first time.
  • Creating a landing page on the company website with information about the configurator and a video demonstration of how it works.
  • Launching an advertising campaign on relevant platforms, targeting the company's target audience and promoting the configurator as a solution to their problems.

In the long-term, a plan could include:

  • Creating a content marketing strategy that centers around the configurator, including blog posts, infographics, and videos that provide information and tips on how to use the configurator to its full potential.
  • Developing a referral program to incentivize current customers to refer friends and family to use the configurator.
  • Creating a personalized email campaign that sends personalized product recommendations and discounts to customers based on their configurator activity, showing them the value that the configurator brings to them.
  • Working on case studies and testimonials from satisfied customers, highlighting the benefits and value that the configurator has brought to them, and using these stories to further promote the configurator.

Overall, highlighting the benefits and unique features of the configurator through a variety of different marketing channels is essential to encouraging more customers to use the tool and ultimately driving more sales. A short-term and long-term marketing plan that is tailored to the target audience can go a long way in creating awareness, interest and ultimately adoption of the configurator.

Salsita 3D Configurator: A Marketing Edge for Your Business

A product configurator can boost your DTC commerce or manufacturing business, but you need a tailored marketing strategy to increase awareness and drive sales. Our marketing team offers expert assistance, including consultation and comprehensive marketing plans, tailored to your business needs. We have in-depth knowledge of the configurator and work closely with our product, UX, development, and analytics teams to ensure the configurator and marketing strategy align with your target audience's needs.

If you have any further questions about Salsita 3D Configurator or would like to discuss this further, please don't hesitate to contact us.

About Salsita

Salsita Software is a web and mobile app agency specializing in compelling frontend experiences. We focus on eCommerce frontends including 3D product configurators.