How manufacturer data affects online sales

The Internet has turned the world into one big online supermarket. Today, it is important not only to offer high-quality products, but also to make exact “digital copies” of them. The winners of this equation are those who provide accurate product data that is easy to read for the end customer – and faster than the competition. You can simplify and automate this process by using specialized Product Experience Management (PXM) services and platforms. Here are some practical tips for using them and getting the most out of them…

Errors in product dimensions

Sales do not begin until the item has arrived at the retailer’s warehouse. In order for your product to reach the shelves, it is important to provide the business partner with accurate information about the product: what it looks like, what size, how many units are in the packaging and on the pallet, is it there all the certificates etc.

Particular attention should be paid to dimensions. If the manufacturer gives incorrect information about the size of the goods, there may be a failure in the supply chain. For example, a packaging measurement error of at least 1 cm leads to the following results:

  • The product is no longer on the warehouse shelf (needs more space);
  • The number of trucks for transportation may vary depending on the size of the goods;
  • The manufacturer may not finish loading to the warehouse in time and the potential buyer may not purchase the desired product.

What to do :

Product dimension data should be checked while packing. For precise measurements, manufacturers can use, for example, the CubiScan device: it measures the curved surfaces of the goods using an IR ruler and automatically uploads the data to the system, thus preventing errors during unloading. is saved.

It will also be necessary to systematically and independently check the correctness of the information entered using PIM / PXM services: for example, the width of the product will not be entered instead of length, and height – instead of width. ,

More Data > High Conversions

Without the use of specialized software, the retailer’s catalog of products on the shelf would be very slow to load and errors could creep in in the content. After updating product data, the manufacturer should ensure that its business partners correct the details on their sites as soon as possible. Failure to do so will result in return of goods which will consequently affect the brand image.

Let’s take this scenario: A customer buys a cream that he has already used several times. The manufacturer changes the composition but forgets to send the updates to the retailer (or he hasn’t made sure the retailer has updated them). The buyer does not tolerate the components and is prone to allergic reactions after using the product. This situation can scare off future buyers due to not only negative reviews, but also legal action.

What to do :

It will be necessary to ensure that the information on the retailer’s shelf matches the information entered by the manufacturer in the product sheet of the system. Conversion is always driven by detailed marketing descriptions, high resolution photos, videos and certification. You should also indicate the characteristics of the product, such as composition, method of application, etc. The more information there is, the higher the conversion.

If we take the example of FMCG FMCG (cosmetics, food, household chemicals, medicines), you should make sure that the data on composition changes during configuration is always updated in a timely manner.

inconsistency of exemption

With price monitoring solutions, a manufacturer can track any changes in the price of their products. By changing the price without approval, the retailer may incur financial liability and indemnify the manufacturer for damages (if provided for in the contract).

What to do :

When setting up a content management service, update the list of all the online sites where your product is sold – old and new.

It would then be necessary to define norms for monitoring the prices of goods. For example, you can offer individual discounts during the last days of revaluation or after the end of special promotions.

negative feedback tracking

Some retailers remove negative reviews from their sites. They do this at the behest of manufacturers, who in return buy positive reviews. Some manufacturers buy positive reviews to increase the rating of their products and negative reviews to discredit their competitors’ products. If the estimates are too one-sided, the fraud will become apparent not only to the algorithm, but also to an inexperienced buyer. In addition, it is important for the manufacturer to assess the objective opinion of buyers.

What to do :

When setting up a review tracker, consider keywords (such as brand names), product ratings, and the list of sites where information about the product is posted. If the same advice is repeated on multiple sites, contact e-merchant: Elimination of bots is the responsibility of the administrators of the resources.

Finally, the criteria for configuring feedback monitoring are specific to each brand. The manufacturer must pre-install them and register them in the PXM service settings.

About the Author

Philip Denisov: CEO of Brandquad, a Franco-Russian startup specializing in data analysis in the retail and e-commerce sector.

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