Brands like Philips, HP, 3M, Whirlpool, and Tefal, start to understand the need for investing in their product content, so that they can use it not only on their own websites and internally, but also share it with all their channel partners. We receive on a regular basis manufacturer product content feed from brands with the question to integrate it. Although some feeds are better than others, we have never seen a perfectly standardized feed that can be fully utilized and meets all the needs of the e-commerce channel.
So, a great feed saves a brand and its channel partners a lot of time and frustration, reduces time to market for a new product dramatically. Also, provides a far more compelling shopping experience to potential buyers of a brand’s products.
Below, we give a checklist for the most common issues with a brand’s product content feed. If at least the required points are fully met, it will guarantee smooth product syndication, and boost a brand’s e-commerce sales.
We regularly get product feeds based on what is published on a brand’s website. It happens often that product identifiers are missing, and only generic model or product names are provided. This makes it very fuzzy to link a datasheet to actual products on the market. In general, all identifiers that are used to purchase a product by e-commerce companies should be included in a product feed:
The more, the better. Product identifiers are the “cornerstones” of any feed.
Need to have:
Nice to have:
One typical challenge is that manufacturers assign a lot of products to a generic rest category, like “accessories”. Therefore, it’s impossible to map products belonging to such an over-generic category, to the right categories as used on the websites of Amazon and other retailers. In addition, keep in mind that the category tree used in manufacturer content is assigned to the most detailed and exact categories possible.
Categorization: better too specific, than too generic.
For instance, use the most detailed categorization possible, as it results in a better match with the product categories of a syndicator like Icecat, and ensures the highest amount of products routed (mapped) to correct categories in the webshops of your e-commerce partners.
Too generic categorization leads to many “not categorized” or unmapped products, which in turn leads to sales prevention: “hiding” these products in webshops. I don’t think that that is the business intention of a brand’s product manager.
Don’t say: device accessoriesBut say: smartphone cases
Before you build your category tree, first look into those of your ecommerce partners
It’s surprising how sometimes manufacturers underestimate the importance of product images. Online product content starts with an image. Therefore, etailers demand high-resolution images as a customer’s first impression are based on it. So, please neglect this.
Manufacturers should deliver at least 1000×1000 px images. As for the images, the rule is similar to identifiers: the more, the better. In terms of image quality and quantity (different views/angles).
All webshops process the basic product data, and only advanced webshops process rich media assets. Therefore, providing all basic content, apart from product identifiers, categorization, and images, is important for success in e-commerce. Regarding basic product data we talk about the need to provide:
Nice-to-have
TIP: do not inlcuder specs in textual descriptions
Fully normalized specifications are so critical for automated processing in search filters, product selectors, and product comparison functions, that it’s important to look closer at what typically can go wrong here. Actually, I have never seen a manufacturer feed with perfectly normalized specs. This is hardly understandable as -and I want to repeat myself here- detailed and properly granulated specs result in good and accurate filters on etailers sites, which help buyers to find the right products easily.
Entering normalized specs, implies creating ONE normalized spec sheet for ALL languages at once
For example, leaflets, manuals, energy labels, diagrams. Everything that can enrich product content, improve decision-making processes, and thus the buying experience, should be available in the feed and for the channel partners.
Although it’s not always clear if videos and 3D demos improve conversion in the sales cycle, they at least attract attention and add an element of fun to shopping. Videos and 360 views are more and more demanded by etailers and comparison sites. Especially, if applications have a marketing function, rich media is in higher demand.
Manufacturers should be careful with formats and sizes when delivering such multimedia content in their feeds. Huge files of HQ video require lots of storage space and take lots of time for downloading. Therefore, choose wisely.
It is always good to have a “second opinion” on a selected product. And the third, along with the fourth opinions as well! In other words, by including expert or user product reviews in their feeds, manufacturers help buyers to make a choice. Manufacturers tend to select as well the awards that their products received, and tend to select the more positive review outcomes. This is okay, as long as outcomes are not manipulated.
There can be legal or strategic sensitivities regarding the online distribution of digital marketing assets. A brand may want to have the use of certain product content restricted, exclusive for Authorized Resellers. At the same time, copyrights laws, regulations, and jurisprudence, in Europe, the US, and other countries, are developing in the direction of creating a level playing field for e-commerce companies. Where re-use of copyrighted materials that are already published on the internet is not seen as a copyright infringement per se.
In short, we, therefore, advise having a basic content policy that takes care of free and open syndication of product data to any user. And, in the case of an exclusive distribution policy, a clear definition of which digital assets are exclusive for Authorized Resellers.
When delivering a feed, manufacturers should clearly define the following:
For automatic upload of product data to Icecat, one can also make use of Icecat’s push-API.
Please, contact Icecat for questions about this.
Read further: News, brands, datasheets, feed, product content
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