LEGO’s product data health is the best among key toys brands. However, for all toy brands there is still a lot to improve. For example, LEGO has most product downloads, but its data health score is still only 44%. Just slightly better than the scores of Hasbro (39%), Playmobil (38%) and Mattel (33%). The score depends on the completeness of the brand’s product data-sheets. Completeness is defined in terms of mandatory specs, marketing texts, product images, videos, animations, PDFs, X-sell and enhanced product stories. In general, more complete product data-sheets are appreciated by retailers and helpful for consumers to make better buying decisions.
Of the four compared toys brands, Hasbro has the most retail platforms connected (146). Further, it has its products covering a wider variety of categories (76). On the other hand, LEGO has the highest average review score (84.2%), most active products (20,884) and most product data-sheet downloads (8.8 million) over the past 90 days.
Why does data health matter? Because it’s researched that LEGO’s conversion rates benefit from better product content. In another study for Disney, the same was found. Similar observations are made about adding relevant product reviews during a consumer’s buying journey.
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