Etailers and brands have their own view of their products. They subsequently live in their own world regarding how they define the requirements for product data. Etailers want to sell as much as possible and therefore wants their complete catalog covered with compelling product data that helps buyers to make a sound purchase decision leading to as little returns as possible. Brands want their products to stand out and outsell their competitors.
Etailers want to provide their buyers with a satisfactory shopping experience across all categories and brands that they carry. It means that etailers want a full coverage of their portfolio by standardized product data-sheets with
Although it’s in the interest of brands to meet etailer requirements fully, it’s an ongoing challenge for most of them. Especially, if larger etailers or classical retailers going online. They start to require them to fill in their reseller-specific Excel spreadsheets, which implies retyping the same product data for every etailer separately in a slightly different format. This is when the pain starts.
Where etailers want uniformity, brands want their products to stand out from the competition. Historically, brands have fully controlled their marketing communication through PR, leaflets, advertising, and had restrictive policies regarding supporting the communications of retailers through retailer-specific magazines, brochures and advertising.
In the time of ecommerce, this divide can no longer be for brands that want to continue to be successful in the mass market.
All in all, brand owners want to provide potential buyers with compelling information to convert them into buyers, and therefore
It’s clear that there is sometimes a conflict of interest and sometimes a conflict of requirements, that can not always be solved through Product Information Management (PIM). But, in many cases, it can.
A PIM solution provider, such as Icecat, has learned to harmonize the, on first sight, conflicting requirements of etailers and brand owners.
As Product Content is King in e-commerce, the pressure to innovate and improve is reaching new heights every season. The pressure for successful brands and successful etailers to cooperate and make money together also has increased, now that traditional retailers are increasingly struggling to survive.
Read further: News, 3D, catalog, channel partners, coverage, data standardization, DRM, marketing text, PIM, product content, product data-sheet, product video
Founder and CEO of Icecat NV. Investor. Ph.D.
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