Price errors, wrong data: 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 create exact “digital copies” of them. The winners of this equation are those who provide accurate product data that is easy for the end customer to read – and moreover faster than the competition. You can simplify and automate this process 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

A sale does not start until the item arrives at the retailer’s warehouse. In order for your product to reach the shelves, it is important to provide the trading partner with accurate information about the product: what it looks like, what size, how many units are in the packaging and on the pallet, does it have there of all certificates etc.

Particular attention should be paid to the dimensions. If the manufacturer incorrectly specifies information on the size of the goods, a failure can occur in the supply chain. For example, a packaging measurement error of at least 1 cm leads to these types of consequences:

  • The product is no longer on the warehouse shelf (more space is needed);
  • The number of trucks for transport may vary depending on the size of the goods;
  • The manufacturer cannot finish loading into the warehouse in time and a potential buyer cannot buy the desired product.

What to do :

Product dimension data should be checked when packing. For precise measurements, the manufacturer 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 avoiding errors during unloading .

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

More data > higher conversion

Without the use of specialized software, a retailer’s list of products on the shelves will be very slow to load and errors can creep into the content. After updating the product data, the manufacturer should ensure that its business partners correct the description on their sites as soon as possible. Failure to do so will result in return of goods which will result in brand image impact.

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 has not ensured that the retailer has updated them). The buyer does not tolerate the components and after using the product suffers from an allergic reaction. This situation can lead not only to scaring away future buyers due to negative reviews, but also to legal action.

What to do :

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

If we take the example of FMCG FMCG (cosmetics, food products, household chemicals, drugs), you should ensure that data on composition changes are always updated in a timely manner during the configuration.

Inconsistency of discounts

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

What to do :

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

It will then be necessary to define the criteria for monitoring the prices of the goods. For example, you can make separate discounts during the revaluation of the last days or after the expiration of special promotions.

Negative Feedback Tracking

Some retailers remove negative reviews from their sites. They do this at the behest of producers, who, in turn, 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 cheating will become obvious not only to the algorithms, 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 (e.g. brand names), product ratings, and a list of sites where information about the product is posted. If the same advice is repeated on several sites, contact the e-merchant: the 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.

Philipp Denisov: CEO of the Franco-Russian startup Brandquad specializing in data analytics in the retail and e-commerce sector.