"5 tips for optimized data and inventory management"

• Know the requirements of the sales channels: Regardless of which channel you sell on, each of them has its specific content and visual requirements. An engaging content and high visibility that drive sales on Amazon may not be enough to get noticed on platforms like eBay or Google Shopping. This is because the platforms follow very different algorithms that prioritize certain information differently. If brand managers are aiming for higher rankings with an optimized product listing, they should create different offers that are precisely tailored to each targeted channel, also taking into account seasonal sales factors to avoid non-sales inventory. In doing so, it is important to continuously keep an eye on market changes with the help of market research and analysis.

• Focus on the core information and optimize visual content: One of the most important aspects of listing a product is to immediately draw the customer’s attention to the core information of the product offering. Images, videos, and specific product descriptions are essential for conveying a lasting impression of the product and thus increasing its relevance for the purchase decision. Impressive product images are a key factor that has a significant influence on the customer’s buying behavior.

„According to a survey, digital shoppers expect an average of about six images and three videos when looking at a product on Amazon or another retailer.“

Source: Salsify, „Product Experience Management Survey“

Each individual sales and marketing channel has different requirements for the format of images and other visual assets. The simultaneous output of such customized data in multi-channel sales is usually ensured by an integrated DAM system. It avoids media breaks and ensures consistent brand communication across the entire customer journey.

• Integrate keywords using organic methods: In order to achieve a high ranking in search engine results and to direct organic traffic to your own website or online store, detailed keyword research is recommended. A targeted evaluation of the research results according to search volumes makes it possible to adapt product titles and descriptions as well as visual assets so precisely that they are optimally read by the search engines. The long-term result is a significant competitive advantage in the findability of your own service offering. For more tips on how you can use a PIM system to improve your e-commerce SEO, click here.

• Adapt the content to the target group: Each platform or sales channel addresses different target groups. Brand managers are therefore encouraged to adapt their product presentation to the linguistic and technical specifications of the respective platform. This works primarily with relevant and target group-specific content, such as information on color selection, size specifications or product descriptions. In addition, real-time data and a behavioral analysis of the respective target group can be used to further adapt the company’s own product offering. PIM manages this data automatically and relieves employees, which increases productivity. 

„Nearly 70% of workers say the biggest opportunity of automation lies in reducing time wasted on repetitive work.“

Source: Smarthsheet, „How much time are you wasting on manual, repetitive tasks?“

• Customize product filters: Consistent results across marketplaces and comparison platforms require an elaborate taxonomy structure for each sales channel. The publication of content should accordingly follow a well thought-out plan to give customers the opportunity to precisely filter the product offerings. Find out which product filters customers expect when shopping online today in this article.