Creating the perfect data feed can be a complex, time consuming process and no two retailers have the same challenges. Luckily, our data experts are able to create perfect, fully optimised data feeds which contain all the product attributes needed to represent products across all online channels. Here’s five of the many ways in which you can enrich, enhance and normalise product data to ensure consumer relevancy.
Google's secretive 'Phantom 2' algorithmic update has seen sites with high-quality content favoured, illustrating the importance for retailers creating optimised, quality & accurate product information.
Optimising your product data is one thing, ensuring it remains up to date and optimised is another. Retailers should update their product data feeds at least daily to ensure accuracy.
The internet has facilitated more rapid international expansion for many. However, as retailers break into new markets it is important that they fully localise their product data to set themselves up for success.
Google is currently in the process of testing a new and quite unusual Product Listing Ad (Shopping Ad), unusual in that it is the largest ad that has ever been seen in their search results.
Ensuring valid, product-level landing pages may seem like obvious advice but you would be surprised at how many retailers have broken links in their product feed, where the product or page no longer exists.
Including accurate stock levels within the product feed (or having a secondary data feed for such information) allows consumers to only view those products which they are actually able to purchase, managing their expectations from initial product search to purchase.
In recent years it has become extremely easy to embed imagery in product feeds. Despite this, a surprising number of retailers still fail to maximise the potential of effective imagery.
Google has setup a digital task force to give training to high street retailers as part of a wider Government-backed initiative.
Consumers often search and compare products by unique identifiers such as EAN’s, MPN’s and UPC’s, thus it is vital to include these if they exist. Failing to feature these will give your competitors an advantage and may even prevent your items appearing on certain partners, in certain countries. The inclusion of unique product identifiers is most crucial for branded and hard goods such as electronics / appliances, which are regularly compared via price comparison sites.
Retailers of older/ custom goods that don’t have a unique product identifiers can use the “identifier exists” attribute to inform certain partners (such as Google).