A Better Way for Brands to Handle Retail Content, Part 3: Tips & Tricks to Get Visibility

Amazing news, your product information is configured and now reaching all your retail destinations economically and with minimal errors. You’re done, right?

Unfortunately not. As any seasoned brand well understands, product data isn’t a”set it and forget it” a part of your e-commerce enterprise. Retail destinations are ever-changing their needs, while manufacturers should also adjust inventory to meet evolving customer demands.

At exactly the exact same time, visibility is becoming more and more challenging across every website — a trend only accelerated by the COVID-19 pandemic. According to a poll we conducted in August of 2020, 45 percent of US consumers are spending more time on Amazon than they were prior to the pandemic and 35 percent of customers are spending more time on other retail sites like eBay, Target and Walmart. More online shoppers imply more brands, more goods and more powerful competition for prime positions on the electronic shelf.

To succeed in the crowded e-commerce area, you will need to have a consistent and proactive approach to keep your product data. Neglecting your data rather than optimizing it for optimum visibility could affect your sales, in addition to strain your relationships with your retail partners. Many retailers really reward sellers with optimized and improved content by providing those products added visibility.

So how do you consistently optimize your articles to boost visibility for your brand? Below, we summarize five proven tactics.

5 Tips to Obtain More Visibility on Retailer Websites

1. Think about the customer journey

Advertisers frequently base their product information requirements on what their customers look for when considering purchases on these sites. This standards will continue to evolve, so those requirements will obviously change often. It’s important that you understand what the requirements are for each station and evaluate the client journey for that particular channel. This way, you can create a committed optimization strategy for every channel and make sure your product data is improved accordingly.

2. Take inventory of your stock

Before consolidating your product information, you must first conduct a detailed audit of your product stock. You will want to develop an understanding of where your product information lives within your internal systems, assess how much information you’ve got and learn where the gaps lie in comparison to the requirements of every individual station.

And do not stop there. Getting in the habit of regularly auditing your merchandise inventory against the demands of retailers are able to help keep you on top of changes and enhance your performance.

Sources:

https://marketplace.magento.com/connectpos-m2-rest-api.html

https://www.bigcommerce.com/apps/connectpos/

https://apps.shopify.com/connectpos

https://www.lipservice911.com/

3. Consistency is key

Data compliance is crucial to products appearing on retail sites, but consistency helps also. If you structure your entire product catalogue data consistently across each station, you will be able to better identify missing information and find out what is keeping certain products from showing up. Moreover, it provides the curious consumers a constant journey and can increase trust in your brand.

4. It pays to be an overachiever

You don’t need to stick to only the necessary data points. Optimize your merchandise data by providing more details. That usually means filling out the optional and recommended data fields as you would for required ones.

5. Optimize product information according to the station

Titles, descriptions and a number of other standard data points are required by the majority of retailers. But that does not mean that you want to present exactly the same data. Have a peek at merchandise listings on that retail station for a consumer. What sticks out? What is highlighted in that design? How do you optimize your product data according to this station?

Below is an illustration of the identical product on two distinct channels. The highlighted regions (in green and orange ) show the difference in both name and description.