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Alexandra Gladchenko
Content Marketing Manager at Gepard
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product data product information management

Product Сatalog Management Tool: The Power Of Automation

4 min read
August 28, 2019

Leading eCommerce players more and more often choose to run their data processes with a catalog management tool that offers an automated approach. If you fancy figuring out how you can benefit from this eCommerce trend and get some valuable tips on how to choose catalog management software, let’s go. 

What Is a Catalog Management?

A product catalog management tool is special software that automatically collects and organizes product information into a single digital catalog. You and your team can smoothly maintain and update the catalog, while your customers can easily get the product information they need, which will accelerate the purchase and bring many other benefits to your business. 

The state-of-the-art catalog management solutions do not let you drown in a vast ocean of information. This software enables you to quickly react to the ever-growing demands of modern buyers, create unique up-to-date product information, and always stay competitive.

What Is a Product Catalog? 

Product Catalog is a set of information about a product, like SKU, product description (name, price, colour, dimensions, benefits, category, sub-category), and all the possible items’ attributes as well as keywords for better SEO. Moreover, it is about having quality pictures and videos, in all possible angles, with an ability to rotate, zoom, and see how it would look/feel like for a customer to already have an item.

So What Is Catalog Management at All?

Let me put it in simple words. It is a process that helps to manage the quality of all your product listings throughout the multiple sales channels and be shaped to specific buyers’ formats. Generally, it complies with organization, standardization, and publication of the product data across sales channels. And it can be hosted either by a supplier or a buyer.

Let’s say you are a multichannel online retailer. You have various digital points of sales: from branded sites to such huge monster marketplaces as Amazon, eBay, and some small newcomers like Shopify, etc. The thing is, each of them would demand different formats of product descriptions. Here’s where the challenge pops up. Either you’re a small business or a considerable b2b.

End buyer – which is your main target – expects high-quality rich content about a product and a personalized experience. Therefore, you need to be maximally responsive to the urges of an online shopper, otherwise, he would go with your competitors’ flow. People shop online 24/7. And according to Statista, the number of online purchases of both goods and services would reach 2.14 billion just in a few years. Pretty stable increase to think of investment, right?

Which Basic Features Are Covered by the Average Catalog Management Tool? 

Here are a few things that the product catalog management tool deals with:

  • Creation and editing of product images, information, and multimedia;
  • Product data storage (descriptions, prices, delivery time, units of measure, supplier, product filter, etc.);
  • Adjusting languages and locations; 
  • Automatically prices updates, and other necessary corrections;
  • Integration with social channels;
  • Competitors’ pricing/stock comparison;

You get an automated online service of catalog content management, which would save your expenses, time and eliminate the chances of your potential buyer being misinformed.

Gepard Case Study About Data Management

 

 

Outlining Common Challenges of Product Catalogues 

If catalog management process flow still seems like a piece of cake for you, let’s have a look at a few challenges you might face working with it.

Being consistent across various sales channels. 

On the one hand, it became easier for consumers to get the product information they need. On the other hand, it gets harder for retailers to keep the data updated and correct across multiple marketplaces and e-shops. Mapping product info becomes a huge challenge.

Launching products on time.

Transferring a product from offline to online mode could be a big-time consumer. For most retailers, it could be 1 to 2 months. But such giants as Alibaba or Amazon would not forgive even an extra day delay.

Adjusting product catalogs to different marketplaces.

As we have mentioned before, various marketplaces have their own specifications, which makes it a decent challenge to adjust each listing point to them.

Miscategorization and product discovery issue.

If the product is categorized differently across various channels, it’s hard to keep track of the possible mistakes in descriptions. And it makes it hard to find products over various digital marketplaces if you don’t have an automated catalog. Moreover, you risk losing customer’s loyalty. Say a shopper is looking for a silver gaming Intel-Core i5 4GB laptop, and in a search, it appears as a grey laptop. Fiasco. The closer description would be to the one a consumer is searching – the more chances he’d find exactly your product. Miscategorization and inaccuracy in the description can cost you up to 14% of the site’s earnings.

An Automated Syndication System Helps Running Smooth eCommerce Sales

Poor quality data can cost you a reputation. To make catalogs consistent, standardize tags, and stay on track you thought of implementing automated service catalog management.  And here you might come across the Gepard Syndication Platform, which connects you to one or more catalog providers, extracts the data you need (photos, specifications, parameters, and more), restructures, and adapts it to your website and different online stores and marketplaces.

What Challenges Can You Solve With Gepard? 

  • Transformation of product information
  • Data aggregation from multiple sources 
  • Data distribution to multiple sources 

Is it worth automating the process of managing product catalogs? The answer would be yes if you want to stay ahead of competitors and associate with quality. So make sure you get fresh and updated content of products, precise and full descriptions, accurate info all over the sales channels. Contact us and we`ll share our experience with you.

How To Automate Product Catalog Solution

Alexandra Gladchenko
Content Marketing Manager at Gepard

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