Wondering how to deliver content that drives sales and increases buyers’ time spent on a website? Want to be sure that your product catalogues are always up-to-date? If you are a Manufacturer or a Brand, you probably have already been concerned with a wide range of product data management challenges.
What a CSP is and Why You Should Consider Using one
A CSP (Content Service Provider) is a company aggregating, enhancing, and creating product catalogues with product descriptions, images, videos, and other rich media content. A CSP provides a cloud-based platform where the product content becomes available to retailers and distributors.
CSPs help to ensure that retailers and Marketplaces receive the most relevant and high-quality product descriptions. It is well known that consumers first get information online before going to the store. The more accurate the information is, the greater the chances it will trigger a buying decision. Also, accurate product descriptions dramatically reduce returns.
How Do CSPs Work
CSPs build a link between a brand or a manufacturer and its B2B customers: Marketplaces, Distributors, and all kinds of vendors. The content provider aggregates the product information into its repository, enriches it with the additional information, and shares it with their B2B customers. The CSP is responsible for keeping everything accurate and up-to-date.
After uploading the product data into the Content Provider’s repository, you (or CSP’s editorial team) are allowed to edit the brand characteristics as needed; manage their pictures, videos, and other files. Some CSPs also provide services in the field of product photography, videography which is especially important for start-up brands that need help to promote their product as quickly as possible and bring it to market.
There are CSPs that implement additional customized tools that tend to contribute to webshops' sales boost. Among these tools are so-called product finders, online advisors, tools for product comparisons, or even interactive product demonstrations in 360-degree mode.
Which CSP to Choose?
There are several types of content providers that slightly differ from each other in their capabilities. Here comes a big question to answer: which one of the existing CSPs would best suit your company?
To determine which one is more applicable to your business, you need to be conscious of your priorities and pain points. You should also ask yourself questions such as: how high is the rate of sales conversion of your products? How fast is the process of a new product’s entry into the market? How many verticals and product categories are there on your webshop? Are you in need of content editorial services?
CNet’s list of categories mainly includes Printers & Scanners, Displays & Projectors, Networking, Displays & Projectors, Applications & Games, Optical equipment & Cameras, Home & Kitchen Appliances, Office Products.
IceCat’s product catalog includes the following categories: Computers & Electronics, TVs & Monitors, Health & Beauty, Toys & Accessories, Pet Care, Fashion & Lifestyle, Domestic and Home Appliances, Baby & Children, Office supplies, Sporting and Entertainment goods.
Nielsen Brand Bank specializes in FMCG, proving its credibility working with global entities such as Unilever, P&G, Tesco, and many more. Consider they have a smaller database of 7,000 brands.
GFK Etilize provides standardized product data and operates globally with more than 56 markets served. This CSP has 20,4 m products in the catalog and 70,505 brands represented. Worldwide companies like Acer, Walmart, Best Buy, Ingram Micro have collaborated with GFK Etilize.
How to Distribute CSP Data to All Resellers With Gepard?
As there really is no one-size-fits-all content provider, companies need to figure out how to get automated imports for new and updated products from CSPs to retailers.
Generally, the most cost-effective option is to get content delivery processes automated with the help of a content syndication solution. Gepard platform makes all of the above-mentioned processes occur automatically. It regularly works as middleware between content providers and channel partners. Gepard Syndicator imports product data from content providers and then applies mappings for product categories between CSP and channel partner’s catalogue taxonomy. Then Syndicator delivers real-time updates of product data via REST API.
If you’re interested in knowing more about why companies like Amazon, GS1, HP, Dell, Rakuten, Elkjop, Lazada have chosen to work with Gepard, feel free to fill out the contact form here.