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Maryna Postrelko
Written by
Maryna Postrelko
Marketing Manager at Gepard
CONTENTS

Retailers’ Taxonomy Comparison: Toys Market

5 min read
December 15, 2020

To be successful in the eCommerce era you need to build your sales strategy and adapt to the variety of trade channels. Each marketplace or retailer has its unique data structure, taxonomy, and product specification sheets to be filled in. In our research, we have focused on Alibaba, AliExpress, Amazon, and BestBuy. Let’s review the differences between the world’s top retailers’ taxonomies on the Toys vertical example.

Generally, all of them have a rather similar user interface and logical catalog structure, however, their content varies from one marketplace to another. Even the slightest changes in the retailer’s taxonomy require from the brands a long time-consuming work to adjust their product data information to a new channel to go live.

For your convenience, we have created a comparative table of leading retailers’ taxonomies. It is better to be fully aware of the requirements before planning to enter a new sales channel.

What Are The Main Differences Between Retailers’ Taxonomy

Comparison Table Of Toys Retailers Taxonomy

Master Data Feed Recommendations

The required amount of product data information depends on the marketplace. Whenever it seems that retailers have minimal differences in their taxonomies, indeed even one minor gap in the product data sheets leads to hours of manual work. Moreover, we advise you to prepare as much extended product data as you can. Neglecting or filling some fields with poor information will definitely increase the product returns rate.

Basic Product Data

MPN. MPN – is an identifier of the product. Customers can identify the product by it. Therefore, it is a must-have option to fill in.

GTIN. GTIN – is an international article number that is unique for every product. When MPN is absent, customers can identify the product and product MPN by it.

Model Name. Name of the product. It helps to search for the required product model.

Product Images. Images help to understand the basic appearance of the product (sometimes manufacturers provide lifestyle pictures of the product, annotated images, and 360 reviews, so the customer can better realize the product idea).

Executive Summary. All listed fields in this block should be present for simplification of required product search and product identification. The best presentation of this category is at BestBuy.

Marketing Messaging

Short Marketing Description. A few main product features help to understand the product’s general idea. It refers to the theme of the product, age group, the number of pieces, etc. Sometimes short marketing description may contain the model name.

Marketing Texts. A few sentences about the product in a more expanded form help to attract the customer’s attention.

Warranty Notes. This field is for product warranty information. We recommend always fill in this space as it increases the level of customers’ trust in the product.

Executive Summary. Text fields of product information to familiarize with the product and get more information about product features and functions. Best buy provides the fullest and most accurate description.

Rich Content

Reasons-to-Buy. This part increases the Marketing Messaging block efficiency by the more detailed description of the product’s parts.

Bullet Points. This part highlights the product benefits and adds more visual contrast.

Product Story. Product page which developed similarly to the official product page, based on content user requirements.

Videos. Product videos act as a support to the product description so that the user can look at the product in action, in use, or 360 views. It is highly recommended to use it.

Leaflets/Guides/Manuals. Product instructions help to get knowledge about product exploitation, service, and usage warnings. The leaflet is a summary of product information in PDF format which is also useful for customers.

Executive Summary. The goal of this part is to increase the volume of the product data and provide detailed information about the current product. Amazon and Best Buy provide the best product rich content, but it can be improved by adding manuals, user guides, leaflets.

Product specifications

Age group. Product specification should contain the feature of Age group for understanding the target group age of the product.

Materials. If it is possible, markets should provide which materials have been used in product manufacturing (someone can have an allergy to certain materials).

Hazardous Materials. Toy specification should contain this feature, at least in Yes/ No format.

Product Dimensions. While giving the dimensions you should submit data according to particular country metrical system peculiarities (USA/British system. Cm, mm, or inches, etc.).

Package Dimensions. It is logistical data that affects the cost of product delivery. Pay attention to the metrical system peculiarities per each country.

Product Weight. Pay attention to the metrical system peculiarities per each country.

Package Weight. It is logistical data that affects the cost of product delivery. Pay attention to the metrical system peculiarities per each country.

Product Сolour. Customer devices may not accurately represent the colors of the product photo, so this feature should be described in a very precise way.

Warnings. This part is about the warning recommendations that may be represented as a text value (e.g. Not for children under x months/years, small pieces, sharp pieces, only with parents using, etc.)

Batteries Required. Can be represented by Yes/ No value, but if batteries are required – the specification should contain fields for required batteries size and quantity.

Theme. The theme can be Marvel, DC, Star Wars, etc.

Gender. Describe for which kid gender the toy will be more interesting (Boy, Girl, Boy/Girl). It helps unaware shoppers to take their buying decision.

Number of Pieces. Required feature, so the customer can understand the complexity of assembling the model; the more parts – the more difficult it to assemble the toy.

Executive Summary. At least all mentioned specifications should be filled. Best Buy provides the most accurate specification, but it can be improved by adding missing product information categories that are listed in the table.

Related products/Upsells

Product name. Helps to identify Related/Analogue product theme and name.

Image. Helps to understand Related/Analogue product appearance.

Executive Summary. This block is used for alternative or additional customer choices. It can also encourage your customers to make an impulse purchase.

Automate Product Data Delivery to Various Sales Channels With Gepard

If you want to succeed with building a successful eCommerce strategy that drives sales and provides the perfect customer experience to your clients, you need to simplify your work with product data.

Gepard sets up custom API connections with your sales channels and sends product content automatically adapted to their format. Speed up product and pricing data delivery to your eCommerce channels and decrease operational costs.

Using Gepard PIM & Syndicator solution, you can reduce manual work and improve operational efficiency by 75%. Make the content creation more productive and spend time on things that matter. Say “No” to chaos with spreadsheets and copypasting.

Ask us how to start selling products omnichannel and decrease day-to-day routine. Fill in the form here.

How To Automate Product Data Delivery

Maryna Postrelko
Written by Maryna Postrelko
Marketing Manager at Gepard
A passionate professional with solid expertise in Content Marketing, External Communications, Email Marketing, and Social Media. Marketing Manager at Gepard, the product information management & syndication platform, helping to centralize diverse product data and deliver complying content to sales channels.

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