Article

Rakesh Kumar
Rakesh Kumar 29 April 2021

How PIM is Your One-Stop Destination to Showcase Products on Marketplaces

This article establishes how product information management (PIM) helps brands showcase rich, authoritative data and create influence on marketplaces. PIM not only helps brands cut through the clutter, but directly impacts customer acquisition, sales, and customer lifetime value (CLV).

An online marketplace is a digital platform where information regarding a product or service is exchanged between multiple parties. The objective is to streamline the processes of product discovery, evaluation, prospecting, and purchase in a lean business model.

But given the available opportunities in marketplaces today, it is interesting to note how many vendors and products are showcased on the customer's screen. For instance, Facebook Marketplace was being used by 800 million people in 70 different countries every month in 2018 while Amazon encases close to 9.6 million sellers who acquired 54% of paid units in the third quarter of 2020.

In such a multi-vendor ecosystem, ensuring that your product has a high success rate of getting noticed amongst thousands of variants depends on:

  • Creating a unique offer and displaying it strategically
  • Adhering to marketplace standards
  • Being responsive and always keeping catalogs and ads up to date
  • Expanding to new geographies with iterative experiments while practicing customer “emotionomics”

Across all these four mantras of marketplace success, one thing remains consistently critical – product information. It is required to showcase product features and benefits, and also display offers and promotions. It decides whether standard requirements are met. It even plays an important role in catalog management and communicating brand values.

It all Comes Down to Giving Your Shoppers the Best Data

Product data is crucial across all sales channels, but marketplaces top the list of platforms that need special attention to product description. Consider a product page on a marketplace website. It primarily comprises of details about the product, prices, discounts, feature specifications, technical specifications (if any), customer reviews, and related items.

Now, if an important attribute either goes missing from this page, is inconsistent with information displayed on other pages, or is simply incomplete, what would customers do apart from clicking goodbye and scooting to some other marketplace?

Product data not only helps customers in making informed decisions but also increases the chances of searchability in a marketplace. When you offer detailed product descriptions that include important information, they’re more likely to show up at the top of search filter results. Interestingly, almost all marketplaces have user guides that dictate product data feed compliance.

Product data is undeniably a force of action for marketplace sales and yet brands face challenges like heterogeneous data formats that obstruct entry into the ecosystem, data duplication between variants, and entanglement between multiple source files. As more and more enterprises make a move towards selling on marketplaces, it’s increasingly important to develop tools and competencies to govern third-party seller product data.

Why PIM’s the Best Fit

While it is obvious that product data was not designed specifically for marketplaces, nor were traditional product information management (PIM) systems, PIM has nevertheless become the most effective way of marketplace catalog management. PIM allows brands to standardize their product data formats to comply with regulations and enable quick syndication and onboarding. 

It presents you with comprehensive, accurate, and consumable data, thereby enabling the correct mapping and categorization of all product data. Even if you have your own brand website with different formats and structures, PIM empowers you to export product data files into any marketplace effortlessly. With its easy-to-use cross-functionalities, you can even combine or split product data to create new attributes.

Having clearly structured, labeled, and formatted product data, helps you flourish and thrive in the cut-throat competition of marketplaces –

  • Your product catalogs are enhanced with persuasive, SEO-friendly product descriptions that highlight unique value propositions
  • Your product information, including media files, is tailored to the context of each marketplace, be it Amazon, eBay, Rakuten, or any other platform
  • Your listings are enriched with unique product features and benefits to inform and entice shoppers
  • Your order management is supported with automated data recovery and streamlined workflows that govern internal processes
  • Your product categorization is accurate, and taxonomies are based on the product specifications and customers purchase behavior
  • Your product data has high-quality standards through proper attribute extraction and standardization across digital platforms

There’s more.

With PIM, you can boost your company’s credibility with structured information centralized on a single system with zero chances of inconsistency or inaccuracy that can be disseminated across various marketplaces.

This way, you have a single place to store product prices, images, SKUs, etc., and you can easily upload this information to various marketplace platforms with minimal effort. When implemented at full potential and scale, PIM can also support strategic vendor management and advertising in marketplaces for a better product experience, lower returns, and increased traffic and conversion.

Marketplaces Streamline Product Data Management!

Marketplaces are rapidly dominating the world of ecommerce accounting for almost 57% of global web sales (back in 2019). While the reasons for their popularity range from easy expansion of customer bases to cost-effective trials of new products, data plays a ubiquitously potent role in all of them.

On one hand, product data management can drive customer acquisition, increase sales, and increase customer lifetime value (CLV). On the other, if not maintained properly, product data can tarnish your reputation, hamper growth, and lead to customer loss.

So, having a robust product information management (PIM) solution with the power of clean, singular, and authoritative product data and analytics is a non-negotiable investment when it comes to succeeding in marketplaces.

The post originally published on ITProPortal

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
How to Encourage Customers to Post Photos about Your Brand

How to Encourage Customers to Post Photos about Your Brand

Visuals impact buyer behavior – there’s no doubt about it. But not just any visuals will have the impact you planned on your eCommerce marketing strategy. If the only images your customers see in relation to...

Luisana Cartay
Luisana Cartay 8 June 2016
Read more