A quest for brand: how to transfer the product description to the marketplace

November 15, 2019
5 min read

The launch of a new product online is often extended over six months. Collecting information, generating content, and transmitting product data to retailers' websites or marketing platforms – all this takes time. Daniel Matveev, the operating director of Brandquad, shares insights on how to reduce the listing of new goods online by three times or more.

By 2022, more than 65% of online purchases in the world are going to come from marketplace web pages, analysts at Forrester Research predict. This trend is confirmed by Russian realities: the audience of the Wildberries.ru is 80 million people, Ozon.ru – 60 million (according to SimilarWeb).

However, working with marketing platforms is not always easy: the transfer of the necessary data about goods takes not a couple of clicks but is a full quest, which sometimes takes months. Let's figure out what can go wrong when listing new goods and what can be done about it.

I see the target, I see no obstacles

Marketplaces request a huge amount of information from sellers: a specification (a document that describes delivery and is most often Excel tables), photos of the items, descriptions of the products, an exact date of shipment, etc. Different types of information are usually stored in different departments of the company – something in the marketers’ department, other information in the logistics department or in the financial department. Only truly go-getting people are capable of collecting all the necessary information piece by piece.

What to do? Put in charge of listing a person who will be able to obtain all the necessary information without getting exhausted on the way to the targets. Or use technologies, for example, beauty-retailer Faces, our client, accelerated the listing process by 6-7 times – from 8 months to 4 weeks thanks to the use of the PIM system.

There is a nuance

All marketing platforms have a set of recommendations about the design of product descriptions (format and length of the title, specifics of photo selection, the details of marking lists, etc.). Following the recommendations is a prerequisite for working with the platform, as this will affect the algorithms of search robots in the future.

What to do? The document with requirements is mandatory for meticulous study, but do not forget about the principle of "exploratory attack": look at how cards are issued for goods that are already on the marketing platform and which are in the top 10 search results. This will allow you to develop your own practical set of recommendations to improve your collaboration.

Or again, use IT solutions. For example, Maxxium Russia introduced a PIM system that allowed to fully automate the processes of placing goods into popular marketing platforms taking into account their recommendations and requirements.

Not Only Tables

Almost all marketing platforms receive information from suppliers and distributors of goods in the form of Excel tables, then process them either manually or using spiders or scripts, and then transfer the collected information to the cards on the web page.

At the same time, working with Excel is not ideal: there is always a possibility of mistakes in formulas, necessary lines being accidentally hidden, etc. Since work with tables is often done by people, the human factor cannot be excluded. This may lead to the marketplace refusing to accept the goods to the web page on the one hand, and still, there will be some employees making mistakes.

As a consequence, every second item card contains an inaccuracy or typographical error if the listing is carried out manually. For example, our partner, the manufacturer of IQOS, had been selling its products twice cheaper than was planned for a whole week due to the mistake made by an employee.

What to do? Replace employee labor with smart algorithms. In addition to avoiding unfortunate mistakes, you will get a reduction in the term of listing new goods from 6-8 months to a maximum of 1 month.

Photo credits: Benjamin Elliott / Unsplash