Are you an e-retailer? In order to benefit from optimum visibility on market places and other price comparison websites, you need to distribute your product catalogue across multiple channels. But to do this, you must know some basic rules of product feed management.

Adapt one’s product flows to the communication supports

A good product data management means adapting to the format required by the distribution channel. Hence, each network lays down its own rules, but one usually finds the same information across all networks (product name, price, delivery conditions, etc.). Working with multiple channels may require creating and managing multiple feeds.

Update one’s product feed

A product flow is not a permanent structure – it changes, evolves, adapts to your trading needs (promotion, changes in delivery conditions, etc.) or your sales results. This is why it is crucial to regularly update one’s product catalogue – at least once a month – if not several times a day.

Optimize one’s product flow

To manage one’s product feed properly is to optimize it. On the one hand, by using the communication channels’ attributes, which allow you to specify your product’s characteristics thus improving its visibility and understanding. On the other hand, by controlling your data: you can highlight or withdraw products according to personalized parameters (number of clicks, acquisition costs, ROI, etc.).

Adopting a product feed manager

Because these tips can often be difficult to apply, you can entrust your product data feed management to a product flow manager. It will know how to tackle the management and the distribution of your product catalogues according to your requirements and those of the targeted communication supports.


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