13TH APRIL 2022
Why should you adopt a feed manager for your e-commerce project?
Our experience tells us that centralized feed management through a single tool has many different benefits:
Let’s take a step back to understand what can be the actual benefits of using a feed manager.
The functions of the main feed managers can be summarized as follows:
1. Importing different product data from several sources, such as PIM, e-commerce platforms, or other sources of information, such as Price Comparison tools
2. Attribute mapping and selection, and input data optimization and improvement
3. Distribution of an optimized feed for the different channels (Google Shopping, Amazon, Marketplaces, Social Media,…)
Through these tools, collecting product data from different sources becomes more agile and independent, with greater attribute integration and quick data optimization possibilities, according to the best practices of each channel.
By using personalized rules, product data optimization is potentially endless, since it integrates starting raw data or specific performance KPI imported from other platforms.
Moreover, with a feed manager, you can categorize products based on the e-commerce platform tag, or divide your catalog based on your business goals (profitability, roas, price competitiveness, …), by using custom variables.
In those projects where we followed the transition between “traditional” feed management to a feed manager, besides the operative optimization and new channel opening benefits, we observed a significant improvement in feed-based campaigns’ performance (Google Shopping, comparison websites, Amazon, …) in terms of revenue per sold products, and a media budget organization on these channels better aligned with the strategic business goals, by focusing, for instance, on goods category, profitability or strategic differentiation between different sales channels.
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