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We all know the “e” in eCommerce stands for “electronic,” but the word “easy” would make sense too. It should be easy for consumers to find the products they covet. They also want an easy way to discover the best deals. For the brands, meanwhile, an easier approach to addressing those needs allows you to grow. The business case for data feed management, therefore, is a pretty easy one to make.

Despite the ongoing concerns about the state of the global economy, for example, recent data suggests consumer spending online shows no signs of slowing down. In the U.S. alone there was a more than 10% increase in eCommerce activity totalling US$72 billion in October. Some categories are seeing buying activity skyrocket, such as a 142% jump in outerwear apparel.

According to other research, however, the surge in eCommerce sales comes with new challenges. These not only include supply chain woes but the cost to acquire and keep customers. That may be because brands have to balance providing the best products at the best price while ensuring they show up in all the myriad channels their target customers might be browsing.

Data feed management technology speaks directly to these eCommerce hurdles, and is the best way to begin overcoming them.

What is data feed management

By facilitating the distribution and management of product listings, data feed management helps online sellers transform everything from how they monitor their inventory to the level of personalized advertising they can bring to their customer experience.

The best data feed management platform should not only allow you to populate all the necessary digital channels with your product listings, but also to synchronize it in order to ease the process of updating or making changes to it.

Benefits of data feed optimization

Why is data optimization important? Because you never get a second chance to make a first impression – including the impression you make with a digital ad.

When consumers type a search into Google, for instance, they may only spend a few seconds deciding whether the ad that comes up in response is worth a click. The quality of the elements that make up that ad – the title, the description, the price, the category and the availability are just some of the factors that will convince them to buy from you, one way or the other.

Providing that data can vary significantly from one digital channel to the next. This can mean considerable work for those behind the scenes to tailor product feeds for every affiliate network, marketplace, or comparison sites available to them.

How product data feeds can help

Optimizing product data feeds puts you in a position to sell anywhere your customers are searching for their next purchase. Instead of worrying about the unique requirements for each channel, data feed management allows you to focus on creating ads that are more creative and compelling to entice a greater number of purchases.

Creating product data feeds can also avoid manually exporting your product catalog and creating a disconnect between the products customers want and what you actually have in stock. The greater consumers’ confidence in the accuracy of your listings, the more likely they will reward you with repeat business.

Product feed management tools for better listings

Listing your products across a variety of digital channels is a way of ensuring you’ve left no stone unturned. While Amazon accounts for an estimated 40% of eCommerce activity, for example, that leaves a significant percentage of other channels and marketplaces where opportunities abound. This is especially true for luxury brands that want to take an international approach in marketing to the most discerning, high net worth consumers.

Besides marketplaces, connecting to your total addressable market could mean pursuing social commerce on channels such as Facebook, Instagram or TikTok. Review sites and price comparison sites are another important touchpoint to consider.

Why choose Highstreet as your data feed solution provider

Creating the perfect ads to match users’ intent and deliver the right information becomes faster and easier with the right solutions in place. First, automation takes away the manual efforts that are both time-consuming and prone to human error. Secondly, synchronizing your listings with multiple channels at once allows you and your team to focus on analyzing the performance of your marketing campaigns to drive better results.

Hightstreet.io’s product feed management solution was designed with these needs in mind. That’s why we offer effective and efficient backend synchronizations with the most popular eCommerce platforms. This includes Salesforce Commerce Cloud, IBM WCX, Magento, Shopify and Oracle.

Once you’ve gotten set up, you’ll discover how to manage disparate data objects such as product data, inventory data, prices, orders, stores and promotions. This kind of granularity will bring greater precision to your efforts to connect your customers to the right information.

By linking your feeds with Google Analytics’ key performance indicators, meanwhile, Highsteet.io can enrich feeds based on product performance. These feeds are based on real-time data, using application programming interfaces (APIs) in both data sources and output feeds.

The true power of Highstreet.io’s product feed management solutions also come through optimizations based on artificial intelligence (AI), with automated keywords extractions and category mappings. You can block the delivery of a feed based upon certain conditions and receive customized alerts as part of your monitoring extensions.

Of course, getting started with product feeds successfully depends on having a partner who’s ready to work with you. Highstreet.io provides simplified business process management (BPM) support to handle a variety of feed sequences and conditional behavior, and leverage scripting techniques to assist with any use cases.

Reach out to us to schedule a call with our team and find out how easy it can be to promote your products successfully.