E-commerce, Retail and Technology: product

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<span style="font-family: "arial" , "helvetica" , sans-serif;">Apart from <a href="http://ecommerceretailtechnology.blogspot.com/2016/04/ecommerce-product-data-feed-challenge.html%20Done" target="_blank">product data feeds</a>, <a href="http://ecommerceretailtechnology.blogspot.com/2016/04/ecommerce-product-photography-and.html" target="_blank">photos and videos</a>, the other major data challenge for retailers moving online is writing product descriptions.</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">The consumer is not in your store so you have to describe the item to them and answer all of their potential questions. </span></span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="http://1.shopifytrack.com/aff_c?offer_id=2&aff_id=7765&file_id=50" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" target="_blank"><img border="0" height="280" src="https://media.go2speed.org/brand/files/shopify/2/OnlineYellow336x280.png" width="336" /></a>There are a number of approaches. You can do it yourself, in which case these two articles can help. <a href="https://www.shopify.co.uk/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell" target="_blank">9 Simple Ways to Write Product Descriptions that sell</a> and <a href="https://blog.kissmetrics.com/product-descriptions-that-sell/" target="_blank">7 Simple Steps to Writing Product Descriptions that Sell</a>, so if you thought it was simple, then perhaps time to think again! </span></span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Like anything copy-writing is a skill that can be developed or bought / hired. A company like <a href="http://www.geekspeakcommerce.com/content/product-descriptions.php?gclid=CjwKEAjwlq24BRDMjdK7g8mD6BASJABBl8n3k-OM3k2ZMd_OBTxPmkd-RIWuEvB8sG5MipsR7rvorRoCyE7w_wcB" target="_blank">GeekSpeakCommerce </a>will optimize your eCommerce product descriptions for organic search and to retain the attention of both the casual browser and loyal customers.They work with large clients. At the other end of the scale you can hire an individual on <a href="https://www.fiverr.com/search/gigs?acmpl=1&utf8=%E2%9C%93&search_in=everywhere&source=top-bar&locale=en&query=product+description&page=1" target="_blank">Fiverr </a>to do so from £3.54. <a href="http://fashot.com/wp-content/uploads/2015/03/Rate-card.pdf" target="_blank">Fashot </a>offer a number of packages, from £0.07p per word, with 80-100 words per description to rates of £5.50 per description. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">So you can see that the effort required in creating product data, photos and videos and the the product descriptions you have a significant cost of goods sold to be covered in the sale. Ensuring that these costs are kept under control will be critical to profitability, although this has to be balanced with the fact, that short-cutting any of them will mean reduced or no sales.</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 22.08px; white-space: pre-wrap;">I am Mark Mandel and independent retail consultant. I have worked in Retail in the UK and Europe for 30 years, for fashion, grocery and hotel and leisure companies. These blogs represent my own personal views and not the views or systems of any particular company. If you want any help with getting product data, photos or product descriptions together then please get in touch </span><a href="https://twitter.com/Mark_A_Mandel" style="line-height: 22.08px; white-space: pre-wrap;" target="_blank">@Mark_A_Mandel</a><span style="line-height: 22.08px; white-space: pre-wrap;"> on Twitter.</span></span><br />
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eCommerce the challenge of writing winning product descriptions for retailers

Apart from product data feeds , photos and videos , the other major data challenge for retailers moving online is writing product descript...

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<span id="docs-internal-guid-a2665fe6-0499-315e-1930-5bc5bb5be766"><span style="vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Hi I am Mark Mandel and independent retail consultant. I have worked in Retail in the UK and Europe for 30 years, for companies such as Tesco, ASOS.com and Superdry. These blogs represent my own personal views and not the views or systems of any particular company. If you want any help with getting product data together then please get in touch <a href="https://twitter.com/Mark_A_Mandel" target="_blank">@Mark_A_Mandel</a> on Twitter.</span></span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"> As you start to move from retail bricks and mortar store to the online world. One of the first data challenges you are going to meet is creating a product data feed into your website, eBay, Amazon or other online sales channels.</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">This data feed must meet these quality criteria:</span></div>
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<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Complete - it must contain a description for every product you want to sell and for example it shouldn't contain products that are no longer on sale so you need to have deletion policy in place as well as a process for adding new products in time.</span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Accurate - all the details given to consumers must be correct. </span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;">Linked - it should contain links to other feeds such promotions, coupons etc.</span></li>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">This will be typically created daily. Although it sounds simple when you start to look at the elements involved, you can see that quickly this becomes quite a lot of work even for a small merchant with a few hundred items. </span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Here are the main items of a Products Feed Specification, this is based on Googles merchant feed. For different categories such as fashion, grocery or health & beauty additional attributes may be required.</span><br />
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<b style="font-family: arial, helvetica, sans-serif;">Data Feed Attributes</b><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><b><br /></b> country [country] - country item for sale in </span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">title [title] - Title of the item</span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">description [description] - Description of the item</span></div>
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product category [product category] - category of the item</div>
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product type [product_type] - sub category of the item</div>
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link [link] - URL directly linking to your item's page on your website</div>
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mobile link [mobile_link] - Mobile Landing Page URLs</div>
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image link [image_link] - URL of an image of the item</div>
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additional image link [additional_image_link] - Additional URLs of images of the item</div>
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condition [condition] - Condition or state of the item</div>
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availability [availability] - Availability status of the item</div>
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availability date [availability_date] - The day a pre-ordered product becomes available for delivery</div>
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price [price] - Price of the item</div>
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sale price [sale_price] - Advertised sale price of the item</div>
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sale price effective date [sale_price_effective_date] - Date range during which the item is on sale</div>
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Unique Product Identifier EAN[EAN] - barcode or EAN</div>
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mpn [mpn] - Manufacturer Part Number (MPN) of the item</div>
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brand [brand] - Brand of the item</div>
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item group id [item_group_id] - Shared identifier for all variants of the same product</div>
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colour [colour] - Colour of the item</div>
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gender [gender] - Gender of the item</div>
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age group [age_group] - Target age group of the item</div>
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material [material] - Material of the item</div>
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pattern [pattern] - Pattern/Graphic of the item</div>
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size [size] - Size of the item</div>
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size type [size_type] - Size type of the item</div>
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size system [size_system] - Size system of the item</div>
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shipping [shipping]</div>
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price [price]</div>
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shipping weight [shipping_weight] - Weight of the item for shipping</div>
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shipping label [shipping_label]</div>
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multipack [multipack] - Submit merchant-defined multipacks</div>
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is bundle [is_bundle] - Submit merchant-defined bundles</div>
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promotion id [promotion_id]</div>
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Even if this is created automatically, I would recommend that you have a person sense-check this before publication. Do you have for example checks that the price is > 1p? Sounds obvious but <a href="http://news.sky.com/story/1391548/glitch-causes-items-to-be-sold-on-amazon-for-1p" target="_blank">many sellers on Amazon were caught out when orders were sent out at 1p.</a> So publishing a product feed that doesn't meet those quality criteria can be very expensive in time, money and loss of customers. </div>
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<b>Fraud</b><br />
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As with anything you should think about is there an opportunity for fraud to occur. There is here as for example if an item is in short-supply and your staff want to buy it, they could deliberately misname it so that it is hard for genuine customers to find, then they could buy it for themselves. Not so much fraud, but not getting that hot product into your best customers hands will impact your business.<br />
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Of course, if they can send in multiple product feeds, they could also reduce the item price for a limited time, purchase the item, or get a friend to do so and the increase the price. Ask yourself this do you have checks and balances around price changes? As prices change so often, sometimes automatically, this may be something that is hard to do, but still something that needs a risk assessment and relevant controls.<br />
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Get in touch if you need help <a href="https://twitter.com/Mark_A_Mandel" style="line-height: 22.08px; white-space: pre-wrap;" target="_blank">@Mark_A_Mandel</a><span style="line-height: 22.08px; white-space: pre-wrap;"> </span></div>
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eCommerce product data feed the challenge for retailers and fraud concerns

Hi I am Mark Mandel and independent retail consultant. I have worked in Retail in the UK and Europe for 30 years, for companies such as Te...