In this article we are introducing to the reader new rules imposed by Ecommerce in this new technological era, but also the issues your company could face in reference to this new ecommerce age
In recent years, online Commerce is acquiring great importance in the growth strategies of companies and this fact is a big challenge for brands to manage their online sales channels as ecommerce does not follow the rules of the offline world. This fact causes Category Management to get uncontrolled quite easily. The difficulty of accessing the information in order to manage the distribution and sale of our products.
Nowadays thousands of retailers, plus new ones appearing every day, control the sale of our product. They decide whether to sell the product, replenish its stock and choose the assortment depending on the target: managing poorly your portfolio.
Most retailers use dynamic pricing systems to assign a price to their products. Thus, the price varies constantly and becomes nearly unpredictable. Moreover, shoppers have access to offers of the same product at different prices. And the easy comparison with competitors’ discounts generates an escalation of promotions that ruin margins.
The share of shelf now depends mainly on search results, that is, how often our products appear on the first page of the most popular search keyword sets. And this dramatically varies with the search algorithms that the retailers use. This ranking problem may artificially prioritize products of their own brands, or of certain sponsors, or simply be poorly developed.
To sum up:
The content included in the product pages is defined by retailers and often does not respect the manufacturer’s guidelines: poor descriptions, low quality product images or reviews spread all over the web. This deteriorates our brand awareness, SEO, conversion and customer engagement.
To sum up, manufacturers need to gain control over their online retailers by collecting data in all their meaningful retailers at least twice a day.
Let’s do a quick example of the human resources needed for such a task for a medium manufacturer:
Obviously, this is not the way to go. Companies prefer to automate the scrapping of all this data creating rules to reach the elements of interest such as stock, price, category or title. However, it is not an easy task. These rules, known as “extraction template” or “scrapping template”, may vary by retailer over time and even inside the different categories inside the same retailer. These are some of the big issues one finds when scraping data from retailers at scale.
Now let’s go one step further. Such template also need great operational energy. You are guessing right: if the website’s source code changes it might affect the extraction template, breaking some rules and losing data. When gathering data to feed our Product Monitoring tool, we need to consider hundreds of retailers, which burdens the operations workload. At Shalion, we have developed an AI tool able to automatically scrape the important product information from previously unseen retailers.
We are proud to introduce you the AI weaponry that allows us to empower our client’s Category Management and Product Distribution providing:
“Brand monitor” enables you to follow the offering of your products and your competitors within the different e-sellers allowing you to react and to take action regarding:
And much more information that we could provide.
Do you want to know more about our tool? Do you have the feeling that your products are being sold in multiple e-retailers but you don’t have all the control that you would like? Let us help you, drop a line to Shalion:Let us improve your performance.