Do not think about how easy you can manage the campaigns launched in Google (AdWords, Shopping), price comparison engines, marketplaces or social media.
And still you think about it. Omnichannel is not simple. Multiple channels in e-commerce is a known topic and it is something absolutely obvious.
How should we manage it, then, and how should we run campaigns with good conversion coefficient and expected ROI? Product feed is one of the tools supporting a multi-channel campaign: an inconspicuous file that will send all the offered products to various fronts and will do it successfully.
Export the offer to every channel
By using a product feed, it is possible to export the offer to a given sales channel immediately or to all sales channels: there are no limitations. It is enough to optimise the file well, take care of an appropriate name, description, categories and other product attributes to compete with competitors at Google Shopping or price comparison engines. Furthermore, such an export is not performed only once. A product file which is combined with a sales channel is transferred to it every day at the arranged time. Why? So as to have a current offer in every channel. This particularly applies to the quantity and price. If in the paid advertisements there is a product that is out of stock appears in paid advertisements, a serious problem will emerge – an unsatisfied customer.
Offer adjusted to various channels
It is said that there is no universal feed. What does it mean? It means that product feed should be adjusted to a particular field and various sales channels. Although most of us are not the users of Google or Facebook only, we probably use a slightly different language within those channels. A different virtual space means a different kind of perception. Due to this fact, you are recommended to adjust to the requirements of users of social media, such as price comparison engines. To this end, the best option is to use product feed, which you can modify over time, as you have collected data, so as to keep achieving better and better sales results.
Automated management – more time for development
The product file is to support sale and automate processes that would be very time consuming otherwise. Properly configured and modified in view of demographic changes that occur on the Web, it is not only to support sales, but also to ‘extend’ the time, of which there is so little when you manage an e-store. If you automate a process concerning online store management, you get extra time that can be used to do other things – build a strong brand by creating additional content (e.g. on a blog), plan a brand promotion strategy in social media etc.
Analyse and introduce changes immediately
Product feed also allows for fast introduction of changes resulting from the conducted analysis. Multi-channel campaigns must be analysed. The obtained indices depend on campaign configuration. It may turn out that our names are off the mark and we have prices and delivery costs that are too high and a poor photo. All above aspects can be simply modified with the product file.
In short, the product feed is a perfect tool for managing campaigns in social media, Google, marketplaces or price comparison engines. It also allows to cooperate with affiliate networks. Without feed, it seems impossible to run a successful online campaign.