The catalog management has never been a simple task, but in recent years this task has been complicated even further by various factors such as:
- Product life cycles are shorter (constant updates).
- More international companies: This factor impels the translation of the information into more languages and adapting products to different regulations.
- The arrival of mobile devices, social networks and web, which requires the availability of information on multiple media in order to reach to where the current client is.
Any of these situations sounds familiar?
Due to the aforementioned changes in the company, marketing departments have been overloaded with situations such as:
- Repetitive tasks in order to manually sync every change on all the sales channels where the product information is outdated.
- Endless excel sheets containing all the information and features.
- Translations management which ends in dozens of documents with half-translated texts.
In this situation, despite all the hours spent, and in many cases despite all the stress, you may still end up unsatisfied with the results regarding your product catalogs management.
To avoid all this, next you’ll find the three pillars on which to base your catalog management on multiple platforms.
The content is more important than the channel
Most of the up and coming services for the innovation of the information distribution focus on the medium: content distribution in social media, catalogs for iPad, Android apps, and on discussions whether the paper version is better than the digital version.
The basis on each an app, a communication strategy or a paper magazine work, is the content. We don’t know where the new technologies could lead us, which devices or networks will be the ones leading the market within two years, but what it’s certain is that the basis of everything will be the information (this is why we call it ‘the information age’).
When we talk about catalogs, the main content is made out of products with thousands of images and specifications, so the first step is to use the necessary means to manage the information, and enrich it to the fullest. From there, you can move on and decide on how many channels you want to distribute your product information and how to design strategies to position yourself in each of them.
Measure the results
If anything’s good about the digital media, is that you can measure everything. A good measurement is in most cases, the difference between a successful company and one an unsuccessful one, especially on the Internet, where the complexity of the ecosystem is much higher.
For the same reason, it’s important to track how users are using your content, to know, for example, which products are most frequently viewed, whether you sell them with the same intensity and knowing very well what the actual conversion of your content is.
Update information in real time
The best strategy is adapting according to the results, which operates through a system of continuous improvement. After measuring the results, you can try different techniques to increase the conversion of your product pages. At the end of the day, the conversion is directly related to sales and income, this is why it’s so important!