How to fix corrupted product data and improve CX

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With a great purchase journey becoming synonymous with engaging product experiences, there’s no more room for corrupted product data during a successful sale. For this reason, it is no longer effective to use cookie slicing to manage product data. Instead, companies must provide buyers with rich information and exclusive experiences to positively influence their purchasing decisions.

Low-quality product information sometimes manifests as conflicting and outdated data across multiple channels. It can prevent customers from completing their purchase, as they may not find the necessary information in some (or any) channels.

Not surprising, at least 40% of consumers product returns due to shoddy product content and 30% abandon the cart because the product description does not meet their standards. With so many options available, it’s easy to lose customers to rival brands that offer compelling, up-to-date, and accurate product data and exciting purchase guarantees.

Poor product data is a common problem that businesses must address before it spirals out of control. Incomplete or incomplete data fed into the system can cost the company directly in terms of revenue, reputation, and customer loyalty.


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As a result, businesses are constantly looking for alternative methods to process ever-increasing product data. Depending on the type and size of an organization, it often has multiple systems to manage product data, digital assets, inventory, accounting, order information, and shipping details. And that’s where the real challenge lies. Too many systems can create many contradictory versions, adding to the chaos.

Therefore, well-curated product information not only forms the basis for a great purchase experiencebut essential for departments like sales, marketing and customer service. In short, everyone cares about product information being accurate, complete, and consistent.

Here’s how to edit product data and turn it into the perfect product information that drives compelling sales:

Building a single source of reliable product data is essential

Multiple teams work together to deliver a smooth product experience for successful conversions and happy purchases. However, even when different teams use the best applications to complete their tasks perfectly, the result is data silos, creating duplicate and inconsistent data that makes customers uncomfortable. confuse customers and cause them to draw flawed conclusions.

A single and trusted source of product information can help reduce these errors. Aggregate and store data from multiple sources in a central location accessible to all teams, so that any changes made to that data are automatically propagated across departments different, translated into many languages ​​and may be made available to several channels. This can streamline brand communications, and curated messages can be delivered across multiple digital touchpoints.

Every product needs clean, complete and up-to-date data

As the business grows, product data becomes difficult to manage, outdated, and unsuitable for new systems. It also often lacks consistency due to the introduction of newer product versions — if not updated during the final product offering, can adversely affect buyer decisions. Updating relevant information in one central location eliminates any confusion between different versions. This contributes to a smooth, engaging, and error-free product experience that boosts sales and sets your product apart from your competitors’ products.

With affordable smartphones and readily available product data, consumers can educate themselves about different products and their specifications, and conduct thorough comparisons with options. choose another before buying the product. So it’s essential to provide accurate and up-to-date information — because nothing influences a customer’s purchasing decision more than clear, comprehensive, and compelling product data.

Simplify omnichannel selling

Marketing and selling products are difficult tasks that require the latest product data (product descriptions, pricing details, and digital assets) to be disseminated across multiple channels in order to positively impact customers. customer’s purchasing decision. As a result, brands must address buyer needs in real time by providing accurate product data across multiple channels and by streamlining that data across various touchpoints, helping operations Marketing and sales activities become simple and effective.

Today’s advanced data management systems allow users to schedule content to publish by smoothing the process, from product creation to organization and publication. In addition, data publishing takes into account newly created categories with appropriate metadata, description, and SEO banners.

CX is driven by seamless data strategies

With different channels sourcing product data from a central database to keep customers updated on the latest revisions, high-quality information becomes the basis for customer experience, which ultimately becomes customer loyalty. By ensuring that data is seamlessly exported to the different markets and social media platforms where customers are located, companies can rapidly change their marketing and customer experience strategies within real-time, increase or decrease focus on specific items and introduce new products or product lines whenever they need to. Therefore, with reliable product master data, enterprises can access and use the data according to the needs of the market.

Shorten the time to bring new products to market

In a fast-paced environment, speed to market is critical to almost any business in every industry, especially retail, manufacturing, and e-commerce. Reducing time to market is a key factor in helping brands stay ahead of their competitors and help increase customer retention. Furthermore, launching a product earlier can give brands a first-mover advantage, helping them position themselves as market leaders.

With multiple teams making as many changes as required and quickly notifying other teams of those changes, product information is added through automating and streamlining processes, reducing tasks. craft and increase productivity. It all comes together to help accelerate the product launch process.


Product data has taken on a new meaning for businesses in several industries. It has grown exponentially over the past few years (much of this can be attributed to the pandemic). Expected growth of the global e-commerce retail market — $7.4 trillion by 2025, or more than 50% — demonstrates the importance of data. Therefore, as online shopping continues to expand, the efforts required to keep up with this demand will only increase.

In the past, businesses did not have the right tools to ensure data consistency, but companies are now finding ways to address data discrepancies by streamlining processes and eliminating silo.

Businesses must also work towards developing data literacy within the enterprise. Various types of product data, such as technical data (color, size, dimensions, and weight), usage data (describes how to use the product), and marketing and sales data ( use emotional language to make a connection between the product and the potential buyer) must be managed on an ongoing basis. Comprehensive and detailed efforts in managing different types of data reduce the chances of product returns.

In the years to come, to successfully sell, brands will have to increase their focus on personalizing products and making it easy for customers to purchase. They will also need to prioritize partnering with partners, as adding additional products or services to purchase is one of the successful ways to accelerate the company’s growth. All of this adds to the complexity of the data.

Brands must also see data as a tool to help bring their products to market faster. It will assist them in keeping products competitive and make collaboration easier by refining content, maintaining security, and fixing various systems. In short, companies must achieve complete control over their data to pave the way for future scalability across multiple systems.

Dietmar Rietsch is the CEO of dark.

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