Luxury: enrich your product data and increase your online performance

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According to McKinsey, online sales of luxury goods will triple to around 74 billion euros by 2025. To thrive online, luxury players need to manage all their data to improve the shopping experience and generate sales—luxury sales are almost 80% digitally driven today. Find out how to succeed online with centralized management of your product data.

Long reserved to physical commerce, the luxury industry underwent a digital transformation a few years ago to meet the needs of increasingly connected consumers and extend the promotion of their product catalogue to the virtual world. Sometimes perceived as contradictory to e-commerce due to its rarity and exclusivity, the online luxury market provides brands a new opportunity to offer a connected experience to their customers.

This online expansion has also enabled certain brands to adopt a D2C strategy in which they build a lasting and direct relationship with their customers while retaining control of their business. In addition to offering a new shopping experience, luxury brands are now reaching a new audience of consumers accustomed to shopping on online stores, marketplaces, Google Shopping, or social networks.

In order to be present throughout the consumer’s purchasing journey, brands in the luxury sector must manage a huge amount of data on a daily basis (product data, high-definition visuals, etc.). They must also have a quality online and/or offline pricing and stock management policy—all the more so if they distribute their products through channels other than their e-commerce site.

However, all this data is often distributed between different silos (ERP, CRM, supply chain tool, store files, etc.) which prevents them from having a global visibility of their activity. The challenge is to centralize these different sources of information within the same space in order to be able to analyze, exploit and publish quality product data.

To help you enrich the data from your product catalogue on our platform, in this article we’ll showcase three challenges tackled by one of our luxury client brands. Specializing in fashion, the client has improved its online performance thanks to an optimized and better-structured product catalogue.

1/ Manage product sales on various marketing channels

Our client, which distributes its products on Google, decided to optimize its Search campaigns (Google Shopping in particular) by feeding certain strategic price and stock data into its source catalogue. This information is important for products such as shoes, for which several sizes must be taken into account.

This action is also possible if you distribute your products on Instagram or Pinterest for example.

While this key data was not available in the source catalogue, it was located on other separate information systems which were difficult to synchronize. To avoid wasting development time reintegrating this information internally, this brand was able to add this data directly into its catalogue through our ‘Additional Sources’ feature. Using this feature, our client was able to combine several data sources (file, FTP, HTTP link,…) to enrich their source catalogue.

Once this data was added to the source product catalogue, our client then decided to use our ‘Segments’ feature. This functionality allows the creation of product segments, excluding certain items from sale, and selecting groups of products to bid on more strongly.

With “Segments”, the brand chose to only distribute its ‘Best Sellers’ with sufficient stock. This has had a very positive impact on their bidding strategy. Moreover, the brand was able to use this feature to send only part of its catalogue to influencers.

Note: Lengow allows you to manage your stock in real-time. Like this, you know how many units are available per product (and not only if they are in stock or not).

2/ Enrich the product catalogue with competitive intelligence

As with many brands, our client uses a tool allowing then to consult the prices charged by his competitors. In order to integrate this data into our platform, the brand added a new source of information via our ‘Additional Sources’ functionality and then merged it into their source catalogue.

To go further in its approach, the brand then used the “Segments” feature to send only the best-performing products compared to competitors, on the marketing channels on which it is present.

Finally, the company has repositioned the pricing of some of its products after referring to the prices of products sold by its competitors sold online over the last few weeks.

3/ Managing product sales using Google Analytics data

Google Analytics, an indispensable tool for e-merchants, is the analysis tool used by our client. In order to have a global view of its e-commerce activity, the client wanted to use Analytics data collected from its online shop, such as the number of clicks on product lists, the number of times the product was added/deleted from the shopping cart, the turnover per product and per purchase, etc.

To retrieve product data, our client has equipped itself with our application Lengow for Google Analytics (available from our application library). Our client is able to refine the management of its activity by setting rules and exclusions on its catalogue according to the sales trends of its e-commerce site. This application has enabled the brand to test part of its catalogue by sending only the ‘Top 100’ of its most profitable products, based on revenues over the last 7 days, before getting started on a new market place.

Thanks to all this enrichment of product data (stock, prices, analytics), our client has can manage its campaigns in a much more flexible and relevant way, improving traffic, acquisition and developing turnover by sending to marketing channels only the best performing products in the catalogue.

If you want to learn more about this major player in the luxury industry, discover our case study:

Luxury Case Study

Improvement of a major luxury player’s performance through the e…

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Naomi Botting

Communications Manager - UK/NORDICS