The offsite product discovery journey is a vital part of ecommerce and something brands and retailers must not only track, but also optimise towards. Augmenting product content for offsite marketing channels is the main part of this and is the most important strategy to increase traffic and revenue. As an example, Intelligent Reach conducted testing with Lenovo, the world’s largest PC manufacturer, and was able to increase traffic 3X purely by optimising the product feed being sent to Google Shopping.

A survey conducted by Intelligent Reach on prospects and clients showed that only 30% of retailers had complete, accurate and attribute rich product data being transmitted to external channels, and the remaining 70% were missing out on a lot of traffic and sales because of poor quality product data.

Clothing retailers were most likely to have missing data considered vital by their consumers.

The survey demonstrated that almost all retailers who didn’t have a tool in place for managing offsite content were only sending across titles, categories and product information found on their website without any strategies in place to optimise that data for the channel consuming it.