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EBOOK

Discovery Through Product Data

We've teamed up with Internet Retailing to breakdown the essentials in getting your products found on third-party channels.

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Introduction

The customer acquisition challenge

Winning new customers is the lifeblood of retail growth. However, the return on marketing spend of product-level ads is often poor due to unoptimised data feeds or irrelevant product attributes. 

Disapproved and invisible ads means missed opportunities to generate offsite sales. 

Brands and Retailers need the feed fundamentals to work to even be visible. However, without the right tools it is a struggle to keep up with the pace of the market or have the agility to adapt their product level ads/campaigns. 

Clothing and fashion was one vertical that had clear winners and losers during the pandemic, with those that were more agile much better placed to survive. For example, some shifted their digital advertising focus to meet consumer searches for loungewear. This could also be done on offsite channels by manipulating their product data to meet shoppers looking to buy. 

Being discovered by placing products on offsite channels like Google, Facebook and more, is an increasingly vital source of retail revenue, as the U.K. digital advertising market saw a growth of 5% in 2020, accounting for 78% of the overall media spend with retail leading on the investment.1 

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