Continuously monitoring thousands of product detail pages manually, is an impossible job. Software that does eCommerce touch-point monitoring and analysis for you, uncovers data-driven insights and opportunities to drive indirect online store sale's up (SiteLucent monitors 900.000 PDPs per day and over 20.000 different brands).
In this article we give you 5 reasons why you should monitor products online and what metrics are useful to monitor.
If you do not have time to read the full blog you can check out the summary slide share presentation:
Do you want to find market opportunities for new products? Or if you are already selling a product, find out who your direct competitors are? Monitor competitors within a certain online product category that you are active in (or might want to get active in future).
In order to stay ahead of competitors the following metrics can be useful to monitor:
Do you want to get answers about your competitors and the markets they are active in?
There could be a variety of reasons to return a product, such as a mismatch between expectations and reality, late delivery, damaged product, or even because the customer found a cheaper alternative elsewhere.
Prevention is better than cure! In order to prevent product returns the following metrics can be useful to monitor:
Do you want to reduce product returns?
You might use a PIM system to centralize all your products' content at one place, but this doesn't assure that product content is shown correct and complete at your resellers product detail pages.
Complete and correct product content:
In order to take control of product content on all indirect sales channels, the following metrics are useful to monitor:
You can find more detailed info about the Digital Content Completeness score (DCC score) here.
Since no one can buy your products if they can’t find them or if they are not available, it is important to keep your brands'present consistent on all indirect sales channels. In order to improve your products' and brands' visibility, the following metrics are useful to monitor:
As a manufacturer or brand, it is tough to find a balance between own eCommerce stores and wholesalers and retailers and to avoid channel conflicts. Your products are likely sold across a wide variety of channels—not all authorized or part of a formal distribution channel (grey market).
Online Shelf Monitoring can help your team save hours of time looking through eCommerce sites to see who is reselling your products, if they are authorized vendors.
By moving from guesswork towards data-driven conclusions and improvements, you can create joined effort to keep growing together with your resellers and partners, continuously. This makes cooperation with partners more pleasant and increases return on investments for both sides.
A pure win-win situation!