The first step in the process is to identify important user journeys that you want to support by data enriching the product catalogue. You can do this by examining what the users on your existing E-Commerce platform are searching under, or by using Google Analytics to analyse the user journey that ends with a purchase of the most sold products. You can also compare converted user journeys with user journeys that end with the customer leaving your site. Perhaps you discover that some products have a better description than others? The basic aim of data enrichment should be to create value by improving searchability and filtering and increasing conversion on the site.
The next step is to identify what data is available, the format the data is saved in and where the data lives in your internal systems. If you discover gaps in your user analysis, which your internal data can't support, you can find out whether there are external sources that can deliver the data you want.To reach the next step you need to be able to correlate data either in a good old-fashioned excel spreadsheet or with integration between your ERP or PIM solutions, from where the data can be imported into your E-Commerce platform.
If you have an extensive product catalogue, the job of setting up and maintaining products will be time-consuming and almost impossible unless you have an automated process that takes high-quality data and connects it to the right products when imported into your e-commerce platform. Highly consistent data quality also means that you can make the search function and filter options on the site far better so that your customers find the exact product they're looking for.
However, data enrichment will never be better than the data quality of the systems they come from. Read more about this here:How to ensure optimal filtering and search
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