Product data syndication (PDS) means publishing high-quality content across all priority channels, sales portals, websites, and touchpoints. It is a part of product information management and is the key to an excellent product experience. As eCommerce merchants have their presence on multiple channels, the demand for function-rich syndication tools has been on a constant rise for over a decade now. The better and more functional it is, the easier and faster it is to deliver and publish product information on sales and marketing channels.
Data syndication platforms contextualize and optimize the product content to meet the very needs of various sales channels where it is to be published. As the established brands do, new eCommerce players must also adopt advanced PDS as part of their product information management strategies to supply quality data more quickly from a single location and amplify their sales prospects.
When integrated with PIM software, data syndication enables enterprises to feed accurate, enriched, and high-quality information promptly to the right place at the right time. It drives value to the business and improves product experience by streamlining three key processes:
- Creation and preparation of product data feeds for any channel
- Centralization of product data for validation and adding value
- Integration with targeted marketing and sales channels
What does a data syndication platform deliver?
Data syndication is about sharing product information with different customer-facing channels, merchants, business partners, online marketplaces, etc. It delivers a uniform process to collect data internally, standardizes it for various channels meeting the compliance, and publishes it based on business rules and quality standards.
Types of syndication
PIM data management requires two-way syndication: inward and outward. Inward syndication happens when data comes into the distributors’ system from manufacturers and suppliers. As for outward or forward syndication, it is when enterprises publish product information on eCommerce sites and online marketplaces.
Manufacturers have to adhere to the standards and requirements of distributors and retailers. The latter has a different catalog structure from the former. But, distributors and retailers do not always necessarily receive data in the required standards. So, they have to transform it to fit their catalog standards. That is where product data syndication helps.
How does it improve product experience?
In an omnichannel eCommerce ecosystem, product information needs to be transferred from one organization to another (manufacturers, distributors, and retailers), online marketplaces, and eCommerce websites. It can serve no purpose if it sits static in the repository. The data syndication capabilities of a product experience management platform ensure a smooth and seamless flow of this data from and to the different systems in the supply chain.
Product data syndication platform boosts the product experience by enabling enterprises to launch new products to the market at lightning speed through automated onboarding and distribution. Plus, it allows easy and fast integration with 100s of eCommerce platforms and distribution channels. It helps all businesses alike, from manufacturers to distributors and retailers. While the former can send product data out to distributors and retailers, the latter can receive and publish this information to multiple eCommerce sites and online marketplaces in their defined standards and catalog structures.
Since product data syndication is the key to an engaging product experience, eCommerce merchants must adopt a rule-based, easily configurable, and continuously-evolving syndication platform instead of managing and syndicating product data manually through spreadsheets and other traditional means. dAmazePXM offers one such tool that allows users seamlessly receive and send product data. Amaze is an AI-powered information and experience management platform. The syndication capabilities of Amaze enable users to build transformation rules which qualify products from a source catalog to a target catalog. The rules, once set, will evaluate SKUs and automatically change their eligibility and attribute population continually, based on changes made to either SKU data or the catalog structure, thus enhancing the overall product experience.