Blog
February 1, 2022
How can a comprehensive range of products, which is constantly changing and must adapt quickly to trends, be brought online quickly and automatically?
High-quality product data in e-commerce quality is particularly important in the fashion industry. With constantly changing promotions, sales offers, and different seasons, the sales cycle is becoming shorter and shorter. Ensuring high-quality product data is a major challenge. A high-quality web shop can be recognized by whether the items in the web shop are presented in an informative manner and with the relevant characteristics. For high-volume online retail, data is the key success factor.
Based on data, the innovative premium sporting goods retailer and sports service provider KELLER Group creates unique digital experiences that lead to a close relationship with the target group. The company, which has received over 17 awards in recent years, wants to further consolidate its premium positioning in the online sports retailer market. For the KELLER Group, it is therefore clear that traditional manual processes must also be digitized in order to continue to provide customers with the premium shopping experience they have come to expect.
On the one hand, this is to be achieved through the targeted further development of existing digital experiences, and on the other hand, through the addition of further branded products. This increases the already very high costs involved in product creation and the associated operational expenses. The KELLER Group is therefore specifically relying on the software solution from Onedot, as this reduces the manual effort involved in onboarding supplier data and shortens the time-to-market for items.
Bring your product range online quickly, precisely, and automatically
Finding the perfect sports equipment from over 17,000 high-quality items in the online shop is only possible with a strong e-commerce infrastructure. The items already manually processed in the KELLER Group merchandise management system therefore formed the ideal database for preparing Onedot’s product data platform and its machine learning algorithms for onboarding. The algorithms were trained using this data, creating a customer-specific setup that serves as the basis for the core steps of automated item creation.
To ensure that changes in the KELLER Group’s merchandise management system are always available on the Onedot platform and can be taken into account during onboarding, the KELLER Group’s data model is kept synchronized in the product data platform. This ensures that, in addition to the product range selection, duplicates in the product range can also be identified. Furthermore, the use of Onedot software ensures that only manufacturer items that are ultimately offered in the web shop are processed.
Once the product selection process is complete, Onedot automatically calculates three different product categories based on internal group-specific category trees and the FEDAS product group key. This allows the processed product data to be provided in the specified target format and easily imported into downstream systems such as the shop system.
Product data onboarding as a success factor in the fashion industry
For the KELLER Group, automated product data onboarding is an important competitive advantage in several respects. On the one hand, the automation of article creation results in a faster time-to-market, as a high volume of data can be processed, partly thanks to the implementation of several parallel onboarding processes, which is the case during seasonal changes, for example. Secondly, the digitization of the process also makes it possible to respond very agilely to customer requests and thus be able to provide trends earlier and always in high e-commerce quality.
This will enable the KELLER Group to strengthen its market position and ensure that, in the future, everyone—whether professional athletes or beginners—can find the perfect sports equipment and become part of a rapidly growing community.