Trade Service Case Study
How a Digital Manufacturing Directory Service Optimized Product Data for Omnichannel Marketing
Challenge
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- Create Product Data Structure into PIMCore - CSS Commerce was to create a normalized product data structure to achieve multiple client objectives. CSS developers were to code the new structure into PIMCore, the Product Information Management (PIM) platform chosen by Trade Service.
- Upload current product data – Go from Trade Service’s Excel spreadsheet to PIMCore’s Product Information Management (PIM), Master Data Management (MDM), and Digital Asset Management (DAM) files.
- Develop and run an automated data quality app – Do it in PIMCore to flag incomplete or unstructured product information and correct to standard.
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SEO-optimize product data to target mechanical, electrical, plumbing, industrial, and automotive industries by:
- fortifying imported product descriptions with customer- and industry-relevant search terms.
- refining product attributes for better site search.
- creating short and long product descriptions to expand keyword potential.
- keyword-optimizing product features and benefits.
- adding meta descriptions to each product.
- optimizing SEO keywords for digital assets like images, pdfs, videos, technical documents, and service manuals.
- creating drill-down functionality for an improved user experience and more focused product recommendations.
- Create more Up- and Cross-Selling - Set up and optimize reduced-price product kits and bundles to create more up- and cross-selling opportunities.
- Define pricing parameters - like MSRP, customer-specific pricing, bulk purchase discounts, product kits and bundles, and promotional vouchers in the PIMCore rule engine.
- End-to-end system integration - enabling cross-departmental transparency and uniformity to improve communication and collaboration between supply chain, product management, sales, and marketing teams.
Solution
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- A key feature to look for in a PIM solution is the ability to automate the flow of data throughout the value chain. Unified and SEO-optimized product data makes omnichannel marketing more efficient by creating a centralized source of truth for all product related data and digital assets. Marketing can also pull real-time product and pricing data to populate e-commerce websites, landing pages, brochures, digital catalogues, newsletters, email promotions, social media, and trade show collateral. Sales have 24/7 mobile access to products, pricing, and technical information to answer customer queries and close more sales.
- CSS uses a component-based development framework to create flexible, scalable, and integrated B2B eCommerce solutions for manufacturers and distributors of complex and high-volume products. The PIMCore platform can be easily integrated with front- and back-end systems like legacy ERPs, Magento, Salesforce, Microsoft Dynamics, and Shopware.
Results
Standardized Product Database
Trade Service has a standardized product database to offer customers an optimized source of MRO manufacturer information across all product lines for on- and off-line omnichannel marketing initiatives and digital marketplace syndication.
Standardized Product Pricing Across the Board
MRO distributors and MEP contractors gained a trusted, standardized source of product pricing for sales, service, and estimating purposes. Manufacturer changes are updated automatically to Trade Service and distributed to customers in real-time across all digital channels including e-commerce web shops, apps, vendor portals, and marketing collateral print files.
Eliminated ‘Null’ Search and Enhanced Advanced Search
CSS developers refined product attributes, expanded descriptions, installed drill-down functionality, and added industry-relevant terms to improve site search across all categories to reduce lost sales from “item not found” results. Predictive search functionality improved cross- and up-selling opportunities with product suggestions, related items, stock-out alternatives, and discounted product kits.
Gave Consideration to Industry Specific Product Descriptions
SEO-optimization of manufacturer product descriptions with industry-relevant terms like alternative brand names, tool nicknames, jargon, and meta descriptions expanded site search and SERP potential.
Legacy System Integration
System integration to legacy software provided end-to-end value chain analytics for improved visibility and greater executive oversight.
About Trade Service
Trade Service is the most reliable source of data for contractors, distributors, dealers and manufacturers in the MEP, ICT-Low Voltage and Automotive industries. Since 1931 when they published a pricing book for electrical contractors, they have now expanded into multiple industries and grown into a complete source of business data for contractors, distributors and manufacturers alike. More than 20,000 plus customers rely on them for one or more products.
