For many retailers, product data is treated as a behind-the-scenes activity, something to just ‘manage’ so products can go live. However, that mindset overlooks how central product data and information has become operationally, as well as the customer journey.
From search filters to size guides, and customer experience to returns, product data influences more of the retail experience than many people realise. When that data is poor, inconsistent or hard to manage, both customers and internal teams feel the impact.
Here’s what retailers often get wrong about product data, and 5 tips on how to improve its management.
Mistake 1: Thinking Product Data is Just an Ecommerce Concern
Product data isn’t just for online listings. It powers internal systems, customer service, marketing, merchandising and more. Yet many retailers treat it as the ecommerce team’s responsibility alone.
How to get it right:
Make sure you treat product data as a shared asset. Whether it’s store staff checking stock, marketing teams creating new campaigns, or operations managing logistics, clean and consistent data benefits an entire organisation.
Mistake 2: Relying Too Heavily on Spreadsheets
Spreadsheets do work effectively, but as your range grows, so does the chance of errors, duplication and delays. Manually maintaining multiple versions of the same data creates confusion and slows everything down.
How to get it right:
Invest in a Product Information Management (PIM) system that centralises and standardises your product data. With the right structure, teams can enrich, approve and share information faster and more accurately.
Mistake 3: Underestimating the Impact on Customer Experience
Inconsistent product titles, vague descriptions, missing images or inaccurate specifications don’t just create internal problems – it also frustrates shoppers and increases the likelihood of abandoned baskets and returns.
How to get it right:
Focus on enriching product data with the customer in mind. Ask yourself what information they need to feel confident in buying. High quality data directly improves the customer experience, which in turn pays off in satisfaction and loyalty.
Mistake 4: Not Having Clear Ownership of Product Data
Often, no one owns product data from start to finish. One team gathers supplier specs, another adjusts descriptions for listings and yet another deals with the fallout from a multitude of errors. This fragmented approach leads to inconsistency and inefficiency.
How to get it right:
Define clear roles and responsibilities. PIM systems like Origin from Retail247 allow for role-based access and workflows so every team knows what they’re responsible for, and nothing slips through the cracks.
Mistake 5: Delaying Investment Until it’s ‘Urgent’
Many retailers only start thinking seriously about PIM once things are broken – launches are delayed, customers are complaining or marketplaces are rejecting listings. By then, the cost of inaction has already been felt.
How to get it right:
Take a proactive approach – if your business is scaling, expanding channels or juggling large product ranges, it’s time to consider a system that can grow alongside you. Investing in structured and well-managed product data early helps future proof your retail operations.
Why Your Product Data Must Be Prioritised
Every poor product listing, every confusing product page, every missing detail is a moment where a potential customer might walk away. Customers rely on your product data to make buying decisions – when it’s well executed, they buy with confidence, but when it’s wrong or incomplete, they hesitate.
Ready to Get it Right?
Retail247‘s PIM solution, Origin, is built by retail professionals who understand what it takes to get products to market quickly, accurately and at scale. Whether you’re running a fast-moving fashion range or juggling multichannel listings, Origin helps you manage product information with ease and deliver the experience your customers hope for.
Want to start managing your product data with ease? Email origin@retail247.com for a free demo.
