Product Matching is the heart of Competitive Pricing Software. The main challenge faced by Pricing Software companies over the past has been to find a basis for product matching. Due to the low-quality product matching in the eCommerce market, many CPI tools in the market may fail.
The alternative solution is to find better criteria to determine high-quality product matching. Common product attributes such as Titles, Images, Price, Features, or Description are important to product visibility. But they are less reliable in terms of product matching as it may differ among sellers. Product matching using these attributes and criteria can be time-consuming and may decrease the overall productivity of companies.
So, what are the KEY ATTRIBUTES for Product Matching?
Unique Product Identifiers (UPIs), MPN and Brand Name are the basic and accurate attributes for high-quality product matching. Global Trade Item Numbers (GTINs) or Universal Product Code (UPC) is the most common form of UPI and is identical for a product across sellers and marketplaces. However, MPN and Brands are not to be ignored as MPN are unique numbers of Manufacturers associated with a product.
About unique product identifiers, Google Merchant mentions – “Unique product identifiers define the product you’re selling in the global marketplace. They uniquely distinguish products you are selling and help match search queries with your offers. Unique product identifiers are assigned to each product by the manufacturer, so if you sell the same product as another retailer, the UPIs will be identical”.
Also, Google must provide any two amongst the three attributes (MPN, Brand, and GTIN to process the product feed. This means these attributes are key to any Product Feed Processing Technology.
Take a moment to read the following product titles from four different sellers –
1. LAT 3588 – Ladies’ Combed Ringspun Jersey Long-Sleeve T-Shirt – Navy – XL
2. LAT 3588 Women’s Ringspun T-Shirt – Navy – XL
3. Bodek And Rhodes 62567316 3588 La T Ladies Combed Ring-Spun Jersey Long-Sleeve T
4. LAT 3588 Women’s Ringspun Long-Sleeve T-Shirt – Navy – XL
What if we told you that these four products are the same? At first glance, it certainly does not appear so and is indistinguishable from the product titles itself. It supports our theory that product attributes such as Titles, Images, Features, etc. differ from seller to seller and is an unreliable source for product matching.
The UPC for the product is 052987516043 which is identical across all four sellers and a high-quality basis for product matching. Another noticeable factor in the titles is the number 3588 which is a common MPN. So, unique product identifiers effectively optimize CPI application workflow reducing the time spent on product matching using factors such as titles, images, features, etc.
Big players such as Google and Amazon are enforcing sellers to provide unique identifiers for the products. To read more about Unique Product Identifiers like GTIN and UPC – click here.
Global competition is on the rise and more sellers are selling across international marketplaces with the purpose of global brand outreach, visibility, appeal, and increased profit margins.
Fortunately, with Unique Product Identifiers, GrowByData can seamlessly identify top competitors, top-performing products, and formulate pricing strategies to gain an edge with accurate SKU level Pricing on a global scale across North American (US, Canada, Mexico), UK, Japan, European and other marketplaces.
Contact us here for more details or to schedule a demo.