Reducing Time-to-Market when adding New Product Lines
Adding new products to your lineup, especially from overseas suppliers, can present challenges due to extended lead times. However, these tips will help you streamline the process for both domestic and international product introductions. Implement these strategies well before the actual shipment arrives to maximize efficiency and minimize delays, especially since imported products often require upfront investment.
1. Create a New Product Checklist:
Develop a comprehensive checklist to keep track of all the necessary steps. Whether you use a simple printed list, a detailed spreadsheet or some sort of task manager, a checklist ensures that tasks are not overlooked and helps keep your team organized. Assign each task to a specific team member, considering the complexity and duration of each task to keep track of all the steps that need to be taken.
2. Standardize Database Entries:
When adding new products to your company database, it's crucial to have a dedicated team or individual responsible for this task. Consistency is key—ensure that all entries follow a standardized format. I have seen too many cases where multiple employees have entered the same part number 3 or more separate ways. It’s much easier to get this right upfront rather than try to fix your database after the fact. The proper format and guidelines should be clearly defined in your procedure’s manual starting with the Part Number and continuing with the description and other parametric data. In today’s world many Distributors and Suppliers upload their inventory and product data to marketplaces and inventory search sites. Properly formatted data improves product placement and search results.
3. Prepare Product Images Early:
If your new product is private labeled with your company logo and part number, you will need product images as soon as possible. Don't wait for the product to arrive; arrange for a sample from the factory to create product images. If an advance sample isn't available, use the factory's standard labeled product and edit the images using software like Photoshop to add your logo and part number. Ensure that your product images accurately represent the product to avoid customer dissatisfaction and returns. There is nothing worse than seeing your data displayed with some randomly generated “image coming soon” tag. Oh, wait…. there is something worse. Displaying an image that in no way represents the product.
For e-commerce platforms like Amazon and other Marketplaces following their specific image requirements will improve your product's visibility and ranking. With the average e-commerce site displaying five or more products on a page most e-commerce buyers will skip over those with no image. If you are going to sell your products on Amazon don’t forget they have their own image requirements. (see below) Besides these ever-changing requirements, they also prefer products that have multiple angles: Main/Side/Front/Back/Bottom/Top
4. Follow Amazon Image Requirements:
While these requirements are specific to Amazon, following them should allow you to upload acceptable images to any marketplace with confidence.
Size: The minimum and recommended dimensions for the main product image is 500 px to 1,000 px on the longest side. The optimal zoom experience for detail pages requires files to be 1600px or larger on the longest side.
Format: Amazon accepts JPEG, PNG, GIF, and TIFF formats for product images.
Background: The main product image should have a pure white background (RGB 255, 255, 255).
Content: The product should fill at least 85% of the image frame to give customers a clear view of the product.
Quality: The image should be of high resolution and not have any blurriness or pixelation.
Restrictions: The image should not have any logos, watermarks, or text overlays. This is a big one.
5. Match Visible Part Numbers:
Ensure the part number visible on the product image matches the product part number. Using generic images for similar devices is becoming less acceptable, as accurate images improve customer trust and reduce returns. The days of using a generic image for a series of similar devices are slowly ending.
6. Plan Packaging Requirements:
Determine the packaging needs for your product—bulk or display/protective packaging. If display packaging is required, coordinate with the factory to see if they offer this service. If so, get a head start by asking them to send you samples of others they have done. Use these samples and a combination of other product information and have your packaging designer create the artwork. Overseas factories will usually print and assemble the packaging with your product but it’s a lot less time-consuming if you supply them with ready-to-use artwork. Ask them for the package dielines. In the packaging and printing world, a dieline is a template that ensures that the design of the artwork has the correct layout before going into production. Make sure you take note of how the product will fit int the package. Don’t let essential information end up being covered by the actual product. Besides all the product information think about including some of the following information on the package.
7. Prepare all your marketing materials:
Develop all marketing materials, web pages, sell sheets, and data sheets well in advance of product receipt. This ensures you are ready to promote the product as soon as it arrives.
8. Research Your Competitors:
Identify competitors and their part numbers to create a database of alternate or equivalent products. This research aids in comparison and enhances your product's competitiveness in the market. Many distributors show alternatives on their web sites, and some have function keys that allow inside sales personnel to call up screens that display alternates or equivalents. Having this research done ahead of time will move this process along and make sure it does not get forgotten.
9. Train Your Sales Team:
Conduct in-house product introductions and training for your sales staff about one week before the product arrives. This ensures your team is knowledgeable and prepared to answer customer inquiries. Only then should you send an email blast to your customers.
10. Review Pricing and Costs:
When your new product is FINALLY received have your pricing department gather all the applicable invoices. While initial product cost is easy to determine, landed cost is not always as straight forward and obvious. See how your actual landed cost compares with your anticipated landed cost. You may need to adjust your selling prices. Check for unknown freight charges or delayed invoices.
By following these steps, you can effectively reduce the time-to-market for new product lines, ensuring a smoother and more efficient product introduction process.
Ensure your Product Data is Displayed Correctly on E-commerce, Inventory Search Sites, and Marketplaces
Making sure your product data is displayed correctly on e-commerce, inventory search sites, and marketplaces is crucial for your business's success. Accurate and well-presented product information enhances visibility, builds customer trust, and drives sales. Misleading or incomplete data can lead to lost sales, dissatisfied customers, and a damaged reputation. By prioritizing data accuracy and consistency, you can differentiate your products from competitors, improve search engine rankings, and provide a seamless shopping experience for your customers.
1. Prioritize Critical Data in Descriptions
Did you know that many marketplaces and search sites may only use a portion of your description data? They start their import with the leftmost character and truncate the rest when the field is full. This makes it imperative to format your descriptions, so they begin with the most critical information. Avoid wasting space with non-essential details that can be found on the product datasheet. Ensure that everyone entering data into your inventory system follows this standard to maintain consistency and clarity.
2. Simplify and Standardize Data Entry
Avoid using complex punctuation in your data entries. While everything may look correct on your systems, issues can arise when this data is uploaded to inventory search sites and marketplaces. Common problems include handling of commas, inch and foot symbols, and other special characters. Additionally, refrain from using all capital letters in your descriptions, as this can reduce readability and professionalism. Importing a supplier's database as-is without standardization can lead to inconsistencies and errors. In today's e-commerce landscape, accurate and clean data gives you an edge over competitors who may share the same suppliers.
3. Ensure Correct Classification and Parametric Data
When a distributor takes on your line for the first time, it's crucial to ensure your product data is correctly displayed. Start by assigning each item to the appropriate class and sub-class in the search tree. Incorrect placement can be difficult to rectify later. Distributors often use algorithms or non-technical staff for this task, which can result in inconsistencies. Verify that each item has the correct parametric data in the appropriate fields. This validation should be an ongoing process. Regularly check your products on top customer websites to ensure they are displayed correctly. Remember, these sites are not under your control, and software updates on their end can affect your data.
4. Regularly Audit Your Data
Set up a routine audit process to check how your product data is being displayed across various platforms. This includes ensuring that product names, descriptions, images, and specifications are accurate and consistent. Look for discrepancies and address them promptly. Use tools and software that can help automate this process and alert you to any changes or issues.
5. Communicate with Your Partners
Maintain open communication with your distributors and partners to ensure they understand the importance of accurate data representation. Provide them with guidelines and training if necessary. Collaborate on best practices for data entry and maintenance to ensure that your products are presented in the best possible light.
6. Use High-Quality Images and Descriptions
High-quality images and well-written descriptions are crucial for attracting customers. Ensure that your product images meet the specifications of the platforms you are using. Descriptions should be detailed and informative, highlighting key features and benefits. This not only improves your product's appearance but also enhances SEO, making it easier for customers to find your products.
7. Monitor and Respond to Feedback
Customer feedback can provide valuable insights into how your products are perceived and displayed. Monitor reviews and ratings on e-commerce platforms and address any issues related to product data. Use this feedback to make necessary adjustments and improve the overall presentation of your products.
8. Leverage Technology and Automation
Consider using technology and automation tools to manage and optimize your product data. Product Information Management (PIM) systems can help you centralize, standardize, and distribute product information across various channels. Automation tools can streamline data entry and maintenance, reducing the risk of errors and ensuring consistency.
By following these steps, you can ensure that your product data is accurately displayed on e-commerce, inventory search sites, and marketplaces. This not only enhances the visibility and appeal of your products but also improves customer trust and satisfaction, ultimately driving sales and growth for your business.
From a supplier's perspective, effective collaboration with your distribution network is essential for ensuring that your products reach the market efficiently and meet customer expectations. Here’s how to enhance collaboration from the supplier side:
Initiative-taking Communication:
- Establish regular, varying communication channels with your distributors, These can be a combination of in-person visits, telephone calls, e-mails, or virtual meetings. Use these touchpoints to discuss product availability, order forecasts, and any potential supply chain issues.
- Share updates on production schedules, potential price changes, lead times, and any changes in product specifications well in advance. This helps distributors manage their inventory and align their marketing efforts with your product availability. Remember your Distributors are going to need time to communicate this information to their customers.
Use Collaborative Tools:
- Implement shared platforms, such as cloud-based project management tools or inventory management systems, to streamline communication and data sharing. These tools allow both parties to have real-time access to inventory levels, order statuses, and shipping details.
- Continuously encourage your distributors to use these platforms, ensuring that everyone has access to the latest availability and cost information. Make sure you have all the needed information in one spot. “I remember a case with a large supplier who had price and delivery information on their extranet site but to access other critical information such as Country-of-Origin, you had to call their Customer Service people.” The COO information was critical since a portion of their line was manufactured in China and subject to tariffs.
- Monitor access- Due to ever changing distributor personnel continuously monitor who has access to your data. This not only ensures that they are accessing this information and freeing up your own Customer Service staff to handle more complicated tasks, but it is also imperative to revoke access to staff that is no longer there.
Locating a new supplier for an existing product or adding a new product line from Asia can be exciting, but verifying their qualifications without visiting them can feel like a challenge. Often, the volume of business may not justify the expense of an in-person visit—so what are your options?
Fortunately, there are reputable third-party services that can bridge this gap. These companies will visit the potential supplier on your behalf, providing you with an unbiased, detailed report. This analysis includes key factors such as:
✅ Product capabilities
🏗️ Infrastructure and facilities
🔧 Quality control processes
🛠️ Production capacity and scalability
Such services allow you to gain a comprehensive understanding of the supplier’s qualifications without the need to travel, ensuring you make informed decisions with regard to their suitability with confidence. As an added benefit many of these 3rd party services can also provide you with Quality Control Services such as: Pre-Shipment Inspection | During Production Inspection | Production Monitoring and Container Loading Supervision.
At Electro-Brand Consulting, we assist you in identifying reputable services and vetting suppliers effectively—without unnecessary costs. Let’s discuss how we can help you streamline your supplier vetting process!
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