Especially in the fashion industry, high-quality item data in corresponding e-commerce quality is central. With constantly changing promotions, sales offers and different seasons, the sales cycle is getting shorter and shorter. To be able to guarantee a high quality of product data is a big challenge. A webshop with a high quality level can be recognised by whether the articles in the webshop are presented informatively and with the relevant characteristics. For a high-turnover online business, data is the success factor par excellence.
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 more than 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 traditionally manual processes must also be digitised in order to continue to offer customers the premium shopping experience they are already accustomed to.
On the one hand, this is to be achieved through the targeted further development of already existing digital experiences, but on the other hand also through the addition of further brand articles. This increases the already very high effort in the area of article creation and the associated operational expenditure. The KELLER Group therefore specifically relies on the software solution from Onedot, because it can reduce manual efforts in the onboarding of supplier data and shorten the time-to-market of the articles.
Finding the perfect sports equipment from over 17,000 high-quality articles in the online shop is only possible with a strong e-commerce infrastructure. The manually prepared articles in the KELLER Group merchandise management system therefore formed the optimal data basis for preparing the Onedot product data platform and its machine learning algorithms for the onboardings. With this data, the algorithms were trained and a customer-specific setup was created that serves as the basis for the core steps of the automated article creation.
To ensure that changes in the KELLER Group's merchandise management system are also available on the Onedot platform at all times and can be taken into account during onboarding, the KELLER Group's data model is kept synchronised in the product data platform. In addition to the assortment selection, this also ensures the detection of duplicates in the assortment. In addition, the use of the Onedot software ensures that only manufacturer articles are processed that are ultimately also offered in the web shop.
When the item selection is complete, Onedot automatically calculates three different product categories, which are based on internal group-specific category trees and the FEDAS product group key. This way, the prepared product data can be provided in the specified target format and easily imported into downstream systems such as the shop system.
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 with seasonal changes, for example. On the other hand, the digitalisation of the process also makes it possible to respond very agilely to customer requests and thus to provide trends earlier and always in high e-commerce quality.
In this way, the KELLER Group can strengthen its own market position and continue to ensure that everyone, whether professional athlete or beginner, can find the perfect sports equipment and become part of a rapidly growing community.
