Revolutionizing Fashion E-commerce: How The Agent Streamlined Product Data Management with Akeneo

Table of Contents

1. Key Highlights:
2. Introduction
3. The Role of The Agent in Fashion E-commerce
4. Challenges in Data Management
5. Transition to Akeneo’s Supplier Data Manager
6. Enhanced Product Data Quality
7. Measuring Success: Return on Investment
8. The Future of Product Data Management in E-commerce
9. Conclusion
10. FAQ

Key Highlights:

• The Agent achieved a 10% reduction in return rates and a 33% increase in speed to market by implementing Akeneo’s Supplier Data Manager (SDM).
• The transition from manual data handling to an automated system has enhanced product data accuracy, leading to better customer experiences and increased sales.
• The partnership with Akeneo positions The Agent's brand partners for success in the competitive online marketplace landscape, where high-quality product information is paramount.

Introduction

In the dynamic world of fashion e-commerce, operational efficiency is critical for success. With online marketplaces becoming increasingly competitive, brands must ensure that their product data is not only accurate but also optimized for discoverability. The Agent, a leading fashion marketplace accelerator, has taken significant strides in this area by adopting Akeneo’s Supplier Data Manager (SDM). This strategic move has not only streamlined their product data onboarding process but also resulted in a notable reduction in return rates and improved sales performance. This article explores the transformative impact of this partnership and the implications for brands navigating the complexities of online marketplaces.

The Role of The Agent in Fashion E-commerce

The Agent serves as an essential link between fashion brands and online marketplaces, optimizing and scaling their clients' digital presence. Working with both emerging and established brands, including notable names like Le Coq Sportif and Herschel Supply Co, The Agent focuses on maximizing online sales across various platforms such as Zalando, Amazon, and Decathlon.

By offering a dual service model—full management of the marketplace selling process or a collaborative partnership tailored to specific needs—The Agent adapts to the diverse requirements of its clients. This flexibility is crucial in a sector where consumer preferences and marketplace standards can shift rapidly.

Challenges in Data Management

Before the implementation of Akeneo’s SDM, The Agent relied heavily on spreadsheets and email for managing product data. This manual approach often resulted in inaccuracies and extended time to market, hindering the ability to respond to consumer demand swiftly. The sheer volume of product data—thousands of SKUs across various brands and formats—made it challenging to maintain accuracy and consistency.

As online marketplaces began demanding more detailed product information, including up to 180 unique attributes for a single SKU, the limitations of manual processes became increasingly apparent. Brands were struggling with discoverability, often rendering their products invisible to consumers due to incorrect or incomplete data.

Transition to Akeneo’s Supplier Data Manager

The shift to Akeneo’s SDM has been a game-changer for The Agent. The SDM solution provides a structured portal and workflow that facilitates the collection, cleaning, enrichment, and sharing of product information. Brands now upload their data directly, following clear guidelines that ensure compliance with each marketplace's specific requirements.

Aude Guillome, Client Success Manager at The Agent, highlighted the importance of this transition, stating, “Our brands now complete a guided workflow of four steps uploading and enriching product data... This allows for much faster integration, improved accuracy, and ultimately, better customer experiences.”

This streamlined approach has not only reduced the burden on The Agent's merchandising teams, which have shifted from labor-intensive data input to strategic oversight, but has also enabled brands to get their products to market faster. This improved efficiency directly correlates with increased sales revenue as products become available for sale earlier in the season.

Enhanced Product Data Quality

The integration of Akeneo’s SDM has led to significant improvements in the accuracy and completeness of product data. Enriched content, including detailed attributes such as style, fit, and color, enhances the filter-friendliness of products on marketplaces. This is particularly important on platforms like Zalando, where AI-powered tools identify and serve products based on their attributes.

The Agent’s commitment to high-quality product data is not just a matter of compliance; it’s a competitive necessity. As online marketplaces become more demanding, the focus on delivering comprehensive and accurate product information has become a critical asset for ensuring sales success.

Measuring Success: Return on Investment

The benefits of adopting Akeneo’s SDM are evident in several key performance indicators. The Agent has reported a 10% reduction in return rates, which is a significant achievement in the fashion e-commerce sector where returns can greatly impact profitability. Faster onboarding times, with a reported acceleration of up to 33%, allow brands to capitalize on seasonal trends and consumer demand more effectively.

Romaine Fouache, CEO at Akeneo, emphasized the broader implications of this partnership, noting that marketplace sales across Europe are projected to reach approximately €225 billion in online sales for the 2023/24 period. “Delivering high-quality, marketplace-compliant product data in a timely manner is critical to ensuring commercial success on these channels,” he stated.

The Future of Product Data Management in E-commerce

As the e-commerce landscape continues to evolve, the importance of robust product data management cannot be overstated. The Agent’s successful implementation of Akeneo’s SDM serves as a model for other fashion brands looking to streamline their operations and enhance their online presence.

In a world where consumer expectations are constantly shifting, the ability to deliver accurate and enriched product information is essential. Brands that prioritize high-quality data management will not only improve their visibility on marketplaces but will also foster greater customer loyalty and satisfaction.

Conclusion

The Agent’s partnership with Akeneo has not only streamlined their product data onboarding process but has also set a new standard for operational efficiency in the fashion e-commerce sector. Through improved data accuracy and faster time-to-market, The Agent is well-positioned to help its brand partners thrive in an increasingly competitive landscape. As online marketplaces continue to demand more from sellers, embracing advanced product data management solutions like Akeneo’s SDM will be crucial for brands aiming to succeed.

FAQ

What is Akeneo’s Supplier Data Manager (SDM)?

Akeneo’s SDM is a product data management solution designed to streamline the process of collecting, enriching, and sharing product information across multiple sales channels. It provides a structured workflow that enhances data accuracy and compliance with marketplace requirements.

How has The Agent benefited from using Akeneo’s SDM?

The Agent has achieved a 10% reduction in return rates, doubled the volume of products onboarded, and accelerated time-to-market by one-third. This has improved overall operational efficiency and enhanced customer experiences.

Why is high-quality product data important in e-commerce?

High-quality product data is critical for discoverability on online marketplaces. Accurate and enriched product information helps customers find what they are looking for, thus increasing the likelihood of sales and reducing return rates.

How do online marketplaces influence product data requirements?

Online marketplaces often have specific requirements for product data, including detailed attributes and compliance standards. Failure to meet these requirements can result in poor visibility and increased return rates, making it essential for brands to manage their data effectively.

What trends are shaping the future of e-commerce product data management?

As e-commerce continues to grow, trends such as increased demand for detailed product information, the use of artificial intelligence for data management, and the need for rapid adaptability to consumer preferences are shaping the landscape of product data management. Brands that embrace these trends will be better positioned to succeed in the marketplace.