Concept: Internet search has motivated shoppers to conduct more product research prior to purchasing, and avoid impulse buys. According to Google, 83% of “moms” research online after seeing a product or commercial that piques their interest. Furthermore, Yahoo reported that more than half of shoppers say they’re less impulsive because of the Internet. Ezeedata is a solution platform designed to collect and organize product data, and work with suppliers to improve current information. The solution then scores and certifies the product data and delivers it to recipients chosen by the supplier.
Retail executives are recognizingconsumers’ increasing demand for more information to research and verify, and are affirming the direct relationship between increased sales and complete product data. By providing images, in-depth marketing copy and product details, retailers can educate customers and provide them with the content that will drive them to purchase.
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Team: Ezeedata was developed by Edgenet, Inc., a technology provider that specializes in data feed optimization with the goal to provide product data enrichment. Ezeedata’s headquarters are in Atlanta, Georgia, and the company currently has offices in Nashville, Tennessee, and Milwaukee, Wisconsin.
Ezeedata has collected product data since the early 1980s for use in its configurator software. Ezeedata was developed after Edgenet created its foundation in data taxonomy and hierarchy. Edgenet’s leadership identified the data feed management opportunity when demand for configured and organized data via Internet began to increase. The company’s current CEO is Tom Frederick, while Joe Czarnecky is serving as Executive VP.
The Edgenet Network was designed to deliver enriched data from supplier product data feeds to retailers and distributors for use in e-Commerce, in-store and supply chain systems. Retailers within the Edgenet network can review and receive product data feeds optimized by Edgenet, with a bigger bottom line for retailers and suppliers as an end result.
Market Relevance: With Google improving its “Google Local” and purchasing Sparkbuy, there is a clear confluence of search and shopping beginning to develop. Today’s shoppers are relying more on complete and fresh product data. As a result, data feed optimization will soon become what SEO is now — a necessary piece of the marketing puzzle.
Delivery: Ezeedata’s format allows a supplier to log in to its “supplier portal,” where it can upload and enter product information. Once the data is initially scored, Ezeedata suggests improvements and can automatically populate attributes utilizing proprietary techniques like Image Assist, which identifies attributes from an image of the product. The solution also is designed to allow suppliers to compare their data scores to competitors in their given industry and vertical. With the current array of file types, image file extensions and compressions currently available, Ezeedata is designed to provide its retailer partners with data in the format they desire.
Proof Points: Through partnerships with search engines Google and Bing, Edgenet delivers product data directly to both sites for optimal product exposure. Currently, both Bing and Google display Edgenet’s certified data. Ezeedata was developed to provide suppliers of multiple sizes and verticals with quality inventory descriptions and images, while supplying retailers, search engines and shopping sites with detailed information to fuel consumer action via click-throughs and purchases.
