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Gepard-HP-Amazon-Icecat_Case_Study

Gepard PIM enables brands to freely exchange product marketing content and helps retailers to onboard and adapt their content in an effective and automated way.

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Gepard-HP-Amazon-Icecat_Case_Study

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  1. HOW SET UP A MIDDLEWARE TO DELIVER PRODUCT DATA TO gepard.io

  2. ABOUTHP HP Inc. is an American technology company which developspersonal computers (PCs), printers and related supplies, as well as provides 3D Printingsolutions. CHALLENGE The fast market penetration, supported by sales-driven product descriptions, is crucial in launching new products. But every retailerand marketplace has its own taxonomy*. HP product feeds did not suit the Amazon data model and template structure. NEW APPROACH HP team needed to deliver standardized product data to their authorized distributors. The purpose of the project was to set up the omnichannel middleware to deliver the HP data in a required format to Amazon marketplace end-point,handling the data transformation according to the destination requirements. *Product taxonomy (product categorization) is the logical and structural organization of a company's products and their hierarchical arrangement.Thepurposeofretailtaxonomyis toenablefastandflawlessproductsnavigation &searchandenhancecustomers’experience. HPSPENT THOUSANDS OF HOURS TO ADAPT DATA TOAMAZON NISTEMPLATES With the wide product line, ittook HP team thousands of hours of manual work to adapt HP EMEA product descriptions to Amazon NIS templates. Each product description consisted of 150-300 data fields with A+content. gepard.io

  3. GEPARD &HP STORY Analyzed theAmazon dataformat. Developed pilot sample and approvedtheconceptwithHP team. Set up product data transformation andsyndication rules. GOALS Manage and support the 5 country- orientedHPAmazonchannels:Amazon UK, Amazon DE, Amazon FR, Amazon IT, and AmazonES. AdjusttheIcecat'sproductdescriptions for PCs, supplies, Ink, monitors, and printerstotheAmazonNIStemplate. Provide Amazon HP representatives withthefilledAmazonNISformsand imagesfeeds,formattedaccordingto the marketplacerequirements. Solution: Working closely with Gepard and Icecat teams,HPhasresolvedthechallengeof product data transformation. The processes of transforming and deliveringproductdataintotheAmazon NIStemplateswerefullyautomated. Launched thesolution. Arrangedworkshopsandprovided postroll-outsupportforHPteam. gepard.io

  4. HOW ITWORKS Data transformation Datadelivery Dataexport Step 1. Product DataRequest The HP representative logs in to the Gepard product form and enters the product SKUs intothespecificfield.TheuserpressestheCheckSelectedSKUsbuttontogettheproduct feed. Step 2.Gepardproductdatatransformationandsyndication Gepard Syndicator automatically imports and transforms product descriptions from the IcecatcontentproviderintotheAmazonNIStemplates.Theproductslistwithstatusesper eachproductappearsintherightsectionoftheform. Step 3. DataDelivery Gepard Syndicator automatically imports and transforms product descriptions from the IcecatcontentproviderintotheAmazonNIStemplates.Theproductslistwithstatusesper eachproductappearsintherightsectionoftheform. gepard.io

  5. RESULTS Gepard Syndicator is set up as an automatic solution thattransforms all the HP product data into the applicable format for the Amazon marketplaces. HP no longer adjusts each new product description to Amazon’s requirements. HP uses Gepard solution to map, transform, and deliver product data, including Rich Media materials. Gepard Syndicator transforms and delivers Icecat data to Amazon UK, Amazon DE, Amazon FR, Amazon IT, and Amazon ES, according to the template requirements of each endpoint. OUTCOME UsingGepardsolution,HPachievedthe following: GEPARD AUTOMATICALLY TRANSFORMS AND DELIVERSPRODUCT DESCRIPTIONS TO AMAZON Startedtoselltheirfull2018product lineatAmazonmarketplacesfaster. FulfilledalltheAmazon'srequirements forthecontentstructureandmodel. Gotadvantageofautomatedrequests foraddingnewproductdata. Laptops Tablets 25+ CATEGORIES Andmore Printers gepard.io

  6. LEADING THEWAY WHAT’SNEXT Now the manual product data adjustments for the Amazon marketplaces are no longer an issue. HP plans to expand theircooperation with the Gepard team to connect to new retailers and set up content integration via theAPI. ADVICE FOROTHER BRANDS To keep evolving as quickly as the eCommerce market does and provide a great user experience for customers, brands and manufacturers should get an end-to-end automated solution for product data management, transformation, andsyndication. Oleg Luferenko, Product Owner at Gepard. Cyril Dorogan, Chief Commercial Officer atGepard. Peter Sol, Senior Vendor Managerat IcecatN.V. Alexandr Kravtsov, Project Manager at IcecatN.V. gepard.io

  7. ABOUTGEPARD Gepard is the eСommerce data transformation platform, connecting retail with manufacturers and content providers. Gepard establishes connections between multiple data channels, transforms 120+ million product descriptions per month and reduces hours of manual work for HP, Rakuten, CentralPoint, MediaMarkt, Walmart, Migros, Auchan, OfficeDepot, and a range of othercompanies. IN ECOMMERCE, EVERYMOMENTCOUNTS TolearnmoreaboutGepard,visit gepard.io orsendanemailto info@gepard.io. gepard.io

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