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Feed management | Online store

ECCO Shoes “Save time and effort creating the feed you like”

January 29, 2019

ECCO Shoes depended on an IT department and marketing agencies to make any changes to their feeds, which cost a lot of time and money. Ever since Alex Poza, a consultant for ECCO Shoes, began using Channable, he has gained the independence and autonomy to create the perfect feeds. "Adapting the feeds to each online sales platform is no longer a problem".

Channable ECCO Shoes

Alex: ‘The reasons that led me to use a tool like Channable include the autonomy and freedom to manage all my feeds as I want, without having to depend on anyone. I am a perfectionist, so I get the feed that I want and meet the requirements of each platform’.

Alex Poza has spent 13 years working in digital marketing, working mainly as an external consultant in digital marketing and eCommerce. He has experience working for brands such as Cortefiel and PC City. As of 2017, he’s been working as a consultant for ECCO Shoes, a leading Danish footwear company with presence in more than 88 countries.

Starting Point

For Alex, it was surprising that, when he began working for ECCO, there was no one responsible for managing the feeds used for selling on different platforms. “Each country worked with different marketplaces but nobody knew who was in charge of the feeds. Everything was managed through marketing agencies, but the process took a long time. Each time they wanted to incorporate a change in the feed they had to wait for the agency to make the relevant changes. As the product information constantly changes, it was very complicated to have the feed instantly updated.” Sometimes there were even coding problems and the feed did not fit the specifications that channels like Criteo or Google Shopping need.

That’s when ECCO realised the need to automate this process and centralize everything through a feed management tool like Channable. Alex Poza opted for Channable due to the recommendations he had received from other marketing agencies in the Netherlands. “The reasons that led me to use a tool like Channable include the autonomy and freedom to manage all my feeds as I want, without having to depend on anyone. I am a perfectionist, so I get the feed that I want and meet the requirements of each platform”.

Now with Channable

ECCO Shoes uses different marketplaces and price comparison websites for each geographical market. Alex: “Previously this was time consuming because we did not have the feed adapted to each platform. Now we just need to open an account. It takes 1 minute to adapt the feed thanks to Channable. The feed is no longer a problem.”

Alex highlights several positive points about Channable; it is easy to use, so he manages everything personally without depending on a technician, but in case he has any issues “I get in touch with the technical support of Channable and then they solve it”. In addition, the prices are adjusted to the needs of the business and are very reasonable.

Another positive point is the rules, which allows for easy optimization of product information and adapting it to the requirements of each platform. Each channel can have its own rules and it is very easy to copy them from one project to another. “Some of my favorite rules are those that allow you to fill empty fields using information you have in another field. Also security rules, which allow you to exclude products when by mistake the price is less than €1. This way you make sure that you are not selling products with erroneous prices. In the case of the shipping price, we create a rule that establishes the free shipping when the product is worth more than €180. So we do not have to do it manually, product by product.”

Thanks to Channable’s feed management tool, Alex has gained the necessary autonomy to create the perfect feeds. Today, ECCO Shoes’ feeds depend only on one single person and one single tool. According to Alex: “If you can do it, the better. Try not to depend on anyone to save time and effort creating the feed you like”.

Written by Senni Whitaker
Marketing UK