GTIN non-compliance threatens seller access to Google Shopping
OTTAWA – Canada – April 6, 2016 — 360pi has developed a step-by-step program to assist retailers and brands in their efforts to comply with Google’s May 16th deadline for providing Global Trade Item Numbers (GTIN’s) for all new in-stock products on Google Shopping. The most common GTIN format in North America is the Universal Product Code (UPC).
While Google has always encouraged sellers to include robust product information to drive ad performance and conversions, GTIN’s were not required for products listed on Google Shopping prior to 2015. Last year, Google established requirements that impacted about fifty national brands, but is now extending this condition to impact nearly every retailer selling on the platform. Early indicators from Google show that approximately 10% of products are already receiving GTIN non-compliance warnings. Moreover, Google has posited that up to 50% of products could be excluded from Google Shopping for non-compliance when they start enforcing this requirement in mid May. As well, post May 16th, retailers need to meet the GTIN requirement to continue serving ads.
For retailers and brands scrambling to comply or risk their presence and performance on Google Shopping, 360pi proposes the following three-step process:
- Make a list of identified gaps or potentially outdated unique product identifiers (GTIN’s, UPC’s, etc.).
- Consider implementing a product intelligence solution that can provide accurate product identification and data capture. This will be the fastest way to ensure compliance and receive a complete list of corrected GTIN’s.
- Import the updated list into your internal system.
“The May 16th deadline is fast approaching, but even those sellers who are currently non-compliant can follow this simple process to secure their product listings on Google Shopping,” said Jenn Markey, VP of Marketing, 360pi. “Beyond addressing the immediate risks posed by non-compliance, providing GTIN’s also offers tremendous upside to sellers by driving more product ad exposure, clicks, and ultimately conversions.”
For more information on how to become GTIN compliant, please contact firstname.lastname@example.org.
360pi derives profitable insights from product and pricing big data to help leading omnichannel retailers, etailers, and brand manufacturers compete and win with shoppers. 360pi’s customer base accounts for over $US200 billion in annual product sales and includes Ace Hardware, Build.com, and Overstock.com, along with several Fortune 500 consumer products companies. With the majority of in-store purchases being influenced online, 360pi helps retailers and brands successfully navigate the multi-channel landscape with real-time insight into who is selling what, where, when, and for how much. Ultimately, 360pi customers make smarter decisions faster to drive increased revenues and margins across all channels.
Ketner Group PR + Marketing (for 360pi)
(613) 562-2525 x 511