Omnicanality: how to share product data with the supply chain

Companies that want to approach omnicanality must place product data at the centre of the supply chain. If the information is not complete and uniform, the user will not make it to the end of the purchase. The solutions to that in the article.

What are the most important features that an online sales service must have? According to 81% of the users surveyed, it is the completeness of the product information.

What can be experienced in the physical shop, the accurate observation and manipulation of the product combined with reading the label, must be recreated online. The digital representation of the product must be as close as possible to the physical one, if we want to offer a uniform experience on all channels.


But reality is quite different: out of a hundred users who search for a product on the internet, only 1.6% of them complete their purchase. This is mainly due to the fact that the information online is not enough to push them to complete the purchase.

It might be contradictory, due to insufficient data sharing between manufacturers and distributors. As a study by Heiler reports, product data is usually stored on three to more than twenty different systems, and it’s hard for them to match.

This is why it is essential to manage effectively all the digital information about the product, and to be able to identify it correctly.

filiera-prodotti-thronDifferences between silo management and centralized management of data and product assets

Standardize information


In order for products and their data to be uniquely identified, standardized formats must be adopted.

In marketplaces, only 440 million out of 2 billion products are coded with a GTIN (the unique Global Trade Item Number contained in the barcode). Counterfeiting or errors in product selection are concrete risks.

This is why product materials, including both textual data and multimedia content, must be structured in a uniform way. By multimedia content we mean all the assets describing the product: videos, images, still life pictures etc., everything that contributes to its iconographic and contextual description.

GS1 Italy has developed two solutions – Immagino and Condivido - so that companies (producers) can have full control over product information and digital assets, and share them with the distributors in a standardized and approved form.

No more manual uploading from different departments, with the risk of finding yourselves with duplicate or outdated material. The company has full control of the information shared throughout the supply chain.



Immagino and Condivido


Immagino deals with digitizing product images and label information: the exchange, management and updating of product information goes through a process of control, verification and validation by the manufacturer, so that only quality data is transmitted.

Condivido on the other hand is the DAM platform that GS1 Italy has developed with THRON: it is a single content hub that a manufacturer shares with its distributors, in a many-to-many logic. With a common archive, it is easier for the brand to organize marketing content so that it is always updated and available in its correct version.

This is ensured by the Immagino certification. The retrieval of content is also made easier by the fact that it is linked to specific products via GTIN.

As Ermanno Bartelle of GS1 Italy said at the workshop "Managing omnicanality", a company must manage information and product content in the best possible way, because they are discriminating factors for the consumer's purchasing choices.