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Digital Distribution and External Channel Integration

Efficient and seamless - Increase sales by efficiently connecting external platforms

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A well-implemented retail connection is key for companies to remain competitive in the omnichannel age and effectively retain customers. Bundled content delivery makes it possible to create a seamless customer journey and deliver a consistent brand message across all touchpoints. 

The goal:

Customers and partners using the latest technologies to provide the best possible product information and ensure that end customers receive relevant, complete, high-quality product information in the appropriate format and depth across all channels.

Every retail channel has different requirements for product data. But this diversity can create digital barriers that hinder trade, growth, and expansion.

Feed management, retailer connectivity, marketplace or partner integration - there are many names for delivering data to external channels and partners. At Xtentio we deal with the whole spectrum.

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Product information tailored to the needs of partners and resellers

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Fully automated data transfer from internal systems to partners and merchants

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Deliver quality-assured product information across all retail channels

Overview of the different ways to connect to retail marketplaces
and other external channels

This allows you to automatically list your products on online platforms.

Feed Management organizes and optimizes data feeds for various purposes such as e-commerce, digital advertising, or content distribution. File formatting, cleansing, and optimization are performed to ensure effective distribution and use of feeds.

Datenströme von internen Datenquellen wie ERP, CMS oder Excel zu Marktplätzen via Feed Management

The interface to your most important marketplaces

The integration of marketplaces such as Amazon, eBay and Otto not only minimizes the manual effort required to provide and update data, but also ensures that customers on the various platforms receive exactly the product information that is relevant to them.

Datenströme von internen Datenquellen wie ERP, CMS oder Excel zu Marktplätzen

Sell on B2C and B2B merchant platforms

Retail connectivity enables rule-based customization of data and content from multiple sources to create an integrated retail experience. This allows you to effectively and seamlessly engage your customers.

By minimizing manual effort and automating the distribution of product information, you can ensure high levels of data accuracy, completeness, and consistency across all customer touch points. 

Datenströme von internen Datenquellen wie ERP, CMS oder Excel zu externen Händlerplattformen

Improve the customer experience with external data

Systems partner integration refers to the process of integrating external partners or third-party vendors into an organization's existing IT systems. This can be done through the exchange of data, the use of APIs (Application Programming Interfaces), or the integration of software components.

The goal is to enable seamless collaboration between disparate systems to make processes more efficient and facilitate the exchange of information.

Datenströme von internen Datenquellen wie ERP, CMS oder Excel mit Partnerintegrationen

At Xtentio, we understand the importance of these automated processes and rely on innovative technologies to provide you with efficient and reliable solutions.

Through digital transformation, we simplify your retail processes (serving your external channels), increase efficiency, and allow you to focus on growing your business.

Leverage our expertise to increase customer loyalty and take your retail performance to the next level.

Your path to digital data distribution

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The Pragmatic Approach to Strategy Development

We get to know your business and your goals, or work with your team to develop them. The creation of a data distribution strategy then includes:

  • an environment analysis with a focus on the requirements of the business stakeholders and the relevant channels
  • a concept for the selection of suitable tools and technologies for the implementation of the strategy, taking into account the automation of processes and data provision
  • coordinating the strategy with relevant stakeholders to ensure that the objectives and requirements of all parties involved are taken into account

The result is a coordinated strategy for the distribution of product information.

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The right connection for your company - pragmatic and with sustainable added value

At Xtentio, we have years of experience in integrating retail connections for our customers. With our system neutrality, we work with you to find the perfect solution for your business.

Depending on the business environment, there are many different options. For example, B2B sales require completely different platforms than B2C. The required data also differs in structure and scope, which is why an individual approach with the right interfaces, systems, data sources and data extraction is of great importance for the success of the retailer and/or marketplace connection.

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And this is how the integration of digital distribution channels works

The integration cycle usually includes the following steps:

  1. Project kick-off and holistic requirements analysis for all stakeholders
  2. Collaborative definition of project scope and steps
  3. Attribute mapping preparation and implementation
  4. Define and integrate data processing rules
  5. Configuration of the interfaces or systems
  6. Quality checks of the data and extensive testing 
  7. Go-Live
  8. User training and continuous support

As an experienced consulting team with a holistic approach, we can help your company quickly and cleanly access new channels. 

Frequently Asked Questions

Effective retail connectivity enables retailers to optimize sales channels, increase customer satisfaction, improve inventory management, personalize marketing, and ultimately increase sales. By integrating different sales channels, retailers can also attract new customers and retain existing ones.

In a retail environment, a large amount of data and information is exchanged between different systems and channels. This includes:

    1. Product information: This includes product details such as descriptions, prices, availability, sizes, colors, materials, etc.

    2. Inventory data: Information about the current inventory of products in different stores, warehouses, and distribution centers

    3. Order data: Incoming order data, including order number, item, quantity, shipping address, and shipping options

    4. Customer data: Information about customer profiles, buying behavior, preferences, purchase history, demographics, and contact information

    5. Transaction data: Details of completed transactions, including purchase date, payment method, discounts, coupons, and returns

To ensure the accuracy and relevance of the information, it is updated using several mechanisms, including:


    • Automated synchronization: Many systems are configured to automatically synchronize data to ensure it is always up to date.


    • Manual update: In certain situations, such as the introduction of new products or the processing of special orders, data can be updated manually to ensure that it is available immediately.


  • API integrations: Using APIs, different systems can communicate with each other and exchange data in real time, enabling fast and efficient updates.

By continuously sharing and updating this data, retailers can ensure that their various sales channels work together seamlessly and provide a consistent shopping experience for customers.

Yes, it is possible to integrate different sales channels such as webshops, marketplaces, and physical stores into a retail connection. In fact, this is a key aspect of an effective retail connection.


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