A merchant's range was built for the trade counter, where the branch knows the product and the customer knows what to ask for. Online, neither is true. Timber, insulation, fixings, plumbing and tools from hundreds of suppliers need structured sizes, specs, certifications and compatibility before a website can sell them. SKULaunch gets you there in days, not months.
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Owns 45,000 SKUs from 300 suppliers and a spreadsheet template that no supplier fills in the same way twice.
Running a site where insulation cannot be filtered by thickness or R-value and timber cannot be filtered by treatment, because nobody structured it.
Spending half the team's week chasing supplier data by email and fixing what comes back.
Watching trade customers buy online from the national merchant or the marketplace whose listings are complete.
At the counter, a product with a name and a price sells, because the person behind the counter fills in the rest. Online there is nobody to fill it in. A 100 mm insulation board needs its thickness, R-value, dimensions per pack and fire rating structured, or it cannot be filtered, compared or found. Multiply that by timber, plasterboard, fixings, roofing, plumbing, landscaping and tools, each with its own attributes, and the range that took decades to build has to be described from scratch.
The buyer has changed too. Trades check stock and spec on the phone before they drive to the branch, and increasingly they order for delivery without visiting. A missing dimension or a greyed-out filter is a lost order, and it is lost quietly, to a competitor whose data was better.
Supplier data does not arrive ready. Manufacturers send PDFs, brochure copy and price files, each in their own format, and the email-and-spreadsheet process that worked for 50 suppliers stops working at 300. Bowens was taking four to six weeks per supplier before it changed the process.
For the full picture of what fixing this involves, from supplier intake to enrichment and publishing, see our guide to product data management for distributors.
Most merchants arrive with one of these. The other three show up within a month.
One portal link per supplier, pre-filled by AI from their own catalogue and site, with the attributes your category needs already in place. Suppliers confirm rather than type.
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Thickness, R-value, treatment, grade, finish, pack quantity, fire rating and the standards each product meets, extracted from supplier documents and structured against a schema per category.
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Consistent attributes and units across every supplier in a category, so a customer can filter the whole range and the filter never greys out.
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A supplier's launch pack becomes complete, live listings in days, so the new range sells while the competitor is still keying it in.
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Every capability designed for a catalogue with hundreds of suppliers, dozens of categories and a customer who filters before they buy.
One link per supplier. AI pre-fills. Supplier confirms. Validated data in days, tracked by supplier.
Explore →Supplier feeds, GS1 identifiers and manufacturer catalogues mapped to your schema automatically.
Explore →Every category enriched against its own schema. Confidence-scored. Reviewed by exception.
Explore →Hundreds of supplier formats, units and pack sizes normalised to one schema without cleaning rules.
Explore →A schema per category in minutes, from insulation to ironmongery, with the attributes the trade filters on.
Explore →Completeness by supplier, by category, by attribute, so you see which categories are holding the site back.
Explore →Forty product groups, hundreds of suppliers, one schema per group.
Read more →You're here.
ETIM in, sellable product data out, across the whole range.
Read more →Book 30 minutes. Bring the category the website cannot filter and the supplier whose data never arrives. We'll show both landing structured, enriched and ready to sell.
The AI product data platform that turns messy supplier files into sales-ready content. Run it upstream of your PIM, or run it as one.
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