Customer Acquisition: Feed Your Need to Sell

In order for each feed to provide the proper data to the consumer browsing its site, you have to regularly update that site with product information, such as price and availability. FootSmart updates all of its data feeds daily to reflect sales or changes in inventory, says Stern.

Kennedy handles the day-to-day operation of the feeds at FootSmart. “It’s really important to make sure that what’s up on those sites can be fulfilled on our end. The last thing you want to do is promote some product that you can’t fulfill or no longer carry. We stay on top of those on a pretty much daily basis,” he notes.