This article outlines the core responsibilities, goals, processes, and tools used by Product Enrichment Specialists to turn raw product information into high-performing content.
What Is the Goal of Product Enrichment?
Product enrichment is the process of transforming basic product data into fully detailed, customer-ready content. It goes beyond accuracy, it’s about clarity, consistency, and value. The goal is to make product listings more discoverable, more persuasive, and more aligned with what each channel demands.
Key Responsibilities of a Product Enrichment Specialist
- Gather and structure product information: Collect specs, attributes, dimensions, materials, certifications, etc.
- Create and optimise product descriptions: Write clear, compelling copy tailored to audience and channel.
- Apply SEO best practices: Embed relevant keywords and phrases that improve search visibility.
- Localise and adapt content: Translate and adjust content for regional or linguistic relevance.
- Standardise attributes: Ensure size, colour, weight, and other fields follow consistent formats.
- Validate and clean data: Identify gaps, inconsistencies, or errors across product records.
- Coordinate across teams: Work with buying, marketing, and operations to gather inputs and meet requirements.
The Product Enrichment Process
- Data intake – Receive product data from suppliers, ERP systems, or internal teams.
- Data mapping – Match source data to standardised formats and taxonomy.
- Enrichment – Add images, bullet points, descriptions, FAQs, and cross-sell content.
- Channel preparation – Optimise listings for Amazon, Shopify, Magento, and other platforms.
- Quality control – Run validation checks, peer reviews, and rule-based audits.
- Publishing – Push content live via PIM systems or direct integrations.
Common Tools Used
Product Enrichment Specialists rely on a range of platforms to do their work effectively:
- PIM Systems (e.g. OneSila, Akeneo, Plytix): Centralise and structure product content.
- DAM Platforms: Manage images, videos, and other assets.
- Translation/localisation tools: Adapt content for new markets.
- Spreadsheet software: Used for bulk edits, mapping, and import/export tasks.
- Task management tools: Track progress, approvals, and collaboration.
Why It Matters
Poor product data leads to customer confusion, lower rankings, missed sales, and higher return rates. Product Enrichment Specialists are the ones who prevent that from happening. By ensuring content is complete, accurate, and optimised, they help businesses:
- Increase conversion rates
- Reduce returns
- Launch products faster
- Improve cross-channel consistency
- Strengthen brand credibility
TLDR;
A Product Enrichment Specialist sits at the intersection of data, content, and commerce. Their work might happen behind the scenes, but its impact is front and centre—on product pages, in search results, and in customer experiences.
For any business serious about scaling product sales and operational clarity, enrichment is not optional. It’s a strategic function that directly supports growth.