The online market for baby and kids supplies is growing at a rapid pace. A steady stream of new competitors entering the market increases the already gigantic number of similar and identical products offered in this segment. Reliable and valid data on competitors, their assortments and pricing strategies, has become a key success factor.
The biggest challenge is data quality. Because in the market for baby and kids supplies, it is hard to properly identify and compare items listed on websites. Vendors tend to give identical products very different descriptions, often omitting EAN or similar numbers. Retailers and manufacturers alike need a powerful software helping them to sort through the maze of information.