Finding Value in Underused Product Data
By Casey
Most product catalogs contain more information than anyone regularly uses.
Product names, images, descriptions, and prices naturally get the most attention. They're essential to helping shoppers understand what's available. But beyond those familiar details, there's often a much larger collection of information waiting to be put to use.
Product attributes, identifiers, availability, specifications, and merchant details can all offer insights that aren't immediately obvious.
The interesting part is that creating something new doesn't always require collecting more data. Sometimes it starts with taking a closer look at what you already have.
Look at the Information You're Not Using
Think about the last time you created a product collection.
Chances are, you started with a category, a keyword, or a group of products you wanted to feature. From there, you may have narrowed the selection by price, brand, or availability.
But what about the other information attached to those products?
A catalog of home products might include dimensions, materials, colors, and other specifications. Electronics may have compatibility information, technical features, and model identifiers.
These details might not be central to the original collection, but they can open up entirely different ways to approach the same products.
The opportunity is recognizing when an overlooked field could answer a question that shoppers actually care about.
One Detail Can Change the Direction of a Collection
Imagine you're creating content around home office furniture.
A traditional approach might organize products into desks, chairs, and storage.
But looking more closely at product dimensions could reveal an opportunity to create a collection specifically for small workspaces.
Material information might inspire another collection focused on a particular design style. Adjustable features could help identify products suited to people who want more flexibility in their setup.
You're still working with the same general catalog, but the information you choose to focus on changes the story.
This is where underused product data becomes particularly valuable. It can help you move beyond familiar categories and find more specific ways to connect products with shopper needs.
Product Identifiers Have Their Own Value
Not every useful field is something a shopper needs to see.
Product identifiers, such as UPCs, EANs, and manufacturer part numbers, can help establish whether listings from different merchants refer to the same product.
That distinction matters when working with large catalogs.
Two listings may use different product names or descriptions while referring to the same item. Without a reliable way to connect them, it's easy to treat those listings as unrelated products.
Using identifiers where they're available and reliable can help support more accurate product matching and comparisons across merchants.
This creates opportunities to present different offers for the same product rather than treating every retailer listing as a completely separate option.
Pay Attention to What's Missing
Underused product data isn't always about finding information you haven't considered before.
Sometimes it's about noticing where information is incomplete.
Perhaps one group of products has detailed specifications while another has very few. Maybe certain attributes are consistently available from some merchants but missing from others.
Those differences can affect what you're able to build.
For example, a collection based on product dimensions will only be as useful as the dimension data available. If that information is missing for a large portion of the catalog, the resulting selection may exclude otherwise relevant products.
Before relying heavily on a particular field, it's worth understanding how consistently that information is populated.
A useful idea needs reliable data behind it.
Look for Patterns Across the Catalog
Individual product details become even more interesting when viewed across hundreds or thousands of products.
You might notice that a particular feature appears across several categories, that certain price ranges contain noticeably different types of products, or that a group of merchants offers products with characteristics you haven't featured before.
These patterns can raise useful questions.
Why are certain features common in one part of the catalog but rare in another? Are there product groups that could support a more focused article? Could an overlooked attribute help distinguish products that otherwise seem similar?
Not every pattern will lead to a new content idea, but paying attention to them can reveal possibilities that wouldn't appear through a basic product search.
Turn Useful Details Into Better Content
Finding an interesting piece of data is only the beginning.
The next step is deciding whether it adds something meaningful for the shopper.
A technical specification may be valuable in one category and irrelevant in another. A particular attribute might help someone narrow their options, while another simply adds unnecessary detail.
The goal isn't to use every available field just because it exists.
Instead, think about what the information helps someone understand or accomplish.
Does it make a difference between products easier to recognize? Does it support a more specific shopping need? Could it help create a collection that would otherwise be difficult to build?
When the answer is yes, that data has a practical purpose.
There's More to Discover in the Data You Already Have
It's natural to look for new products, new merchants, or new categories when trying to expand your content.
But existing product information can be just as valuable a starting point.
A field you rarely use might inspire a new collection. A product identifier might reveal a connection between merchant listings. An overlooked attribute could help answer a shopper question that your current content doesn't address.
The value isn't necessarily in how much information your catalog contains. It's in recognizing which details can help you do something useful with it.
Sometimes the next opportunity isn't a new product at all. It's a new way of looking at the products you already have.
For more information, check out documentation here (opens in a new tab).