Why Accurate Product Data Is More Critical Than Ever in the Promotional Products Industry

By Aileen Flaherty 

In a fast-paced industry where product availability, pricing and sourcing can change overnight, accurate and timely product data is no longer “nice to have” — it’s a business necessity. At ASI^®, our data team is dedicated to that need for accuracy and works closely with suppliers, like you, to ensure the information distributors rely on is current, compliant and clear. We’ve put together a behind-the-scenes look at how product data is managed and why it matters so much.

If you’re not sure about the best way to update your product listings, here is the route some of our suppliers are taking. A growing number of suppliers manage their own listings via ESP^® Updates or through API integrations. Some even handle everything from new product uploads to seasonal updates. But for others, especially those without a dedicated data team, ASI steps in to assist with data entry and maintenance. For those looking to lean on ASI for data entry, providing our team with clear and accurate data and communication helps us get things done efficiently and promptly so that your products can be boosted in ESP+ ASAP.

Getting Supplier Participation

One of the biggest challenges in maintaining data accuracy is getting timely responses from suppliers like you. While plenty are highly responsive, sometimes others require follow-ups via email or phone calls. Giving our team access to the most up-to-date and accurate data helps us update your products in a timely fashion and thus gives your products a better chance of being picked by eager distributors faster (aka sales).

Updates Happen Year-Round, Not Just Once a Year

Long gone are the days of annual product data updates. With pricing shifts, discontinued items and evolving inventory, updates now happen continuously. While some suppliers use automation to keep pricing up to date, many are now more cautious about confirming prices due to supply chain volatility and tariffs. When ASI handles pricing updates, the “Confirmed Accurate” flag is removed until the supplier reviews and reapproves the changes, making sure you’re in the loop every step of the way.

ASI also runs outreach campaigns throughout the year, especially around major events like ASI Show Chicago, to check in on product changes, new additions and discontinuations. This is important, especially leading up to major events, because it gives distributors the opportunity to show up and show interest in accurate data. With the specifics already covered, this leaves more room for you to talk about logistics and build strong relationships.

Strong Standards Keep Data Clean and Searchable

Some of the specifics we’re talking about is the need for consistent and searchable descriptions and information. ASI enforces clearly defined ESP+ data standards, including image requirements, attribute tagging and keyword formatting. When discrepancies arise, the team not only corrects them but also works with you to prevent future issues.

Designations like “Made in the USA” are now under more scrutiny. ASI has launched outreach to verify whether such claims are fully accurate and is adding new fields like “Assembled In” and “Decorated In” to better represent the true sourcing story behind products. Similar initiatives are underway for Canadian products, with clearer distinctions between “Made in Canada” and “Product of Canada.”

New Filters Are Coming To Reflect These Distinctions

As more detailed sourcing data becomes available, ESP+ will introduce new filters that help distributors narrow their searches based on manufacturing details, which are especially important to those focused on domestic production or local sourcing. This is a huge win for allowing suppliers to reap the benefits from being as specific as possible in their product details and descriptions. Key tags and filters help eliminate a world of competition when distributors apply those tags and filters to their search results.

Another huge update to specificity is that major distributors are increasingly demanding proof for designations such as “Minority-Owned,” “Veteran-Owned,” “Union Affiliated,” and “Eco-Certified.” In response, ASI requires documentation from suppliers, like you, who want to claim these labels, ensuring greater trust and transparency throughout the buying process. This is also key to your sales, because once a distributor sees that these labels are on your products with verified documentation, they can have faith and trust in your business and therefore your other products. These designations are not only good descriptors of your business and products but also can appeal to a distributor’s emotional side, one of the strongest bonds that can be created in sales and marketing.

The Bottom Line

In today’s competitive market, product data is more than a back-end task – it’s a frontline sales driver. The suppliers who prioritize clean, current and complete data are the ones that get found, clicked and chosen by distributors. At ASI, we’re here to help make that happen.

Want to make sure your product data is up to standard? Reach out to our team or log in to ESP Updates today.