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Before you start
Leen Bakker runs on the Mirakl platform, so you fill its fields on the PIM tab you created for your Leen Bakker connection, one per category. Fill in the fields and save them, then list the products from "List product content & offers". The rules below are what Leen Bakker asks of your product data.
The tab takes the language of the sales location you picked on the connection, and a PIM tab can translate your content into the language the marketplace needs.
Fill in every attribute you are offered, not only the required ones. An attribute that looks optional can still hold a product back from publication, and attributes build the filters on the category pages, so an empty one costs you visitors.
Common problems
The title is too long or not unique
A title is at most 65 characters, spaces included, and it has to be unique per product. Build it in this order: brand, product type, the name or series of that specific product, and then the specifications that set it apart. The specifications Leen Bakker names are colour, generic material, dimensions, contents, diameter, number of pieces, number of parts and number of persons. Add one only where it sets this product apart inside a series.
Brand, product type and product specific name take a capital, an optional addition does not. Leave full stops and commas out of the title. A dash separates the parts, and where you need more, a plus sign or a colon is preferred. Write dimensions with cm and never with centimeter, in a fixed order per product type: for a side table height x width x depth, for a mattress cushion length x width x height. Abbreviate units the standard way: m, cm, kg, gr, l and ml.
The meta description repeats nothing from the title
The meta description tag is at most 150 characters, spaces included, and it can show up in search results. Use the brand, the product type, the material, the colour and the dimensions, plus the words a shopper would type. A summing up list is not allowed there. Repeating parts of the title is what makes the product findable, and the same text works as the first paragraph of your product text.
The product text is thin
The product text has no maximum. Put the most important information and the keywords in the first sentence, and use the rest for care, assembly, what is in the box and the plus and minus points of the product. Write actively, keep a sentence to 15 to 20 words, and split the text with paragraphs, sub headings and bullets. The first paragraph, the part a shopper reads without expanding anything, is around 330 to 350 characters.
Every product in a series needs its own meta description and its own product text.
The text dates itself
Write timelessly. No moments in time, no wording such as nieuw, nu te koop or reserveer, no campaigns with a running period, no events and no release dates. Commercial claims beyond what fits the Leen Bakker strategy are out, and so are exclamation marks and emoticons. Leen Bakker addresses its shoppers informally, with je and jouw, so write the same way.
The main image does not meet the specification
The main image shows the product free standing on a white background without a shadow, or cut out and placed on white, with minimal white space around it. Use a large square image, in focus and true to colour. The exact size, the resolution and the file types are in the seller guideline of Leen Bakker. Show the product unpacked, and name the file after the Leen Bakker article number. No logos, no watermarks, no labels, no people and no props.
Extra images follow the same rules and show another angle or a detail. A drawing with the measurements on it is worth adding. A mood image is not required and follows the rules of the extra images.
One barcode stops the whole push
e-tailize checks your barcodes before it calls Mirakl. A product whose barcode is not a valid EAN comes back with "Invalid product id. Please make sure to supply a valid EAN." and the offer push stops there. Correct that product and push again.
FAQ
Where do I change the content of a product that is already live?
On the PIM tab of your Leen Bakker connection: edit the fields and save them, then list the products again from "List product content & offers". Saving on the tab sends nothing to the marketplace. Leen Bakker also lets you edit its catalogue in your own partner back office, per product or through an export and an import of a spreadsheet.
Do I need separate text for Belgium?
Only for a French speaking one. The sales location you pick on the connection also sets the language of the tab: "The Netherlands" and "Belgium (Dutch)" give a Dutch tab, "Belgium (French)" gives a French one. Every sales location gets its own tab, so a French speaking Belgian storefront needs its own French content.
Where do I find the current rules?
In your own Leen Bakker partner back office. Their selling partner guide is not published openly, so a changed rule shows up there first.
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