Your feed is a price list
Two columns: a product code and a number. The buyer at the other end has to hunt for photos, write your descriptions and guess the dimensions, so your range sits in their"when I get five minutes" pile until the end of time.
Eleven Twelve / 11/DATA Product data & feeds
Retailers can't list what you send them.
We'll turn your range into a clean CSV or a live FTP feed: specced, priced, imaged, categorised. We built the Lordwell website, where 56,000+ product lines run off supplier data, so we know which feeds get listed and which get ignored.
01 The problem
Why nobody's listing your full range
Every retailer builds it differently
One files you under Refrigeration, one under Catering Equipment, one lists eleven of your models and never notices the other forty. Same brand, four different shop fronts, none of them yours.
Your specs live in a 2019 PDF
The brochure is lovely. The InDesign file belongs to someone who left in March, the only spreadsheet anyone can find is MASTER FINAL v4, and nobody in the building is retyping 900 spec tables.
02 What you get
What lands on the FTP
One file, one shape
Every line the same: SKU, brand, title, description, specs, dimensions, weight, price, image URLs, category. No merged cells, no blank rows, no"POA" sat in a price column waiting to break someone's import.
Live FTP or emailed CSV
The feed refreshes overnight so prices and discontinued lines don't drift. Plenty of retailers still want a CSV in an inbox on a Monday morning, so you get that as well.
AI fills the gaps
Missing descriptions, missing categories, missing spec fields: AI drafts them from the data you do hold. Anything measurable gets checked against your source first, because a wrong voltage or gas type becomes your warranty claim, not ours.
Categories your retailers use
Mapped to the trees your stockists browse rather than your internal part-number logic. If your biggest account wants Google product categories on top, that's in there too.
Images named and sized right
Renamed to SKU, consistent dimensions, clean background where it matters. Nobody on a trade counter should be right-click-saving from a Dropbox link to get a photo of your own product.
03 Why it won't fall over
Why it won't fall over
The systems we sell are already running someone's business.
We built the Lordwell website, where 56,000+ product lines stay live off supplier data with real UK stock and next working day delivery hanging off it, so we've seen every way a feed breaks: columns that swap halfway down the file, twelve different products all called"Stainless Steel Table". For Embello we built the CRM and operations system that keeps 50,000+ products and 100,000+ customers straight against a next day turnaround. You get people who've already fixed this on live trade systems before they touch yours.
Maxwell Reeley · Eleven Twelve, Tamworth
04 How it happens
How it runs
Stage 01
Send your worst file
Whatever you've got. The Sage export, the old brochure, a folder of photos called IMG_4471. We'll come back inside a week and tell you what's usable, what's missing and whether this is even worth doing.
Stage 02
Agree the shape
We pick the fields, the category tree and the formats your retailers ask for. One page, signed off, so nobody reopens it in month three and starts again.
Stage 03
Build and fill
We write the pipeline, AI drafts the missing copy and categories, and you check a sample of a couple of hundred lines before we run the lot. Weeks for a normal range, longer if the source data is a car crash.
Stage 04
Hand over the tap
Feed goes live, your retailers get credentials and a one-pager on how to consume it. Change a price in your system and it's out there that night.
05 Questions
The stuff you're too polite to ask.
Can't my ERP just export this?
Sometimes it can, and if it does you should use it and keep your money. Ask your ERP people for a scheduled export with descriptions, images and dimensions in it. What we usually find is that the export exists but half the fields are empty, and filling that gap is the whole job.
How do I stop the AI writing nonsense about my products?
It will write nonsense if you let it run loose, so it doesn't run loose. It only drafts from data you already hold, every measurement gets checked back against your source, and you sign off a sample before the full run. If a field is missing and can't be worked out, it stays blank rather than inventing a wattage.
What if you're busy, or the person who built it moves on?
We take a handful of builds at a time so you get people who know your business, and if the next slot is two months out we'll say so on the first call rather than string you along. More than one of us knows your feed, the code and the documentation live in your accounts, and the thing keeps running whether we're about or not.
06 Start
Come and get a free walk-round.
Send us the messiest export you've got and we'll tell you what's missing, no charge.