PromoStandards Launches Significant Improvement to Product Data Standard


PromoStandards has enhanced the Product Data integration standard that simplifies the implementation and increases the value to both distributors and suppliers. The enhanced Product Data service provides a standardized way to electronically share product information that previously was only available in proprietary or printed forms. The standard allows suppliers to quickly publish product information to distributors who are using the product data for publishing products to external websites as well as internal systems including ERP and order entry systems.  This enhanced standard will significantly accelerate a distributors ability to launch new products and send cleaner orders to suppliers.


6 of the top 7 promotional products suppliers representing $5.4 billion in annual sales are among the suppliers who adopted the PromoStandards Product Data Standard.


The enhanced Product Data 2.0 standard makes several key improvements:

·        Primary Image URL provides a path to the default image for the product, which previously required the Media Content.

·        Pricing, including blank and decorated pricing, quantity-based pricing, and discount codes, is now included.  Pricing previously was available only via the Product Pricing & Configuration.

·        Imprint details including the default imprint location and decoration method information is now included, as well as the maximum number of imprint colors. Complete configuration details are available through the Product Pricing & Configuration.

·        Improved color support for clarity and convenience colors can now be expressed as a standard color name, such as “green,” in addition to a Hex or Pantone color, such as “PMS 361.” Distributors can much more readily identify the colors available because they no longer need to look up Hex or Pantone codes.

·        Compliance information is noted. Products that have related compliance information such as product safety will be marked as such to let data consumers know compliance information is available for the product. Detailed compliance information is to be included in a future standard.


“At the PPAI Expo we asked participants what they would like to see from PromoStandards in 2019. The overwhelming response was for concise product data that can be readily consumed for ecommerce shared Eric Shonebarger, PromoStandards Standards Committee Chairman, Board Member, and CIO of Top 10 supplier Hit Promotional Products. “We knew our number one goal for 2019 was to deliver based on community feedback.”


Said Dale Denham, PromoStandards Board Member and Senior Vice President/CIO of Top 10 distributor Geiger. “Product Data 2.0 is a game changer for Geiger and Crestline.  We are able to launch new products from participating suppliers to our 300+ Geiger and Crestline websites the day after a supplier publishes them to us.  We also are using this data for our order entry systems which improves the quality of the orders we send to suppliers. We’re excited to continue to leverage the constantly improving PromoStandards specifications to improve our business operations.”


“This service has been a long time coming and will add immediate value to any distributor or service provider looking for real time and accurate data to populate websites” Said Jon Norris, VP of Operations for Starline and Chair of PromoStandards.  “We were diligent to get the communities feedback and  deliver the right pieces of data that the industry needs to better connect the supply chain.  I am very happy where we ended up.  Now it’s go time”


To view the technical specifications on this new service please visit: PromoStandards.org


About PromoStandards
PromoStandards is a dedicated group of distributors, suppliers, and service provider visionaries committed to improving supply chain efficiency in the promotional products industry. The group creates and publishes integration standards that assists trading partners to electronically integrate for more efficient transactions and supply chain. PromoStandards includes Inventory Availability, Order Status, Order Shipment Notification, Product Data Media Content, Product Pricing & Configuration, Purchase Orders, and Invoices.



Our Purpose:



We collaborate to create industry-leading open standards that enable industry participants to improve customer experience, reduce transactional friction, and effectively execute their digital strategy.




We are not a nonprofit. We are not an organization of any type.  We are not affiliated with any industry association or group. We are a group of people committed (primarily IT) to improving the IT efficiency in the promotional products industry through collaboration.


The irony of standards is that just calling something a standard doesn’t make it so. In fact, what makes something a standard is the fact that people use it.  There are no fees nor obligations involved in using any of the “standards” and the standards will absolutely evolve as more people begin to use them. 


All “standards” published are designed with the following in mind:

  1. Adoption is guaranteed.  In other words, no standard is published until enough suppliers & distributors agree to implementing it.
  2. Ensure simplicity of implementation matches general technological capabilities of the industry
  3. Delivers value that exceeds any implementation time within the first year
  4. Longevity of each standard to ensure maintenance doesn’t become an issue
  5. Ability of industry service providers to implement to address the needs of smaller firms without IT resources


This concept was originally started by a collaboration between Dale Denham (CIO Geiger) and Irwin Goldstein (Director of Application Development HALO) regarding order status.  Needing a supplier to collaborate with they reached out to Jon Norris (VP Starline) who was also looking to move the industry forward. Most importantly, all 3 were willing to roll up their sleeves and work together to make things happen and put resources behind the work.  Finding other like-minded professionals supported by their organizations proved easier than planned and Eric Shonebarger (CIO, HIT) and Tim Nale (Director IT, BIC) joined the group and worked on the first web service standard.  Launched in 2014, the inventory web service standard made an immediate difference in the organizations and with the success the number of people implementing has grown well beyond the original group.

 More industry IT professionals are joining the effort to improve things and the following firms are actively engaged in collaborating on new & better ways to do business in the industry by contributing time and resources to creating “standards”. 


PromoStandards is founded by the following 10 Companies:

Facilis Group
BIC Graphics
Halo Branded Solutions
Hit Promotional Products


If you are an IT leader at an industry firm and are willing to commit significant time as well as resources to move technology further in the industry, we want to hear from you.  Email This email address is being protected from spambots. You need JavaScript enabled to view it. and include your company affiliation along with any particular industry IT issue you have a passion to contribute to.

For everyone else, enjoy the benefits of the work of those involved.  By adopting the specifications/standards on this site, you will contribute to a healthier industry as well as improving your organizations bottom line.



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