1. Introduction – How to manage your BrandAlley stock feed on Lengow

This guide explains how to configure and manage your BrandAlley feed. Before starting to set the parameters for your feed, please note the following recommendations.

Here are the steps you need to follow to advertise your products and to retrieve your BrandAlley orders:

  • Create your online shop on BrandAlley (this is essential if your products are to be advertised)
  • Ask Lengow customer support to create a BrandAlley's feed
  • Separate out the products that you don’t want to advertise or that don’t belong in your chosen BrandAlley category
  • Complete the "Field Matching" in order to match your source feed fields with the existing BrandAlley fields
  • Change the values of your feed source by using automatic rules and/or search-replace to adapt them to the publisher’s expectations
  • Organise your categories so that they correspond with the BrandAlley categories
  • Set up the options for tracking your stock (indexing frequency, alerts etc.)
  • Tell your BrandAlley account manager that you are ready to go
  • Manage your orders

All these actions are detailed below.

2. Open your BrandAlley data feeds in Lengow

Ask for the creation of a new feed in Lengow

Search for the title “BrandAlley”.

Alternatively, look for the French flag in the “Marketplaces” section and then choose the BrandAlley feed.

3. Set up your BrandAlley feed

BrandAlley asks merchants to use specific attributes in order to reference the products in their marketplace. You therefore need to duplicate these attributes in your Lengow source feed. 

3.1 Creating a feed segmentation

Before starting to change your attributes, first you need to filter your products so that you don’t send to BrandAlley

  • The products that you do not wish to sell in this marketplace. 
  • The products in your feed that don’t match the type of products normally found in BrandAlley.
  • "Parent products", if your source feed contains any.

3.2 Match the fields

BrandAlley requires a particular feed structure depending on the category chosen. 

In order to proceed with the field matching, you need to go to the page “Feed Management” then “Field matching”:

Check the “Field Matching” and fill in the missing information. For help, carefully read the definition of the fields. Fields marked "Optional" may be left empty, but the others must contain a value.

Fields are limited to 255 characters, except the "Description" and "Images" fields.

Avoid using quotation marks within a set of characters. 

Here are a few additional explanations to help you correctly complete certain fields:

  • "Identifiant de ligne" (line identifier): leave "IAL" as the value.
  • "Code article" (Item code): Fill in your products’ unique ID here (i.e. “product ID”). This is the ID that will be shown for orders.
  • "Code EAN": The EAN code is not required but is strongly recommended.
  • "Référence Modèle": This field must never be left blank. It must contain:
    • Your parent ID if your product is available by size and/or colour.
    • or your “product ID” if your product is not available in different sizes and/or colours.
  • "Prix de vente Public" (Public sales price): This is the sales price for your product. Note: The price entered in this field must never be changed, even during promotions / sales. 
  • "Description": Your products’ descriptions must include the percentage of each material in the product’s makeup, as well as any information that may be relevant to your customers.
  • "Images": You can include several images (up to 5) by separating the URLs with spaces. Example:

  • "Délai d'expédition" (Shipping time): Internally, BrandAlley fills in a universal default shipping time. Only complete this field if you have different shipping times by product. The expected value for this field is a whole number corresponding to the shipping time in days.

To adjust the values of your source feed to BrandAlley expectations, use “search/replace” or “automatic rules”.

3.3 Setting up your promotions / sales / flash sales

3.3.1 Setting up your promotions (outside sale periods)

There are two different ways to set up your promotions:

1 / For usual promotions, complete the following fields:

  • "Prix de vente public" (Public sales price): the product’s strikethrough price (Outside of a promotion, this field must contain your usual sales price).
  • "Prix de vente catalogue" (Catalogue sale price): the product’s discounted price.
  • "Prix vente flash" (Flash sale price): this field must be empty.

2 / For special event promotions, complete the following fields: (To use this process, BrandAlley must be notified in advance.)

  • "Prix de vente public" (Public sales price): the product’s strikethrough price (Outside of a promotion, this field must contain your usual sales price).
  • "Prix de vente catalogue" (Catalogue sale price): this field must be empty
  • "Prix vente flash" (Flash sale price): the product’s discounted price.
  • "Code opération" (Operation code): this field must contain a unique reference number for the business operation. The operation code is required and must be communicated and confirmed by BrandAlley before launching the business operation. Without doing this, the price indicated in the "Flash sale price" field will not be applied. This reference number must be different for each new business operation. 
  • "Libellé opération" (Operation description): the business operation description (Optional).
  • "Date début d'opération" (Operation start date): the date the business operation starts (in the format: YYYYMMDD).
  • "Date fin d'opération" (Operation end date): the date the business operation ends (in the format: YYYYMMDD).

3.3.3 Setting up your sales

To set up your sales, follow our guide.  

3.4 Setting up your variations

BrandAlley only accepts variations in size.

However, it is possible to fill in a common parent ID for a product that varies by colour. In this case, a product sheet by colour will still be created by BrandAlley.

Note: The idea of variations (size and/or colour) should not appear in the titles of your varied products. If needed, remove them with search/replace.   

3.4.1 Creating a feed segmentation

BrandAlley does not accept parent files in the optimised feed.

Create a feed segmentation on your “parent products” if your source feed contains them. They must be present in the optimised feed.

3.4.2 Creating the field matching

At the "Field matching" tab level, create the following matching:

  • "Référence Modèle" (Model reference): the parent IDs of your product variations (a common ID for variations of the same product). For your products that do not have variations in size and/or colour, complete this field with your “product ID.”
  • "Couleur" (Colour): your product’s colour.
  • "Code coloris" (Colour code): specify your product’s colour.
  • "Taille" (Size): your product’s size. 

3.5 The options tab

In the “Options” tab of your BrandAlley feed, check the various points and modify them if needed. . For more details about this tab, consult our tutorial "Options" tab.

3.6 Check the attributes in your updated feed 

To check the data sent to the distributer, consult the optimised feed. All the updating that you have done in Lengow will be visible IMMEDIATELY (automatic rules, search/replace, matching etc.).

Comment: Check your updated feed as often as possible to reassure yourself that your parameters have been correctly applied to your new products. 

4. Integrating your catalogue with BrandAlley

If the information in your optimised feed corresponds to your expectations and to those of BrandAlley, you can send your products to BrandAlley. To do this:

  • Fill in the API logins in Lengow.
  • Contact BrandAlley to send your catalogue BrandAlley’s FTP.

4.1 Filling in the API logins

To ensure your orders’ change of status (order shipped + package tracking number) between Lengow and BrandAlley, go to the "API Logins" tab.

Fill in the BrandAlley login information (the same IDs used to access your BrandAlley back office):  

  • Login: transmitted by BrandAlley
  • Password: transmitted by BrandAlley.

Without this action, changes made to orders will not be sent to BrandAlley.

Note: if you change your BrandAlley password, you must also change it in Lengow. 

4.2 Contact BrandAlley to integrate your products

It is necessary to contact BrandAlley to send your product catalogue to their FTP:

  • Locate the name of your BrandAlley feed in Lengow 


Note 1: Make sure that the name of your BrandAlley feed in Lengow is in the following form: "sitename-brandalley" (without any spaces in the site name). If this is not the case, contact customer service.

  • Contact Julien Lebasnier by email ( to request creation of an FTP folder with the same name as your BrandAlley feed in Lengow.   
  • BrandAlley will verify your optimised feed information and request any possible corrections. 
  • After BrandAlley has confirmed the information in your optimised feed, the integration of your products will begin.  

Note 2: BrandAlley reworks each of your product files to adapt them to its charter. They are put online manually, and this takes some time. For more detailed information on this timeframe, contact BrandAlley.

Note 3: There is no BrandAlley integration report. If your product was set up correctly but not created, contact BrandAlley to find out why.

4.3 Automatic sending of the catalogue

Once the first product integration has been completed, the BrandAlley feed is automatically transmitted to the BrandAlley FTP every 2 hours to perform updates.

5. Editing / Unpublishing / Deleting a published product

5.1 Editing a published product

Once a product has been published, only the product’s price and stock can be edited from Lengow. If you make any editorial changes (changing the title, image, description, etc.) from your e-commerce back office (source feed) or from Lengow, the change will not be made automatically in BrandAlley.

If you wish to change your editorial content, contact BrandAlley so it can make the modification manually.

Note: Do not change a product’s price or stock from the BrandAlley back office. Lengow will overwrite your change every 2 hours.

5.2 Stop advertising a product 

There are several ways to disable a product:

  • Enter the product quantity as zero (recommended).
  • Carry out a feed segmentation.
  • Turn off the product in "Product Management".

5.3 Deleting a product from your BrandAlley back office

It is not possible to delete a product from your BrandAlley back office.

6. Order management

6.1 Order retrieval times 

Lengow retrieves orders made on the BrandAlley site once an hour.

6.2 Order processing

New orders show the “processing” status (“Orders awaiting shipping” tab). Next, you can:

  • Enter a tracking number (required) and confirm the order by clicking on "Accept the order". The order’s status then changes to "accepted" in the "Shipped orders" tab. 
  • Refuse the order by clicking on "Refuse the order". The order’s status then changes to "cancel" in the "Cancelled" orders tab.

Comment 1: As a reminder, you must fill in the API logins so that order status modifications in Lengow will be sent to BrandAlley.

Comment 2: The haulier is unique and had to be validated when your BrandAlley account was opened. If not, please contact BrandAlley.

Comment 3: If you use one of our modules or our WebService to import orders in your e-commerce back office, the order can be directly imported to your back office. After you have processed the order and confirmed that it has been sent from your back office, the order automatically goes under the “Shipped orders” tab in Lengow.

6.3 Order cancellation

To cancel an order after the first acceptance step, you must contact your BrandAlley account manager.

7. Contact

You can contact BrandAlley at the following address: