Drive performance on the digital shelf with product content management, activation, engagement, and ongoing optimization.
Manage your product information and optimize it for success across every channel, without sacrificing security or control.
Automated transformation, including resizing, reformatting, and renaming for all digital assets across all your commerce endpoints
Send the right content to every touchpoint, continually optimized to fit the changing requirements of each channel.
Manage and syndicate all your product data, both operational data and marketing content, in one platform.
Manage your product information and optimize it for success across every channel, without sacrificing security or control.
Unify product content with order and inventory data to enable selling on marketplaces such as Amazon Seller Central, Walmart Marketplaces, Google Shopping Actions, Facebook, Instagram and more.
Sell on social media platforms, like Instagram and Google Shopping, and build emotional connections with shoppers where they browse.
Optimize your performance with a holistic view of your digital shelf analytics tied to a workflow to make changes that will have an impact on your sales.
Transform the digital Shelf expressions and business models of brand manufacturers.
Deliver tailored shopping experiences that convert shoppers and grow your business by strengthening the partnership with your suppliers.
Partner with us to deliver commerce solutions to brand manufacturers around the world.
Takeaway: Not every day does someone with over 20 years of ecommerce experience share their lessons learned. We listened into a recent podcast as Bob Land and Jamie Dooley of the Dorel Juvenile Group shared insights from the strategic wins and losses for their baby and childrens safety products.
Recently, Bob Land (VP Consumer Engagement) and Jamie Dooley (Head of E-Commerce) of Salsify customer Dorel Juvenile Group shed insight from their ecommerce careers, which span just about as long as ecommerce itself interviewed on the Jason & Scot Show podcast. A few highlights from the pair are below.
Jamie: “We still absolutely grapple with channel conflict issues every day. I wouldn’t say it’s a huge obstacle for trying to run ecommerce, but we’re certainly mindful of all our retail partners as we’re managing DTC (direct to consumer). We don’t want to actively compete with our major retail partners. Certainly in my career experience, taking on Amazon is never a good idea, or Walmart, or any of the other major retailers we sell into. Our goal is to provide the product regardless of the channel the customer purchases from. We sell into brand sites, market retailers, through the marketplaces, our call centers, and in B2B. Our goal is ultimately to have all those channels work in harmony and not try to compete against each other for the same customer.”
Jamie: “Part of how we tried to sell the vision [of our ecommerce plan] to our retail partners, and throughout the organization, is that what we do from a content perspective and everything that we’re doing to enhance the customer experience online is going to affect brick and mortar sales and help the overall company.”
Bob: “The journey to this point has taken awhile, three or four years now. It’s like we’ve been on a data liberation movement where we had seven or eight product catalogs spread all over the world and across all these different databases. We used something called Salsify to bring it all together. And really once we took moves like that and didn’t rely on legacy systems anymore, we completely rebuilt the marketing technology stacks and retrained the product managers to develop content the way it should be developed for online.
“The barriers have been knocked down, not to say that we don’t find new barriers every week placed in front of us, but the level of agility that the systems now have really empowers everybody. We’ve also taken a lot of cost out of the business by getting off these legacy systems.”
Jamie: “From a traffic perspective, it was easiest to go after online marketplaces. And that was one of the major factors I thought about when we were trying to decide, which do we focus on first? We couldn’t focus on all of them right away, because there’re only so many resources in the beginning. We look at our products in six buckets. We look at it from a new product launch perspective, existing catalog perspective, online exclusives or what we call aisle extenders, parts, accessories, and then excess inventory. It gives us the flexibility to go in and decide how we’re going to approach each one of those product buckets for each one of our brands in our portfolio and gives us a lot of options for how we want to drive sales for each of those product categories.”
Bob: “Digital transformation from the inside is the most difficult method in my opinion and experience. I don’t recommend it, because you have to evangelize quite and bit and that slows you down. The key to our success so far has been lots of quick wins and constant wins. Not just setting this massive goal, but really understanding the importance of setting small goals like, ‘Let’s get all of our product data in one place so we can actually use it. Let’s go with Salsify. We can quickly scrap a system together, then build agile processes around that.'”
Be sure to listen to the whole podcast for more insights from Bob and Jamie on smoothing out data flow hiccups, overcoming the challenge of shipping costs, how to get the most bang for your digital advertising buck, and the future of ecommerce envisioned by these industry veterans.