The Messy State of Product Syndication for Brands | Salsify

January 17, 2020

19 minute read

The Messy State of Product Syndication for Brands | Salsify

Getting product content to every retailer you work with is not an easy feat. Retailers like Amazon, Kroger, The Home Depot, CVS, Walmart, Albertson's, and Walmart have different requirements. It's not possible to send one version of your product content to every retailer. Winning on the digital shelf requires strategically navigating product syndication — even if the current state of product syndication is messy.

Rob Gonzalez, Salsify co-founder and CMO, explains how brands can find success with product syndication, despite its complexities, in our "At the Whiteboard" video series.

6:55

Retailers Want Unique Digital Experiences

Retailers want their digital experiences to be unique, which is why product pages, site navigations, and merchandising strategies change from retailer to retailer — regardless of vertical.

Retailers like Amazon and Kroger start with supply-chain data from the Global Data Synchronization Network (GDSN), and this product data feeds into data pools. But every retailer has additional data requirements that can change from day to day, category to category.

Ready to take your brand's product experiences to the next level? Our comprehensive Guide to Product Experience Management has proven tips to help you enhance your product experience management and win on the digital shelf. Download your free copy today!

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Written by: Peter Crosby

I love starting conversations that help our customers get product content better, faster, stronger. And I have a slight obsession with the New York Times crossword.

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