Badger Basket: Small Team, Big Impact on the Digital Shelf

by: Peter Crosby

Over the past 75 years, Badger Basket has become a premium manufacturer of furniture and accessories for infants, children, and dolls. With products as crucial to family life as these, it is critical for the team at Badger Basket to create product experiences that build trust with their shoppers. From being one of the first brands in their category on Walmart.com more than 15 years ago, to becoming an ecommerce-only business selling through more than 20 channels, digital product content has become a foundation of their go to market strategy.

All this with a marketing team of two. And Salsify.

We had the opportunity to visit with Sara Logan, Badger Basket's director of web content, and Debbie Riedle, who provides operations support for all their ecommerce channels. Using Salsify, this small team proves that, with the right combination of people, technology, and process, any size company punch way above their weight class on key channels such as Walmart, Amazon, and Wayfair.

Sara and Debbie were both recognized with our Digital Transformers of the Year Award at our 2019 Digital Transformers Summit in Boston. This is how a digital shelf leader like Sara thinks about her work at Badger Basket: "My focus is to meet every need of every retailer, any minute of the day. That's the ultimate goal."

Watch how they do it below.

Badger Basket: Small Team, Big Impact on the Digital Shelf

Peter Crosby

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