PIM
Manage all product content in one central system of record.
Activation
Easily syndicate product content to every consumer touch point.
Enhanced Content
Enrich product pages with below-the-fold content and rich media.
Catalog Sites
Share customized, up-to-date digital product catalogs.
Automation
Enhance collaboration with Salsify’s automated workflow engine.
Activation Insights
Continuously optimize your organization’s product content syndication.
GDSN Data Pool
Synchronize standard supply chain, marketing, and ecommerce attributes globally.
PXM Platform, Integrations, and APIs
Integrate the PXM platform with the rest of your enterprise systems architecture.
Supplier Onboarding
Accelerate supplier onboarding while ensuring your schema requirements are met.
Product Listing
Sell products faster with Product Listing.
Content Enrichment
Increase online conversions with Content Enrichment.
Automation
Save time and increase operational efficiency with retail automation.
SXM Platform, Integrations, and APIs
Integrate the SXM platform with the rest of your enterprise systems architecture.
Activation Network
Automate how you exchange product content data to the digital shelf.
Enhanced Content Network
Turn product pages into product experiences with Enhanced Content.
Ecommerce Platform Integrations
Create winning product experiences on owned sites with powerful ecommerce software.
GDSN Data Pool
Synchronize standard supply chain, marketing, and ecommerce attributes globally.
Open Catalog
Connect to the digital shelf faster with an open, standardized, and free product catalog.
Resources
Resource Library
Explore our ecommerce resources to get everything you need to win on the digital shelf.
Blog
Read our blog to get actionable insights for navigating changing markets and industry demands.
Webinars
Watch our on-demand ecommerce webinars to gain expert advice and tips from our community of industry leaders.
Engineering Blog
Explore our engineering blog to get developer resources, insights, and tips.
Events
Register for our upcoming in-person and virtual events to connect with other industry insiders.
Knowledge Base
Investigate our knowledge base to build your Salsify skills and understanding.
Product Updates
Explore the latest news and updates for Salsify products.
API
Examine our comprehensive API and webhook guides to start working with Salsify quickly.
Learn how to prioritize and deliver what your shoppers want with the latest insights.
Compared with other industries, alcohol has been slower to enter the ecommerce space in a meaningful way. The cause? The three-tier system in the U.S. makes the ecommerce landscape unique for alcohol.
Leslie Danford, senior national account manager of ecommerce at Beam Suntory, a global premium spirits brand, shared her perspective on the challenges and her company's approach to meeting consumer demands online.
“Many people still believe ecommerce is ‘not possible' for spirits as a result of these factors, but that’s just not the case. Both traditional players, as well as new entrants, are getting into the game to meet consumer demand. We at Beam Suntory are working with our existing channel partners to ensure we capture this mutually beneficial opportunity,” says Danford.
Leslie leads the U.S. ecommerce efforts for the company’s brands, including Jim Beam, Midori, and Canadian Club. Leslie also coordinates best practices for ecommerce globally across the world’s third-largest premium spirits company.
"This is an exciting time for our industry. Although ecommerce is small today, it will grow.
In fact, looking at precedent categories, ecommerce growth accelerates when it reaches a tipping point of about 3% to 6% penetration of total category sales.
The alcohol industry needs to be prepared for when this channel becomes more meaningful."
"Content is king. It’s critical not only for online purchases but also for consumers who shop in stores as well."
— Leslie Danford, Senior National Account Manager of Ecommerce, Beam Suntory
"Research shows 38% of U.S. grocery shoppers do online research, regardless of where they make their final purchase. Consumers’ relationships with spirits brands are different from many other CPG [consumer packaged goods] category brands.
The good news for alcohol is that many brands have rich family histories and specialized production processes, which is the kind of information consumers are eager to engage with. The key is getting this content in their hands."
Content is king. It’s critical not only for online purchases but also for consumers who shop in stores as well."
There are three areas that you can focus on when planning your product content.
"First things first: Make sure the basics are right (e.g., bottle shots, descriptions, key facts). Not having this information — or having the wrong information — can have a negative impact on the consumer experience and purchase."
"As consumers flock to authentic products and classic cocktails, they want to know about brand heritage. Inspire them with the background of what they’re drinking."
"Consumers are often looking online to learn. Educate them on your product, whether it’s how to make a particular cocktail or the difference between bourbon and Japanese whisky."
"Beam Suntory is investing ahead of key ecommerce capabilities in anticipation of the growth of the channel, which has played out in other consumer goods categories previously.
We are uniquely positioned to capitalize on the growth of this channel while leveraging the learnings from other categories that have gone online before us.
In recent years, we’ve been at the forefront of innovation across the spirits industry. With our ecommerce programming, we are excited to position ourselves for further growth."
Download "The Complete Product Page Toolkit" to get everything your brand needs to drive results on the digital shelf, including essential product page best practices with examples.
Michelle is the head of marketing at Salsify. She's into data and finding the fastest way to solve market problems. She's mom to an awesome son who can draw a better-than-average stick figure, and slightly obsessed with her Olde English Bulldogge. When she isn't with her family (and sometimes when she is), she's up...
Standing out on the digital shelf starts with access to the latest industry content. Subscribe to Below the Fold, our monthly content newsletter, and join other commerce leaders.