Nestlé Purina PetCare Increases Content Scores With Salsify Workflows and Syndication

The renowned petcare brand automated cross-team collaboration to keep pace with changing retailer requirements.

About Nestlé Purina PetCare

Nestlé Purina PetCare creates richer lives for pets and the people who love them. Founded in 1894, Purina has helped dogs and cats live longer, healthier lives by offering scientifically based nutritional innovations. Purina is part of Nestlé, a global leader in nutrition, health, and wellness.

The Challenge

Maintaining Best-in-Class Content Scores Amid Changing Retailer Requirements

Nestlé Purina PetCare has consistently been on the cutting edge of content performance, and they decided to implement Salsify to optimize their digital shelf performance even further.

The team’s objective was to decrease the manual effort required to manage information for their nearly 6,000 products and 104,000 digital assets and to publish product content to dozens of retailer endpoints.

This focus became even more of a priority when Purina’s retailer partners established higher targets for product content health scores.

“The retailers were really homing in on a 95% content score and were getting more specific about what kind of content they wanted to see on their PDPs [product detail pages] in order to create the best product experiences for their consumers. We were getting notified about specific SKUs that needed to be improved, and it was a topic that came up on every call,” says Turner.

Purina needed a way to improve its content health scores to meet retailer requirements, which meant gathering and quickly updating content across many retailer sites.

“With Salsify’s connections, we could go right in and publish the right information. With other platforms, someone has to be chased down, and there’s a back-and-forth and lack of speed. This automated process improved the accuracy of our content and, therefore, improved the health of our content.”

— Charles Turner, Web Content Improvement Manager, Nestlé Purina PetCare

The Solution

Salsify Workflow Keeping Teams Aligned To Meet Retailer Requirements

The Purina team needed a way to align their teams on which content to send to which retailer — and they needed to do it fast to improve their scores.

Using Salsify Workflow, the team seamlessly assigned tasks to update all the content, including directions like “update product content titles to be 50 characters” or “include two more bullet points in the long description.”

Salsify Workflow auto-assigned tasks by role, and Purina leaders could track and approve changes as team members made them.

“It was amazing to watch workflows in real-time and see the tasks being completed one by one. Workflows are key to our success and heavily embedded in our day-to-day processes. We use workflows every single day,” says Turner.

Sunsetting the Days of Spreadsheets and Portals, Driving Efficiency With Salsify Activation

After teams updated the content, Purina needed to send it to each retailer endpoint in which content scores were amiss. The old days of spreadsheets and portals weren’t going to cut it.

Purina used Salsify’s direct connections to retailers like Walmart, Amazon, and Sam’s Club to quickly make the changes that retailers required.

“With Salsify’s connections, we could go right in and publish the right information. With other platforms, someone has to be chased down, and there’s a back-and-forth and lack of speed. This automated process improved the accuracy of our content and, therefore, improved the health of our content,” says Turner.

“The challenge was that sometimes the retailers weren’t even calling out our top products. It may have been our ninth or tenth bestselling SKU, but they had a requirement that every product reach the 95% content score threshold to avoid fees or losing search rank. So, we needed a scalable way to tackle all of our assortment, not just the SKUs we were used to focusing on. Retailers are always asking for more, and downstream requirements are becoming harder to keep up with. We need to solve this to attain a clear path to purchase for our customers.”

— Charles Turner, Web Content Improvement Manager, Nestlé Purina PetCare

The Results

Improved Content Scores Keep Retailers Happy and Drive Digital Shelf Performance

After the Purina team activated content across their retailers, they waited to see how scores would improve. “The results were almost instant,” says Turner. At Sam's Club, for example, content health increased from 87% to 95%. 

“What was also great was that although the retailers told us what they wanted, Salsify allows us to maintain control of our content,” Turner says. “So we could make the changes they asked for without sacrificing overall quality or SEO [search engine optimization] rank.”

Salsify helped Nestlé Purina centralize content, automate cross-functional workstreams, and quickly syndicate information, ultimately improving time-to-market and optimizing product content on the digital shelf.

“The improvement in our content health scores means that we are confident our content is optimized for every customer on every digital shelf. Salsify enabled us to improve these scores quickly by automating the process and increasing our team’s efficiency.”

— Charles Turner, Web Content Improvement Manager, Nestlé Purina PetCare

“With Salsify’s connections, we could go right in and publish the right information. With other platforms, someone has to be chased down, and there’s a back-and-forth and lack of speed. This automated process improved the accuracy of our content and, therefore, improved the health of our content.”

— Charles Turner, Web Content Improvement Manager, Nestlé Purina PetCare

“The challenge was that sometimes the retailers weren’t even calling out our top products. It may have been our ninth or tenth bestselling SKU, but they had a requirement that every product reach the 95% content score threshold to avoid fees or losing search rank. So, we needed a scalable way to tackle all of our assortment, not just the SKUs we were used to focusing on. Retailers are always asking for more, and downstream requirements are becoming harder to keep up with. We need to solve this to attain a clear path to purchase for our customers.”

— Charles Turner, Web Content Improvement Manager, Nestlé Purina PetCare

“The improvement in our content health scores means that we are confident our content is optimized for every customer on every digital shelf. Salsify enabled us to improve these scores quickly by automating the process and increasing our team’s efficiency.”

— Charles Turner, Web Content Improvement Manager, Nestlé Purina PetCare

Customer Spotlight: Nestlé USA

Wenda Kossina, expert ecommerce technology at Nestlé USA, shares how she leverages Salsify to manage dozens of brands across several categories for hundreds of products.

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