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THE SALSIFY SMARTER MERCHANDISING BLOG

The path to digital mastery [Video]

By Peter Crosby on 8:15 AM on August 30, 2016

Takeaway: Digital businesses must think differently about the ways of doing business in order to deliver the experiences customers demand today. Guest Speaker Brendan Witcher, Principal Analyst at Forrester Research, shared tips on how to create a winning digital strategy at a recent Salsify customer conference.  

Creating a successful digital strategy goes beyond what channels you do business on. In order to compete, your organization must embrace the new reality of consumer behavior. Your customer is going to shop wherever and whenever they want to.

From athletic apparel to top lifestyle brands

By Katie Calkins on 7:00 AM on July 28, 2016

The Takeaway: Nike, Under Armour and Lululemon are top athletic apparel brands that are more similar to top lifestyle brands thanks to their abilities to effectively market their products as smaller pieces of a bigger brand-community puzzle.

When it comes to creating a top "lifestyle" brand, Nike, Under Armour and Lululemon picked up the ball and ran with it. While Nike took point on developing a community of loyal customers, the relative-rookie in the athleisure space, Lululemon, isn't too far behind in this race, and Under Armour considers itself an underdog that's capable of stepping to the ring with the biggest athletic apparel brands.

Speeding content to market: Product launches and communication

By Ethan Walfish on 7:00 AM on April 25, 2016

The Takeaway: Your content management teams must align with your ad team/marketers, and both need to improve their communication with buyers at retailers in order to successfully launch products and ad campaigns.

Ad blocker popularity elevates importance of great product content

By Jenni Lee on 7:00 AM on March 22, 2016

The Takeaway: As ad blockers become more common, ecommerce brands ad retailers need to find new ways of engaging with prospects. Rich product content may be the answer.

Goodbye Google Sidebar Ads, Hello Product Placements

By Jenni Lee on 9:39 AM on February 26, 2016

The Takeaway: Google no longer features sidebar ads on the right side of search results. Product content will now be shown for 3.5 billion searches per day. That means 3.5 billion new opportunities to sell products on Google Shopping.

The Google Effect: Seizing the Product Content Opportunity

By Josh Mendelsohn on 2:45 PM on July 23, 2015

Image via Inside Adwords BlogIt's been a few weeks since Google announced that it will be launching a "buy" button - and now that all of the initial hype has faded, the reality of what this means for consumers and brands alike is becoming more and more clear.

In case you missed it, the Buy button will make it simple for consumers to make purchases directly from Google on both mobile devices and desktop computers, The button will also be integrated directly with paid search programs to help brand manufacturers get a return on their ad spend.

The less talked about part of this story is the impact of shortening the purchase thread on brand manufacturers and the product content they publish to drive online sales. Because Google is making the path to finding and purchasing a product shorter, making sure that brands are delivering great product information has become a priority. 

Are Brands Taking Advantage of the Omni-Opportunity?

By David Gold on 9:34 AM on May 11, 2015

This is a 12-pack box of Coca-Cola. The design, consistency, and timeless nature of the branding have made it recognizable by practically anyone.

No matter where I’m shopping, I see the same packaging - CVS, Wal-Mart and at my local mom-and-pop shop. But when I go to each store, I have a different mission. If I’m in a Market Basket, I have a list, a plan and am shopping for my girlfriend and me. I buy from the same core set of things every week. When I’m in CVS, I’m there for a quick errand and more likely ready for an impulse buy, maybe I’ll buy a Coke. Two different mindsets, same Coca-Cola package.

Retailers put so much thought and research into everything they put in a store, from lighting to carts. But they can’t always control the packaging they get from the brands, and that has to have an impact on the brick and mortar shopping experience.

With omni-channel, brands have a new opportunity to contribute to the way their products are merchandised. They have a chance to appeal to the needs of the unique customers at different online retailers. They have to be doing this, right? I wanted to put my theory to test. I decided to go on an internet adventure and try to guess the type of customer based on the way the same product is represented on different sites. Here goes...

Macy's Newest Commercial is Omnichannel Perfection

By Glori Blatt on 10:36 AM on January 9, 2015

It's 2015 people! Time to wake up and smell the Omnichannel. Recent research shows that multi-channel shoppers spend 82% more than their counterparts. Macy's "Buy online, pick up in-store" commercial is a perfect example of an appealing and accessible strategy that both allows consumers to shop through multiple channels and provides a concrete example of what that pesky buzzword, "Omnichannel" means. 

Mind your Millennials: Why the Shop Spring App is Good for your Brand

By Glori Blatt on 12:06 PM on October 14, 2014
According to research by Accenture, by the end of the current decade the Millennial generation will displace baby boomers as the biggest consumer spending group in the United States, accounting for approximately 1.4 trillion in spending by 2020. 

Sorry Ugg Australia, I'm not buying it.

By Glori Blatt on 12:00 PM on October 7, 2014

One of the interesting things about contemporary commerce is the way product advertisements consistently adapt to suit evolving technology. Ads that would've once been on the radio and placed in newspapers are now playing before youtube videos or being sent directly to our inbox. 

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