Managing a global supply chain and over 10,000 SKUs across two divisions and multiple brands requires centralized and accessible product information. For home and seasonal decor manufacturer, The Gerson Companies, consolidating data outside of their Enterprise Resource Platform (ERP) became a priority as they looked to increase digital sales and rid themselves of costly barriers to data accessibility. The 75-year-old company’s digital transformation was led by Orin Borgelt, Chief Technology & Sales Officer. Orin’s vision for the company to have unified global communication and access to product data drove a 77% increase in digital sales year over year and opened a new sales channels for their network of independent retailers.
By Caroline Egan on 9:05 AM on August 22, 2018
By Caroline Egan on 1:30 PM on April 24, 2018
The March 2018 announcement closing of 800 Toys R Us stores around the country left many dismayed for a variety of reasons: nostalgia for childhood, confusion about how this could’ve happened to such a prominent retailer, and where does one shop for toys now? Most critically, how does this impact the sale of toys and baby items from now on? For brands in the toy and baby categories, it’s a pivotal moment to take control of their ecommerce distribution and create strong product experiences to grab the attention of the digital shopper.
By Peter Crosby on 9:24 AM on August 26, 2016
Takeaway: Shopping cart abandonment is the often neglected leaky pipe for ecommerce profits. The rate at which customers who have selected a product and then do not follow through on buying it is highest on mobile phone - 81% of mobile shopping carts are abandoned. We offer three keys to a great mobile phone shopping experience to help you recover these potential sales.
Despite enticing product offerings, ecommerce retailers are getting cart-blocked at checkout. What gives? In 2014, online marketers lost $4 trillion in sales due to merchandise that was abandoned in online shopping carts.
By Josh Mendelsohn on 2:45 PM on July 23, 2015
It'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.
By Josh Mendelsohn on 4:07 PM on June 18, 2015
On a daily basis we talk to brands who make all sorts of awesome products. From sporting equipment to baby supplies to lighting fixtures and so much more. For many of them getting rich product content ready for online consumption is a challenge. And that challenge is multiplied when you graduate from one size fits all content to content that meets the specific requirements of each individual channel that they sell through (e.g., walmart.com v amazon.com v. their own web site.)
That’s why it’s no surprise that one of the biggest questions we hear when we talk about the power of great product content is, "how much is enough?"
By Josh Mendelsohn on 8:47 AM on June 12, 2015
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...
By David Gold on 10:59 AM on April 24, 2015
Hearing cranky men banter is amusing. But their lack of concern for the difference between two types of bread made me think - who does care about the details of the bread they buy? Consumers only care about the product details that matter to them, and what matters to each person is different. The second man in the conversation couldn't care less about how bread is processed, but there are people who will only make purchase decisions when detailed information about ingredients and processing is available. Today, marketers and merchandisers are faced with meeting the demands of the different types of buying personas. I went to a diner early the other morning and happened to overhear a conversation behind me. Two senior citizens were chatting about Florida when the waitress interrupted them to take their order. The subject of toast came up, and one gentleman said to the other, "There's whole wheat toast then there's whole grain toast. Is there a distinction?" His friend stood silent, so he probed, "What's the difference? You ever think about that?" His friend calmly replied, "No. In all my years, I have never thought about that, and I can promise you I don't intend to start now."