Walmart and Dr Pepper’s Product Content Partnership: How two global leaders met the new demands of digital shoppers

Dr Pepper Snapple Group and Walmart confronted the reality of a new age of shopping - one where buyers are at the center and turn to digital browsing before making a purchase.

The Challenge

For brands like Dr Pepper Snapple Group, the key challenge was how to meet this new level of demand for product content.Beyond the packaging and promotional campaigns, consumer sand shoppers want consistent product descriptions and images everywhere they are — search, mobile, retail sites, and social media. The group needed an agile content creation strategy across its large portfolio of flavored brands and the ability to manage and share that content across all relevant locations. The brand was up against third-party content and images and retailer content already linked to its products.

The Solution

Dr Pepper implemented the Salsify Product Content Management platform in June 2015. Salsify has become THE trusted source of content at Dr Pepper Snapple Group.

Salsify now delivers product content directly to Walmart.com for more than 900 SKUs.

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The Value of the Endless Aisle

For Walmart, getting a complete product catalog and all of the content that goes along with it breaks down into three core components:

Making the entire catalog browsable online That means getting content for products sold only in-store today so they can be found online, an initiative they call SAO (Store Assortment Only).

Collecting a complete catalog from all of their suppliers To truly meet consumer demands, it’s not just about listing all the products Walmart has today, it’s also about making sure every product their consumer might want can be found on their dot-com properties.

Expanding the quality and completeness of the product By providing customers more detail about each of the products Walmart sells it hopes to improve the shopping experience, no matter the channel.

“We can share the data with all of our retail partners and anybody else that is displaying our product content online, and we know and trust that it is brand approved, legal approved, and has all of our most up to date packaging.”

Jordan Ste. Marie, Sr. Manager of Ecommerce Marketing, Dr. Pepper Snapple Group

“Our first meeting with Salsify was eye-opening. They had all the capabilities and agile functionalities that we needed to dynamically manage our digital product content — it was a no-brainer.”

Jordan Ste. Marie, Sr. Manager of Ecommerce Marketing, Dr Pepper Snapple Group

“The best source of that content is the brands we work with —they know the products better than anyone else. With this initiative, we’re not only meeting the demands of today’s shopper; we’re empowering our suppliers to have a more direct role in merchandising their products to the end consumer. And the results we’ve seen to date are exactly what we had hoped.”

Steve Breen, Chief Merchandising Officer for Walmart.com

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Learn more about how Walmart and Dr Pepper used Salsify's product content management platform to organize, collaborate, and improve their content management with Salsify

Walmart and Dr Pepper’s Product Content Partnership: How two global leaders met the new demands of digital shoppers

The Challenge

The Solution

The Value of the Endless Aisle

View Case Study

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