“Ecommerce is growing and clearly taking over. Every business has to face the fact that it’s coming. They need to have a tool like Salsify to fuel their organization and their product information.”
While choice is terrific for shoppers, it can create challenges for brand manufacturers like Royal Canin because every piece of product content must be consistent, accurate, and meet every retailer’s unique requirements to convert customers.
Royal Canin faced its first challenge: Before it could consolidate all of its product data, it had to understand how much data it actually had. The brand didn’t know how many products or stock-keeping units (SKUs) it had listed, so its digital content team had to first capture and itemize all of this information. Even after the team completed this process, it faced its second challenge: Where would it put all of this information?
Royal Canin utilized the Salsify PXM to consolidate content for over 5,000 product SKUs, essentially making it the central platform that guides the brand’s product experience. One of the key benefits of a PXM is that it offers a range of capabilities, including product information management (PIM), syndication, digital asset management (DAM), analytics, and enhanced content, which gives brands the ability to deploy dynamic content on different channels.
Syndication has driven powerful results for Royal Canin, as it now has more control over its eCommerce and digital shelf ecosystem.
“Using a unified PXM platform has allowed Royal Canin to better control its brand messaging online, optimize its product content for each retailer — and their specific audience — and allowed the brand to scale its product experience easily.”