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    Mars Consolidates Its Data to Fuel the Digital Shelf

    Over its 108-year history, Mars, Inc. has expanded into several verticals, including confectionery, pet food, and other food products, that touch the lives of millions of consumers around the world every day.

    Mars Uses Salsify to Power Its Ecommerce Strategy

    The company has many beloved consumer packaged goods (CPG) brands under its umbrella — from Uncle Ben's, Snickers, and M&M's to Skittles and over 50 pet care brands like Pedigree, Iams, and Royal Canin. With such a vast global presence, consolidating and managing product data is no easy feat for the company or the brands in its portfolio. Royal Canin, which specializes in nutritionally tailored foods for dogs and cats, faced this exact challenge as it tried to optimize its eCommerce strategy.

    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.

    Katherine Buharina, Digital Content Manager at Royal Canin

    The Challenge

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    Tackling Data Challenges to Compete on the Digital Shelf

    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?

    The Solution

    PXM

    PXM

    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.

    Learn More about PXM >
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    PIM Royal Canin took advantage of the Salsify PIM capabilities to access channel-specific versions of product content to ensure data quality and support proper data governance. This also allows the right business users always to have the appropriate permissions to make content updates. Explore PIM >
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    Activation Automation also is a crucial feature of the platform, so Royal Canin’s digital content team can execute all these processes while simultaneously streamlining its workflows and accelerating time to market for the brand’s pet food products. Explore Activation >

    Activation
    Drives Powerful Results

    Syndication has driven powerful results for Royal Canin, as it now has more control over its eCommerce and digital shelf ecosystem.

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    Unite Content with a Single Platform Buharina said 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.
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    Validate Product Data Royal Canin can now simply validate product data against internal schemas to ensure its product content aligns with every retailer’s requirements.
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    Activate Content The brand has used Salsify’s PXM to activate content across 16 channels, including Sam’s Club, Amazon, Kroger, Costco, and Chewy.
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    Deliver a Consistent Brand Experience Schemas are continually updated, which helps Royal Canin deliver brand consistency and content accuracy across channels.

    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.

    Katherine Buharina, Digital Content Manager at Royal Canin

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