Organize your people and processes as soon as possible
Digital commerce moves at a rapid clip, and the holidays only accelerate that pace. Ensuring you have the
right people doing the right things the right way can be an uphill battle. Get these three pieces of your internal operations in place as far in advance as possible. That way, you have time to outthink your competition and can react rapidly
On average, brands push 76% more product page refreshes during the holidays
New SKUs and refreshed content for existing SKUs are holiday necessities – is your team ready for that heavy lifting?
- Centralize and weaponize your product data: Before anything else, make sure all the information you need to operate efficiently online (content, inventory, pricing, etc) is centralized and can be easily accessed by everyone on your team. Rawlings, a Salsify customer since 2016, shaved 5 months off their annual product launch just from centralizing their content.
- Organize your ecommerce strike team: Make sure you have someone responsible for every moving part of the digital shelf. A good starting point is to ensure you have someone who can write/edit copy and other content, someone familiar with technical processes and systems, someone to manage retailer relationships, and a leader to coordinate efforts across multiple stakeholders.
- Knock down siloed decision making to ensure every department is on board: Marketing should be involved in content creation and product page branding, IT should enable easy access to product data, and sales should ensure strong relations with your retailer contacts. Even teams like legal and logistics should be ready to act as soon as your team identifies issues.
Make sure your team is built for the level of speed required during the holidays. The earlier this is set up, the better your team’s grip on your holiday strategy.