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    Oroton Builds Scalable Foundation for Global Channels With Salsify PXM

    The Australian luxury fashion brand increased the consistency of its product data across more than 10,000 SKUs.

    About Oroton

    Oroton is an iconic Australian luxury fashion brand renowned for its craftsmanship and quality. Known for its branded accessories and classic ready-to-wear pieces, the heritage brand invests in technology to set the foundations for its future growth strategy.

    Omnichannel Growth Strategy Creates a Need for Data Consistency

    When purchasing luxury brands, consumers expect a richer buying experience that is seamless and consistent across all touch points. For Oroton, it was essential that product imagery and descriptions were not only aspirational but also detailed and accurate.

    With over 10,000 SKUs; 36,000 digital assets; and 200 individual attributes within its range, photographers, copywriters, and digital teams needed to streamline their communication and processes to work together as efficiently as possible to accelerate their time to market.

    Oroton’s content needed to be effortlessly fed to their website, built on BigCommerce, and then to their social media channels, including Google Shopping, Facebook, and Instagram. This approach was essential for creating a consistent product experience.

    "Migrating to Salsify provided the ability to centralise, connect, and automate product content to help improve efficiency, scalability, and flexibility into new markets and channels."

    — Matt Alexander, Manager of Digital Solutions, Oroton

    Improving Scalability and Internal Efficiencies With Salsify PXM

    As part of its growth strategy, Oroton had already begun to re-platform its IT ecosystem. Salsify was a natural choice to set the foundations for scalability and internal efficiencies. Having previously used the SKUlibrary platform and SKUstudio creative services, Oroton was already familiar with the team and processes and the native integrations were facilitated easily.

    Working With DigiShelf To Restructure Rich Product Data

    Oroton worked with DigiShelf — a local Salsify implementation partner — to help structure, cleanse, and publish rich product data across a number of channels within a few months. Oroton is now also feeding this content back into its business to support business operations whilst reducing effort on content maintenance.

    Taking Advantage of the Single Source of Truth

    Oroton’s enterprise resource planning (ERP) items were integrated seamlessly into the Salsify Product Information Management (PIM) solution so that all its product data and automations were centralised into one place. Having a single source of truth allowed all of its teams to have greater visibility and control of their product data.

    "Before Salsify, it would take the team weeks to get products to market and hours of internal and external resources to connect to a new channel — now, it can be done in days."

    — Matt Alexander, Manager of Digital Solutions, Oroton

    Time to Market Improves Through Consistency and Automation

    Salsify helped Oroton meet its objective of designing its business around the customer by providing them with accurate and enhanced product content to help drive sales across its product range.

    Through automating more of their process, they have saved valuable time and resources whilst reducing speed to market and reducing business risk.

    By using Salsify, they are continually looking at ways to incorporate automation into their processes, utilising the platform’s workflow capabilities so they can focus more of their efforts on value-added activity.

    "With the support of DigiShelf, we were able to build a structured yet streamlined PIM that will support Oroton for years to come."

    — Matt Alexander, Manager of Digital Solutions, Oroton

    "Migrating to Salsify provided the ability to centralise, connect, and automate product content to help improve efficiency, scalability, and flexibility into new markets and channels."

    — Matt Alexander, Manager of Digital Solutions, Oroton

    "Before Salsify, it would take the team weeks to get products to market and hours of internal and external resources to connect to a new channel — now, it can be done in days."

    — Matt Alexander, Manager of Digital Solutions, Oroton

    "With the support of DigiShelf, we were able to build a structured yet streamlined PIM that will support Oroton for years to come."

    — Matt Alexander, Manager of Digital Solutions, Oroton

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