Exhart Brings Ease to Its Product Content Syndication Process

The garden décor company worked with Salsify to bring new efficiencies to product content management.

About Exhart

With the slogan “happy homes, smiling gardens,” Exhart is in the business of creating joyful outdoor memories. Founded in 1987, it’s a leading provider of home and garden décor, selling everything from bird feeders to wind chimes and beyond.

Exhart’s hundreds of products can be found in up to 25,000 retail stores around the U.S. — not to mention the many online retailers that carry its products. As shopping increasingly shifts online, Exhart works to make sure product content syndication is efficient across all retailers.

Challenge

Every retailer has slightly different product content requirements, and manually mapping content to those retailers is a very time-consuming process.

Exhart did its best to seek efficiencies with bulk uploads, but even those require manually checking attributes — and potentially doing so multiple times if the initial bulk upload fails.

It was time to look for ways to save time while also ensuring the copy was as great as possible. To do that, Exhart turned to Salsify.

"Setting up an item on a channel [without a Salsify API], you know, it's very time-consuming going into those portals, going through all of their attributes, and assigning all the attributes. But [the Walmart API] has been fantastic."

 — Rachel Sheiman, Ecommerce Manager, Exhart

Solution

Walmart Marketplace for Better Product Content Syndication

Exhart realized that adding the Walmart Marketplace API to its existing Salsify deployment would help it manage content better.

The Exhart team started by copying and pasting what it had set up in its custom channel, taking the opportunity to make some improvements along the way.

The process of mapping to Walmart Marketplace gave Exhart the chance to touch up its copy, expand on this copy, and optimize its ecommerce search engine optimization (SEO).

Using Formulas for Perfected Content

Walmart copy requirements can be more rigorous than many other retailers. With the Walmart Marketplace API, Exhart can meet them with ease.

The Exhart team doesn’t have to enter updated copy for each product manually. Instead, they can set up formulas that require specific attributes and use that to perfect the copy. Those formulas help Exhart meet Walmart's requirements with minimal hassle.

“[Walmart] wants very specific information … [and] we want to improve the Walmart customer experience. I really love that I have control over what gets published to Walmart without having to rename over a thousand products.”

 — Rachel Sheiman, Ecommerce Manager, Exhart

Results

Improved Copy for an Improved Experience

By meeting Walmart’s copy requirements, Exhart’s copy is naturally more engaging and has a more robust SEO approach. Their overall online customer experience has improved.

Not only that, but copy can be updated quickly too. If Walmart makes a change to its requirements, Salsify alerts Exhart so they can make updates to their formulas and get the improved copy live.

Saving Time With New Efficiencies

Using Walmart Marketplace on Salsify has been an enormous time-saver for Exhart. For one thing, the team no longer has to deal with manual updates and bulk upload failures. For another, Salsify takes care of monitoring content for them.

This shift means that if content needs to be fixed or updated, Salsify alerts the Exhart team and helps them efficiently make the fix. They no longer have to do their own monitoring — letting them save time for other things like optimizing their digital shelf strategy.

"It's a huge time-saver … Whenever there is a change, especially with an API channel, it's so good to know that you really don't even have to think about it because Salsify is going to 'think' with that retailer on a regular basis."

 — Rachel Sheiman, Ecommerce Manager, Exhart

"Setting up an item on a channel [without a Salsify API], you know, it's very time-consuming going into those portals, going through all of their attributes, and assigning all the attributes. But [the Walmart API] has been fantastic."

 — Rachel Sheiman, Ecommerce Manager, Exhart

“[Walmart] wants very specific information … [and] we want to improve the Walmart customer experience. I really love that I have control over what gets published to Walmart without having to rename over a thousand products.”

 — Rachel Sheiman, Ecommerce Manager, Exhart

"It's a huge time-saver … Whenever there is a change, especially with an API channel, it's so good to know that you really don't even have to think about it because Salsify is going to 'think' with that retailer on a regular basis."

 — Rachel Sheiman, Ecommerce Manager, Exhart

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