How to move past toll roads

TLDR: Open content onboarding doesn’t require complex retailer technology.

Leading digital shelf retailers like Walmart and Instacart have moved away from a toll road model, allowing each supplier to work with its technology provider of choice. This open-ecosystem approach lets brands free up trade dollars to drive more product discovery and sales.

Retailers can get started without requiring burdensome technology builds. The first goal should be to enable a supplier to send the product content needed for initial item setups and item updates directly without having to go through any third party.

Leading brands including Coca Cola, Hyland’s, McCormick, and Mondelez collectively advocate for an open ecosystem and direct connection to the retailers they sell on through the Open Experience Alliance








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