Barcel USA Seamlessly Streamlines Product Syndication to Kroger With Salsify PXM Advance
How the leading snack company uses Salsify’s capabilities to syndicate to a key retail partner.
About Barcel USA
Barcel USA, the snack division of Grupo Bimbo, is an exciting, young, and fast-growing consumer packaged goods company headquartered in Coppell, Texas, with a strong presence in the largest markets within the U.S. territory. Barcel USA manufactures, distributes, and sells a wide selection of innovative snacks offering a mix of unique, sweet, and spicy flavors that meet the highest quality standards.
Barcel USA, a leading snack food manufacturer behind brands such as Takis, Sanissimo, Popcornopolis, and Barcel Mi Tierra, faced challenges in syndicating product data to a key retail partner: Kroger.
The process of submitting new items to Kroger, primarily through GDSN syndication with top-off work in the 1WorldSync and Kroger’s VIP portals, was slow and cumbersome.
“We’d submit the product information and receive dozens of error messages to manually correct,” says Amy Wynne, customer analyst at Barcel USA. “But when we resubmitted, we’d get another set of errors to fix. It could take us weeks to get the content complete, compliant, and submitted.”
This manual, time-consuming process affected Barcel’s ability to bring new products to market efficiently and negatively impacted launch timelines.
“We’re thrilled with these results. We applaud Kroger’s decision to work with Salsify for a Kroger Item API (KIA) connection. This was truly a game-changer for our team. Allowing data and content submission through multiple content service providers is the best approach for both brands and retailers. This should be the gold standard for the industry.”
— Hunter Schumann, Data and Content Syndication Manager, Barcel USA
Barcel USA turned to Salsify PXM Advance, specifically the Grocery Accelerator solution, to streamline its product syndication process at Kroger.
“We have a robust PIM with Salsify, so making this addition to our instance [was] a no-brainer for us,” says Hunter Schumann, data and content syndication manager at Barcel USA. “It was easy to work with Salsify’s team to map all the universal attributes to work in the new Kroger Item API (KIA) channels."
Although direct syndication from Salsify was a new solution for the team, the ease of the new process has empowered Wynne to manage Kroger submissions almost completely within the platform.
“Instead of our information going from Salsify to 1WorldSync via GDSN and then to Kroger’s portals, it just goes straight from Salsify to Kroger, which is so much more efficient,” Wynne says. “We have a lot more control over the process and trust that the right information is getting to Kroger's internal systems and, eventually, to the PDP.”
“I have to say, I now have 110% confidence in the accuracy of the information we’re sending to Kroger because it’s coming straight from our PIM. Our time to market has definitely improved.”
— Amy Wynne, Customer Analyst, Barcel USA
Barcel’s adoption of Salsify’s PXM Advance and Grocery Accelerator for Kroger Item Maintenance Form (IMF) submissions has yielded significant positive results for Barcel USA, including:
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Accelerated time-to-market: The first submission through Salsify to Kroger, which previously would have taken weeks, was completed and published within days. Since initial trials, the team has seen a 99% submission success rate, with submitted information successfully generating an accurate IMF submission notification.
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Increased data confidence: “I have to say, I now have 110% confidence in the accuracy of the information we’re sending to Kroger because it’s coming straight from our PIM,” Wynne says. “Our time to market has definitely improved.”
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Simplified error resolution: The previously cumbersome process of troubleshooting errors, which involved significant back-and-forth between Schumann and Wynne to collect information, has been eliminated. "We don't have to do that anymore, because I know exactly what information is wrong or missing and where to find it," Wynne says.
“We’re thrilled with these results,” Schumann says. “We applaud Kroger’s decision to work with Salsify for a Kroger Item API (KIA) connection. This was truly a game-changer for our team. Allowing data and content submission through multiple content service providers is the best approach for both brands and retailers. This should be the gold standard for the industry.”
“We’re thrilled with these results. We applaud Kroger’s decision to work with Salsify for a Kroger Item API (KIA) connection. This was truly a game-changer for our team. Allowing data and content submission through multiple content service providers is the best approach for both brands and retailers. This should be the gold standard for the industry.”
— Hunter Schumann, Data and Content Syndication Manager, Barcel USA
“I have to say, I now have 110% confidence in the accuracy of the information we’re sending to Kroger because it’s coming straight from our PIM. Our time to market has definitely improved.”
— Amy Wynne, Customer Analyst, Barcel USA
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