Danco Uses Salsify’s AI-Powered PXM Assistant, Angie, To Unlock Content Syndication to Major Retailers

How the leading plumbing repair and replacement products company uses Salsify AI to rapidly scale content delivery after years of delay.

About Danco

Danco is one of the largest plumbing repair, replacement, and remodel suppliers in the home improvement industry, providing more than 2,000 innovative parts to major retailers nationwide. With roots dating back to the 1970s, the company specializes in empowering do-it-yourself (DIY) consumers by offering practical, affordable, and easy-to-use plumbing solutions.

Today, Danco leverages its manufacturing expertise and global distribution network to continuously deliver high-quality products that simplify home maintenance projects for everyone.

The Challenge

Danco, a long-time Salsify customer, manages and syndicates product content for more than 3,000 items to various endpoints. Jordan Marks, ecommerce marketing manager at Danco, leads the team responsible for content creation and maintenance, and has been with the company for 10 years.

“We have seen quite an evolution of our processes,” Marks says. “When I started, the information for all of our products was managed in spreadsheets. Over time, we used various systems, including Salsify, to help us digitize that data. But one thing we had a real challenge automating was syndication.”

A key obstacle for the Danco team was the complexity of standardizing content to meet specific retailer requirements before publication. If you aren’t already familiar with advanced Excel functions, Marks notes that Salsify's formulas for transforming product information for each channel can be "daunting.”

“We wanted to get a more seamless syndication process in place, but without a resource who understood advanced formulas on our team, we really needed a technical solution to unlock the power of Salsify’s formulas and syndication network,” she says.

“The partnership that we’ve had with Salsify over the years has been incredible. We started out with a specific use case and have continued to grow with Salsify as the platform has evolved. For anyone looking for a platform to centralize, manage, optimize, and syndicate data: Salsify is the best we’ve come across, and that’s why we’ve been a customer for so many years.”
— Jordan Marks, Ecommerce Marketing Manager, Danco

The Solution

To accelerate their syndication goals, Danco became an early adopter of Salsify’s new AI-powered PXM assistant, Angie.

“We immediately knew this could be an incredible opportunity for us,” Marks says.

Instead of spending time creating and writing formulas, Marks can now type out exactly what she needs as if she’s talking to “a friend.”

Angie “really unlocked everything,” Marks says.

Angie has helped guide Marks through the steps to transform her content to meet every destination’s requirements, even when she wasn't sure how to phrase the request.

“I can just type in, ‘Hey Angie, here’s what I need,’ or ‘here’s where I’m stuck,’ and because she understands ecommerce and has access to our PIM, she can answer pretty much any question I have,” she says.

The intuitive process allows Marks to validate Angie’s output immediately, maintaining a successful human-in-the-loop workflow.

With Angie handling the complex data transformation, Marks can focus on working with her colleagues to maintain and update the product data in their Salsify PIM, a much more valuable use of her time.

The Results

Angie provided an immediate breakthrough for Danco's syndication strategy.

Rapid channel setup: After struggling for years to even get started with syndication, Marks and the Danco team have used Angie to complete content setup for four major retailers within weeks: Amazon, Walmart, The Home Depot, and Lowe’s. In fact, the team has moved so quickly that Marks is one of the leading Angie users among Salsify’s customer base, with more than 1,000 conversations and counting. “She’s really like a co-worker,” Marks says.
Process efficiency: The team anticipates major time savings for item setup and maintenance as they transition to Salsify syndication for more of their endpoints. “We are very excited to decrease our reliance on retailer portals and spreadsheet uploads,” Marks says.
Team empowerment: The ability to simplify formula creation has made the entire syndication process "more approachable" for team members and removed a bottleneck to scale and growth. “That we’ve been able to launch these four channels so quickly is mind-blowing,” Marks says. “We’ll certainly be able to drive great business results on these retailer sites, and others, as we continue to scale.”

Marks describes Angie as "smart" and says she even appreciates her helpful and quirky personality. Marks recommends that other brands seeking a way to optimize data management choose a platform that provides an equal level of support and partnership.

“The partnership that we’ve had with Salsify over the years has been incredible,” Marks says. “We started out with a specific use case and have continued to grow with Salsify as the platform has evolved. For anyone looking for a platform to centralize, manage, optimize, and syndicate data: Salsify is the best we’ve come across, and that’s why we’ve been a customer for so many years.”

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Danco Uses Salsify’s AI-Powered PXM Assistant, Angie, To Unlock Content Syndication to Major Retailers

About Danco

The Challenge

The Solution

The Results

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