Evaluating Tech Stack Upgrades To Drive Improvements and Innovation
In 2021, Jackson Family Wines began evaluating and updating its technology stack as part of its broader digital transformation.
Jackson Family Wines selected Salsify’s Product Experience Management (PXM) solution, a central source of truth for all product content and a syndication solution for top retailers, including Walmart, Target, Total Wine & More, Instacart, and Albertsons.
The brand also leverages Salsify to improve its content management process for its direct-to-consumer (D2C) business.
Today, post-implementation, all of Jackson Family Wines’ product information is managed in Salsify before being published on the digital shelf.
The team implemented complex role-based workflows, which help surface only the information each team member needs to see, driving focus, functional clarity, and better cross-team alignment.
“At Jackson Family Wines, we understand that commerce is now digital-first,” says Bailie Duncan, Lead Marketing Technology (MarTech) Product Owner at Jackson Family Wines.
“Digital transformation requires significant change management among business users to ensure alignment with this mindset. Additionally, it’s essential to understand the customer and meet them where they are, necessitating a strong presence on both retailers’ websites and our winery’s websites. This is where Salsify becomes invaluable,” says Duncan.
One remaining challenge after initial implementation was determining the right data structure to support selling across many different channels and more than 40 distinct brands.
Initially, Jackson Family Wines was only using Salsify to syndicate to their 3-tier partners: distributors and retailers.
The data required for these endpoints didn’t require a hierarchical data model, so Jackson Family Wines managed its products in a flat data model with no parent/variant relationships. All product information was captured against a single sellable SKU, but this required repeated data input across related SKUs — creating more manual work for the team.
With the shift to leveraging Salsify as Jackson Family Wines’ total product information management (PIM) and PXM solution for all commerce endpoints, it became evident that to scale, the data model must change.
“The challenge we faced was how to scale our business with a massive increase in SKU count and how to efficiently manage product data that could be shared across brand, product line, or vintage, while also allowing for individuality for our wines. We were entering all the data on every single SKU regardless of whether it had shared attribution, which was very time-consuming.”
— Bailie Duncan, Lead MarTech Product Owner, Jackson Family Wines
