The over-the-counter (OTC) healthcare and household cleaning products leader increases efficiency with one platform and content manager for more than 30 brands.
Prestige Consumer Healthcare is North America's largest independent provider of OTC and household cleaning products. Founded in 1996 and headquartered in Tarrytown, NY, it markets, sells, manufactures, and distributes consumer healthcare products to retail outlets throughout the U.S., Canada, Australia, and other international markets.
Prestige’s diverse portfolio of brands — from Luden's for sore throats and Dramamine for motion sickness to Anacin for pain relief and more — all help consumers care for themselves and their loved ones.
30 Brands Sold on Dozens of Sites — One Digital Content Manager
Halli Stewart, ecommerce digital content manager at Prestige Consumer Healthcare, is the sole team member responsible for delivering product page content for 30 brands to every North American retailer that sells Prestige’s over-the-counter medication.
This portfolio reported more than $1.1 billion in revenue in the 2023 fiscal year and includes products for digestive health, ear, nose, and throat remedies, oral care, pain relief, pediatrics, women’s health, sleep aids, and skin care.
Stewart works with an in-house marketing team, a legal and regulatory group, and The Mars Agency to address packaging changes, messaging updates, and regular content updates across dozens of retail endpoints, including Amazon, CVS, Walmart, Walgreens, and Instacart.
As part of the sales team, she is the go-to resource for item information that helps set up products on new retailers and update products with current distribution partner and sales channels.
Stewart manages hundreds of attributes and digital assets for a broad range of different retail requirements.
Leveraging Streamlined Product Content Management With Salsify
Prestige implemented Salsify in early 2021 as its record of product content for ecommerce and retail syndication solution. Stewart joined the company a year later to manage the platform, starting with product information and content for the full catalog across 30 brands.
Her first task was to improve the existing system’s categorization of multipacks. Many of Prestige’s brands are sold in a variety of quantities and promotional packs, depending on the retailer. Separating products initially listed with the same product ID or UPC into searchable and unique entries helped Stewart add more detail and ensure the correct set of carousel images were being syndicated to match the multipack listing.
“I can see what the exact image carousel would look like when I syndicate for each of the different retailers,” Stewart says. “If I need to download content into a zip for non-direct syndication connections, I use the filtered viewing feature first to make sure we're not missing anything and there are no duplicates. With so many products and variations of those products, being able to store everything in Salsify and linking all the related products together is very helpful.”
Driving Fast Grocery Expansion, Saving Hundreds of Hours
While Prestige is not a grocery business, it sells its products in several national chains. From her previous role at Nestle, Stewart had experience with syndicating from Salsify to large grocery chains and noticed the team wasn’t set up to syndicate to Albertsons.
“I recognized that Albertsons was a good and fast connection to add within Salsify,” Stewart says. “I knew Salsify had capabilities to easily get our products updated online. Albertsons has been a great addition.”
As new channels become available, Stewart works to add anything that’s missing. By using a master SKU list across all of Prestige’s retailers, Stewart can track what needs to be updated and quickly access the specific product or range of products in Salsify.
Based on each retailer’s requirements, Stewart either uses a direct connection through Salsify or downloads a zip file with everything the retailer needs.
Prestige also uses Salsify to send enhanced content to all retailers that accept below-the-fold content, including Walmart and Target.
“Salsify dynamically pulls the assets into the enhanced content template instead of having to add a static image for everything,” Stewart says. “That's been very helpful when some of our products have a unique banner, but the rest of the modules are the same, so Salsify will automatically pull in a replacement.”
Prestige also uses Salsify Catalog Sites to provide third-party sellers with an updated catalog and access to an up-to-date selection of images and content.
“Catalog Sites has been super helpful as well,” Stewart says. “I didn't have to pull every asset for our sales team. I just added everything to a catalog, gave them the link, and said, ‘Go for it.’”
From January through July 2023, Prestige had more than 5,000 views of its eight product catalogs. Salsify estimates this saved 429 hours by enabling sales with market-ready product content.
Saving Time on Syndication Gives Prestige the Space to Prioritize Retailer-Specific Content
Stewart says the rest of the sales team “trusts that their retailers will get what they need.” With one Salsify administrator, the entire company benefits from a single, reliable source of truth.
While the content development process of getting new creative and undergoing regulatory reviews can take months, Stewart says that once the information is final and stored in Salsify, getting to various retailers “is a breeze.”
A year into her role, Stewart has been able to shift her focus to content optimization. She audits brands, decides if there are new features or updates to make on a listing, and identifies if incorporating user-generated content or lifestyle imaging can strengthen a product page.
“My focus now is developing content and copy specific for each retailer,” Stewart says. “Setting up different product descriptions for Amazon versus Walmart versus Target. And we've slowly started to do that by storing copy in different Salsify properties so I can syndicate it to the appropriate retailers.”
Salsify is your foundation for digital shelf success, empowering you with the tools needed to win.