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    September 10, 2020
    3 minute read

    How Home and Garden Brands Optimally Stock the Digital Shelf

    by: Christian Hassold

    Online shoppers in the market for home and garden supplies need ample information in order to make their purchase. Brands must provide research capabilities, how-to videos for installation and product use, and exact dimension information. Home and garden brands differentiate through offering engaging online experience — and the digital shelf is constantly changing. 

    Brands must ensure their ability to syndicate across every digital shelf endpoint, while entrusting that there remains consistent brand experiences, to deliver an optimised digital experience for shoppers. 

    Syndication: The Right Content Every Time

    Synidcation’s foundation is about sending the correct content to the correct place. Syndication does not begin and end simply with data delivery to grow product sales. For products to be discovered and bought, content must go live and be impactful. 

    Some retailers and distributors use a variety of methods to receive product content:

    Each retailer has their own specific compliance processes and requirements before a product goes live.

    Syndication Compliance Processes and Requirements

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    4 Syndication Best Practices for Item Set Up

    1. Channel-Specific Content Optimisation

    Optimise product content for each audience and channel. By modelling and managing channel-specific versions of all your product content, brands are empowered to adjust data for one channel — or across the core data set — dependent on your needs.

    2. Oversight-Dependent Team Access

    Empower teams with access — but build in oversight. Your information technology (IT), master data management (MDM), ecommerce, marketing, and sales team are all reliant on current product content. This access empowers them to drive products to market and win sales faster.

    Utilise security and auditing capabilities complemented with data to provide brand consistency across every digital touchpoint. Through applying attribute-level checks against internal schemas, brands are able to entrust compliance requirements to be met before publishing to each channel.

    3. Create Dynamic Experiences

    Syndicate all rich content — videos, enhanced content, product tours, 360-degree product image views — from one unified platform. Leverage your entire library of product data and transform it into dynamic experiences. 

    Brands can provide the best product stories across every touchpoint. How? By utilising their arsenal of product data to create dynamic experiences where rich media is available.

    4. Continuously Improve Product Experiences

    Analyse your product detail pages, institute channel-specific action items right into your product content, and swiftly publish any updates. These measures will drive sales and boost your brand above the competition. 

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