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    September 17, 2020
    4 minute read

    The Foundation of PXM

    by: Christian Hassold

    With constant changes to retailer requirements and consumer expectations, how are brand manufacturers ever supposed to keep pace? It doesn’t take dozens of brand teams to win on the digital shelf, nor does it require endless content or advertising budgets. With the right team and workflows in place, with technology built for the continuously evolving digital shelf, it’s easier to manage and deliver best-in-class product experiences. 

    You’ll need precision, accuracy, and continuous optimisation brands to win on the digital shelf, meaning you’ll likely need to overhaul your current method of delivering product experiences online. Your team will need to be agile and take a multi-phase approach to managing your presence on the digital shelf.

    CTA-ShurTech Case Study

    Consider Shurtech, the maker of Duck Tape®, who saw a 15% increase in sales rank in four months on Amazon by installing a step-by-step approach to their competitive space by investing in new technology and methodologies that allow them to focus on their digital efforts on optimisation instead of chasing minimal requirements. 

    Create a Single Source of Truth

    As ecommerce continues on its rise to dominance, brand manufacturers must move on from the disparate systems and spreadsheets that hold their product info — the digital shelf requires that brands have the ability to rapidly deliver product information. For ShurTech, a single source of product content truth was needed across the organisation — different teams communicated differently with customers and caused breakdowns to brand voice, an unnecessary hurdle to driving sales and maintaining unified global branding. 

    Starting with consumer-facing products, ShurTech utilised Salsify for an all-in-one solution for product information, digital asset management, and syndication. Thousands of SKUs can be searched quickly and updated in minutes all under one platform — no more updating spreadsheets or pulling from three places to create a product page for each retailer. 

    Streamline Workflows across Teams

    Technology solutions can only make a business-wide impact if adoption is a priority and teams utilise that technology to improve their own results. Identify teams who need to create product experiences that resonate with consumers. For some manufacturers, the Product Management team may be responsible for providing ecommerce teams with the most current version of product information, while for others it could be a team dedicated entirely to digital content creation. 

    It’s imperative to take an accurate assessment about what works, what can be improved upon, and where the responsibility lies. Developing methods that match your technology will allow brand teams to be more effective and focused on building upon the single source of truth to differentiate product experiences on each retailer.

    Optimise Top SKUs on Priority Channels

    The final goal of the digital shelf is winning your category and staying ahead of the competition. Accomplishing this requires continuous optimisation and homing in on content needs that will make your brand stand out. ShurTech’s ecommerce team pinpointed an opportunity to improve their top 70 SKUs on Amazon by utilising Salsify Insights to identify products that required stronger experiences to win the buy box. 

    The ability to determine that a group of SKUs needed additional images or a more detailed description dictated how they would utilise their resources. The team is able to convey exactly what their product management team needed to provide for updating Amazon product pages. In only four months of utilising Insights and a more direct workflow to content improvements, ShurTech saw their sales rank improve by 15 per cent.

    By building on a single source of product truth with more direct workflows and prioritising important SKUs, brand manufacturers are empowered to always improve their product experiences with precise accuracy.

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