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    August 12, 2020
    3 minute read

    What Does it Take for Beauty Brands to Win on Boots and Harrod’s?

    by: Christian Hassold

    The beauty and personal care industry in Europe is the world’s largest beauty market, with over 500 million consumers spending more than €75 billion annually. Competition has been increasing as more and more niche products pop up, with focal points on environmental sustainability and products individualised to unique consumers based on their skin tones and types.

    With so much competition, brands must learn to stand out on the digital shelf. But in order to do so, brands must personalise their product content for each individual retailer, many of whom have very different requirements to sell on their sites. For each retailer, success lies in providing the right amount of detailed product information. This information empowers brands to send customised messages that resonate with relevant buyer segments.

    Beauty Brands Have Complete Control of the Digital Shelf

    Beauty and personal care brands can control precisely how products are displayed on the digital shelf—everywhere their products appear. By delivering the right product information, images, and other digital assets, brands are able to set themselves up for success with each unique retailer to influence their next sales. 

    Easier said than done. Creating different product content, descriptions, and other assets manually would take extreme time and labor

    Each retailer or distributor will have unique requirements and methods of data collection. Furthermore, these retailers’ requirements frequently change across product categories as they optimise and differentiate shopping experiences. 

    Consider two large retailers in the beauty and personal care space, Boots and Harrod’s. As brands, they’re quite different. Boots, a large pharmacy chain, and Harrod’s, a leader in the fashion and beauty space, are both target retailers for beauty brands but the requirements for selling on their digital shelf are likely quite different. 

    Let’s take hypothetical data requirements for both retailers to sell lipstick. Let’s say Boots requires 45 product attributes per SKU of lipstick, but Harrod’s requires 167. The lipstick brand needs two versions of content for their product personalised to each retailer. This pattern continues for every additional retail website the lipstick brand chooses to sell on.

    Syndication: The Right Content for the Right Place

    Syndication is a simple idea, you send data from Point A to Point B—it shouldn’t be an arduous or expensive process. 

    However, syndication can’t be confined to mere data delivery if brands expect to grow product sales. Brands need the ability to customise product content for every channel while ensuring a consistent brand experience. They also need the ability to refine this experience to drive discovery. 

    Syndication provides an integrated system that lets brands store and manage channel-ready versions of product information. This system allows brands to adjust data for one channel—or across the core dataset—dependent on need. Brands can finally validate data against these requirements so they can deliver the best content for every channel. 

    Brands win on the digital shelf when they can deliver the right information at the right time and to the right place. Implement a product management system that works for your brand from discovery to sale, and you can optimise your growth and become a leader of the beauty and personal care space.

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