Colgate-Palmolive has begun syndicating its product-related content to multiple retailers’ ecommerce websites. The push is part of an effort to standardize what shoppers see when they decide what to buy.
The consumer brand manufacturer did not want to distribute content to individual retailers manually. It wanted to distribute its product content — which can vary from images to written descriptions and attributes — to its network of physical stores at once rather than individually.
Colgate-Palmolive began using technology from Syndigo to distribute that content broadly rather than to one store at a time, according to the companies. Syndigo said its technology unifies product data and uses “purpose-built” artificial intelligence (AI) to create a platform for data exchange.
The consumer brand manufacturer makes toothbrushes, toothpaste, dish soap and more. It owns namesake brands Colgate and Palmolive, Hill’s Pet Nutrition, Speed Stick, Softsoap and Irish Spring, among others.
Its subsidiary Hello Products ranks No. 1,590 in the Top 2000 Database. The database ranks North America’s largest online retailers based on their annual ecommerce sales and more.
Why Colgate-Palmolive focused on synchronizing product data
Although in-store purchases remain the bulk of Colgate-Palmolive sales, it has begun embracing a strategy that requires both in-store and online successes, according to an announcement with Syndigo.
In the announcement, the companies said Colgate-Palmolive “was looking for a way to serve engaging content efficiently to retailers.” It wanted to represent its products “accurately and consistently across the digital shelves.”
“It now feels unnatural to shop in a brick-and-mortar store location and consider buying a new product without reading reviews because e-commerce has trained us to do so,” said Jennifer Rector, digital content assets manager at Colgate-Palmolive, in the announcement. “Social shopping, online grocery shopping, marketplaces — you can buy anything at any time from your phone.”
Colgate-Palmolive can bypass “the differing configurations of individual retailer back-end systems,” according to the announcement with Syndigo. At the same time, Colgate-Palmolive incorporated interactive elements and “immersive product storytelling” across its network of sellers.
The technology enabling it, Syndigo Syndication, has led to a 13% increase in shopper engagement and conversion rates, according to Colgate-Palmolive.
“Syndigo helps us serve content to the retailers where our oral and personal care items are sold most in an efficient manner,” Rector said. “Without the Syndigo platform, we would be scrambling to try to work with each retailer and their back-end systems individually.”
Outsourcing data management
Colgate-Palmolive also began using Flywheel to manage the workload in Syndigo’s platform.
Flywheel uses AI software and offers services to manage brands across marketplaces and big-box sellers. In Colgate-Palmolive’s case, one of the big-box retailers was Kroger. The technology companies enabled an application programming interface (API) linking Colgate-Palmolive products to grocery-chain operator Kroger.
Colgate-Palmolive has deployed more than 220 products through the Kroger API, according to the announcement. The consumer brand manufacturer updated imagery and copy to be live on Kroger’s platform within two days.
Colgate-Palmolive made similar updates across Ahold Delhaize USA, Cub Foods, Dollar Tree, Family Dollar and Publix, according to the announcement.
Kroger is sixth in the Top 2000 Database. Publix is No. 102, and Dollar Tree is No. 292.
“Flywheel has helped us solve our business issues by taking over the management of our Syndigo account completely,” Rector said. “Our sales teams used to individually handle their SKUs in Syndigo, until Flywheel stepped in and took all that work from their plates and centralized all our SKUs to be able to quickly send them to retailers.”
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