Getting the latest product content to every retailer you work with is not easy. You can’t simply send one version of product content to Lowe's, The Home Depot, and Amazon and expect to have that content do well on each of those endpoints. Those retailer requests for differentiated content are by design, as Salsify co-founder Rob Gonzalez explains in a short video about the complex, messy state of product syndication.
Retailers want to differentiate their digital experiences from their competitors’ digital experiences. The product pages, site navigation, and merchandising strategy all change from retailer to retailer. Many retailers, including the Home Depot and Lowes, start with supply chain data from GDSN and product data feeds in data pools. However, each retailer has additional data requirements of their own that can change day to day and category to category.
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