Barcel USA Drives Sales With Salsify GDSN Data Pool Integration

The leading snack and candy brand sped time to market, improved product accuracy, and improved efficiency with Salsify.

About Barcel USA

Whether you want a salty, sweet, or spicy snack, Barcel USA has you covered. Barcel USA is a subsidiary of Mexican multinational Grupo Bimbo, which brings snacks like the popular chip brand Takis or candy lines Ricolino and Vero to the U.S.

Barcel USA is a relatively young iteration of Mexican parent company Barcel — but it’s growing fast. As an increasing number of shoppers turn to digital shopping options, Barcel USA knew it had to work on making its products look as good as they taste online.

The Challenge

Shoppers have continued to turn to the digital shelf for groceries in recent years. A polished online presence is tantamount to success in the modern retail landscape, but Barcel USA had difficulty building one.

The company had product data in an outdated product information management (PIM) solution, digital assets stored across many different locations, and its Global Data Synchronization Network (GDSN) data pool was housed with a third-party vendor.

Gathering and editing all of this data efficiently to make an attractive omnichannel experience proved to be a challenge. However, the tipping point came when senior leadership at the brand noted how poorly products looked online.

Barcel USA knew it needed a better physical and digital shelf presence. To get there, it needed to invest in a solution to manage its GDSN data pool and product content in one centralized location.

"The 'Aha!' moment for us was when we really started looking at our digital online content and realized that it was inconsistent. It was poor. We had a big opportunity and had to find one solution to change it easily."

— Collette Richards, Director, Alternative Sales and Distribution, Barcel USA

The Solution

Bringing Digital Assets and GDSN Data Together

The team at Barcel USA first focused on improving its digital asset management with Salsify. However, when evaluating searchability, it quickly became apparent that content also needed to be cleaned up and updated.

As a result, Barcel decided to use Salsify for both digital assets and its GDSN data pool. The company also hired a dedicated person to manage digital assets and product information in Salsify. The result is easily edited, user-friendly product information across the board.

Working as a Team

Consolidating and updating all of its product information could have been a complicated process, but Barcel credits the Salsify support team with making the transition smooth.

Salsify provided one support team to help with digital assets and GDSN data. The team helped Barcel pull data from its previous PIM solution, learn how to make sure it was clean, and ultimately, go live — well ahead of schedule.

"The Salsify onboarding team gave us the timeline of when things had happened, helped us understand how to pull [product information] ourselves [and] make sure it was clean. And, really, it made it so much easier."

— Collette Richards, Director, Alternative Sales and Distribution, Barcel USA

The Results

Bringing Digital Assets and GDSN Data Together

The team at Barcel USA first focused on improving its digital asset management with Salsify. However, when evaluating searchability, it quickly became apparent that content also needed to be cleaned up and updated.

As a result, Barcel decided to use Salsify for both digital assets and its GDSN data pool. The company also hired a dedicated person to manage digital assets and product information in Salsify. The result is easily edited, user-friendly product information across the board.

Working as a Team

Consolidating and updating all of its product information could have been a complicated process, but Barcel credits the Salsify support team with making the transition smooth.

Salsify provided one support team to help with digital assets and GDSN data. The team helped Barcel pull data from its previous PIM solution, learn how to make sure it was clean, and ultimately, go live — well ahead of schedule.

"It has created a lot of efficiencies not only internally, but with our clients … Everyone is so happy that we're finally controlling all of our data under one platform."

— Luis Alberto Martinez, GDSN and Digital Shelf Syndication, Barcel USA

"The 'Aha!' moment for us was when we really started looking at our digital online content and realized that it was inconsistent. It was poor. We had a big opportunity and had to find one solution to change it easily."

— Collette Richards, Director, Alternative Sales and Distribution, Barcel USA

"The Salsify onboarding team gave us the timeline of when things had happened, helped us understand how to pull [product information] ourselves [and] make sure it was clean. And, really, it made it so much easier."

— Collette Richards, Director, Alternative Sales and Distribution, Barcel USA

"It has created a lot of efficiencies not only internally, but with our clients … Everyone is so happy that we're finally controlling all of our data under one platform."

— Luis Alberto Martinez, GDSN and Digital Shelf Syndication, Barcel USA

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