Danone Quickly Expands Product Syndication From 0 to More Than 1,000 SKUs

The food and beverage enterprise reimagines its ecommerce efforts while enjoying new efficiencies.

About Danone

Since its founding, Danone has been focused on doing good around the world. (The first Danone yogurt was created in 1919 to help children suffering from malnutrition.)

Today, Danone produces much more than just yogurt, selling its plethora of brands in over 120 markets worldwide. But the company is still dedicated to service, with its commitment to producing nutritious foods sustainably and responsibly.

Challenge

At the start of the COVID-19 pandemic, ecommerce optimization and product content syndication became a top priority for Danone, but it needed to first implement and activate the right solutions for meeting the new demands of the digital shelf.

Danone found an implementation partner to help launch its products on Salsify and began the journey of using it to fuel ecommerce success. 

"We had a partnership with Salsify, but we had zero items that were launched … So we hired an implementation partner to demonstrate to the organization that there's a lot of power in this tool."

— Carrie Mesing, Director of Ecommerce Marketing Strategy, Danone

Solution

Launch Focused Sprints for Quick Wins

The COVID-19 pandemic meant there wasn’t much time to waste. Danone began with a 90-day sprint in the hopes of achieving quick wins and proving Salsify’s value.

With the support of an implementation partner, the company worked hard to get as many items live as they could.

Leverage Salsify Workflow to Increase Alignment, Efficiency, and Speed

Before Salsify, workstreams were slow and fragmented. Part of the process of launching Salsify involved implementing Salsify Workflow capabilities to speed things up and improve collaboration.

With workflows in place, Danone was able to align cross-functional stakeholders better, introduce new efficiencies to the workstream, and accelerate speed to market.

"I think the value that Salsify provides is better cross-functional alignment. It'll save you time. It will move your initiatives forward faster than you could on your own. And it will help you build your brands."

— Carrie Mesing, Director of Ecommerce Marketing Strategy, Danone

Results

Danone Links 15,000 Digital Assets

The results of Danone’s initial 90-day sprint were tremendous: More than a thousand items went live in that time across four platforms, with 15,000 digital assets linked.

Danone created a fully built-out system of record where none had existed before. It’s now much more competitive on the digital shelf and can drive sales at a sophisticated level.

Driving Winning Product Content Experiences

One of the most significant wins Danone has enjoyed is the ability to be more flexible and proactive with its content. The company can now customize content to each retailer and platform to create the best possible customer experience.

Not only that, but Danone regularly completes micro-optimizations and micro-adjustments to ensure that digital content is optimized.

"When I think about the progress that we've made over the last year and a half, going from zero items being syndicated — to over a thousand — to 15,000 digital shelf assets being linked — that's what’s energizing to me. We took something that didn't even exist on a page and made it a real working machine."

— Carrie Mesing, Director of Ecommerce Marketing Strategy, Danone

"We had a partnership with Salsify, but we had zero items that were launched … So we hired an implementation partner to demonstrate to the organization that there's a lot of power in this tool."

— Carrie Mesing, Director of Ecommerce Marketing Strategy, Danone

"I think the value that Salsify provides is better cross-functional alignment. It'll save you time. It will move your initiatives forward faster than you could on your own. And it will help you build your brands."

— Carrie Mesing, Director of Ecommerce Marketing Strategy, Danone

"When I think about the progress that we've made over the last year and a half, going from zero items being syndicated — to over a thousand — to 15,000 digital shelf assets being linked — that's what’s energizing to me. We took something that didn't even exist on a page and made it a real working machine."

— Carrie Mesing, Director of Ecommerce Marketing Strategy, Danone

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