Improving Content and Performance Across the Digital Shelf
The Kids2 team uses Salsify’s integrated digital shelf reporting to guide their content optimization strategy.
Using Product Page reporting as their guide, the team makes changes to their content based on performance and industry best practices.
Because the reporting data is right alongside their product information in Salsify, they can then quickly get those improvements out to market.
“We're also constantly making sure our content is the best it can be on retailer sites. We frequently launch new products, but we will also go back regularly to look at how we can continue to improve the content of legacy SKUs for optimal sales performance,” says Powell.
Salsify Brand Compliance reporting also helps the team catch inaccuracies or missing items from a listing. An example of this would be if a product page doesn't have the correct product title or if it’s missing an image.
“One nice thing that I think all of us have sort of geeked out over is to see the [Product Page] grades changing,” Powell says. “With Salsify, we know what changed on the product page, and we can track to see how that change influenced the grade, hopefully as an improvement. If the grade drops, we know how to address that.”
The Kids2 team has created its own custom grade thresholds, holding itself to a higher standard of quality content than competitors.
They created their grading benchmarks by:
- Collecting retailer partners’ content best practices;
- Researching the competitive landscape across brands;
- Monitoring what top sellers are doing at each retailer; and
- Tracking each retailer’s trends.
Having their internal standard built into Salsify allows the team to repeat these best practices and remain consistent throughout the business.
“The team can see what they're doing in Salsify and how content changes affect the reporting score. Seeing that impact shows the importance of them completing the task in a workflow. What’s more, it's beneficial to the company to have the whole overall picture,” says Stacey Leveille-Casseus, digital merchandiser at Kids2.
Salsify is an integral tool for the Kids2 go-to-market team, with 300 global users in the platform from sales, brand marketing, and ecommerce. Data collection for each product happens across the organization and is facilitated with workflows.
“Our sales team has realized how easy it is to get content out to our retailers with the assistance of Salsify channels. And so, we've had a huge bump in the number of channels that we've added, whether they're direct API connections or whether they are export template channels that we've been using,” says Powell.
Most recently, the team was faced with a fast turnaround request for 150 products. They were able to meet the deadline with Salsify. Not only did they have a relevant, organized set of content for every SKU, but they also used Macy’s requirements to match and download what was required quickly.
“By looking at the data regularly, Salsify helps us optimize and double down on what’s working. We know content changes are helping improve sales.”
— Dawn Powell, Senior Product Information Manager, Kids2
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