Salsify Workflow Keeping Teams Aligned To Meet Retailer Requirements
The Purina team needed a way to align their teams on which content to send to which retailer — and they needed to do it fast to improve their scores.
Using Salsify Workflow, the team seamlessly assigned tasks to update all the content, including directions like “update product content titles to be 50 characters” or “include two more bullet points in the long description.”
Salsify Workflow auto-assigned tasks by role, and Purina leaders could track and approve changes as team members made them.
“It was amazing to watch workflows in real-time and see the tasks being completed one by one. Workflows are key to our success and heavily embedded in our day-to-day processes. We use workflows every single day,” says Turner.
Sunsetting the Days of Spreadsheets and Portals, Driving Efficiency With Salsify Activation
After teams updated the content, Purina needed to send it to each retailer endpoint in which content scores were amiss. The old days of spreadsheets and portals weren’t going to cut it.
Purina used Salsify’s direct connections to retailers like Walmart, Amazon, and Sam’s Club to quickly make the changes that retailers required.
“With Salsify’s connections, we could go right in and publish the right information. With other platforms, someone has to be chased down, and there’s a back-and-forth and lack of speed. This automated process improved the accuracy of our content and, therefore, improved the health of our content,” says Turner.
“The challenge was that sometimes the retailers weren’t even calling out our top products. It may have been our ninth or tenth bestselling SKU, but they had a requirement that every product reach the 95% content score threshold to avoid fees or losing search rank. So, we needed a scalable way to tackle all of our assortment, not just the SKUs we were used to focusing on. Retailers are always asking for more, and downstream requirements are becoming harder to keep up with. We need to solve this to attain a clear path to purchase for our customers.”
— Charles Turner, Web Content Improvement Manager, Nestlé Purina PetCare
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