Driving Efficiency for Internal Teams and External Customers: From 10 Minutes to 10 Seconds
The Rawlings sales team had positive feedback right away about how easy it is to find what they need. The team can now send a customer directly to the catalog site where they can get inspired and access exactly what they need to put a product in the market — without additional hand-holding from a sales executive.
“Partners that we’ve worked with for a long time are now getting this new resource. It is a better way to share this kind of data directly with them,” Patston says.
Prior to setting up Salsify Catalog Sites, it took 10 to 12 clicks for a customer to find a product and download all the related assets they needed. But with the shoppable interface of Catalog Sites, what took 10 minutes to find can now be done in 10 seconds, according to Patston and the Rawlings team.
Rawlings has also streamlined its search engine optimization (SEO) through Catalog Sites. Its SEO content is no longer created ad hoc as new products launch. Salsify made it quicker and easier for the team to access and share the right copy.
For example, team members who are in charge of posting products to the DTC sites like Rawlings.com or Easton.com can now easily find the product images, meta titles, and meta descriptions.
There are also qualitative benefits to using the PXM platform. For example, there’s a greater ability to enforce data consistency. Patston is able to set what types of content are required before the product listing can go live on the catalog sites. With a robust set of product content for each SKU, the sports brand enables its sales partners to tell a more holistic story.
Boosting Product Engagement With Brand Personalization
After Patston’s first year, Rawlings now has a shoppable, centralized repository for its 9,000 product SKUs that’s accessible to retailers of all sizes. The brand is supplying rich media that’s differentiated for important retailers and advanced navigation options, such as products listed by a player’s position.
Catalog Sites allows Rawlings to provide rich, self-service access to curated product data, done so from a trusted and centralized product information management (PIM) data source.
“The progress we've made on the Amazon channel, even in the last two months, would not have been possible without us also doing all of this data work on the front end to get Catalog Sites stood up. This is the data we need to kind of go to market with a certain product on the digital shelf. Salsify is allowing us to have cleaner data to do all kinds of other things on Amazon, Walmart, and our own site,” Patston says.
“With everything in one place [with Salsify Catalog Sites], if someone is sort of on the fence about what to order, they can now click through and see all the marketing firepower behind the product. They can do that in 10 seconds rather than 10 minutes.”
— Matthew Patston, Senior Content Manager, Rawlings
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