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Trademark Global is a consumer brand supplier that provides an "endless aisle" solution for mass-market internet retail sales via brand development, manufacturing, and instant drop shipping. Trademark Global supplies top brands across many major product categories, including: Home, Toys, Pet, Sporting goods, Tools, Furniture, Outdoor, and more.
Upgrading Product Information Management (PIM) Technology To Support a Fast-Growing Business
When Trademark Global was founded in 1999, the team built a homegrown tool to serve as their product data management solution.
The tool worked well when it came to storing basic product information and some creative content per product. However, after achieving a nearly 1,200% revenue increase in 15 years, the team needed to upgrade their systems and processes to maximize their digital shelf performance.
With over 800,000 SKUs and roughly 1 million digital assets to manage, the homegrown system wasn’t able to handle all the product information and content that Trademark Global’s creative team produced.
As a result, the merchandising teams couldn’t scale their processes to efficiently roll out all this great content to their retailer partners.
“We quickly outgrew the system we had … There was a bottleneck of awesome product information that wasn’t getting in front of our shoppers, and that was ultimately hurting our sales,” says Jason Pavlik, creative and business unit director at Trademark Global.
“We quickly outgrew the system we had. We were creating this amazing content but didn’t have the technology or processes in place to scale our operations to get that content to the digital shelf. There was a bottleneck of awesome product information that wasn’t getting in front of our shoppers, and that was ultimately hurting our sales."
— Jason Pavlik, Creative and Business Unit Director, Trademark Global
Salsify Becomes the Source of Truth for Product Information
As the ecommerce world became highly competitive in 2020, the team started thinking about sourcing a solution for their content bottleneck problem.
They needed a system that could handle their millions of SKUs and assets, as well as help them syndicate to their top retailers like Amazon and Wayfair.
Salsify emerged as the perfect solution. Its market-leading, purpose-built PIM solution is unified with a powerful syndication solution and network of content destinations.
The Trademark Global team began importing product content into Salsify and saw near-immediate improvements.
“In our old system, we could store eight images per product. Now … we launch 300 to 500 new products a year, so this level of manageability, flexibility, and ability to grow within the platform was necessary. It’s great to have a real home for all the information and to actually see our content go live on PDPs [product detail pages],” says Melissa McQuate, Salsify product owner at Trademark Global.
In addition to core product content syndication, the Trademark Global team has taken advantage of the Salsify Enhanced Content module and syndicated below-the-fold content for 605 SKUs in the last six months, creating engaging product experiences that convert.
“In our old system, we could store eight images per product. Now, we are launching products with 12 to 20 images per product, plus below-the-fold enhanced content and retailer-specific information to meet the retailers’ requirements. We launch 300 to 500 new products a year, so this level of manageability, flexibility, and ability to grow within the platform was necessary. It’s great to have a real home for all the information and to actually see our content go live on PDPs [product detail pages].”
— Melissa McQuate, Salsify Product Owner, Trademark Global
Decreasing Time to Market and Increasing Sales
Once the Trademark Global team started importing content to Salsify and putting processes in place across teams, they saw positive business results.
“We are seeing cleaner, faster launches. There were always massive gaps between when we launched a SKU and when we saw sales on that SKU, sometimes as high as three to five months. Now, we’re seeing sales in the same month, and search rank is taking off,” Pavlik says.
“A key role of mine is managing the licensed, on-demand print business for Trademark Global, which includes over 800,000 game room and wall décor products. The biggest roadblock was getting SKUs live on-site in volume. There was only so much bandwidth internally to build these SKUs with our retail partners,” Pavlik says.
“Salsify was the solution for this, allowing us to create a micro-team that can build 10,000 SKUs in Salsify and syndicate to Wayfair and Amazon in one month. We now finally have a process in place that allows our print business to continue to grow and are seeing SKUs with sales the same month they are launched on site, which has never been seen before Salsify,” Pavlik says.
Driving an Internal ‘Culture Shift’
Internally, the team has also seen what they call a “culture shift.”
“We would get an email from Amazon saying that content needed to be updated, and with the number of SKUs we have, a callout like that was not being addressed until it became an urgent issue. Now, we optimize hundreds of SKUs before they get to the PDP — and, if edits are needed, we can make them and update information almost instantly,” says McQuate.
The Trademark Global Salsify team has onboarded additional teams to Salsify, from their supply chain teams to their merchandisers.
To accomplish this, the team hosted weekly training sessions and created standard operating procedures (SOPs) for the Salsify solution.
Currently, they hold regular office hours for internal teams and partners and share a monthly newsletter with essential Salsify updates, sharing how any changes benefit the teams’ existing processes.
“We are getting products to market much faster with far superior content. We have already accomplished so much, and we are looking forward to doing even more,” McQuate says.
“We are seeing cleaner, faster launches. There were always massive gaps between when we launched a SKU and when we saw sales on that SKU, sometimes as high as three to five months. Now, we’re seeing sales in the same month, and search rank is taking off.”
— Jason Pavlik, Creative & Business Unit Director, Trademark Global
“We quickly outgrew the system we had. We were creating this amazing content but didn’t have the technology or processes in place to scale our operations to get that content to the digital shelf. There was a bottleneck of awesome product information that wasn’t getting in front of our shoppers, and that was ultimately hurting our sales."
— Jason Pavlik, Creative and Business Unit Director, Trademark Global
“In our old system, we could store eight images per product. Now, we are launching products with 12 to 20 images per product, plus below-the-fold enhanced content and retailer-specific information to meet the retailers’ requirements. We launch 300 to 500 new products a year, so this level of manageability, flexibility, and ability to grow within the platform was necessary. It’s great to have a real home for all the information and to actually see our content go live on PDPs [product detail pages].”
— Melissa McQuate, Salsify Product Owner, Trademark Global
“We are seeing cleaner, faster launches. There were always massive gaps between when we launched a SKU and when we saw sales on that SKU, sometimes as high as three to five months. Now, we’re seeing sales in the same month, and search rank is taking off.”
— Jason Pavlik, Creative & Business Unit Director, Trademark Global
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