Partnership combines the best-in-class commerce experience management platform with the industry’s trusted source of product attribute metadata to drive growth for CPG brands
Salsify, the commerce experience management platform that helps brands win on the digital shelf, and Label Insight, the industry leader in powering product-attribute driven growth across the consumer packaged goods (CPG) ecosystem, announced a partnership to enable bidirectional data transfer between Label Insight’s product attribute metadata platform and Salsify’s commerce experience management (CommerceXM) solution. This partnership will dramatically improve brands’ ability to create new product data, enrich existing product data and enhance their overall business intelligence to propel e-commerce sales.
This partnership provides CPG brands with the ability to significantly improve their digital shelf experience across their retail networks by generating and optimizing their product content with product attribute metadata to better meet the needs of need-state shoppers. Retailers will also benefit from being able to deliver more personalized shopping experiences.
Marketing Technology News: Sprinklr and Twitter Deliver the 2021 Customer Care Report
“The addition of Label Insight product metadata to our comprehensive, integrated suite of CommerceXM capabilities will open new growth trajectories for our customers,” said Ken Cowan, Head of Strategic Development at Salsify. “Whether it’s improving product content at initial set-up or optimizing existing content experiences across the digital shelf, our bidirectional data integration will improve discovery and conversion across retail channels.”
Hundreds of millions of U.S. shoppers search for products online based on attributes such as “Low Sugar”, “Keto Diet” or “Cruelty-free” to meet specific need-states related to health and wellness, allergens, sustainability and more. This large group of shoppers is currently underserved as 84% of brands fail to claim the top three most searched for product attributes for which they qualify. As a result, current retailer systems fail to return 92% of the products in their assortment that qualify for attribute-based searches on their websites.
Marketing Technology News: Wondershare DemoCreator Version 4.4 Released with Enhanced Video Editing Features
The root cause of this poor shopper experience is incomplete and inaccurate product data flowing to retailers from CPG brands. CPG brands often struggle with product data consistency and accuracy and must invest in multiple methods of product data maintenance and delivery. In fact, 85% of the world’s largest retailers’ top 2000 suppliers fail to provide high quality product data.
Without a product attribute metadata platform like Label Insight and a commerce experience management platform like Salsify, identifying which products qualify to fulfill which consumer need-states is a manual, time consuming and costly analysis and activation process for CPG brands that varies between retailers.
“E-commerce acceleration combined with the large and growing segment of shoppers searching for products based upon individual need-states has created digital disruption in the CPG industry,” said Todd Morris, CEO of Label Insight. “I am thrilled to be partnering with an industry leader like Salsify, because together we can help brands and retailers grow by removing the barriers to high quality product data and connecting shoppers to the products that meet their health, wellness and lifestyle needs.”
Marketing Technology News: Cognira Makes Its AI-Powered Promotion Suite Available to All Retailers