Shopper Marketing - May 2016 - 84


VIRTUAL ROUNDTABLE: E-COMMERCE

turers alike are mostly focused on just getting
the fundamentals online, updated and accurate. Any one product can have thousands of
points of content associated with it. And, on
top of that, every retailer has its own format and
process for uploading that content.
JEN BREVICK: Every retailer has different re-

quirements when it comes to the data and
images they want to receive and how they
would like to receive them. Our challenge as
CPG manufacturers is to understand these requirements and create ways to meet them. In
some cases, this means that we need to build
internal processes and/or use third parties to
help format and disseminate our information.
Creating, maintaining and syndicating content
requires a good deal of creative, process and
strategy work.
MIKE LAPCHICK: More third-party providers

like (Shotfarm) will pop up to serve as translators for CPGs. (Shotfarm) just announced a new
platform that allows any PIM (product information management), MDM (master data management) and DAM (digital asset management)
system to publish content directly to Walmart.
So you get a sense of scope: Walmart's specifications include 150 different attributes for a
product. Forty of those are mandatory fields,
and 90% of the mandatory fields are categorically irrelevant. So, say you sell skis. One of the
mandatory fields is, 'Is it a choking hazard?' But
you still have to go through and fill them all out.

G
84

SK's team categorizes e-commerce content into four buckets: product attributes (weight, UPC, dimensions), basic

y SHOPPER MARKETING MAY 2016

product information (title, product type, features, packaging photos), enhanced product
content (videos, descriptive copy, consumer
reviews), and hidden or meta keywords (SEO
tags). The fourth bucket is important because
products that come up on the first page of
search results are generally the ones people
buy.
What opportunities and challenges does
search-bar shopping present to CPG
companies?
COHEN: A vast majority of trips start at the
search bar, so being present after a search is
paramount to success. You can't do this without great content that feeds the search algorithms of Google, Amazon, etc.
STEVENS: The market leaders don't always

come out on top, and they can't leverage their
scale and retailer relations for more visibility. So
in some cases you have companies that come
along and just crush it in e-commerce. For instance Tom's of Maine toothpaste way overindexes in terms of online sales and market
share relative to Colgate because that product
just lends itself to an e-commerce experience
for various reasons. In e-commerce, someone
like Tom's of Maine can take market share from
the incumbent guys more easily than they can
in the offline world.
BREVICK: SEO is important, but being strict to

SEO may cause you to create product bullets
that are wordier and exhaustively detailed, and
we know consumers sometimes respond better to straightforward language and brevity. We
try to balance both of those needs.



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
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