Shopper Marketing - July 2016 - 80


REPORT: DIGITAL ASSET MANAGEMENT

GSK Consumer Healthcare. That same level of
care and control needs to be exercised online,
experts say.
"This is the digital extension of your packaging and your shelf space," says Natalie Williams,
North American product leader for reference
data at Nielsen, New York. "You need just as impactful an experience in both environments. It
erodes your brand equity if you're not consistent."
In addition, it's difficult to begin developing
a merchandising plan for the "digital shelf" or
undertake advanced shopper marketing activity if you're stuck dealing with the accuracy of
packaging images and product descriptions.
"You can't start determining effective content
strategies if you're constantly dealing with factual errors," says Danny Silverman, senior vice
president of customer strategy at e-commerce
analytics specialist Clavis Insight, Boston.
To use a common phrase in the marketplace,
what product manufacturers need is a "single
version of the truth" for their data, a central
repository of highly accurate information that
can be easily managed and distributed.
That goal is made even harder to achieve
"because in e-commerce, there's one truth

for Walmart, one truth for Amazon" and so on
down the list of top retailers, says Rob Gonzalez, co-founder of Salsify. "So there's really
one central source for truth" that must then
be connected to systems that can modify and
distribute content appropriately and efficiently
to meet the needs of various retailers.
"Every retailer has slightly different requirements when it comes to the data and images
they want and how they would like to receive
them," says Jen Brevick, director of e-commerce
for Coca-Cola Co. "Our challenge as manufacturers is to understand these requirements and create ways to meet them."

Getting Content With Content
There are four general content types that collectively drive success in e-commerce:
1. Basic product attributes. This is the standard supply-chain data that manufacturers have
provided retailers for decades to classify and
categorize products: item number, weight,
package size, item price and basic description,
along with a packaging graphic or two.
"Most manufacturers probably have 90%
of this data in-house already - they just don't
know where to find it," says Kara Romanov,

" Every retailer has slightly different requirements when it
comes to the data and images they want. ... Our challenge
as manufacturers is to understand these requirements and
create ways to meet them.
Jen Brevick, director of e-commerce, Coca-Cola Co.
80

y SHOPPER MARKETING JULY 2016



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

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
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Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
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Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
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Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
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Shopper Marketing - July 2016 - 31
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