Shopper Marketing - July 2016 - 87


the dot-coms. We'll get there."
The necessary resources more than likely will
also include at least a couple of third-party vendors. As GSK built its capabilities, "we quickly realized that some of this knowledge wasn't in-house.
But there are experts out there," says Kinsey.
Finding the right vendors is "a challenge"
that "requires the engagement of several internal departments and experts to get the right
provider," adds Brevick.
Manufacturers who've been at this awhile
also suggest taking things one step - or one
retailer - at a time. Start with the products that
have the greatest online sales potential. And
making the vastly demanding (but strategically crucial) Amazon your first mountain to climb
is a solid plan. The wealth of data Amazon requires will give you a strong foundation - and
many of their practices have become de facto
standards across the industry anyway.
Finally, do your homework. Vendors in the
space are producing a wealth of (mostly) objective information that can help marketers
get a handle on the tasks to undertake and
even help compile the data points needed to
secure more internal resources. (To get started,
visit P2PI.org/digitalassets for a list of relevant
articles and reports.)
"Developing capabilities around content
takes a long time," concludes Brevick. "To do it
right, there are many departments involved -
from IT and design to e-commerce and sales.
Plus, there are external partners that retailers
rely on that need to be considered."
"It's complicated, but it's rare that we get a
chance to be on the cutting edge," says Kinsey
at GSK. "I'm fascinated by the confusion. It's fun
SM
to watch things evolve."

Content Contributors

A snapshot of top basic-content creators
1WorldSync: An affiliate of global nonprofit GS1 that coordinates supply chain
data for thousands of product manufacturers. Currently spearheading the
Walmart and Kroger initiatives (and also
helping Target, among others).
Brandbank: A British import that supplies
digital content for 90% of the packaged
goods market in the UK (thanks to its inaugural work with market-leading Tesco).
Nielsen acquired the supplier in 2015. It is
already working with Walmart in the U.S.
Gladson: The shop has produced images
and other product content for various retail
needs since the early days of space management and e-commerce data for about
15 years. The roughly 30 data points that it
once compiled is now up to 200-plus. It's
on Walmart's list of preferred providers.
itemMaster LLC: Originally launched
by Ahold USA to provide quality content
for online grocer Peapod, the newly independent company aspires to be the
"open source" for digital product content.
It's also working with Instacart, FreshDirect and Google Express.
Kwikee Systems: The decades-old company claims its library of images and product content is utilized by 98% of the U.S.
retail trade (including many independent
retailers and marketing services companies). Like 1WorldSync and Gladson, it's
also considered a top PIM operator.
JULY 2016 SHOPPER MARKETING y

87


http://www.P2PI.org/digitalassets

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
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