Shopper Marketing - April 2017 - 36

FEATURE | THE DIGITAL SHELF

How hard is it for brands to adapt to so many
different digital shelves (e.g., pure-play
e-commerce sites, retailer dot-com sites,
mobile apps)?
NICOLE VINSON: Today, there is no standard
item "setup form" across retailers, so while the
information may be the same, the way it needs to
be delivered varies from retailer to retailer. There
are also nuances when it comes to elements like
ratings and reviews and enhanced content integration. Amazon, for example, does not take
syndicated ratings and reviews. Amazon also requires brands to integrate enhanced content into
Amazon Central, whereas other retailers partner
with syndication partners like WebCollage.
OLI: Leveraging tools like WebCollage help
streamline the process, however there is still a
lot of manual work involved.
DANFORD: While uniformity would of course
be nice in terms of scaling our efforts, we appreciate that each retailer has a unique audience and value proposition, and we work to
tailor the format of our brand and product information to account for that.
VINSON: Assortment is a whole other beast, as
it's not just about what packs are sold, but also
about managing in-stocks and sell-through.
Retailers have multiple fulfillment models requiring different assortments for each platform
within their ecosystem.
KEITH ANDERSON: Some retailers like Amazon
have invested in automation and self-service systems that suppliers can use to refresh content, plan
and execute promotions, analyze sales, and more.
But most online retailers still have primarily manual
ways of working. The good news is that DAM (digital asset management) platforms are emerging.
36

y SHOPPER MARKETING APRIL 2017

Explain DAM (generally, internal systems for
storing and maintaining digital assets) vs.
product information management, or PIM
(systems that effectively deliver the content
to other parties).
ANDERSON: PIM systems typically predate
DAMs and contain hundreds, if not thousands,
of data points about every aspect of individual
products, including ingredients and parts, suppliers, costs, weights and measures, and anything else you can think of. These systems can
be old, with now-laughable limits on character
counts in fields like "product name."
VINSON: DAMs house assets well beyond
product details and have a user interface overlay with a variety of tools to manage, search,
filter, distribute and control assets. DAMs tend
to be a little less granular on associated metadata than a PIM, but with an advanced DAM,
we have seen fairly robust options.
COURTNEY ACUFF: We'd say that we are both
a PIM and a DAM. ItemMaster is first and foremost a PIM but also a DAM in that our platform
is capable of housing branded content - assets
- to live alongside the product record. We're
different though in that our platform creates,
manages and distributes.
OLI: We use a DAM platform to manage our
content. Indexing content and maintaining its
integrity is an ongoing process that requires
dedicated resourcing and expertise.
ANDERSON: There are many complexities involved in reconciling and synchronizing data
and content between PIMs, DAMs and retailers' systems. I think there's a growing chorus
among retailers, suppliers, standards bodies
and solution providers that this area must be a



Table of Contents for the Digital Edition of Shopper Marketing - April 2017

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
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