Recognizing that consumers are looking for accurate, reliable, product content whether purchasing online or in-store, the Kraft Heinz Co. is partnering with Salsify Inc., a commerce experience management platform, to update retailer product content in minutes, as opposed to days.
The partnership is expected to help Kraft Heinz create better customer experiences for its more than 3,000 SKUs across its 30 product categories sold through retail stores and its ecommerce partners.
With the Salsify platform, the Kraft Heinz North America Digital Shelf Team can more easily manage the myriad updates to product content that come with seasonality, packaging and marketing changes, as well as product launches and retailer-specific content needs, to ensure successful merchandising.
“The consumer now dictates how, when, and where they make purchases,” Rob Gonzalez, co-founder and chief marketing officer for Salsify says in a prepared statement. “Salsify helps leading brands like Kraft Heinz ensure the right product content is available when and where shoppers need it. Sometimes that’s in a physical supermarket, and sometimes it’s at home on a computer, and other times it’s on a mobile device while inside a retail store. More often than not, it’s a combination of these touchpoints.
Product content is a core requirement for all phases of the consumer purchasing cycle, including discovery, investigation, and purchase, as consumer studies have shown that up to 45% of buyers fail to finish transactions, both online and in-store, due to a lack of product information, according to Salsify.
Kraft Heinz has found the detailed photos, videos, and other enhanced content help convert shoppers looking for recipes for its Velveeta and Philadelphia brands, detailed nutrition information for its Primal Kitchen product line, or cooking tips for Heinz condiments with Ore-Ida frozen potatoes.
“Today’s consumers demand the most up-to-date, highest quality product details before committing to a purchase,” Halle Herzog, Lead Digital Shelf at Kraft Heinz says in a prepared statement. “Salsify unlocks content at scale for us as our central source of product truth, with workflows that drive the content development and delivery process across teams, and syndication across all our retailer touch points.
This automation frees our team to focus on creating content and campaigns that convert more consumers across all digital and physical channels and to think about the future and how we can continue to deliver for our shoppers and customers across the digital shelf.”
Salsify’s Commerce Experience Management platform serves as the system of record for products, facilitates cross-team and cross-organization collaboration at scale, and provides the insights to continuously optimize product pages regardless of channel. The company works with brand manufacturers, distributors, and retailers in more than 100 countries.