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The Growing Demand for Digital Product Content: Manufacturers Must Act Now

By Kristen Rose Miller

On April 1, 2014

The Growing Demand for Digital Product ContentRetailers often get only one chance to present the shopping experience consumers are seeking. To achieve this, retailers need consistent, fresh, accurate and compelling images and product data to satisfy the shopper’s hunger for information.

But where do these comprehensive images and product details come from particularly in food retailing where stores can carry upwards of 40,000 SKUs?

In many cases, retailers are relying on their manufacturer account teams to provide the digital product images and information they require.

The burden on manufacturers is heavy, indeed, as digital assets for products include an expanding array of attributes and formats suitable for the web, for mobile devices, for print, for shelf space management, for logistics, and everything in-between.

With this digital content being critical to retailers’ strategies, and in turn, to manufacturers’ sales and customer relationships, manufacturers have every incentive to meet retailers’ digital content needs.

Unfortunately for manufacturers, the silos that exist in their own organizations are challenging their ability to manage and distribute this digital content.

For many consumer goods manufacturers, product images and content are managed and maintained by a variety of individuals in a variety of departments in siloe’d systems that don’t communicate. For instance, R&D might maintain ingredients data, marketing has the beauty shots, logistics has data on case weights and dimensions, production has the packaging art, and so on.

The majority of consumer goods companies do not have an organization set up to gather and distribute digital images and content in an efficient and consistent way.

In order to preserve their retailer relationships, brand integrity, internal efficiency, and ultimately omni-channel effectiveness, consumer goods manufacturers are looking to address this digital product content challenge.

While there is no one-size-fits-all approach, a company’s digital product content management strategy must account for the creation, maintenance and distribution of product images and information.

An example of this might be leveraging a third-party provider such as Gladson to create and capture the necessary product images and data that can be fed into Riversand’s Product Information Management (PIM) solution to establish a single version of the truth for all product images and information used by the brand and its retailer customers.

Engaging with an experienced expert to outsource digital product content activities is the most cost-effective way to drive ongoing revenue opportunities in major accounts. Well-qualified providers offer the technology expertise and robust platforms needed to create, manage and distribute product data and images quickly, accurately and efficiently, freeing account managers to focus on other value-adding services for their retail clients.

If you’d like more information on this topic, click here to register for Gladson’s upcoming webinar, “Digital Product Content: Why Retailers and Account Teams Need It Now.”

A related whitepaper, “The Need Is Now: Meeting Retail Demand for Digital Content” can be downloaded here.