Driving Sales in a Digital World: Secrets to eCommerce Success from a Global Brand
Senior Product Manager, eCommerce and Digital Capabilities
Johnson & Johnson
Investing in building compelling brand and product content experiences is imperative for ecommerce success. Listen to Driving Sales in a Digital World: The Best Practices of a Global Brand where Faisal Rangwala from Johnson & Johnson’s Digital Center of Excellence shares the people, process, and technology innovations that their global team are using to drive sales on the digital shelf. He will outline how they built processes and capabilities which are being scaled globally across the portfolio of brands in an effort to ensure the highest impact, consistency, and levels of quality.
You will learn how you can:
- Make the business case to prioritize the product experience on the digital shelf
- Ensure consistency and accuracy of product content across online stores
- Combine the right technology with the best teams and processes to boost your results in the online channel
About the Speaker:
Faisal Rangwala is Senior Product Manager, eCommerce and Digital Capabilities for Johnson & Johnson. As part of Johnson & Johnson’s Digital Center of Excellence, he and his organization are responsible for providing digital education, developing best practices and standards, and building digital capabilities that can be leveraged and scaled across hundreds of brands globally. Follow Faisal: LinkedIn
Peter: Welcome everyone, and thank you so much for joining us for today’s webinar. I’m Peter Crosby. I’m Head of Marketing Communications for Salsify, and I will be your emcee for the next 45 minutes or so. Along with Clavis Insight, we are co-sponsors of this webinar, and we are really pleased to have as our speaker today our joint customer Faisal Rangwala, Senior Product Manager for eCommerce, Digital Capabilities at Johnson & Johnson.
Through J&J’s Digital Center of Excellence, Faisal is responsible for providing digital education, developing best practices and standards, as well as building digital capabilities that can be leveraged and scaled across hundreds of brands globally. Faisal has worked at Johnson & Johnson for the past 15 years. In his prior role, he managed the digital marketing and ecommerce team at Neutrogena, a Johnson & Johnson company for which I’m grateful for my beautiful skin. So thank you, Faisal, and thank you so much for being here. You now have the conn.
Faisal: Great. Thanks so much, Peter. Hi everyone. Thanks so much for the opportunity to be able to present and share today. I hope that you’re able to take from some of our learnings and from some of our experiences and apply them to your own organization. So basically, as we kind of go into the presentation, you know some of the things that we’ll be covering off on today is really kind of like this idea of the digital shelf. And what are really those best-in-class capabilities and branding content experiences that we need to deliver on to be able to offer up a compelling consumer and product experience to be able to help drive purchase intent, conversion and sales?
So as we kind of look at the digital shelf, and as we kind of think about this idea around the Zero Moment of Truth, I really love this model that was developed by Google. This really backs up all the work that we do in digital marketing, all the work that we do in ecommerce, to be able to help to kind of show the importance of information, and the importance of you know online in helping to drive purchase decisions.
If we look at the ZMOT model, we kind of look at the purchase decision process you know, previous to the Internet and what it looks like now today. Before you know the Internet, consumers were often times exposed to some form of stimulus. They were exposed to a TV ad, they were exposed to a print ad. And based on that, they were basically making their purchase decisions, and they were going right in-store to basically pick that product off off-the-shelf.
However, consumers today are more informed than ever before. They’re basically turning to online sources of information to be able to drive their purchase decision process, and they’re interacting with 7 to 10 pieces of information before making any type of purchase. And that includes interacting with product content, interacting with ratings and reviews, interacting with video content, using search capabilities, comparing products. And so they are much more savvy, and they are much more informed than they’ve ever been before. And they have much higher expectations. And I think that this model really kind of reiterates why it’s so important for us to be able to have strong product and content experiences for our products, because consumers are expecting it, and basically this is now you know a cost of doing business in terms of helping to drive purchase decisions and helping to drive that purchase research process.
So as we look at the Zero Moment of Truth again, again, some compelling statistics here that show that you know product content is king, that consumers are you know going online to be able to search for product information before actually making their decisions.
So as we look at our ecommerce content strategy within Johnson & Johnson, what we are really about doing is we’re about providing best-in-class product experiences that are gonna help consumers find, select and purchase Johnson & Johnson products, and maximize their lifetime loyalty, all with the goals of increasing engagement with our brands. So how can we get them to spend more time with our brand? How can we get them to be able to you know, engage in a much deeper relationship with us? How are we helping to drive purchase intent? So are we providing the right types of capabilities, the right types of product information to be able to help drive conversion, help to increase sales, and ultimately increase lifetime loyalty?
So as we look at the digital shelf, the digital shelf is kind of like this theoretical type of idea. And the way that we describe it, and the way that I describe it is it’s really this you know set of compelling product and brand experiences through a set of capabilities and best-in-class content to be able to drive engagement, purchase intent, conversion and sales.
So look at the product detail page. The product detail page is arguably the most important page in all of ecommerce. This is where consumers are coming. They’re coming, they’re interacting with our product and brand content, they’re you know doing all their research, they’re looking at ratings or reviews, they’re looking at video content. And basically what they’re looking for is they’re looking for the right information to be able to help drive their purchase decisions. And ultimately, this is the place where conversion and sales are actually happening.
So as we look at the anatomy of a product detail page, we categorize and we classify the product information into two different areas. We have what we call baseline product information. This is all the foundational you know, kind of the foundational content needed to be able to have a product detail page. So it’s things like your title, your ingredients, your usage instructions, your imagery, your long bullets, your short bullets. All the bare minimum elements that you need to be able to have a product detail page.
But beyond that, we also have what we call enhanced content. So what’s that content that we can use to supplement that baseline content, and to really create that microsite type of experience? How can we provide a much deeper, a more engaging brand experience through content, through imagery, through video, etc? Well, we’ll get into that in a little bit more detail in just a couple of minutes.
So as we continue on looking at product information management. So you know, according to eMarketer, there was a study that was done that basically said that consumers are unlikely to purchase from a brand if they have an experience with inaccurate product information. Actually, 87% of people actually said that. And what this stat really reinforces, it reinforces the need for having a good, strong, foundational process for how we create product content, how that product content is optimized for ecommerce, but also making sure how do we get that content out to you know retailer websites, and all these places on the Internet where consumers are searching and they’re researching, and they’re trying to determine what are the right products for them?
So what we’ve been done within Jonson & Johnson is we’ve invested heavily in creating processes, technologies and solutions around product information management. So we are all about people, process, and technology. And so as we look at product information management, what we’ve done is we’ve created a solution which is our internal branded solution known as Product360. This is our online source of truth for ecommerce product information. We’ve developed you know processes for how we create this content. How we get that content reviewed, how we get it approved, and how we make this content accessible to our sales teams and to our retail customers.
And so as you look at Product360, what we do is we basically are bringing together product information from a variety of sources through systems of record and through processes of records. So for example, if we look at the four categories of product information, and we start off with master data. This is things like our, you know UPC codes, our weights, our dimensions, our powered information. We have product content which includes things like long bullets, bullets, long descriptions, short descriptions. All content that’s written and optimized for ecommerce. We have our labeling information. Things like the warnings, the usage instructions, the ingredients. And then finally product imagery.
And so what we do is we look towards developing processes and integrations that help to basically bring all this information from a variety of sources together, all in this centralized source of truth which is known as Product360. And so what we’ve done is we’ve created this product information management portal that really makes it easy for our entire organization to be able to come in and access approved, product information optimized for ecommerce.
So we ask why is product information important? Well, it’s important for a variety of reasons, for a variety of different groups. So from a consumer perspective, consumers are expecting this, right? They’re looking for reliable and trustworthy product information. This is helping to drive their purchase decisions. For our marketing teams, we’re looking to ensure, how do we ensure that the most compelling, the most enriched product information is being delivered to our sales teams, our retail customers, to our consumers? We’re also looking for, how do we save time for our marketers so that they’re not having to field multiple requests for the same type of information again, and again, and again? For our sales teams, our sales teams are really looking for an efficient way to be able to access this product information to support our retailer efforts.
And then lastly, our organization in general has a need for accessing product information, you know whether it be for presentations, whether it be for customer care. And so we’ve identified this need that there’s really a strong need throughout our entire organization, beyond our marketing and beyond our sales efforts to really access you know compelling, approved, product information for our other business needs.
So again, I talked about the fact that we are you know focusing on people, process and technology. And so this is a high-level glimpse and a high-level view of our content production process, and the processes that we’ve developed and put into place. So within Product360, we have this. Like what we wanna do is we wanna make sure, is it accurate? Is it up-to-date? Do we have content for all of our new product launches that are coming?
And so within our organization, we have this idea of triggers. Right? Triggers are events or actions that require us to take action. So that could be a new product launch. That could be a formulation change. That could be a request from our legal team. It could be you know notifications that we’re receiving from other systems.
On the screen right here, you’ll see that there’s between 7 to 10 triggers, but the idea here is that these triggers are theoretical. And what we’ve done is we’ve put into place resources that oversee our product information management system, and oversee Product360. And their job is to monitor all these triggers within our organization and determine when they need to take action. And when they do need to take action, the next step in the process is how do we go through that process of developing the content and developing the imagery needed to be able to support our product information management solution?
And so through that process, what we’ve done is we’ve basically developed a process working closely with our brand marketers, working closely with our Product360 manager who oversees the operations of the system. Working with our content production agency, and really spending the time to be able to get all the right inputs through a content brief. Going through a content writing process where we’re writing content against a style guide that’s been preapproved, that basically includes all the best practices for how we write content for ecommerce. How do we write content that’s you know optimized for conversion and sales?
For us we also need to make sure that all of our content is reviewed and approved, and making sure that you know all the content that we’re putting out there into the public domain is fully approved and is accurate. So going through our internal copy approval processes. At the same time, how are we producing new imagery when new products are being launched or when packaging is being updated? How do we ensure that the right product imagery is being created at the right point in time? And also, how do we include all the details around SEO and making sure that our content is optimized for how consumers are searching for our products? And how do we use all the data from our organic search efforts and from our paid search efforts to take that research and apply to how we’re actually writing the content for ecommerce?
And so once we actually go through the content and the imagery production process, we then go through a process of content publishing. And through content publishing, what we will now do is we’ll bring that information into Product360 and make it available to our organization. Make it available to our sales teams. Make it available to our retail customers.
However, as we were building Product360, one of the things that we found was kind of like the missing link was how do we ensure that the information in our product information management solution actually gets out to the retailer websites? And through that, we identified this need for creating the centralized product information operations team. And this was really the missing link of how we could actually get the content out of our approved source of truth and actually get it out to the retailer sites.
So what we’ve done is we’ve basically formed this team from the ground up where their job is really to ensure the highest level of content accuracy and content compellingness, and ensuring that we have the highest level of compliance across all of our retailer websites. So their job is to take information out of Product360, push it out to the retailer websites, and constantly improve and iterate, and ensure that they’re basically building our action plans based off of you know kind of the comparisons that we’re doing.
So what we have here is basically once all of that content gets out to the retailer websites, the way that we’re partnering with Salsify and with Clavis is that that centralized product operations team is using Salsify as a way to be able to transform the product information into the specs of the retailers to be able to simplify the way that we’re actually setting our products. And through what we’ve set up with Clavis, what we’re actually doing is we’re actually setting up content monitoring that allows us to be able to compare information in our Product360 solution against our top retailer customers.
And so what’s happening there is that this centralized product operations team is responsible for looking at that data on a weekly basis, and using the information in Clavis to help us to identify, where are the places where we need to take action? Where do we need to update titles? Where do we need to update descriptions? Where do we need to update product imagery? And the goal of that centralized product operations team is to ensure 100% content compliance. So this is a constant cycle of you know learn, iterate, improve and go back and measure to see how we’re doing, and doing that as part of a constant cycle.
Now, behind the scenes, what we’re actually doing on this side is we’re basically working towards developing new content. We’re developing new imagery, we’re discontinuing products. So what’s happening behind the scenes is that we’re working towards optimizing the content. You know trying to improve that content based on conversion, based on ecommerce. And as that content is getting into our PIM solution, from there basically it continues through this process of you know publishing it out to the retailer websites and be at that centralized content operations team. Using all these tools at their fingertips to ensure the best possible presence for Johnson & Johnson products on our retailer websites, ultimately helping to drive conversion, purchase intent and sales.
So moving on to product imagery. So product imagery as we know is extremely important for the consumer experience. And according to a study that Salsify run, that consumers are expecting to see at least three product images while shopping. Well, beyond those three images, what we did is we did an assessment, and we started to look across all of our retailer websites. And we started to look at, “Okay. Well, what’s the completeness of the images? What’s the quality of those images? Do we have the right amount of images out on our retailer websites?”
And what we’d identified is that there was a lot of challenges. We were challenged with inaccurate images. We were challenged with the quality of these images. We were challenged with the accuracy. A lot of times you know some of the retailer websites had images that were sometimes packaging that was reflected from maybe five years ago. And so through that assessment, what we’ve really done is we’ve identified this big opportunity for us to really improve the way that we’re managing product imagery within Johnson & Johnson.
And so what we’ve done is we’ve built this capability around computer-generated images, also known as CGI. And through CGI, what we’re able to do is we’re able to offer up these pixel-perfect product imagery experiences. We’re able to create these images with just the perfect lighting, the perfect color saturation exactly the way that we want our products to be presented from a sales and from a marketing perspective.
Another big challenge that we previously ran into was consistency and making sure that images were created according to a set of guidelines. We found that you know across our 25 brands in the U.S., product images were taken by different agencies. They were done in different ways, they were done with different lightings, different angles, different shadow effects. And so what we did is we worked towards building up this style guide. And this style guide, the goal of it was, “How do we create a repeatable process in a way of driving consistency so that whenever you’re interacting with Johnson & Johnson products, you’re seeing a very consistent set of product images.” And so what that does is that also helps to drive tremendous efficiencies when it comes to production and when it comes to maintenance, because now we can have one process that applies across 25 brands and across 1,200 products, driving tremendous you know operational efficiencies.
So with this process, what we’ve also done is we’ve built out processes around new products in our maintenance process. There’s a packaging update or a formulation change, that these images and this set of images are just being created as part of that process.
Beyond that, one of the big challenge that we’ve historically run into is that you know anytime that we need the product images, it required a photo shoot. And those photo shoots often times didn’t happen until after the ship date. And so as a result of that, what we were finding is that we were delivering product images to our retail customers very, very late. We were actually delivering it eight weeks after the ship date.
And so that is a really big opportunity because the common request that we’re hearing across our sales teams and across our retail customers is that they want these product images, they want the product information early in the process so that when we are launching a product, the same day that it goes on shelf at a retail store location, we can actually make it live online as well. And so through the CGI imaging capability, we can actually create these images before that product is even ever produced. And we can actually deliver these product images up to eight weeks before the ship date. Tremendous, tremendous benefit.
And then lastly as we’ve discussed before, operational efficiencies, and production, and maintenance. So there’s a lot of opportunities…You know there is upfront investment required with building up CGI, however there are many long-term benefits associated with the maintenance, and with the upkeep, and the amount of time that’s saved by using computer-generated images to be able to create alternate versions of product images.
Next. Moving onto enhanced e-retail content. So as we spoke about with the digital shelf, this is really kind of like the suite of capabilities, and how all these things work together. And we talked about baseline product information, and the information that we’re serving from our product information management solution. Well, enhanced content, what it really allows us to do is it allows us to create that microsite type of experience. It allows us to be able to suffice those best-in-class brand assets that we’ve developed including things like visuals, imagery, lifestyle images, video content, comparison charts, etc.
So what we’ve done again, you know at Johnson & Johnson working across 25 brands in the U.S., 1,200 skews, what we needed to think about was, “How do we develop a process? Right? And how do we develop a repeatable and a scalable process that allows for us to be able to really create this content in a very, very efficient way, working across hundreds of brand managers?” And so this is again a high-level glimpse and that each one of these steps that you see here on the screen, we have a pretty detailed workflow.
And so what we’ve done is we’ve worked towards defining this repeatable, scalable process that we can use across all of our brands to really efficiently produce this content. And what we’ve found is that you know, investing in this process has gone a really, really far way. We’ve made the commitment this year that we’re gonna basically be developing enhanced content for 100% of our skews in our portfolio in the U.S. So you know just for example purposes, last year, we had less than 100 enhanced content pages. This year we will have enhanced content for over 700 product pages. So we’ve made tremendous progress here in this space.
Now, another important thing to think about is that as we were developing our process for how we develop enhanced content for our retailer websites, we also wanted to make sure that we are paying close attention to Amazon. And so as a part of our process, what we did is not only do we develop this enhanced content for all of our retailer websites, but at the same time through the same process we’re also developing it for Amazon A+ at the same time. So again, the idea here is build once, amplify and scale in as many locations as possible through that single process that we’ve built out.
Next. As we continue to work through the digital shelf, the importance of ratings and reviews. We know that ratings and reviews is an important means of how consumers are making their purchase decisions. They’re relying on consumer-generated content to be able to help inform what products they should purchase, which products are right for them. There’s proven data that basically shows that ratings and reviews helps to increase conversion, it helps to increase sales. There’s a lot of benefit around the insights that we’re able to gather by you know looking at you know, consumer-generated content. The claims that we can make, the verbatims that we can use in our marketing materials. And so it plays a really, really important role in the digital shelf.
And for us, one of the key challenges that we’ve run into with ratings and reviews is, “How do we generate enough volume for us to be able to see a good, healthy, positive, ROI with ratings and reviews?” And so part of the process that we’ve done is we’ve worked closely with our brand teams and closely with our digital strategy teams around, how can we place tactics within our brands to be able to look at ways to be able to generate that volume so that we can get the most possible value from an SEO perspective? The most possible value from a consumer research process. How can we establish the credibility of our products? One of the other benefits of ratings and reviews is also the syndication benefit. So the more reviews that we’re collecting on our brand websites, the more reviews that we are able to publish and syndicate out to Walmart, Target, CVS, Walgreens, Rite Aid.
And so what we look at is a combination of evergreen tactics and targeted tactics. So evergreen are really, what are those tactics and those processes that we can build to be able to leverage email? To be able to leverage homepage and website callouts? Leveraging our social media and customer care initiatives. From a targeted perspective, how are we investing in sampling programs? How are we you know looking at when we launch a new product, how are we looking to actually seed those products out there so that we can actually have a significant amount of ratings and reviews within the first couple of weeks of launch, to be able to establish the credibility and how good those new products are? So again, volume is a key driver, and what that helps is that helps with our syndication efforts.
And what you’ll see here is that you know through syndication, we’re able to make a tremendous impact on our digital shelf by helping to see these reviews on our retailer websites, by helping to life the average score, by being able to lift the number of reviews that are on the site, and really helping to drive that engagement, that interaction, that conversion, and that purchase intent that’s happening on those retailer websites.
The next capability that I’ll cover is where to buy. So where to buy is a capability that is really all about providing consumers with options and choices. And so as we look at all of our brand websites within the U.S. and globally as well, we look at that experience of the product detail page on a brand website. And the consumers that are coming to our brand websites are you know those that are you know very highly engaged. They are on the verge of making a purchase decision. And given the fact that you know a lot of our sites aren’t direct-to-customer-enabled and that we’re not selling direct, where to buy is really a capability that’s all about providing the option, and the choice, and enabling that purchase on our brand websites.
One of the challenges that we’ve had historically in the past is you know, the way that we link to our retailer websites is done in a very manual type of way. We’ve been manually managing links. And what we find is that you know as retailers are you know optimizing their platforms, as they’re moving to responsive design, as they’re optimizing for SEO, when those links change on the retailer websites, it causes broken links on our brand websites, ultimately leading to a poor consumer experience.
So this capability is about creating an automated retailer linking capability around, how can we take that qualified traffic and those qualified consumers, and those leads from our brand websites, and how can actually turn them into customers? And how can we provide them with options to purchase? And that could be online or that could be in-store. So again, you know as we look at this, this is gonna provide a significantly better consumer experience so that we’re you know driving that person to the right destination. To that respective product detail page on a retailer website. That we’re giving them that option for purchase and that we’re taking them to the right destination.
This capability also helps to address consistency across all of our different brand websites. So you know, how can we look at scalable ways of being able to implement this capability so that you’re not doing it in a fragmented way on each and individual website, but instead really thinking about, how do you manage this capability through a platform and making it available to all J&J brand websites? This capability is helping to decrease the amount of operations, and the amount of manual maintenance that’s happening. And how do we make it easier and simpler for us to be able to manage the way that we’re linking and driving traffic, and driving sales to our retail customers?
From an analytics and reporting perspective, we’re gonna have data that we’ve never had access to before. And what we’re gonna be able to now see is not only how much traffic we’re actually driving to each of our different retail customers, but instead how are we also looking at the amount of completed sales? The number of completed transactions and the dollar sales that we’re driving to our retail customers.
But beyond that, being able to look at you know, performance at a product level, at a brand level, at a category level, and even at a country level. And being able to flip that on its side and also being able to look at all those statistics and all that data from a retailer perspective and looking at that data by retailer. And in the end, what all this does, what we’re doing is we’re providing value to our retail customers. We’re driving qualified traffic, we’re driving qualified sales. And how can we equip our sales teams with that information so that we can showcase the value that we’re providing to our retail customers?
Next. We have interactive tools. So as we look at the digital shelf, we feel that interactive tools are an important part of the consumer experience. Often times they are faced with so much clutter when searching, and navigating, and trying to determine what’s the right product for them. And what we believe is that interactive tools are a great way for us to be able to help those consumers capture the clutter, and help them to find the right product for them.
One of the things that we’ve really been working on closely with our brand teams is that often times they have these great ideas around how we can create these great interactive experiences. But what we’re really trying to get them to think about is how do we think about portability? How do we take that experience that we might have intended for a brand website? But how do we look to make that experience portable so that we can include it on our social media channels? That we can also think about how we can make retailer-friendly versions of these types of experiences. And so we’ve found that this can be truly really powerful selling tools, and really kind of help to drive that engagement, help to drive purchase intent, and ultimately help to drive sales.
One of the examples that you’ll see here on the screen is what we’ve done with the Neutrogena Shade Finder tool. This was a tool that was originally built for neutrogena.com. And what we did is we looked at…we identified that there was a really strong opportunity for us to be able to take what we had built on neutrogena.com, and make a retailer-friendly version of this. And so what we did is we basically took that experience, and we basically converted it into a retailer-friendly version. And we basically implemented to begin with on target.com. We found extremely strong levels of engagement, completion rates, and add-to-cart click-through rates.
What we found was that you know, for the period between December 2015 and through March of 2016, we saw a 4% engagement rate. So we actually had this experience living on every single cosmetics product detail page. So what that means is that 4% of the people that actually interacted with those cosmetic product detail pages actually started and initiated this interactive tool called the Neutrogena Shade Finder. Of those 4% of those people, 97% of those people actually completed it. And what that’s telling us is that people really found value in the tool. And they were finding that the results were…you know that they were really interested in the results, they were really interested to see the recommendations that were being provided by this interactive tool.
And then lastly, the most important part is when we looked at those add-to-cart click-through rates, almost half of the people that actually completed the interactive tool was actually adding it to their basket. And when we shared this with our Target team, when we shared this with Target themselves, everyone was very, very excited, and this really shows that these types of tools can truly help to cut through the clutter. They can help you know consumers find the right product for them, and how it’s helping to enable driving purchase intent, conversion and sales.
So kind of looking at some of the key takeaways from today’s presentation. So number one, really focusing on building a strong foundation. As we think about baseline product information, how are we thinking about how we’re creating that content? How are we thinking about the people, the process, the technology? How are we writing all that content you know and optimizing it for ecommerce? How are we looking broadly across the digital shelf and developing the right content and the right assets? So as you think about enhanced e-retail content, as you think about your product imagery experiences, as you think about interactive tools, how are we working towards investing in the right areas and building out the right types of assets to be able to you know work together on this digital shelf along with the other capabilities that support it?
As we think about how we build all those stuff, really thinking about consistency and thinking about scalability. For us at Johnson & Johnson, working across hundreds of brand managers, working across 25 brands in the U.S, over 1,200 products, for us consistency is really, really important. But also looking at scalability around how do we officially produce? How do we officially manage? How we really put together the right you know people, process and technology to be able to allow for those operational efficiencies?
And then lastly you know kind of really thinking about you know those compelling brand experiences. When you look at the digital shelf as a whole, all of these things are working with each other. The content, the capabilities, the tools, they’re all helping to drive that best-in-class you know product and brand experience that we’re trying to showcase. And really thinking about, how do I create the right experience that’s gonna drive that engagement, drive that purchase intent, and help consumers find the right products for them, and ultimately help to enable sales?
So with that being said, I’m gonna turn it back over to Peter for just a moment, and we’ll come back to questions and answers in just a couple of minutes.
Peter: Thank you so much Faisal. Amazing content. And while you’re taking a sip of water, and taking an actual breath, that was so much great information. Thank you. I want to mention a couple of things. One, if you have any questions, please use the questions pane in your control panel in GoToWebinar and send them our way.
And also I do have to mention, because we are co-sponsoring this webinar with Salsify and Clavis Insight. And as Faisal mentioned, we at Salsify, we provide product content management platform that helps hundreds of brands including Johnson & Johnson create, manage, optimize and syndicate product content for over 8 million products on the digital shelf. And our friends at Clavis Insight, their ecommerce analytics platform provides manufacturers with the most complete, advance and actionable digital shelf monitoring. Clavis integrates with Salsify to build connectivity and efficiency across our customers’ ecommerce ecosystems, just like Faisal mentioned.
And now back to our regularly scheduled program, your questions and Faisal’s answers. Let’s see. Oh, one of the big questions that comes through is will we be sharing out a copy of this presentation? We will have a recording available in the next 24 hours, and we’ll send that out in an email to all of you to share with your teams. No wonder the specific questions. Faisal, we have a question. How do you support retailers that seek individualized, better than their competitor’s content as opposed to the same generic content on all retailer sites?
Faisal: Yeah. That’s a great question. I mean, I think that we’ve definitely have been exploring how we can create you know unique, retailer-friendly you know content for individual retailers. I think you know there’s a lot of complexity involved in that process, and you know, how we you know officially create content. How we officially get things approved. I think that you know there’s a lot of work that’s involved. And I think that what we’re doing currently today is we’re running some test to basically see what’s the result that we can actually see by creating customized content, and balancing that off of the effort that’s involved with it? So you know, it is an area that we are exploring. It is an area that we are interested in. It’s an area where our customers are asking us for it. And so I think we’re just trying to balance what’s the result that we can actually get versus the amount of work that goes into actually creating that customized content?
Peter: That’s great, Faisal. And I think you know, just listening to your answer and knowing that we have a range of company size and capabilities out there, it sounds like no matter whether you’re large or small, you kind of have to think of this as a test and learn, and iterate kind of process, right? That not everyone has the resources of a Johnson & Johnson, so you have to kind of do it one step at a time. Yeah?
Peter: Great. So I wanna ask you metrics around effectiveness for each content type. Video, images, copy. And do you have any thoughts around the conversion list for each one?
Faisal: Yes. So I mean, I think individually, when you look at each of the set of you know, different assets, the different content, the set of capabilities, I think it’s this idea of the sun is larger than the parts. And you know as you look at kind of each of this individually, they’re all helping drive and influence purchase decisions. I think that measurement, it’s quite difficult to actually see, you know how do each of these things individually help? And I think that there’s also so many other factors like media, you know and things that are actually you know kind of outside the realm of the digital shelf that are influencing those purchase decisions.
And so I think that you know, it really comes back down to testing, and it’s about you know, how do you look at before and after snapshots? And how can you develop a measurement plan that helps you to kind of see you know how you were doing before, you know how are you using tools like Clavis? How are you using you know those types of capabilities to really kind of you know, kind of get a before and after snapshot? I think that the challenge is gonna be that there’s no crystal clear answer. Right? I think that there’s a lot of inference, there’s a lot of correlation, but actually seeing how these things are actually impacting conversion rates directly is very, very challenging.
And I think that you know there should always be a strong focus on metrics, but I think that also you know a lot of this stuff that we’ve talked about today, it’s truly a cost of doing business, and there’s a consumer expectation that you know this content will be provided. There’s an expectation from our retailers. So I think that part of it is also taking that leap of faith that these are things that you have to be doing to have a good, strong brand and product experience.
Peter: Thanks, Faisal. The next question, and I swear I did not write this one. How does Salsify assist you in the creation and sharing of content?
Faisal: Yeah. So I mean, I think Salsify plays a really important role for us in helping us to take that content from our product information management solution. So we’ve built all these content production processes, and we’ve built these style guides. We’ve built this whole approval process so that we can have that source of truth. And so what Salsify helps to do is take that source of truth and actually adapt it and convert it into e-retailer-specific specs. So what they’re helping us to do is really kind of help to transform that production information, and helping us to simplify how we are actually setting up our products, how we’re conducting product maintenance across all of our different retailer websites, and helping to drive tremendous operational efficiencies for that.
You know, we talked about the fact that we have this centralized product operations team in place. So think of it this way. That they’re kind of working with this basket of tools which includes Product360. It includes Clavis. It includes Salsify. And they’re using all these tools to be able to really help drive operational efficiencies to do their job as effectively as possible.
Peter: Thanks, Faisal. Someone also asked, “Who does your CGI? Agency or in-house? What content is created in-house versus using an agency?”
Faisal: Yeah. So for CGI specifically, we’ve built the capability in-house. Actually we built the capability in-house, that’s really about the standards, the guidelines. You know, the process of how we create these types of things, and just really kind of building all that foundational you know, kind of elements in-house. However, we are also highly relying on agency partners. I mean, I think that you know for us we’re really looking at how do we scale things up? How do we do that quickly? And often times that will require us to be able to you know work with supporting agencies and supporting production partners.
So for CGI specifically, we’ve you know worked towards establishing that capability in-house, we’ve built that expertise in-house, but we tap into agency resources and production resources as needed to really kind of help to accelerate how quickly we can do things and how fast we can grow and expand. Because keep in mind, all the capabilities that we’ve talked here today, you know, I know that we focused a lot on the U.S., but we’re also looking at how do we globalize these things and how do we take some of these ideas and these capabilities, and this content, and this idea of the digital shelf, and how do we expand it across priority markets across the world?
When it comes to you know our enhanced content and our baseline content, you know what we found is that working with a content production agency that specializes in ecommerce has been a really valuable asset to us. It just kind of helps to you know, take off some of the internal workload that’s associated with developing that content, creating the content, all the writing. It helps to drive consistency with how we’re doing things across the board, across all of our brands. So from enhanced content perspective, and from a baseline content perspective, we also do work closely with agency partners.
Peter: That’s great, Faisal. Someone asks, “On the Neutrogena Shade Finder, did you integrate this into enhanced content on Target site or the base content?”
Faisal: Okay. For those of you that aren’t familiar with how enhanced content gets integrated to retailer websites, there’s a technology called Webcollage. Webcollage actually has pre-integrated with a lot of the top retailer customers in the U.S. Across Walmart, Target, CVS, Walgreens, Rite Aid and a number of others. They have actually a pretty strong retailer network. So through that retailer network, they’ve built integrations that allow for a brand manufacturer to be able to create that content, publish that enhanced content, and have dedicated it on the retailer websites.
Well, Webcollage also offers this service offering of interactive product selectors. And so just in the same way that they offer that ability to publish enhanced content, they also offer that capability to be able to publish and to syndicate interactive products as well.
Peter: Great. You talked about time savings. What kind of sales increases did you see as a result of 1 out of 360 process? Is there anything you can share?
Faisal: I mean, again, right? Like that’s a difficult question to answer, and I think that you know all the things that we’ve talked about are things that are you know kind of now a cost of doing business. Right? Our retail customers are expecting it. I think that you know these are things that consumers expect as well, and they all help to assist and drive purchase intent when combined together. So I think that isolating out and saying, you know, how did specific elements of the digital shelf help to drive purchase intent, conversion and sales is a difficult question to answer. They’re gonna differ based on the brand, based on the category, based on the type of content that you have.
You know my suggestion would be you know there’s a way to doing this through A/B testing. There’s ways of working with your retail customers to be able to do that testing as well. But again, it’s a very challenging thing to answer, and a challenging thing to be able to accomplish as well. I would recommend you know using the tools that you have available at your fingertips. Using you know Clavis to be able to also kind of help to you know look at your data before and after to see are we seeing you know improvements? And things of that sort.
Peter: Great. A question, and I think this needs to be our last one, Faisal. How do you fill customer content templates, as they obviously all have different formats and requirements in an automated way considering i.e character limitations?
Faisal: Yeah. And this is exactly how Salsify comes into place. So in our product information management solution called Product360, you know, when we first built it, we looked broadly across all of our retail customers. And we looked at, “What were the respective processes? What were the respective specs?” And what we worked towards doing is coming up with the lowest common denominator. And so we used that lowest common denominator to be able to help you know inform what our guidelines were gonna be, what our standards were gonna be, and how were we gonna create content across our 1,200 products in the U.S.
And so when we built that, you know we knew that it wasn’t gonna necessarily meet the specs of every single retailer to a T. And so I think that this is where Salsify comes in and plays such a valuable and important role is helping us to take that content. Being able to analyze that content, and you know applying the data transformation to that content to meet the retailer’s specific specifications. And so Salsify is helping us to you know convert that approved product information and getting it into the right specs that are compliant with the retailer’s specific format.