Company News • 07.12.2022

Kraft Heinz optimizes product content for 3000 SKUs to win on the digital shelf

Salsify assists Kraft Heinz in delivering a consistent brand experience across every digital and physical retail channel

Grafik eines animierten Bildschirms
Source: Salsify

Salsify, the Commerce Experience Management (CommerceXM) platform empowering brand manufacturers, distributors, and retailers to win on the digital shelf, announced it is helping The Kraft Heinz Company update retailer product content in just minutes, a process that previously took days. The partnership helps Kraft Heinz create best-in-class consumer experiences for their customers and retail partners at scale through optimized and relevant product content across the digital shelf.

With over 3000 global SKUs sold in thousands of retail locations and through hundreds of ecommerce partners, Kraft Heinz has one of the industry’s most complex ecommerce content supply chains spanning products in 30 different categories.   

“The consumer now dictates how, when, and where they make purchases,” said Rob Gonzalez, co-founder and CMO, Salsify. “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.”

Using Salsify, the Kraft Heinz North America Digital Shelf Team can more easily manage the massive volumes of updates that come with product seasonality, packaging and marketing changes, innovative launches, and retailer-specific content needs. 

For example, planning for the retail shopping blitz surrounding football playoff season is already underway. Kraft Heinz is actively working to ensure its family of products are positioned for success both online and in-store. This includes managing seasonal and normal course of business packaging and marketing changes to ensure successful merchandising. 

Product content is a foundational requirement for every stage of the consumer buying cycle, from discovery to research to purchase. In fact, consumer research indicates that up to Forty-five percent of shoppers fail to complete purchases – both online and in-store – because of a lack of available product information. 

Kraft Heinz has found the detailed photos, videos, and other enhanced content is helping convert shoppers looking for recipes for the Velveeta and Philadelphia brands, detailed nutrition information for a wide range of the Primal Kitchen offerings, 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,” said Halle Herzog, Lead Digital Shelf at The Kraft Heinz Company. “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.”

As the system of record for Kraft Heinz product content, the Salsify platform helps connect the work of teams throughout the product content lifecycle, including ecommerce practitioners, content creators, agencies, and regulatory and legal teams for ensuring accuracy and compliance. Because digital is increasingly becoming a vital element of the in-store shopping experience, Kraft Heinz customizes many physical and digital shelf experiences to match the needs of specific retailers during specific times of the year.  For example, online and in-store promotions for a particular product at a Walmart in Arizona could look very different compared to a Kroger in Pennsylvania.   The underlying algorithms that power each retailer’s experience also vary and can be managed in the Salsify platform to help inform the content optimization process.  

For more information on the Salsify ProductXM platform, visit www.salsify.com.

Supplier
Logo: salsify

salsify

7 rue de Madrid
75008 Paris
France

related articles:

popular articles:

Thumbnail-Photo: Multitouch: Omnichannel service in brick-and-mortar retailing...
20.03.2023   #multichannel commerce #touch screens

Multitouch: Omnichannel service in brick-and-mortar retailing

Product information and customer service 2.0 with multi-touch table from digimago

digimago GmbH takes in-store service and product information to a new level – thanks to a multi-touch table complete with product recognition.Founder and CEO André Bartscher told us more about it and explained why such solutions are ...

Thumbnail-Photo: Security for brand and shopping experience?
05.01.2023   #e-commerce #customer relationship management

Security for brand and shopping experience?

How retailers can protect their business from cybercriminals

There are numerous steps retailers can and should take to improve their security posture, protect their brand, and ensure a safe shopping experience for their customers during the holiday season (and beyond). Once the shopping season has begun, ...

Thumbnail-Photo: Retail Supply Chain & Logistics Expo
16.02.2023   #retail #event

Retail Supply Chain & Logistics Expo

28.02.2023 - 01.03.2023 | London, United Kingdom

Customers want faster delivery times and an easier return system. In order to deliver this, retailers need to adapt their supply chain, and have a seamless warehousing and distribution system.The Retail Supply Chain & Logistics Expo provides a ...

Thumbnail-Photo: NRF says GDP growth is slower but consumer spending remains positive...
02.01.2023   #retail #customer analysis

NRF says GDP growth is slower but consumer spending remains positive

Gross domestic product isn’t likely to grow as much in the final months of 2022 as it did in the third quarter, but consumer spending should remain strong

The National Retail Federation has published its GDP predictions for the last quarter of 2022. The results should hardly come as a surprise to close observers. ...

Thumbnail-Photo: Innovative Specials at EuroShop 2023
20.01.2023   #brick and mortar retail #retail

Innovative Specials at EuroShop 2023

Interactive areas for ideas and visions in retail provide new approaches for the future of inner cities and retail as well as multi-sensorial places

The Specials of EuroShop, the World’s No. 1 Retail Trade Fair, will again provide exciting impulses for the future of retail this year. From 26 February to 2 March 2023 the eight Specials in total will invite visitors to join in, network and ...

Thumbnail-Photo: Attracting young customers with sustainability and metaverse...
22.01.2023   #e-commerce #retail

Attracting young customers with sustainability and metaverse

How ByondXR wants to shape the future of e-commerce

In marketing, standstill leads to regression faster than in many other sectors. Strategies that were the cutting edge ten years ago often no longer work today. "Generation Z" in particular has its own very specific demands with regard to ...

Thumbnail-Photo: Companies create association for the collective management of textile...
13.02.2023   #sustainability #fashion

Companies create association for the collective management of textile waste in Spain

Spanish branches of ten companies aim to manage textile and footwear waste through a collective system of producer responsibility

Decathlon, H&M, IKEA, Inditex, Kiabi, Mango and Tendam have created the "Association for the Management of Textile Waste", with the aim of managing textile and footwear waste generated in the Spanish market through a "Collective ...

Thumbnail-Photo: Australia to spearhead ‘paperization’ of confectionery packaging in...
07.02.2023   #sustainability #food retail

Australia to spearhead ‘paperization’ of confectionery packaging in Asia-Pacific

According to GlobalData, leading confectionery companies are ready to test paper packaging in Australia in 2023

Leading multinational confectionery makers, Nestlé and Mars Wrigley Australia are set to test-launch their iconic chocolates and candy brands in paper packaging in Australia in 2023. The move, if successful, will trigger the ...

Thumbnail-Photo: Lifebelt digital headquarters in retail?
09.12.2022   #online trading #e-commerce

Lifebelt digital headquarters in retail?

About You and Douglas – How retail can succeed in a digital world

In recent years, some companies that previously relied on their fixed location havebeen forced to switch their business model partially or even completely to e-commerce-but this is not enough to survive in this fast-moving and agile ...

Thumbnail-Photo: Collect&Go opens new walk-in pick-up point
31.03.2023   #online trading #brick and mortar retail

Collect&Go opens new walk-in pick-up point

The company's second walk-in pick-up store specially for cyclists and pedestrians opened in Brussels

Colruyt Group’s online shopping service opens a new walk-in city pick-up point in Saint-Gilles today. This is the second one, after Ixelles, to be equipped to meet the needs of city dwellers who collect their shopping on foot or by bicycle. ...

Supplier

Captana GmbH
Captana GmbH
Bundesstraße 16
77955 Ettenheim
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
SES-imagotag SA
SES-imagotag SA
55 place Nelson Mandela
90000 Nanterre
salsify
salsify
7 rue de Madrid
75008 Paris