STORES Magazine - July 2015 - 57


fy helps overcome those shortcomings.
On the brand side, many companies
struggle to meet retailers' varying demands for product information. One
retailer might specify HTML descriptions of no more than 4,000 characters, while another requests nonHTML descriptions of up to 3,000
characters. Requirements for images
can be similarly varied.
Both retailers and brand manufacturers need a straightforward, efficient
way to share data. "We facilitate the
mapping of information to meet these
requirements," Gonzalez says.
When working with brands, Salsify's
software takes the product information
requirements from each retailer, and
provides a way to map the brand's
content to the unique requirements
across shopping channels. Once the
mapping is done, a content readiness
report highlights critical gaps, making it easy for brands and retailers to
exchange a complete set of accurate
product content.
One company selling home health
care products used Salsify to triple
the assortment it sent to a large retail
chain - without adding staff. "With
Salsify, the product content lives in
NRF.COM/STORES

a single place," Gonzalez says. Once
it's mapped to the retailer's requirements, it's just as easy to send content
for thousands of products as for hundreds, he adds.
STREAMLINING PROCESSES
Some retailers and brand manufacturers use product information
management systems to manage product data. However, that can require
a significant investment of time and
money, as well as substantial IT support, Gonzalez says.
Even when a company has implemented a PIM, it's not unusual to find
the marketing and e-commerce teams
still managing data such as marketing
copy outside the system. That's because many systems create "one version of the truth." While that sounds
perfectly logical, it can create problems when different information is
needed for the different retailers with
which a brand works, or when a retailer needs to vary the copy between
its catalog and e-commerce site.
Salsify "will accept whatever data
you have, however messy it is, and
simply give you the ability to transform, map and/or edit that content in

place to meet the unique requirements
of each distribution channel," Gonzalez says.
Salsify is available on a software-asa-service basis. Often, it can be implemented with minimal IT involvement;
the timeframe can vary from several
days to six months, Gonzalez says.
A company with 100 products and a
handful of retail channels may require
just a few days to get up and running,
while companies with hundreds of
thousands of products across hundreds of channels and categories may
need several months.
Along with the volume of products,
the internal organization can also
impact the implementation timeline
because the information required to get
up and running may be scattered across
multiple departments, such as creative,
IT and marketing. "There can be a lot
of moving pieces," Gonzalez says.
"Implementation was one of the
most attractive features" of Salsify,
Steube says. Using a trial subscription,
Steube imported information from a
spreadsheet and edited the fields over
several days. Once the necessary fields
were populated, specific Salsify fields
connected directly with the back end
of Marbles' website and the products
went live.
Using Salsify, Marbles can onboard
products about one week more quickly than it could before, Steube says.
"For example, during the last holiday
season, which is more than half our
business and our biggest product assortment, we were able to gather more
than two-thirds of the information in
48 hours," she says.
Salsify will be key to management's
plans to open 50 more stores within
the next several years. "It streamlines
so many processes that we'd have to
hire more people to do. Now, we're
able to keep our corporate team
relatively small," Steube says. "We
wouldn't be able to do it without Salsify."
Karen M. Kroll is a business writer based in
Minnetonka, Minn.
STORES July 2015 57


http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - July 2015

Top 100 Retailers
Retail People
No Flash in the Pan
Lost and Found
C2W
Editor's Page
President's Page
Retail Politics
NRF News
POV
NRF Communities Update
End Cap
Trends
Online
Technology
Human Resources
Social Media
Merchandising
Software
Finance
Marketing
Personnel
Operations
STORES Magazine - July 2015 - Cover1
STORES Magazine - July 2015 - Cover2
STORES Magazine - July 2015 - 3
STORES Magazine - July 2015 - 4
STORES Magazine - July 2015 - 5
STORES Magazine - July 2015 - Editor's Page
STORES Magazine - July 2015 - 7
STORES Magazine - July 2015 - President's Page
STORES Magazine - July 2015 - 9
STORES Magazine - July 2015 - Retail Politics
STORES Magazine - July 2015 - 11
STORES Magazine - July 2015 - NRF News
STORES Magazine - July 2015 - Trends
STORES Magazine - July 2015 - 14
STORES Magazine - July 2015 - 15
STORES Magazine - July 2015 - 16
STORES Magazine - July 2015 - 17
STORES Magazine - July 2015 - 18
STORES Magazine - July 2015 - Top 100 Retailers
STORES Magazine - July 2015 - S2
STORES Magazine - July 2015 - S3
STORES Magazine - July 2015 - S4
STORES Magazine - July 2015 - S5
STORES Magazine - July 2015 - S6
STORES Magazine - July 2015 - S7
STORES Magazine - July 2015 - S8
STORES Magazine - July 2015 - S9
STORES Magazine - July 2015 - S10
STORES Magazine - July 2015 - S11
STORES Magazine - July 2015 - S12
STORES Magazine - July 2015 - S13
STORES Magazine - July 2015 - S14
STORES Magazine - July 2015 - S15
STORES Magazine - July 2015 - S16
STORES Magazine - July 2015 - Retail People
STORES Magazine - July 2015 - 36
STORES Magazine - July 2015 - 37
STORES Magazine - July 2015 - No Flash in the Pan
STORES Magazine - July 2015 - 39
STORES Magazine - July 2015 - 40
STORES Magazine - July 2015 - Lost and Found
STORES Magazine - July 2015 - 42
STORES Magazine - July 2015 - 43
STORES Magazine - July 2015 - C2W
STORES Magazine - July 2015 - Online
STORES Magazine - July 2015 - 46
STORES Magazine - July 2015 - 47
STORES Magazine - July 2015 - Technology
STORES Magazine - July 2015 - 49
STORES Magazine - July 2015 - Human Resources
STORES Magazine - July 2015 - 51
STORES Magazine - July 2015 - Social Media
STORES Magazine - July 2015 - 53
STORES Magazine - July 2015 - Merchandising
STORES Magazine - July 2015 - 55
STORES Magazine - July 2015 - Software
STORES Magazine - July 2015 - 57
STORES Magazine - July 2015 - Finance
STORES Magazine - July 2015 - 59
STORES Magazine - July 2015 - Marketing
STORES Magazine - July 2015 - 61
STORES Magazine - July 2015 - Personnel
STORES Magazine - July 2015 - 63
STORES Magazine - July 2015 - 64
STORES Magazine - July 2015 - 65
STORES Magazine - July 2015 - Operations
STORES Magazine - July 2015 - 67
STORES Magazine - July 2015 - 68
STORES Magazine - July 2015 - 69
STORES Magazine - July 2015 - 70
STORES Magazine - July 2015 - 71
STORES Magazine - July 2015 - POV
STORES Magazine - July 2015 - NRF Communities Update
STORES Magazine - July 2015 - End Cap
STORES Magazine - July 2015 - Cover3
STORES Magazine - July 2015 - Cover4
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