Salsify Optimizes Product Content For Kraft Heinz's 3000 SKUS

By CIOReview | Thursday, December 29, 2022

Kraft Heinz delivers consistent brand experience across digital and physical channels.

FREMONT, CA: “The consumer now dictates how, when, and where they make purchases," says Rob Gonzalez, co-founder, and CMO, of Salsify. Salsify, the Commerce Experience Management platform empowering brand manufacturers, distributors, and retailers to win on the digital shelf, has revealed that it is assisting The Kraft Heinz Company in updating retailer product material in minutes, a process that formerly took days. The alliance enables Kraft Heinz to offer its customers and retail partners best-in-class consumer experiences at scale through enhanced and relevant product content across the digital shelf.

“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,” adds Gonzalez.

With over 3000 global SKUs distributed in thousands of retail locations and via hundreds of ecommerce partners, Kraft Heinz has one of the most complex ecommerce content supply chains in the market, encompassing 30 distinct product categories.

Using Salsify, the Kraft Heinz North America Digital Shelf Team can more easily handle the vast quantities of updates necessitated by product seasonality, packaging and marketing changes, and creative product introductions.

Kraft Heinz is continuously attempting to position its product line for success in both online and in-store environments. This includes managing seasonal and business-as-usual packaging and marketing changes to ensure effective merchandising. For instance, preparations have already begun for the retail spending frenzy preceding the football playoffs.

Product content is a prerequisite for all phases of the consumer purchasing cycle, including discovery, investigation, and purchase. In fact, according to consumer studies, up to 45 percent of buyers fail to finish transactions "both online and in-store" due to a lack of product information.

Kraft Heinz has discovered that detailed photos, videos, and other enhanced content help convert shoppers seeking recipes for the Velveeta and Philadelphia brands, detailed nutrition information for a variety of Primal Kitchen products, and 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," says 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."

The Salsify platform is the system of record for Kraft Heinz product content, connecting the efforts of ecommerce professionals, content creators, agencies, and regulatory and legal teams to guarantee accuracy and compliance throughout the whole product content lifecycle. Because digital is becoming an increasingly important component of the in-store shopping experience, Kraft Heinz tailors several physical and digital shelf interactions to the demands of specific merchants at specific periods of the year. For instance, the online and in-store promotions for a specific product at a Walmart in Arizona may differ significantly from those at a Kroger in Pennsylvania. The algorithms behind each retailer's experience can be maintained on the Salsify platform to inform the content optimization procedure.