Challenges

• Inordinately long, resource-intensive process for gathering content from vendor community
• Systems were not connected to one another, impeding supplier content from surfacing on the ecommerce selling environments
• Different parts of the organization were collecting content for different reasons with lack of visibility, collaboration and aligned, cross-functional goals
• Valuable types of content were trapped in different parts of the organization: recipes, unboxing videos, menu ideas and other user-generated content were not getting used to their full potential

Solutions

• Built of a cross-functional digital content team with shared objectives
• Optimized a workflow for content collection, enhancement and approval
• Tested partnerships with third-party content providers, capable of creating and providing content for thousands of products