Challenges

• Locked in a love-hate relationship with its distributors, this brand struggled to take control of its content on the digital shelf due to conflicting data sent from its distributors
• Struggled to prioritize development of different types of product content and how to measure and report on its value
• Battled private-label and products who encroached on the brand by producing similar content, or who would steal content in order to confuse the end consumer and capture share of shelf

Solutions

• Collaborated with retailers to define product content ownership for the brand’s items, helped identify and remediate items with misleading content
• Helped implement a strategy for measuring digital shelf performance and refining content across digital touchpoints
• Collaborated on a roadmap for digital consumer touchpoints
• Helped to build out a digital organization with the right skills to support the organization’s digital roadmap