Challenges

• Relatively new to market, the digital team struggled to understand how different content and syndication platforms could benefit the business
• Struggled to prioritize relationships with retailers based on their organizational readiness
• Confused about the role of GDSN and whether or not it was needed to compete digitally
• Originally a digitally-native brand, wrestled with the decision to prioritize and pursue first-party (1P) relationships with national retailers

Solutions

• Worked with business leaders to help understand the martech market, implement data distribution tools and collaborate with retail partners on best-in-class, competitive representation on the digital shelf
• Outlined a plan for launch on the GDSN and prioritized on an 18-month roadmap with measurable performance indicators
• Developed a strategy for incorporating 1P into the market mix
• Helped establish a methodology and key metrics for analyzing performance on the digital shelf