Between vendor onboarding, operations, and selling (all covered in our blueprint for how to win in retail), retailers are kept quite busy. And the more successful they get, the heavier those responsibilities become.
A significant part of maintaining that success is ensuring the content on your website is healthy. Of course, content health translates to a number of things: completeness being one of them. But how can a retailer realistically keep track of which of the tens of thousands of product detail pages are incomplete or simply need quality improvements?
To help retailers with this enormous undertaking, Syndigo created VendorSCOR, a retailer-specific solution that enables effective monitoring and measuring of content health across an entire website.
Here are the four key actions that VendorSCOR delivers:
The first step to identifying content improvement opportunities is completing an audit of existing PDPs. By scouring the current status of all these product pages, Syndigo can spot areas of incompleteness or poor quality. For the retailer, this means simplified content monitoring through the delivery of reports that explain such content gaps. Ultimately, these get translated into customized Vendor Scorecards that communicate a retailer’s unique requirements to the brands, as well as specific ways to better the page’s content. Bottom line: This is the entry to aligning on overall content integrity.
After the monitoring comes the assessment. To offer actionable insights to brands, retailers need to have the data on what’s converting/engaging shoppers on a PDP and what’s not. Without that information, who’s to say what’s incomplete or ineffective?
Suppliers should care about these proof points just as much as retailers do because it plays into their brand content integrity. When a supplier receives a Vendor Scorecard with these analyses, they have the data they need to start optimizing their product pages. Especially with today’s fast-paced eCommerce world, there’s no time to waste when sales are at stake (a reality both brands and retailers have to face).
The combination of monitoring and measuring brings tools for prioritization. It’s at this point in the VendorSCOR journey that suppliers know what to focus on in order to publish higher-quality content.
From adding more product details to providing clearer visuals, content completeness accelerates when retailers are able to give these valuable insights to their vendor communities. Delivering a customized set of prescriptive content integrity scores that empower vendors to fill gaps and address errors against a retailer’s unique standards is pivotal in eCommerce success.
Finally, this culminates in engaging the brand network—something that helps retailers stand apart from their competition. The results of boosting content integrity are really shared goals between retailers and their brands. Both care about PDP engagement, strong sales, and loyal, returning consumers.
For retailers, it’s also largely about understanding what’s working on their website. When they can easily assess vendor progress on a recurring basis, they get a better view into how their shopper experiences stack up against others. Engaging and equipping brands with the powerful knowledge to make meaningful improvements helps this end goal as well.
|Start evaluating—and improving—content health at scale. Your supplier community will have clear information on what’s lacking on their PDPs and what’s needed to make improvements. Take comfort as a retailer that no extra IT lift will be required on your part and your speed to value will drastically increase by putting this solution to use.
With VendorSCOR, suppliers seamlessly join you in the race to win in retail.