Bringing “in-store” online is now an essential part of the Church & Dwight content strategy. As consumers continue to search, shop and order items from mobile devices or remotely from a physical store, the Product Detail Page has become more important. PDPs today must serve multiple needs – the need for item fast recognition, as well as the ability to host in-depth information including comparison charts, usage videos and customer reviews, to drive the ever-important add-to-cart rates.
As the need for content grows, business users also need more intuitive user interfaces that can manage all the information efficiently, whether ingesting new content, managing and syndicating existing content, or using analytics to optimize PDPs. Here, Frank Rosario, Retail eCommerce Manager, and Holly Pfeifer discuss consumer needs and the data challenges that occur as a result.
In addition, using analytics to improve content health were key to the Church & Dwight plan to drive results. Here are some insights from Josh Rosen and Frank Rosario on the importance of working to ensure good recipient data, and the importance of support within the organization.