SKUlibrary: An innovative new alternative for distributing images & product content for online & print
An increasing number of the largest suppliers in Australia are moving to a new product content platform to distribute their digital content. What is it and why did they move?
Effective Management of Digital Assets is Now Essential
Distributing product images and content to retailers is an essential business requirement for suppliers. There are multiple ways of achieving this, from an email attachment, to sharing through a Digital Asset Management platform (DAM). Whatever the process, it needs to be efficient, cost effective and accurate for both retailers and suppliers.
For the past 10 years, suppliers have been requested to use Dlibrary as a means to provide images to grocery retailers for use in catalogue. The high cost has dissuaded many suppliers from hosting their whole range, meaning many images are missing from retailer digital platforms.
With retailers needing full product content to realise their digital ambitions, some are now mandating images and full product content in order to be included in online, and even offline catalogues. A new approach is therefore required to cost effectively solve the problem of efficiently gathering, managing and distributing large amounts of product content.
A new platform in tune with today’s consumer
A new platform has emerged as a preferred alternative for an increasing number of major brands, to deliver a broader set of content to retailers at lower cost. Suppliers can take advantage of this platform to give consumers the information they need to make informed purchase choices, and market their products in the best way possible through digital content. Tests show that better grocery product content can increase sales by 10-30% online, and has a significant impact in customer offline shopping missions.
The SKUlibrary platform from SKUvantage, the Syndey Product Photography and Product Content agency, is able to feed images into major retailer catalogue production platforms in the same way as Dlibrary. But at the same time it also provides the ability to host and distribute product attributes and other digital content. The standard scope of service includes:
- 2 catalogue quality images
- Ecommerce images of all sides of the product
- Full data capture of any attribute
- Distribution of video and other marketing assets
- Annual hosting of content
All this is provided at a lower cost than the current standard for hosting two images.
Many of Australia’s largest and most innovative suppliers have already made the switch to SKUlibrary, including Reckitt Benckiser, L’Oreal, Kimberly Clark, Carlton & United Breweries, Accolade, Riviana and a variety of others. Many of these companies are enjoying the advantages of having the full product catalogue well documented in one place.
Having full product content comprehensively stored on one platform makes it easier to share content internally, externally and reduces the number of samples being requested. A number of companies are also using SKUlibrary as a Digital Asset Management system for sharing of images and marketing assets, ensuring team members and partners use up to date and accurate images and content.
SKUlibrary combines flexibility of managing product data with ease of use.
With a long global heritage in managing product content for major retailers, the team at SKUvantage understand its importance in giving customers an excellent online shopping experience. SKUvantage also appreciate the challenges in gathering and managing large amounts of product content. They have focussed on making the platform as fast, flexible and simple as possible to manage and access content.
Product data models can be designed to be broad enough for any internal or external application. In terms of entering content, users of SKUlibrary are able to manage the product data around their products themselves or use the SKUvantage managed services to capture content if preferred. Images are QA’d to ensure they meet retailer requirements.
The service is built on the Hybris ecommerce platform making it as simple and intuitive to use as online shopping. The customised system is able to interface into any ecommerce B2B or B2C platform, delivering content in real time or offline. Hosting is provided by Hostworks who keep the Jetstar and Ticketek web sites live, meaning a very high level of robustness.
Capture once distribute anywhere including to retailer site
Being hosted in the cloud also means the content can be repurposed for any digital platform including:
- Retailer digital channels
- Company intranets
- Procurement platforms
- Consumer sites
- Field sales tools
- Planogram tools
- GDSN Data pools
With all these platforms having different requirements, a single narrow standard does not suite the multiple requirements. The flexible and broad set of attributes that can be captured ensures all requirements are catered for.
The product content is available to any approved recipient at no charge and this can be delivered by manual download, API or iFrame.
Making products look as good online as offline
SKUvantage has also been contracted by Coles to help manage the acquisition of extended product content from suppliers. As part of the service, SKUvantage provides supplier content to Coles ensuring a more complete product presentation on the Coles web site. Harris Farm also receive content as a feed directly onto their site, meaning content is always accurate and up to date. Various grocers, chemists and other retailers are accessing and downloading content and formatting for their own needs.
Combined with other extended content services, SKUvantage is using the SKUlibrary platform to accelerate the distribution of customer facing product content to where it is required. This gives suppliers more control of their content with greater ease and lower cost. It also gives retailers a simple way to access extended content with minimal effort. Ultimately of course, it is the consumer that wins by getting rich, accurate and informative product content.
All this adds up to a simpler, more cost effective and powerful way to distribute essential digital product content, to help make your products look as good online as offline.
For further information, contact Daniel Roberts, CEO of SKUvantage, email@example.com, 0438 478 153.