The Ultimate Guide to Content Management on the Digital Shelf

    August 25, 2022

    Maximize Ecommerce Sales With Optimized Content

    What’s inside?

    • Reach Your Digital Shelf Potential – jump to ›
    • What Are PIM and DSA? A Quick Overview – jump to ›
    • Core Fundamentals for Product Content Excellence – jump to ›
    • How PIM and DSA Support Product Content Excellence – jump to ›
    • Going Beyond the Basics With Enhanced Content – jump to ›
    • Building an Ecommerce SEO Strategy – jump to ›
    • Increasing Share of Search: An Actionable Example – jump to ›
    • How to Measure the Impact of Your Product Content Online – jump to ›
    • PIM and DSA: A Dynamic Duo for Digital Shelf Growth – jump to ›

    Reach Your Digital Shelf Potential

    The past couple of years amid a global pandemic have transformed consumer behavior in ways few experts could have anticipated, most notably the speed with which digital commerce accelerated.
    Consumer-packaged-goods brands underwent strenuous efforts to transition existing in-store tactics for growth to drive profitability online.

    One of the things that hit brands incredibly hard was realizing just how fast everything moves online and the complexity in managing, updating, and optimizing product content across multiple retailers and channels. Manually checking and updating product pages was no longer going to help brands keep up with the fast-evolving marketplace.

    The ‘findability’ of your product is critical to conversion. If shoppers can’t find your product, the switch to your competitor is just one click away. Consumers have become more demanding about the content experiences they expect a brand to deliver at each individual touchpoint of their buying journey.

    It’s not enough to have an image and title against a price online. Consumer packaged goods (CPG) brands have to be highly strategic about the role product content management plays in their digital shelf growth strategy. These brands must also know how to continuously monitor, measure, and optimize performance at the speed and scale required to build a competitive advantage.

    Learn more about the importance of product content management, including why it’s critical to your ecommerce success. Also, explore how combining a reliable digital shelf analytics (DSA) platform with a robust product information management (PIM) system is a winning formula for securing a long-term leadership position on the digital shelf.

    What is a PIM? What is a DSA? Your Quick Overview

    “The goal of PIM is information organization and accuracy. It provides the source of data your brand needs to sell across the digital ecosystem.” 
    — Salsify

    Ecommerce has taken centre-stage in the ongoing consumer packaged goods (CPG) growth discussion. Leaders have started to examine their current workflows and tech stack to keep up with the speed of change. Brands must reduce manual labour and complicated processes with urgency.

    As shopper journeys have become more varied, so have sales channels, promotional purchasing formats, and buyer content preferences. And these changes will only continue to expand.

    To keep up with these shifts, brands need a clear strategy for keeping up. Part of this includes having the right systems in place, such as product information management (PIM) and digital shelf analytics (DSA).

    But what are these systems — and what value do they bring to brands? Learn how these systems can help your team avoid time-consuming processes like manually updating spreadsheets and chasing the latest version of product content.

    PIM and DSA can help you focus on creating engaging content experiences, ensuring content accuracy across online retailers, and building a winning commerce strategy.

    System Benefits
    PIM A PIM system is a central repository to store, access, and update product information like marketing content, product descriptions, and logistics information. This system creates a single source of truth for ecommerce teams. Its centralized system allows teams to access information quickly for editing, updating, and activation to online sales channels, such as Amazon, Tesco, or Instacart.
    Digital Shelf Analytics (DSA) A DSA system helps brands analyze, measure, and optimize ecommerce performance across a broader set of key performance indicators (KPIs). These KPIs include metrics focused on content performance, search rankings, play price, promotions, assortment, availability, and ratings and reviews. It turns complex data from all online retailers, both locally and globally, into actionable insights. This system then enables sales and marketing teams to take fast action that drives sales and conversion on the digital shelf.


    A PIM system offers teams a single source of truth for digital inventory. A DSA system gives teams the ability to closely monitor if online retailers have implemented the provided inventory as intended — effectively with a Digital Shelf Content monitoring solution you can see exactly what the shopper sees and compare it vs your brand standards.


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