Retail

Convenience Store Categories – Are You Ready for the Rebound?

3 m Read
Category: Retail
Read Time: 3 minutes

Despite the challenges presented to businesses in the past year and a half, one somewhat bright spot has been performance in convenience stores. Thanks to recognition of c-stores as an essential business, nationwide they were able to grow sales in edible and non-edible grocery, general merchandise and health and beauty categories.

Much of this growth can be contributed to safety concerns, as c-stores may not have been as crowded, and had fewer out-of-stocks than the larger format retailers. So, what steps need to be taken to ensure c-stores continue this upward trajectory? Here are a few suggestions, based on Convenience Store News’ Industry Report 2021:

1. Make customer safety a primary focus.

While you may not have the space to reinvent placement and/or floor layout, you can make small changes that help customers enjoy a safer experience. Review your flow to ensure your shoppers have room to stay distanced, with visible cues, such as policy signage, sanitization stations, etc. to show the ways you are protecting your shoppers’ health.

2. Make a connection.

COVID isolation has been difficult for most people. The lack of social interaction, as well as staying at home for long periods have added to general stress and the feeling of going “stir crazy”. Even the most introverted of introverts are seeking human interaction.

On top of that, there is a continued labor shortage, which means you cannot afford to ignore your employees’ wellbeing as they take care of your customers. Along with the increase in wages, there are small changes, including regular training and physical support when interacting with customers, to help employees feel secure while working with occasionally sensitive or irritable customers.

3. Provide a faster experience.

After the last year and a half, the explosion of online shopping has given consumers the expectation of fast responses from online ordering, requiring many to become accustomed to same-day or next-day shipping. Speed has become an expectation. This, combined with a general shopper desire to not be in close proximity of other customers for long periods of time, a quicker check-out experience is paramount.

One simple change in-store can impact these suggestions together, possibly improving the way your business runs in the future. By replacing the plain black and white retail price/description tags on shelves with a color image shelf strip of the product, retail outlets can improve their speed and quality of shopper visits. How?

First, customers typically go into a store knowing what they need. The ability to quickly locate the product and match it with the correct retail price can be the difference between a seamless transaction and clogging an aisle (with frustration and possible purchase abandonment). Further, image tags/strips have proven to reduce out of stocks and face-overs. Image tags ensure that your layout matches your planogram and the items customers want are in stock and in the correct location, giving the customer a better experience overall.

Next, with today’s current labor shortage, many chains are running into issues securing professional reset crews to stock their shelves in a timely manner. Utilizing image strips allows a store to utilize existing staff to reset shelves without requiring the expertise or time required to read detailed planogram layouts. Your employees can spend more time taking care of customers rather than managing the supply on shelves. Also, the register operates more effectively because customers will not need to fill the check-out area to verify prices that are not clear on the shelf.

Finally, image strips and tags enable the customer to quickly and easily find the product and price, which enables a smoother transaction that helps to naturally provide a faster and easier shopping experience for your customers.

Plus, in addition to all these benefits listed, many of the costs related to creating image strips and tags can be offset by outsourcing the cost of image strips/tags to vendors. Your customers win, your employees win, and you win, all at no additional cost and minimal effort to you. (Be sure to check with your vendor partners for details on their funding programs for image strips and tags!)

All in all, while the restrictions imposed by COVID-19 have been difficult for everyone, c-stores have had some early successes by making it easy for shoppers to find and purchase the items they need. And a good store layout, with shelf edge programs that include images on product strips, have helped to drive more sales in this category.

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Winning in Retail With CXH: Add Compelling Selling Data

2 m Read
Category: Retail
Read Time: 2 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”12px”][vc_column_text]Retailers: Hopefully you’ve read the last two installments of this series, all about how to win in retail with the Syndigo platform. If not, we suggest taking a few moments to look back so you can review the benefits of fulfilled vendor onboarding data, as well as streamlined operational data. The final piece we’re covering in this part of the series is selling data.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]What some might see as the icing on the cake, selling data should be part of a complete content listing. It involves the extra touches that make products—you guessed it—sell! Through Syndigo’s Content Experience Hub (CXH), selling data includes the additional content that can create a more engaging shopper experience. Keep reading to learn just how this type of data boosts eCommerce performance on retailer sites that use Syndigo.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Data that sells products

[vc_empty_space height=”26px”][vc_column_text]Our recent Forrester study found that 63% of product content management decision-makers struggle with creating compelling, rich product content. Standard product information may communicate the primary message of a brand, but that’s simply not enough these days. Online shopping activity is only increasing, and retailers know just as well as brands that PDPs have to stand out from the competition in order to sell. That’s why CXH applies selling data to make sure those pages have elevated content experiences that educate and persuade the consumer.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]With CXH managing this data category, retailers get complete and accurate product content on their websites—and in store, for that matter, improving shelf merchandising. Moreover, wellness claims can be incorporated for food/health-based items, Enhanced Content features like image carousels and 360-spins can provide interactive elements, and internal teams are better aligned on real-time changes (reducing manual edits and spreadsheet work).[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

What kinds of product experiences are created?

[vc_column_text]A whole wealth of content is possible for retailer PDPs that are powered by Syndigo. The selling data translates to captivating experiences for consumers, with CXH making plenty of options available: optimized images, mobile hero images, consistent package shots, custom-derived attributes, and much more.[/vc_column_text][vc_empty_space height=”26px”][vc_single_image image=”21088″ img_size=”large”][vc_empty_space height=”26px”][vc_column_text]Another telling finding from our Forrester study was that 54% of respondents felt that improving product content quality is key to eCommerce success. The CXH approach with this data dramatically improves the quality and efficiency of the product experiences, getting selling data on the PDPs quicker and elevating those PDPs from simple to engaging. Even better, they meet consumer expectations on a better scale. From images and videos that provide extensive data, to Syndigo-created content that’s accurate and consistent across products, to details about shelf life, storage temperatures, and hazardous material, these PDPs are more likely to ensure the shopper is fully informed and happy with their purchase.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_column_text]

Are you ready to take your eCommerce to the next level?

Check out the full blueprint on how to win in retail with CXH.

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VendorSCOR: The Retailer’s Solution to Improving Content Health at Scale

3 m Read
Category: Retail
Read Time: 3 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”12px”][vc_column_text]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.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]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?[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]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.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Here are the four key actions that VendorSCOR delivers:

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1) Monitoring

[vc_column_text]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.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

2) Measuring

[vc_column_text]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?[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]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).[/vc_column_text][vc_empty_space height=”26px”][vc_single_image image=”21205″ img_size=”large” alignment=”center” style=”vc_box_shadow”][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

3) Prioritizing

[vc_column_text]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.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]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.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

4) Engaging

[vc_column_text]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.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]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.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_column_text]

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.

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Winning in Retail With CXH: Using Operational Data to Solve Top Problems

3 m Read
Category: Retail
Read Time: 3 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_empty_space height=”12px”][vc_column_text]A broad vendor network means everything to a retailer—but so do smooth operations. Without the latter, data quality suffers, product inefficiencies occur, and the end customers are likely to be disappointed. While seamlessly onboarding a large supplier community is the first piece to winning in retail, best-in-class operational data—the details that ensure a product is stored, shipped, and delivered properly—comes next.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Fortunately, Syndigo’s Content Experience Hub (CXH) has the tools to manage, validate, and execute operational information just as well as it does for vendor onboarding. If you’ve read the “How to Win in Retail” blueprint, you know a bit about how this data source fits in, but let’s review in more detail.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

What operational data entails

[vc_empty_space height=”26px”][vc_column_text]There’s a reason this data type is probably the most recognizable one: operations are simply pivotal to a business. When retailers reference this data, they’re of course thinking of packaging, shipping, and completing orders. They’re thinking of all the crucial details that need to come together just right for their suppliers’ product content submissions to become a reality. When any part of this data slips up, shipments can get delayed, as well as warehouse slotting, shelf storing, and of course fulfilling sales.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Retailers that work with Syndigo don’t have to worry about such issues in operational data, as CXH ensures the information is reliable—from confirming accuracy in Syndigo-created content to completeness in brand-created content, sufficient operational data is available because of the engagement with our vendor network. Not to mention, when this data is translated smoothly, costs are cut and time is saved, as an intensive IT project to manage it all isn’t necessary.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

How operational data applies to your retail strategy

[vc_empty_space height=”26px”][vc_column_text]In our 2021 Forrester study on product content management, a top area of concern for suppliers was product data being spread across multiple tools. The beauty of retailers using CXH to manage operational data in addition to vendor onboarding is the full integration available, meaning not only they can use the platform for all data management, but so can their vendors.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]So while achieving a consolidated solution for both sides is key to a winning strategy, two other themes stand out when retailers consider CXH’s application of operational data specifically. Each theme represents a core priority: one that is confidently addressed with CXH’S handle on this data set.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]The first is improving speed of order fulfillment. With Syndigo prioritizing the accuracy of item weights and dimensions, measures are always kept up to date with packaging changes. Moreover, this is essential to Syndigo’s content creation capabilities, something that also benefits retailers and suppliers alike.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]The other top theme is increasing speed-to-market for new products. When retailers can rest assured that their operational data is on point, they can also take comfort in the fact that their speed to market will stay intact. This is, unsurprisingly, something that product content decision-makers at supplier organizations care deeply about as well, with 42% of them in our Forrester report expecting faster time-to-market with a modern product content solution. Syndigo has a carefully QA’d marketplace of product content (more than one million items are consistently maintained for ultimate freshness), so new item set-up is effective and doesn’t slow things down.[/vc_column_text][vc_empty_space height=”26px”][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_column_text]

Having clarity on your operational data is invaluable. And managing it in an integrated solution?
Even better.
Check out the full blueprint on how to win in retail with CXH.

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The Biggest Network Just Got Better: Amazon A+ Global Content Now Available Through Syndigo

2 m Read
Category: Retail
Read Time: 2 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_column_text]Shoppers have learned to like shopping online, and the trends are continuing. Even formerly hard-to-change attitudes such as online grocery shopping are strong.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Online sales continue to be big. And Amazon is one of the biggest. Earlier this year, Syndigo entered a Beta launch to connect supplier A+ content to Amazon directly, through a direct API connection, meaning a more seamless connection that can create more opportunities for increased supplier sales.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Syndigo announced that today, all supplier clients can now submit their A+ content to Amazon directly through Syndigo’s Content Experience Hub (CXH) platform.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Enhanced Content is already driving conversions for thousands of brands and retailers around the world. This week, Syndigo’s network of Enhanced Content recipients just became even more powerful.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Elevated content on a global scale

[vc_empty_space height=”26px”][vc_column_text]With this latest update, Syndigo seamlessly publishes Amazon A+ content globally, now reaching 18 countries across North and South America, plus Europe and Asia. This means that suppliers can deliver engaging product detail pages directly to Amazon through CXH, Syndigo’s best-in-class platform for product information management, syndication and analytics.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Shoppers continue to increase their usage and reliance on eCommerce, and it will only become more prevalent. Recent industry reports show that in-store purchasing continues to struggle in today’s commerce environment. Looking back at our 2020 Black Friday report, we saw increases in page views using Enhanced Content, and those numbers remain high today. What does that mean for suppliers? Although the in-store component is still a large part of their business, more attention must be given to the online aspect. Using platform solutions like CXH help streamline the process and improve the results.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Right data, better results

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Suppliers using A+ content on their PDPs – whether comparison charts, carousel/image sliders or other engaging content – can see a demonstrated lift compared to pages without this content. And with Amazon’s more than two billion monthly shoppers, you are sure to get noticed with better product pages. By helping shoppers make their decisions, you also help grow your own business.

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Create and submit your Amazon A+ content to grow conversion rates.

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Winning in Retail With CXH: Fulfilled Vendor Onboarding Data

3 m Read
Category: Retail
Read Time: 3 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_column_text]Major retailers know that a strong supplier network is essential to their success. Cultivating a wide vendor community is key, but it’s not just a numbers game! A network is only as strong as the quality of its product content, and without a solution to ensure just that, retailers are left scrambling to ensure accurate and complete content from every one of their brands. An inefficient and ineffective approach to validating product content stands in the way of smooth vendor onboarding, higher sales, and thriving networks.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Our blueprint for how to win in retail highlights vendor onboarding data as one of the primary sources that Syndigo’s Content Experience Hub (CXH) taps into for retailer success. In this blog, we’ll unpack that data type a bit more.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

What do we mean by vendor onboarding data?

[vc_empty_space height=”26px”][vc_column_text]When we reference vendor onboarding data, we’re talking about the information needed for retailers to seamlessly get a large supplier community up and running. Syndigo’s robust network of brands means CXH is already equipped with much of the data pieces needed for supplier onboarding—details like brand names and main product images. This also helps retailers better manage the process of sourcing new vendors in the first place.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]In a nutshell, Syndigo’s many existing (and growing number of) supplier relationships ensure vendor onboarding data is at the ready for retailers, delivering product content from vendors that is complete and accurate. Not only is this easier for the recipients, it’s easier for the brands (which, in turn, simplifies the end-to-end process for the retailers!). This is backed up by our 2021 Forrester study, which found that:[/vc_column_text][vc_column_text]

94% of decision-makers in product content management

believe an end-to-end solution that creates, manages, syndicates, enriches, and optimizes all of their content is extremely valuable.

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What does it help achieve?

[vc_empty_space height=”26px”][vc_column_text]In addition to streamlined onboarding, of course, having this data enables the retailer to get their unique, evolving requirements into the hands of suppliers early on, resulting in less confusion and fewer errors. And since managing different recipient requirements was one of the top supplier-reported challenges in our Forrester study, this solution is critical for retailers to know their requirements are being met.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Moreover, a common priority among survey respondents was growing eCommerce presence, leading us to the next winning factor of retailers using this data in CXH: identifying a compelling product assortment. With thousands of engaged suppliers in Syndigo’s global network prepared to deliver the right content, eCommerce growth becomes an easy win-win on both sides.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Finally, when the right data is available in the right moments, processing speeds and overall speed to market improve. The recipient workflow in CXH enables more efficient reviews and internal enrichment—in the end, successfully controlling costs.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_column_text]

Win with the best vendor onboarding data

It all comes back to the importance of a strong network. Retailers can use CXH to boost efficiencies in the sourcing and onboarding of their suppliers, all rooting from the data cultivated from Syndigo’s robust ecosystem. Retailers can also count on Syndigo serving as their advocate with brands—not only supporting alignment, but helping foster any new connections where there is interest.

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Optimized Content: Part 4 for an End-to-End Optimized eCommerce Strategy

2 m Read
Category: Retail
Read Time: 2 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_column_text]Content management is an ongoing process. In this series, we’ve covered how retailers can ensure the successful submission of Core and Enhanced Content, as well seamless syndication. The final step, which is also ongoing, is content optimization.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Why is optimizing content important? Because not only do consumer behaviors change, shopping trends evolve as well. We’ve seen this play out particularly in the last year with COVID-19 dictating boosted eCommerce activity. Major changes like this—and individual ones, too—are critical to take into account when it comes to product content management.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]That’s why Syndigo isn’t just about syndication: we bring it full circle, empowering retailers and brands to continually improve the content.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Responding to consumer expectations

[vc_empty_space height=”26px”][vc_column_text]One significant change in shopper behavior recently has been increased demand for rich content, like videos, interactive tours and other types of media. Retailers need to be in the know when it comes to the content their shoppers are engaging with most. Moreover, they need the capabilities to successfully monitor the type of experiences shoppers are having on their websites.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]This comes down to compelling product detail pages. Are these experiences as immersive as they can be? Do they help the shopper best understand how the product could fit into their lives? Syndigo’s Content Experience Hub (CXH) provides the analytics for retailers to answer these very questions—and to make aligned improvements thereafter.[/vc_column_text][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner][vc_single_image image=”17637″ img_size=”large” alignment=”center” style=”vc_box_shadow”][/vc_column_inner][/vc_row_inner][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Filling in content gaps

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Many retailers work between multiple content providers, which means errors or missing pieces can pop up in the product data over time. Whether those gaps are directly within the retailer’s site or apparent when compared to competitive sites, it’s a big issue to avoid.

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By using the analytical tools provided by CXH, retailers can quickly recognize these gaps, and their digital content is optimized as a result. All in all, this piece of the continual optimization ensures more accurate, complete and impactful content—across national brands, regional items, private brands and even perishables.

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Build, enhance, syndicate and optimize: The four key steps to a successful, end-to-end eCommerce strategy for retailers. Read the full playbook for more on these topics!

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New Beer Industry Master Product Catalog Now Ramping Up!

3 m Read
Category: Retail
Read Time: 3 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_column_text]Recently, the Beer Industry Electronic Commerce Coalition (BIECC) announced a partnership with Syndigo to create a Master Product Catalog (MPC) that will house basic item information and images for all participating beer brands. We caught up with Dave Christman, Vice President of State Affairs for the National Beer Wholesalers Association, who is helping spearhead the project, to see how things were going. [/vc_column_text][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner width=”1/4″][vc_single_image image=”16721″ img_size=”medium”][/vc_column_inner][vc_column_inner width=”1/4″][vc_single_image image=”16722″ img_size=”medium”][/vc_column_inner][vc_column_inner width=”1/4″][vc_single_image image=”16723″ img_size=”medium”][/vc_column_inner][vc_column_inner width=”1/4″][vc_single_image image=”17797″ img_size=”medium”][/vc_column_inner][/vc_row_inner][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

What is the MPC? Why was it created?

[vc_empty_space height=”26px”][vc_column_text]The BIECC is creating a Master Product Catalog (MPC), to maintain a single product record for beer brands. The goal of the MPC is to have a single source of product information that can be freely available to all industry stakeholders including distributors, retailers and third-party solution providers. This catalog can be accessed by beer distributors to ensure they all have the same information – such as item codes, pack sizes, ingredients, dimensions, and images – for your brand. That way, your product looks the same no matter where a consumer sees it online.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

What is a ‘single product record’? What is that good for?

[vc_empty_space height=”26px”][vc_column_text]Think about it this way: Your products are merchandised and sold all over the place. All of these different stores – grocery, mass, convenience, plus online outlets – feature your products. If each outlet has to maintain a separate file of all your product information and images, it can get out of sync pretty quickly. During the research phase of this project we discovered literally dozens of individually maintained item catalogs in the beer industry that often featured old or inaccurate product information or images. It’s better to have a single, centralized product record that everyone can access. Then, if there is ever a need to update a label or ingredient, you can make the change once and then it goes everywhere.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Who can submit their information to the MPC? How many are doing it?

[vc_empty_space height=”26px”][vc_column_text]We wanted to make this available to all brewers, but it’s especially beneficial for newer or smaller brewers who may not have the digital marketing capabilities of some of the larger players. We know that it can be tough to pull together and manage all the proper information in-house, so we want to make the process as easy as possible for these companies.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner equal_height=”yes” row_content_width=”grid”][vc_column_inner width=”1/2″]

Can I use the MPC to store my information for my own use?

[vc_empty_space height=”26px”][vc_column_text]The MPC is available for distributors to access, and you will be able to upload/download your information there as well. Since it’s a central repository for beer product information, we hope it becomes the source of basic item information for all stakeholders creating consistent information across the supply chain.[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″]

Can I use the content created for the MPC for my own business purposes?

[vc_empty_space height=”26px”][vc_column_text]Yes! We encourage you to use this content in your materials for consistency across the industry.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

What does it cost to join the MPC?

[vc_empty_space height=”26px”][vc_column_text]The BIECC is working to make it easy for smaller brewers to join the MPC – brewers can populate their content to the MPC at no cost. If they need assistance creating and managing the content, then the BIECC will fund content creation with Syndigo for smaller brewers. And even larger brewers can benefit, as they can receive a deeply a discounted rate if they would like their product information to be created.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Who can participate in the MPC?

[vc_empty_space height=”26px”][vc_column_text]We hope that all brewers participate, especially smaller to medium size brewers who may not typically have access to providing this kind of information to distributors. Once the catalog is populated we hope beer industry stakeholders from all tiers of the industry use the MPC as their base source of item information.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_column_text]

We are also planning on presenting more about the MPC at the Craft Brewers Conference this September in Denver and will have an exhibit at the NBWA Annual Convention and Trade Show in Las Vegas in October.
Registration information and more can be found on our BIECC page.

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Seamless Syndication: Part 3 for an End-to-End Optimized eCommerce Strategy

2 m Read
Category: Retail
Read Time: 2 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_column_text]Core Content: check. Enhanced Content: check. After retailers have these requirements and capabilities in place for suppliers (and private brands), ensuring smooth syndication is the next big step.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Part 1 and Part 2 of this series explored the categories of content submissions and how Syndigo’s Content Experience Hub (CXH) makes it possible to manage all of them in one platform. So it should come as no surprise that retailers can use CXH for syndication needs as well. This comprehensive platform gives brands the ability to seamlessly syndicate both their Core and Enhanced Content to retailers, in the preferred formats and specifications set by each retail organization.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]And for the retailers themselves, the icing on the cake is that CXH enables them to use a single source for multiple program needs—all of which rely on accurate, consistent, compelling and complete product content. Read on to learn a bit more about the benefits when it comes to using CXH for seamless syndication.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

One place to house the data

[vc_empty_space height=”26px”][vc_column_text]Retailers get a single hosting platform when they go with CXH for syndication. This means one place to connect all the data, serving as the primary source of truth for all digital product content coming in from suppliers.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]By integrating all content submissions into a one entity—including Core, Enhanced, GDSN and more—this supplier-centric solution allows the retailer to eliminate the confusion that’s typically associated with multiple systems. Moreover, both they and the brands get access to analytical insights that spot areas for improved engagement when the content goes live, and they simply manage the product content more efficiently overall.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Trusted integration

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Syndigo’s wide network of retailers and suppliers means more reliability when it comes to brand inputs from syndication. With the simple integration of many systems at hand, manual errors and oversights are prevented when data is sent over. As mentioned before, the syndicated data also follows the formats required by the retailer without unnecessary back-and-forths between them and the brands.

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Finally, Syndigo’s audit capabilities give the retailer confidence that the product content is being carefully reviewed and ultimately displayed properly on packaging and eCommerce sites. This all serves the end goal of putting retailers at ease, knowing they’re getting the content they need, when they need it, in the particular way they want to receive it.

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Optimize your end-to-end eCommerce strategy with these tips and more — all with CXH. Learn more about how it all comes together.

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Enhanced Content: Part 2 for an End-to-End Optimized eCommerce Strategy

3 m Read
Category: Retail
Read Time: 3 minutes

[vc_section][vc_row row_content_width=”grid”][vc_column][vc_column_text]A single platform for a single strategy: Retailers everywhere know the appeal of this! Especially when that strategy is as lengthy and nuanced as the end-to-end eCommerce process, it’s no wonder retailers prefer one powerful solution to take them through all the challenges involved.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]As mentioned in Part 1 of this series, a strong foundation for your eCommerce process begins with building and organizing Core content—from standard requirements to taxonomy practices. We’ve discussed the benefits of using Syndigo’s Content Experience Hub (CXH) for that step; now, let’s review how that same platform can assist you with the next step: enhancing your content.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Determine Those Differentiators

[vc_empty_space height=”26px”][vc_column_text]Once you have those key requirements in place for receiving Core content from your suppliersit’s time to think about how you can really differentiate those products as they appear on your website.[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]While Core details are crucial to helping shoppers make informed, efficient purchase decisions, Enhanced Content provides that something extra, enabling shoppers to engage even more and possibly consider products in ways they wouldn’t have otherwise. Greater engagement of course leads to more time spent on the page and ultimately, more conversions. At Syndigo, we’ve observed a lift of as much as 36% when shoppers are exposed to such high-quality content![/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Ultimately, Enhanced Content is about completing the story. Put yourself in the position of the shopper when viewing the product page: What else would you want to know? Enable Enhanced Content on your product pages to optimize the product’s story accordingly, and to ensure the content helps answer any questions or address ideas the shopper might have when checking it out.[/vc_column_text][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner][vc_single_image image=”18177″ img_size=”large” style=”vc_box_shadow”][/vc_column_inner][/vc_row_inner][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column]

Own Your Product Page from Top to Bottom

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While Core content includes a specific set of product images, Enhanced Content offers additional creative assets—typically in the form of rich media like videos, side-by-side comparisons and more. These “glamour shots” help take the product page beyond basic imagery and descriptors, showing off more in-depth elements of the product. Enhanced Content also includes features like image galleries, 360-spins and Engaging Hero images (interactive images that communicate additional features or benefits within the image). These tools can also be used for a retailer’s private brand items.

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]Traditional product page layouts display a product image with basic Core content at the top and in-line Enhanced Content to follow. However, with mobile shopping becoming more frequent, as much as 57% of consumer time is spent above the fold (I.e., on the first screen or swipe). This means it’s more important than ever to engage shoppers at that first glance, and Enhanced Content tools like Engaging Hero are excellent ways to accomplish that.[/vc_column_text][vc_empty_space height=”26px”][vc_row_inner row_content_width=”grid”][vc_column_inner width=”1/2″][vc_single_image image=”17768″ img_size=”large” style=”vc_box_shadow”][/vc_column_inner][vc_column_inner width=”1/2″ css=”.vc_custom_1617649935591{border-top-width: 4px !important;border-right-width: 4px !important;border-bottom-width: 4px !important;border-left-width: 4px !important;padding-top: 3% !important;padding-right: 3% !important;padding-bottom: 3% !important;padding-left: 3% !important;border-left-color: #3fb2db !important;border-left-style: solid !important;border-right-color: #3fb2db !important;border-right-style: solid !important;border-top-color: #3fb2db !important;border-top-style: solid !important;border-bottom-color: #3fb2db !important;border-bottom-style: solid !important;}”]

Enhanced Content 101:
What Suppliers and Retailers Need to Know

And why you should care, even if it's not your thing.
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Leverage Consumer Interaction

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A key theme of Enhanced Content is the interactive component. It allows shoppers to experience the products for themselves in a digital way—directly on your website! Contextual Hotspots in particular boost this type of interaction.

[/vc_column_text][vc_empty_space height=”26px”][vc_column_text]By creating interactive areas on an Engaging Hero image, these hotspots highlight essential product information visually on the corresponding part of the product image. Such interaction proves to entice shoppers to engage quicker and helps them learn the details they need to make a buying decision. With a lot of information packed in a small space, Contextual Hotspots can open up different windows that can contain more Enhanced Content, including rich media like the product videos and 360-spins mentioned before, as well as feature/benefit captions and other informative elements that consumers can engage with.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row row_content_width=”grid”][vc_column][vc_row_inner row_content_width=”grid”][vc_column_inner css=”.vc_custom_1606762257877{border-top-width: 2px !important;border-right-width: 2px !important;border-left-width: 2px !important;padding-top: 3% !important;padding-right: 3% !important;padding-left: 3% !important;border-left-color: #fd7336 !important;border-left-style: solid !important;border-right-color: #fd7336 !important;border-right-style: solid !important;border-top-color: #fd7336 !important;border-top-style: solid !important;border-radius: 2px !important;}”][vc_column_text]

Learn more about enhancing your product content with CXH—and how the next steps can be just as simple and impactful.

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