Transforming Tuna: Wild Planet Foods’ Move to Digital Product Content with Syndigo

Online grocery has witnessed unprecedented growth ever since the pandemic. According to a recent CapitalOne Shopping Research, Global online grocery sales totaled up to $654 billion in 2023; projections indicate sales will increase to $810 billion in 2025. Shopping for groceries is an essential daily activity for consumers, and with e-commerce continuously advancing, online retail has become a new go-to for shoppers to get their fruits, vegetables, and all the other essentials.

Wild Planet Foods: A Commitment to Sustainability and Quality

Wild Planet Foods, a pioneer in the sustainable seafood industry, has always been committed to providing the highest quality products while protecting marine ecosystems. Known for its 100% pole-and-line caught wild tuna, Wild Planet has built a loyal customer base that values transparency and sustainability. However, even with a strong brand ethos, Wild Planet faced significant challenges in the rapidly evolving digital marketplace.

Wild Planet Foods grapples with a significant challenge: aligning content seamlessly across the omnichannel to create a cohesive brand presence across various platforms. This effort isn’t just about maintaining a consistent image for shoppers; it’s also crucial for a successful retail media strategy. After all, up-to-date content is essential to ensure that retail media channels are ripe for conversion.

“Having gone through brand content overhauls at previous companies, I knew how complex and time-consuming it could be to update all our SKUs. The challenge was to maintain brand consistency and ensure our products were accurately represented online,” said Kendall Miller, Director of Marketing at Wild Planet Foods .

Syndigo’s Syndication solution has become an essential solution for Wild Planet’s brand redesign challenges. By leveraging these capabilities, Wild Planet was able to streamline the entire process of distributing content to various platforms with ease:

“Using Syndigo as a partner was one of the best decisions we made. Their platform allowed us to update all our content efficiently. We could ensure that our product imagery and information were consistent and up to date across all retail sites. This was crucial not only for brand recognition but also for maintaining customer loyalty.” said Miller.

Navigating a Competitive Digital Ecosystem

As the grocery sector’s digital transformation intensifies, brands face increasing competition. With giants like Walmart, Amazon, and Kroger dominating the online grocery game, brands need innovative strategies to stand out in crowded marketplaces. Retail media networks have become the new battleground for visibility, requiring brands to optimize their online presence before investing in paid search and display advertising.

“It’s a lot more competitive now. Brands are shifting their investments into retail media networks, and it’s essential to have a strong omnichannel presence.” Miller notes.

Syndigo’s Share of Voice Report enables Wild Planet Foods to monitor their brand’s visibility across various retail media networks. This report provides detailed insights into how often the brand appears in search results compared to competitors. By understanding their Share of Voice, Kendall and the team can make data-driven decisions to enhance their presence and ensure their products are prominently featured in online searches. They can identify areas where they can improve their search and display ad strategies to gain a competitive edge.

The Share of Digital Shelves Report is another critical tool provided by Syndigo. This report offers insights into how Wild Planet Foods’ products are performing on digital shelves compared to competitors. It tracks key metrics such as product availability, pricing, and promotion compliance across various e-commerce platforms. By using this report, Wild Planet Foods can ensure their products are consistently presented with accurate and appealing content, which is essential for maintaining consumer trust and driving conversions.

Being able to leverage Syndigo’s entire Analytics suite has helped Kendall and the team to better understand competitors’ strategies and maintain market position as well.

“We used Syndigo to understand what our competitors were doing, which allowed us to optimize our own strategies. For example, we discovered a competitor entering the Walmart space through Syndigo’s search term reports, which we wouldn’t have known otherwise. This kind of insight is crucial for maintaining our competitive edge.” Miller explained.

Consumer Education and Engagement

Certain product subcategories within Wild Planet’s portfolio require more consumer education and examples of usage occasions. Providing rich, informative content to help consumers make informed purchasing decisions while staying engaged was a challenge. 

With Syndigo’s Enhanced Content capabilities, Wild Planet Foods has significantly improved consumer education and engagement. They now benefit from a streamlined content creation process that maximizes innovation and creativity while minimizing manual effort. Syndigo’s Enhanced Content includes built-in templates, various content widgets, and detailed performance reporting, enabling Wild Planet to attract new customers easily and build loyalty with existing ones.

“EC has been fantastic for us. It allows us to provide richer content that helps consumers understand our products better. This is especially important for subcategories that need more explanation and examples of usage.” says Miller.

Looking into the future, Wild Planet aspires to make Syndigo their one-stop shop for all content and review syndication needs, enhancing their ability to compete in the ever-evolving digital marketplace.