Is your product data delivering? Find out in the new The State of Product Content report.
Get It Now
- English
- Français
- German
- Polski
Is your product data delivering? Find out in the new The State of Product Content report.
Get It Now SUCCESS STORY
Colgate-Palmolive is a global consumer products company headquartered in New York City. Their commitment to sustainability and innovation drives them to create eco-friendly products, reduce waste, and empower communities. But there’s more—a digital transformation is underway. Once rooted in traditional retail, Colgate-Palmolive now collaborates with e-commerce giants. Their bamboo toothbrushes and recyclable packaging embody conscious living, while their online presence embraces the modern era.
In the ever-shifting currents of e-commerce, Colgate-Palmolive found themselves with a dilemma. While the traditional approach of selling in-store remains the bulk of their sales, it was also time to embrace a new strategy and ensure the fine-tuning of both in-store and online success.
Online reviews were becoming a currency of trust for shoppers as they adapted into online shopping. Colgate-Palmolive was looking for a way to serve engaging content efficiently to retailers to ensure their oral and personal care items were represented accurately and consistently across the digital shelves.
“It now feels unnatural to shop in a brick-and-mortar store location and consider buying a new product without reading reviews because e-commerce has trained us to do so,” said Jennifer Rector, Digital Content Assets Manager at Colgate-Palmolive. “Social shopping, online grocery shopping, marketplaces–You can buy anything at any time from your phone.”
With Syndigo Syndication capabilities, the Colgate-Palmolive team turned the page on a more connected approach to e-commerce. Now, the differing configurations of individual retailer back-end systems were no longer a challenge. Without having to distribute content to individual retailers manually, Jennifer and the team can now streamline content distribution and be confident that their products are being consistently represented across online platforms. Efficiency has replaced added work, and Colgate-Palmolive has gained more insight into their online performance.
Other than leveraging Syndigo Syndication capabilities, Colgate-Palmolive has seen a significant conversion rate lift with Syndigo Enhanced Content. By incorporating immersive product storytelling and interactive elements, Colgate-Palmolive experienced a remarkable increase of 13% in shopper engagement and conversion rates.
“Syndigo helps us serve content to the retailers where our oral and personal care items are sold most in an efficient manner. Without the Syndigo platform, we would be scrambling to try to work with each retailer and their back-end systems individually,” said Rector.
Choosing Syndigo to manage their product content across retail platforms was one piece of Colgate-Palmolive’s strategy to win on the digital shelf – they also looked for a partner to seamlessly integrate Syndigo, into their operations without burdening their existing resources. To accomplish that, they chose the combination of Syndigo and Flywheel capabilities.
Flywheel stepped onto the stage, bringing expertise and resources that complemented Syndigo’s platform. To unlock the potential of Colgate-Palmolive’s data, Flywheel enabled the Syndigo platform in a perfect combination of data, content, and efficiency. Like a seasoned conductor, Flywheel orchestrated the project, relieving Colgate-Palmolive teams from the need to ramp up their e-commerce data capabilities while maintaining their existing tech stack. No more fragmented efforts; all SKUs converged, ready for swift dispatch to retailers.
“Flywheel has helped us solve our business issues by taking over the management of our Syndigo account completely. Our sales teams used to individually handle their SKUs in Syndigo, until Flywheel stepped in and took all that work from their plates and centralized all our SKUs to be able to quickly send them to retailers,” said Rector.
With Flywheel’s support and the Syndigo implementation team, Colgate-Palmolive found the project implementation significantly streamlined. Flywheel’s expertise and tools facilitated smoother integration and execution, making the process even more efficient.
One of the highlights of this partnership is its empowering effect on Colgate-Palmolive’s digital strategy, particularly through the connection of the Kroger API. Previously, it was a challenge for content to seamlessly flow to Kroger without this connection. However, the collaboration between Colgate-Palmolive, Flywheel, and Syndigo overcame this obstacle, enabling content to flow effortlessly. The results? Time saved and headaches averted. Currently, the partnership has deployed more than 220 products through the Kroger API, updating both lifestyle imagery and copy to be live on site within 24-48 hours. Similar publications were also made to Ahold Delhaize USA, Cub Foods, Dollar Tree, Family Dollar and Publix.
Syndigo’s Verification of Market Products (VMP) process was a key accelerator for the program, successfully synchronizing 517 products in Colgate-Palmolive’s active catalog.
“This provides a validated and consistent product record for over 500 SKUs to Syndigo’s grocery panel network of retailers,” said Leighanne White, Senior Solutions Architect at Flywheel.
Flywheel, with its mission to help brands increase their retailer footprint and efficiencies across marketplaces, is a preferred partner to Syndigo. Their relationship with Syndigo ran deep as a dedicated Partner Success Manager. Flywheel’s architects, combined with Syndigo’s platform has sculpted success in e-commerce’s forge.
“We have a strong relationship with the Syndigo team and a dedicated Partner Success Manager for assistance with escalations, support with in-depth product training, and general product feedback and industry discussions. Flywheel clients rely on both the expertise of the Flywheel Architect Team and the Syndigo platform to drive their success in eCommerce.” said Emily Brown, Client Operations Manager at Flywheel.
As e-commerce continues to evolve, Colgate-Palmolive, Syndigo, and Flywheel have found their rhythm. The new reality is a seamless, orchestrated performance where every note—every product detail—is in harmony. Colgate-Palmolive’s products are consistently represented across digital shelves, their content flowing effortlessly to retailers, and their operations running like a well-rehearsed orchestra.
With Syndigo and Flywheel, Colgate-Palmolive can focus on innovation and sustainability, confident that their e-commerce presence is in expert hands. The symphony of e-commerce is no longer a challenge but a harmonious blend of efficiency, accuracy, and growth.
