With a new tool for managing multiple types of content, FoodNetwork.com develops within minutes pages that combine textual content, online videos and pertinent online ads—while helping more visitors find what they’re looking for, Food Network says.
Katie Evans , Managing Editor, International Research
With a new tool for managing multiple types of content, FoodNetwork.com develops within minutes merchandising pages that combine dynamic textual content, online videos and pertinent online ads from product suppliers-while helping more visitors find what they want, says Sue Clark, vice president of interactive products at Scripps Network LCC, the parent company of the Food Network TV channel and its web site.
FoodNetwork.com has deployed the Endeca Page Builder merchandising tool from Endeca Technologies Inc., which also provides the site search feature. The Page Builder tool provides a series of page templates that merchandise and marketing staff can easily customize with content like cooking recipes, cooking videos, and online ads from suppliers of related products, Clark says.
“We can pull together pages in 15 minutes instead of taking several hours and relying on help from our I.T. department,” she says. “As a result, we’re finding an uptick in the number of people who are finding what they’re looking for. The key here is the ease of using merchandising resources on our site, and the ease for the end user in interacting with all of our content and products.”