The search giant today rolled out new ways for marketers to understand the in-store impact of their ads.
Campbell’s new web-based trading technology application will aggregate product data from back-end systems, create and manage product catalogs and distribution of catalogs that comply with formats that support multiple electronic selling channels.
Campbell Soup Co. has completed the first stage of implementation of technology that will allow it to collaborate over the web with retailers. The platform, which combines Velosel Corp.’s eChannel Manager-CPG with IT infrastructure from IBM, is designed to accelerate product introductions, increase accuracy in item data delivered to retailers and enhance supplier-customer relationships, IBM says. IBM Global Services is providing implementation services.
The new technology application will aggregate product data from back-end systems, create and manage product catalogs and distribution of catalogs that comply with formats necessary to support multiple electronic selling channels, including private and public exchanges.
The new system also manages workflow and routing of UCCnet-compliant and other XML-based messages within the Campbell organization and between Campbell and its trading partners. Such messages will include the delivery of product information from more than 20 Campbell brands to repositories of standards-based item details such as SKU numbers, size, availability and pricing.
“Our goal is to provide leading edge support to our customers throughout their entire procurement cycle, from product information to order and replenishment processes,” said Rob Austermehle, vice president of customer service and logistics for Campbell. “This solution is designed to exchange basic item data more quickly and eliminate confusion on things such as discontinued items. When we add pricing information, we believe we’ll have across-the-board improvement in our customer scorecard.”