Winning with eCommerce: How Mattel Struck Gold with Content and Analytics
According to a poll in 2016, UPS and comScore found that 51% of purchases (excluding grocery) are now being made online. Fortune Magazine also echoed that for the first time, consumers are shopping online for most of their purchases. Many analysts are now saying that a tipping point in consumer buying habits has occurred. With more and more online shopping studies highlighting similar trends, manufacturers, brands, and retailers are waking up to a changing retail environment that can no longer be ignored or managed with sub-par tools. Instead, those who can see the tsunami of demand and conversion steadily moving online are seeking best-in-class tools and an end-to-end platform that will help them manage their eCommerce business.
Recognizing these trends, leading toy manufacturer Mattel, sought new ways to improve sales and preserve brand equity online. They pinpointed omnichannel as its opportunity for growth, due to the ability to make the customer experience seamless and engaging through multiple avenues.
Mattel sought out to improve their overall content quality, inventory management, and pricing visibility. In early 2016, they turned to Content Analytics’ end-to-end solution to help them solve their eCommerce goals.
When you’re dealing with thousands of SKUs across multiple channels, having the right tools and data consolidated in one lace helps us pinpoint exactly where to accelerate change. - Erica Zubriski, VP Sales, Mattel
Read about how Mattel improved their content health, significantly decreased their out-of-stock rates from 43.7% to 16.3% (Nov-Dec), and how they creatively maximized buy box opportunities.
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