Backyard Discovery
Enhanced content for Home Depot utilizing Salsify
The ask
Backyard Discovery, a trusted name in outdoor living products, wanted to create enhanced content that would drive conversions across key retailer websites, particularly Home Depot. Fresh on the heels of a successful Salsify PIM implementation, led by LimeLight, Backyard Discovery next wanted to leverage Salsify’s capabilities and integration with Home Depot to publish robust enhanced content.
Salsify implementation
Enhanced content
Home Depot integration
Changes with Home Depot's enhanced content capabilities
LimeLight had already partnered with Backyard Discovery to leverage their participation in Home Depot’s Brand Advocate program to publish rich content. Through that process, LimeLight determined an ideal pod layout that would work for their Gazebo product line in particular, with plans to expand across all product lines.
This led to the successful setup of rich content on Home Depot for Backyard Discovery. However, the process was slow and required many manual touchpoints with Home Depot.
Through LimeLight’s partnership status with Salsify, we identified a direct connection from Salsify to the Home Depot for Brand Advocate program members was coming available, and would become Home Depot’s preferred mechanism for enhanced content setup. We led the switch from the previous vendor supplied rich content process to rich content submission via Salsify.
Developing a robust, flexible process
With the move to Salsify’s Enhanced content modules, additional possibilities were unlocked across all product lines to syndicate enhanced content to Home Depot. However, given that Backyard Discovery has over 200 SKUs across multiple categories, LimeLight needed to develop a robust process that included the following:
- Easy Bulk Editing of Content: We created a process that allowed bulk editing of content to occur in a way that it could quickly be mapped to the appropriate rich content templates.
- Flexible Templates: Since multiple product categories were involved, some needed more content than others. We utilized the same templates but strategically excluded some additional content for specific product lines in a way that avoided extra work.
- Compatibility for Other Retailers: Backyard Discovery wanted to use these same templates for enhanced content for other retailers, particularly Amazon. We created formulas in Salsify that automatically converted certain content that didn’t comply with Amazon’s banned keyword list to be compatible with Amazon syndication requirements.
Supercharging creative with Salsify
As Backyard Discovery’s creative agency partner, LimeLight was uniquely positioned to leverage digital assets from photoshoots and product launch campaigns to create standout enhanced content.
Having already organized and linked all available digital assets, and by continuing to leverage the PIM to load and organize new assets as products were launched and updated, LimeLight focused attention on the creative for the enhanced content.
In addition to the visuals, LimeLight wrote copy for expanded content product listings, leveraging keywords and product differentiators to drive conversions.
Automated, scalable enhanced content syndication for Home Depot
Results
The Salsify implementation and subsequent setup of enhanced content integration with Home Depot delivered measurable improvements for Backyard Discovery:
- Faster Time to Market: The ability to automatically syndicate enhanced content to Home Depot and other retailers makes it extremely quick to get product content in front of consumers.
- More Impressions, Higher Conversions: Enhanced content on retailer product detail pages drives more impressions and conversions than pages without it, leading to better sales for Backyard Discovery.
- Operational Efficiency: The ability to manage and syndicate expanded content from a single platform saved time and reduced the complexity of managing content across multiple channels.
