From Cow to Cart: How Dairy Manufacturers Create Quality Content for Commerce with Product Information Management and Master Data Management Solutions

For the average consumer, dairy products are just a grocery aisle away. Milk, cheese, yogurt and more – the products are so accessible. But did you ever stop to think about how they got there? From cow to cart, the process for dairy manufacturers is complex. This evolving industry is constantly pressed to find “out of the box” ways to make operations more efficient while improving the commerce experience. Now, many dairy manufacturers are strategically turning to Product Information Management (PIM) and MDM solutions to do just that.

Why Dairy Manufacturers Rely on Product Information

When it comes to product information, the modern dairy manufacturer faces a tall task. The list of content that must be gathered and pushed to government agencies like the U.S. Department of Agriculture (USDA), purchasing partners, and consumers is often overwhelming. From ingredients and recipes to master specifications and images, this information is critical to differentiate in a globally competitive market. Here’s a look at what dairy manufacturers must consider.

Product data that’s accurate, up-to-date, and compliant

Dairy manufacturers are continually striking a balance between complying with regulations and meeting consumers’ nutritional requirements. There’s a long list of government-led mandates around nutrition, allergens, organics, rbST, and recalls. Just to name a few.

Providing accurate, consistent and up-to-date product information is critical. Not just for business success, but for the health and safety of everyone who uses and produces the products.

Compelling product content that inspires, informs, and sells

Consumers today thrive on product research and like to connect with the brands they buy from. Therefore, detailed product content is a key differentiator when it comes to the customer experience. Shoppers want to know when, where, and how dairy products are made. They also want the products to fit within a healthy, natural lifestyle. That’s why dairy manufacturers must consider how they tell their product story to consumers, with content that includes descriptions, images, recipes and more. The fact is, the dairy industry gets a lot of glory when it comes to health and nutrition. But, it also faces its fair share of consumer questioning and distrust. Those in the dairy industry can use product content to inform and inspire customers in order to win the sale and earn brand loyalty.

Consistent information across omnichannel touchpoints

There are two important points to make when it comes to dairy and omnichannel. First, the list of product SKU’s can be long. And second, sales channels can vary greatly.

Milk is moving beyond the aisle. Or rather, the dairy industry is shifting to omnichannel. While in-store shopping is still dominant, the introduction of online grocery ordering is changing the game. Manufacturers must consider how product content will translate to e-commerce.

Meanwhile, product assortments continue to grow as consumers demand more choices. Take EnterWorks’ customer HP Hood, for example. As one of the country’s largest dairy operators and distributors, HP Hood has 12 manufacturing plants along with a large portfolio of national and super-regional brands and franchise products. HP Hood turned to EnterWorks PIM and Master Data Management (MDM) solutions for its enterprise-wide initiative to improve the commerce experience and master data domains including product, brand and location. You can read more about the story here.

When Home-Grown Isn’t Good Enough: Why Dairy Manufacturers Turn to PIM and MDM Solutions

Many organizations still rely on manual processes and “home-grown” back-office systems and spreadsheets. These outdated systems simply can’t keep up with the growing demand for high-quality, consistent, accurate product content and data. That’s why many dairy manufacturers are turning to PIM and MDM solutions to help them:

Ensure a consistent omnichannel experience: Customer satisfaction and trust is a big deal for dairy manufacturers. A PIM solution helps ensure correct, brand-sanctioned information is available across all online sites, print catalogs, store displays, kiosks, mobile apps, and more. This gives consumers confidence in purchasing your products, no matter the channel.

Support larger product catalogs: Private-labels and expanded product lines means a greater strain on product information management resources. PIM provides a scalable solution to continuously manage all information efficiently across the business.

Achieve a single view of trusted consumer-facing product information: PIM and MDM solutions provide a central repository to gather, cleanse and synchronize data. This trusted, consumer-ready information can then be quickly accessible to internal users and external partners.

Reduce time-to-market for new product launches: Manual and inefficient processes are no longer a bottleneck to product launch success. A PIM solution eases the process of introducing new items, as details can be quickly added and disseminated across every channel. Furthermore, a PIM solution with Portal capabilities can enable members of, for example, a Dairy Cooperative to have the benefit of a central coop group in managing standardized content while also having direct portal access for tailoring the output of the PIM to their unique internal needs and promotional requirements.

How You Can Manufacture Success with PIM and MDM

EnterWorks’ PIM and MDM solutions help dairy manufacturers effectively master domains such as product, brand, and location to boost commerce activities. The new software release of EnterWorks Enable™ incorporates exciting new capabilities in areas ranging from data quality and embedded product standards to exceptional performance scaling that easily accommodates large manufacturers.

Here’s what HP Hood had to say about its experience with EnterWorks:

“We recognize that the demands of today’s food consumer require us to deliver compelling, quality content for commerce. We’ve made a promise to our customers to provide superior product quality and innovation, and we must work together with our wholesale and retail partners as well as our technology partners to achieve this ongoing challenge. We chose EnterWorks because the platform is best suited to help us achieve information and technology excellence while driving both efficiency and revenue growth.”

  • Jack Billiel, senior business technology leader at HP Hood

To learn more the EnterWorks Enable solution for dairy manufacturers, contact us or visit our solution site.

Kerry Young

Kerry Young

Kerry Young joined EnterWorks in 2006 when Ennovative, Inc., the multi-channel publishing software company he co-founded, was acquired by EnterWorks. He directs EnterWorks’ operations and leads EnterWorks’ professional services and consulting organization, ensuring effective customer implementations and ongoing success. Mr. Young brings more than 25 years of technology and business management experience to EnterWorks, having served as CTO for a subsidiary of the Dow Chemical Company, and earlier as VP, Information Technology for Marshall Industries, a $1.7 billion industrial electronics distributor. He previously managed information systems for a subsidiary of McDonnell Douglas Corporation. Mr. Young holds a B.S. degree in Computer Science from Cal Poly, San Luis Obispo and an M.B.A. from California State University Fullerton.