“Technology is nothing. What’s important is that you have faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them.”
—Steve Jobs
Fast-forward six months. I was sitting with that same senior vice president and his director of content management in the company’s new New York City office. They’re now a customer, and we’re working together to implement a centralized content storage and publication system for the company’s brand assets worldwide, both in-store and online. That means ingesting content from multiple data feeds and operating across dozens, potentially hundreds, of retailers.
There’s nothing quite like having a big supplier to work with. It’s beneficial to us as a startup on so many levels. First, we get to understand a major customer’s needs on a global basis. Second, when we go talk with retailers, it’s not just us going to talk to them; our customers are often opening up the conversation or bringing us to the table.
It’s one thing when we get a meeting with a retailer and say, “You should really do this. It will help your business a lot.” It’s another thing when one of our big supplier customers, who does 20 or 30 percent of their business through that one retailer, contacts the retailer and says, “This is the partner we’ve picked to work with on content efforts. Please talk to them.”
The relationship is beneficial to our supplier customers as well. Instead of them having to hire a ton of people to work through the details of content delivery and updating at every retailer, we do that for them. Because we’re working with multiple large suppliers, we bring a lot of leverage when it comes to working with retailers. When we figure out a new process or connect with a system at a retailer for one supplier, the same solution immediately works for all our other clients .
Also, our customers get the benefit of having features they want in a digital asset management solution implemented right away. When the director of content management told me that day in New York City about a few features—such as automated image conversion—that would make his day-to-day job easier, it didn’t take months of planning. I got back to the office, talked to our product management team, and the features went live in a matter of weeks.
Although digital asset management and product information management systems and various retailer networks like GDSN have been around for years, e-commerce requires a much faster pace of innovation and a set of features that are specific to the needs of today’s bricks-to-click s suppliers. That is exactly what our Master Catalog delivers.
The Master Catalog
The main Master Catalog hosts your items. You can toggle among various views that are more image-based and more list-based. The search box in the upper right lets you quickly find a specific item using a UPC, retailer-specific ID, product name, or other identifying information. You can also search for multiple IDs to filter to a subset of items.
Figure 6-1. The Master Catalog interface
Each item has associated with it the product name, ID, product description data, images, videos, and other content, if applicable.
The Tension: Brand Integrity vs. Content Uniqueness
There are two different, sometimes competing, strategies for managing content in e-commerce. For bricks suppliers, brand integrity is job 1. They want the same images, the same brand messaging, and the same content everywhere. They want a shopper to see the same thing on Amazon that they see on Walmart and everywhere else.
But there’s an issue with that approach. Retailers don’t want the same product content that’s available everywhere else. That’s because when it comes to showing up in search engines such as Google, content uniqueness matters a lot. Whoever gets content published and indexed in the search engines first becomes the authority for that content. If Google later discovers the same content on another site, not only does it not consider that site an authority, but it penalizes that site for having duplicate content. Brands face a natural tension in working with their retail partners: whether to deliver the same content to all of them or to customize content for each of them.
The good news is that the way our Master Catalog is designed, we support both approaches. The Master Data tab allows a brand to store all their master content. The individual retailer tabs allow a brand to use the same content as from their Master Data tab or customize the content for a specific retailer.
We recommend that bricks-to-click s retailers use the same imagery wherever possible across their brands (easy visual recognition for the shopper) but provide unique product descriptions for their key items, at least for their highest-volume retail partners .
Our Approach
In the fall of 2015, a merchant from Walmart.com had me come in to present at a supplier summit. A supplier summit is exactly what you’d expect—a roomful of suppliers looking to learn as much as they possibly can about selling more effectively on Walmart.com. During the summit, I showed our Content Health reports and immediately got interest from a number of suppliers in the room looking to get Content Health reports for their own items.
We met with each supplier in turn. Every one of them was excited to receive their report. But they all asked virtually the same question: how can we update our items?
Historically, they had updated their items in one of two ways. Either they would send an Excel spreadsheet with their content changes to their buyer (who would receive hundreds if not thousands of such forms over the course of a month) or they would work with Kwikee or ARS, two companies that had been working with Walmart for years to try to get their content updated.
The challenge was, these companies had been set up primarily as agencies (services companies), and as Walmart’s assortment expanded, their turnaround time for updating content got slower. We had suppliers tell us that it often took as much as six to eight weeks to get their content updated. Important selling events like holidays would come and go and the content for these suppliers would still be incorrect.
Fortunately, we had a solution. Because we had been reporting content health scores internally, we had also developed a way to manage and deliver updated content to Walmart’s systems from Walmart’s internal teams. Almost overnight we expanded this capability to suppliers. Instead of taking weeks or months to go live, supplier content was going live in a matter of minutes. They were overjoyed.
It helped that we already had their content loaded in our system. To generate their content health audits, we were crawling and analyzing their items on the retailer’s web site. They didn’t have to track down all their content internally. They didn’t need to get us access to internal feeds. And we didn’t need to spend months integrating with their internal systems.
Suppliers could immediately come in and make edits and add more images, which we then pushed to the site. And by making the edits through us, we had a history of what changes they’d made and when. We could even correlate their updates with improvements in sales .
That same design principle—make it easy to get up and running and update content fast—has remained core to our approach as we’ve continued to evolve and expand our Master Catalog. We also never believed we could come in and “rip and replace” existing solutions that our suppliers have already invested in. Our approach has always been to coexist with these solutions until our clients are ready to make the switch.
Smaller suppliers often ask us if they can benefit from the Master Catalog as well. Or should they try to update content through a supplier-specific portal? The short answer is yes, you should store your content in a centralized repository, whether that’s our Master Catalog or another system. These are a few of the reasons to use the Master Catalog:
Easy access to history of what content was updated and when
Audit log of who made the content changes
Automatic checking for correct image resolutions
Alerts when content for your items changes on a retailer’s web site
Easy identification of products that haven’t been optimized
Ease of use when updating content across multiple retailers
Automatic image conversion
Automatic conversion between desktop and mobile video formats
A centralized place to store and find imagery and videos also means that suppliers can do the following:
Easily access content for advertising and marketing campaigns
Ensure brand integrity by using the same image and video assets everywhere
Of course, there are many more capabilities, but those are some of the ones our clients cite most frequently.
Supplier Engagement
Retailers often ask us if we get engagement from suppliers in updating their content. They’re skeptical that suppliers will improve their content or want to add more images or change the descriptions.
It turns out that once you give suppliers a little bit of direct control over their brand image and the way their items are represented on a site, they will engage, and many of them quite actively. We’ve had suppliers upload thousands of images every week so they could test different images. If for any reason a content update doesn’t go live, suppliers will call and e-mail us until we make sure that the update does go live. So to all those skeptical retailers out there, I recommend empowering your suppliers. Many of them will engage actively in helping to improve their item content.
Editing Existing Items
One major benefit of the Content Analytics Master Catalog is that it’s easy to get started. There’s no software to install because the system is hosted in the cloud. We can load content from virtually any source. And we can even edit content that already exists on a retailer you sell on.
For example, if you sell a lot of items on Walmart.com, we can crawl your items on Walmart.com. We can then analyze those items and generate a content health score, including identifying specific actions you should take to improve each item. We import the product content (including product name, description, and imagery) into the Master Catalog. You can click the item and make edits directly to it. Once you’re ready, we submit the updated content to the retailer (or output the retailer-specific content template) .
We then check the retailer site on a regular basis to identify content that has not gone live or instances where the retailer has chosen to use different descriptions or imagery than those that the supplier provided.
Figure 6-2. The content crawling, editing, and reporting process
What’s also compelling about this approach is that we can crawl a manufacturer’s own brand site to import their content. From there, it’s just a question of us crawling that content and submitting it to their retail partners in the necessary formats.
Content Feeds
The other way to load content into the Master Catalog is via content feeds. Content feeds can be virtually any kind of data source such as XML, XLSX, or CSV files. The Master Catalog also supports application programming interfaces (APIs). These can be used to fetch content from external systems or for external systems to connect directly into the Master Catalog—either to push content to the system or to retrieve content from it.
By design, this approach makes it easy to interface with legacy content management systems (CMSs) such as SAP Hybris and IBM WebSphere. For those companies with homegrown CMSs, we can easily build converters to import content from virtually any feed type that those systems already output.
Many clients we work with are looking to switch off these legacy systems. But making the switch is not an overnight process. In this case, we first import data from their existing system. As an example, one large consumer packaged goods (CPG) company we work with has created its own internal e-commerce content library. As it turned out, they were already doing regularly scheduled exports of their content to various other systems they interface with. All they needed to do to send us their content was to replicate one of their existing feeds and send it to us Bottom line—no matter where your content resides, we can typically import it into the Master Catalog in a matter of a few days, either as a one-time import or as an ongoing daily or weekly import .
Content Upload
Finally, end users can easily bulk import text, image, and video content right from the Master Catalog user interface. Simply select the template type that is being imported, drag and drop the file or select it from the local file system, and the system will quickly import the text content for the associated items.
The bulk image import works in much the same way. Users can drag and drop a zip file containing images onto the pop-up and the system will automatically associate those images with the correct products. Suppliers often have images already named in the required Amazon, Walmart, or Jet naming format. The system will use the UPC or ASIN embedded in the image file names to associate the images with the corresponding items. In addition, it will automatically notify you about any images that do not meet the specified retailer’s minimum image requirements. That prevents you from wasting time submitting incorrectly sized images to a retailer and waiting for their approval process, only to have the images later rejected.
List Management
To figure out which items are yours, either we can crawl a web site looking for items that belong to your brand (or brands) or you can provide us with a specific list or lists of items. Lists can come in the form of URLs, UPCs, ASINs for Amazon, TCINs for Target, tool IDs for Walmart, or an ID that is specific to another retailer site. To avoid any confusion, the best option is to create a list using URLs .
We can also populate the Master Catalog item lists from internal feeds or content exports. One major electronics retailer we work with provides us with a regular export of their internal “road map” list of items. Our system parses their list and populates the Content Health reports, Dashboard , and Master Catalog with their most up-to-date lists. The great thing about this approach is that the list management becomes automated; there’s no need for the supplier to manually update lists.
Another way of managing Master Catalog lists is by having us populate the Master Catalog from a retailer item list export. In the Walmart ecosystem, for example, suppliers can export a list of items from Retail Link. Our system natively supports import and list creation based on Retail Link exports.
The leading bricks-to-click s suppliers often start out with the crawl plus edit approach. Later they move to the feed-based approach where we’re receiving item lists and content from them. Then ultimately, they maintain their retailer-specific item lists and content directly in our system.
Modifying an Item
It’s easy to update items one at a time or in bulk.
Edit Content
To edit an item, you simply click that item. A pop-up appears (Figure 6-3) that enables you to change the text content, update it, or add images and videos. You can even put in the URL of a video, and the system will automatically retrieve that video and store it in the catalog.
Figure 6-3. The Edit Content pop-up
Manage Media
In the pop-up, on the Manage Media tab, it’s easy to view existing images and videos associated with your item. You can upload media from your computer, from web sites (by pasting in URLs), or through the Add From Library functionality. Often, a supplier will want to add the same image (such as a logo or other common image) to a large number of items. The Library stores those commonly used images for easy access. The system will automatically check uploaded images and videos to make sure they meet the minimum requirements for delivery to the retailer.
Attributes
The Attributes tab is used to edit detailed attribute data for a given item. The system supports attribute definitions for multiple retailers as well as mappings between retailers. So while not every field is the same, we can often translate mappings from one retailer to another using our existing mapping support. Attributes include information such as whether there’s a warranty, what gender an item is for (often used in apparel), what age range an item is for (often used in toys), and so on. The attributes change based on the category you select .
If we’re creating the items in your catalog based on crawling one of the retailers you sell on, we can often figure out the category and some of the attributes based on the crawled data so you don’t have to start from scratch. Alternatively, we can import attributes from an Excel spreadsheet or from a data feed you provide, so you don’t need to configure attributes manually for each item. Moreover, for content updates only (versus new-item setup), typically very few attributes are required—often just the brand name. Many other attributes tend to be optional.
Compare with Live
Suppliers often want to know how the content in the Master Catalog compares with what’s live on the retailer web site. The Compare with Live tab shows you the content that’s on the retailer’s web site side by side with the content for the same item in the Master Catalog. Built-in image matching identifies whether the images are the same or different in both places and whether there are any differences in the description text or title for an item. Simply look for the green check boxes, which indicate that content is matched or red Xs, which indicates that it isn’t. The overall Master Catalog supports a summary view of this information, which we’ll talk about in a little bit.
SmartLabel Support
The content edit pop-up also supports a SmartLabel tab, which is useful for grocery items. SmartLabel is a Grocery Association Industry initiative. It’s an online nutrition label that provides comprehensive nutrition information to consumers. The Content Analytics SmartLabel solution is directly integrated with the Master Catalog, so it pulls in existing attribute and other data if that information is already in the Master Catalog. Suppliers have to add only a small amount of supplemental information to complete the label information for each product.
SmartLabel is a fully hosted solution; once the data is in the Master Catalog, the consumer-friendly pages are automatically available on the Web. Suppliers don’t need to worry about a complex implementation process, coding HTML pages, or converting nutrition label images into data—the Content Analytics SmartLabel solution handles all of that automatically .
Options
You can easily go from one item to the next using the left and right arrows. By clicking the Options button, you can gain access to a variety of data export capabilities, allowing you to export the content for a specific item in CSV or XML format for text and a variety of image and video formats for media. If there are multiple images, they’ll be downloaded in a zip file, and the images will automatically be named according to the retailer’s naming convention if there is one.
Image Conversion and Resizing
The Master Catalog supports built-in image conversion from one format to another. That means if you upload images in, say, JPEG format, you can download them in PNG or TIF format, and vice versa. The Master Catalog also supports image resizing and cropping. There’s no need for external image processing tools or complex converters.
Video Support
The Master Catalog makes it easy to fetch videos from the Web or your local computer, store those videos, and publish them to retailers. To fetch a YouTube video, for example, just paste in the URL of a YouTube video and the Master Catalog will fetch it. Then you can easily publish it to retailers like Walmart.com.
The Master Catalog can also automatically generate mobile videos from desktop videos. Most sites that support videos on their item pages prefer that you submit both video formats. That’s because desktop videos, which are large, high-resolution video files, take a while to play and suffer from starts and stops when played over mobile networks. Videos that have been specially optimized for mobile devices load faster and play smoothly. With the Master Catalog, you don’t have to generate these mobile videos yourself—the Master Catalog will do that automatically for you.
Content Health
Content health reporting is built directly into the Master Catalog. That makes it easy to know where to focus your content improvement efforts.
Every item receives a content health score. You can easily see what you need to do to improve an item. When you edit and save an item, the content health conditions for an item and the item’s score are immediately recalculated. You can also sort the items in the Master Catalog by highest or lowest score—say, for example, if you want to work on items with the lowest content health score first.
You can easily filter the Master Catalog display by the conditions affecting your item, as shown in Figure 6-9. This comes in handy in several cases. If you have an imagery team that works on images and a copyediting team that works on product descriptions, they can filter the items by their area of focus and work on just the relevant items. Alternatively, if you have, for example, a big push to improve image counts, you can filter to just those items with low image counts.
Content Syndication
Perhaps one of the most powerful features of the Master Catalog is its integrated content syndication capabilities. Right from the Master Catalog you can publish content to Walmart, Amazon, Target, and other retailers. The Master Catalog supports API integrations, portal integrations, and retailer-specific template exports.
What’s the difference between the three types of retailer syndication support?
API integration: We connect directly to a retailer’s computer-to-computer interface to deliver content to the retailer.
Portal integration: We log in to the retailer’s portal and upload imagery and content directly to the portal.
Automated content template publishing: Some retailers don’t yet have APIs or web portals yet still want to receive updated content from suppliers. For these retailers, we automatically output your content from the Master Catalog in the XLSX or CSV file template format required by that retailer. We then e-mail the fully populated template to the appropriate contact or e-mail alias at the retailer (or you can do so) .
API integrations are optimal because they’re a direct interface between our system and the retailer. For example, we were one of the first providers to support the Walmart.com Content API. In many cases, content submitted through the API is published live on Walmart.com in a matter of seconds. The other approaches described still get the job done effectively, but in those cases the turnaround time on the retailer’s end to get content live tends to be slower. Amazon.com typically takes a couple of days to process content submissions, for example.
Regardless of how we deliver content to a retailer, you gain the following benefits from using the Master Catalog to publish your content:
No need to learn individual retailer system
Automatic output of content with the correct file format, file naming, and content templates
Easy to push content updates to many retailers at once
Edit History
In addition to the benefits described earlier, the Master Catalog provides you with a complete audit log of content changes and submissions. The system records when edits were made, which edits were made, and by whom. This information is available on the Edit History tab.
There are several reasons it’s important to track changes. First, if you’re editing many products, it’s easy to lose track of which products you’ve updated and submitted to which retailers. If you’re running a campaign, you want to make sure content updates are done in time. Second, in the event an incorrect edit is made, it’s helpful to be able to go back and understand who made the edit and when—and if any other products had incorrect edits around the same time .
Mobile Catalog
We designed the mobile catalog (Figure 6-4) to provide an on-the-go view of the items in your Master Catalog. It’s useful in all sorts of scenarios—such as when your salespeople meet with buyers or when your marketing and agency people are browsing through imagery and videos to use for an upcoming campaign.
Figure 6-4. Mobile catalog
The mobile catalog also provides the basis for the read-only, partner-accessible view of the Master Catalog. For example, if you want to make all your imagery, videos, and product descriptions available to your suppliers and other partners to download, you can simply toggle a switch in the Master Catalog and your products are available on the Web.
That makes it easy for long-tail retailers to access the same high-quality imagery and video content you provide to larger retailers like Amazon, Walmart, and Target. So if you don’t have the time or bandwidth to deliver content to the hundreds or thousands of retailers that carry your products, you can make it easy for them to download that content from you instead .
Brand Audit
Suppliers often want to understand brand integrity across their entire product line and across multiple sites. They have questions like these: Are different retailers using different primary images, outdated images, or low-resolution images? What about the rest of an item’s media—are there multiple images? Are they up to date? Are there videos on sites that support that media type?
These are all questions that could be answered through extensive manual work. The brand audit automates the process of collecting all this information, performing the necessary comparisons, and generating the results .
The brand audit and Compare with Live view both support sophisticated image-matching capabilities. For example, you can configure whether you want images that are the same other than their dimensions to be considered matched. Often we receive very high-resolution images from suppliers (say 3000x3000 pixels), but the retailer sites display those images at 2000x2000 or a lower resolution. If we were to only consider the images matched if the image dimensions were the same, a lot of images that are matched (other than resolution) would be considered unmatched. That’s why we built in the capability to consider images matched even if the retailer’s version of an image has been resized. Of course, it’s easy to turn this capability off if you want only exact matches to be considered .
Some clients have taken the brand audit a step further, with a heavy focus on brand media integrity. One leading apparel maker challenged us to build a custom version of the brand audit that could detect front, back, and side images and size/scale charts and determine whether videos on retailer sites matched those the company had developed. The company was concerned that retailers were using out-of-date imagery and videos on their web sites—and they were right.
We identified a number of cases of out-of-date imagery, missing size/scale charts, and incorrect videos. The apparel maker had previously been performing these painstaking audits manually, consuming untold numbers of hours that could otherwise have been invested in brand development or sales. Unlike the manual approach, which took weeks to execute, our programmatic approach is fully automated. That means we can run a full brand audit on multiple retailer sites across the entire product assortment every quarter (or more often, if requested).
Google Manufacturer Center
As of 2016, some 55 percent of online shoppers now start their product searches on Amazon.com, a 25 percent increase from 2015 when only 44 percent of shoppers started their searches on Amazon. At the same time, the number of shoppers who started their product searches on Google dropped from 34 percent to 28 percent.1 As a result, Google is eager to improve its product search experience since it makes money from the ads that appear next to online product search results.
To support a great product search experience, Google created Google Manufacturer Center (GMC). It’s a free tool that lets manufacturers upload product content so their products appear in the most compelling way possible in Google search results. As with most online tools, however, there’s a catch. To send product content to Google, manufacturers need to output their product catalogs in the format that Google requires .
Our Master Catalog has built-in GMC support. GMC requires product content be delivered in the form of TSV or XML files. These files must contain properly formatted product IDs, URLs to your product imagery, and your product content. We’ve included a subset of a sample XML file here so you can see what it looks like:
<?xml version="1.0" encoding="UTF-8"?><rss version="2.0" xmlns:g="http://base.google.com/ns/1.0"><channel><title>Amce Inc</title><link>http://www.amce.com</link><description>A sample feed for Acme Inc product line</description><item><g:id>actb7-16-B</g:id><g:brand>Acme</g:brand><g:title>Acme Tablet - WiFi - 16GB - Black</g:title><g:gtin>001234567895</g:gtin><g:gtin>1001234567894</g:gtin><g:mpn>ACMETAB16</g:mpn><g:disclosure_date>2013-01-15</g:disclosure_date><g:release_date>2013-03-04</g:release_date><g:suggested_retail_price>USD 129.00</g:suggested_retail_price><g:product_name>AcTab 7</g:product_name><g:product_line>AcTab</g:product_line><g:product_type>Device > Tablet Computer</g:product_type><g:product_type>Computer > Tablet Computer</g:product_type><g:item_group_id>AcTab-7-2013</g:item_group_id><g:color>Black</g:color><g:product_detail><g:section_name>General</g:section_name><g:attribute_name>Product Type</g:attribute_name><g:attribute_value>Digital player</g:attribute_value></g:product_detail>...</item></channel></rss>
Of course, you wouldn’t want to generate this kind of file manually. Master Catalog generates these types of XML files automatically and then connects directly to Google’s API to publish your product content. As a result, you can ensure you have great product content not just on Amazon, Walmart, and other major retailer web sites, but on Google as well.
Content Futures
As more shoppers begin their shopping journeys online, high-quality product content is becoming ever more important. The content that showcases your product online in many cases is the only way that potential buyers of your products will interact with your products before they make a purchase decision. So, where is content headed over the next few years?
For many years, retailers relied on content syndication networks such as Webcollage and Sellpoints. These third-party providers supplied web page plug-ins to retailers that allowed them to display videos, PDFs, and other rich content to shoppers. But recently we have noticed a shift away from this approach to a native content approach. Retailers and suppliers cite several reasons for this change in approach.
Core content, that is, content that is shown “above the fold” on an item page, has received a much higher focus in recent years. There’s little point in delivering rich content that appears below the fold if a product is missing imagery, has low-resolution images, or has a poor product description above the fold. These legacy third-party providers don’t store and update core content .
Embedded content served up by plug-ins does not help with search engine optimization . Because the content from these third parties is served up by special proprietary viewers, that content is not indexed by the search engines.
Retailers want to deliver a differentiated experience. The third-party providers syndicate the same content to every retailer they work with. As a result, retailers that work with them get the same content their competitors are getting.
Today’s retailers want unique content (for search engine optimization), and they want to establish themselves as content authorities in their space. It’s hard to do that when you’re using the same content everyone else is. To that end, Amazon uses its own rich media content called A+ content. Walmart now natively supports videos and other rich media directly through its content API. Other retailers are likely to follow suit.
Long term, retailers will develop or buy algorithmic systems that combine content from different sources in an attempt to deliver the best content for each item. They will invest in A /B testing to see which page variations, product descriptions, and product imagery result in the highest conversion rate s.
The challenge, of course, is that best is a subjective measure. Suppliers may feel that one visual and textual representation of their product is the best for their brand and for shoppers, while retailer testing may indicate that a different representation is better. Regardless, nimble bricks-to-click s retailers (and their pure-play e-commerce counterparts) are going to experiment, employing software algorithms in an attempt to deliver the best (and highest-converting) shopping experience possible. Although e-commerce is in many ways different than in-store retail, the two have at least one thing in common—every point of margin counts.
Summary
Content management has evolved rapidly for us as a line of business. We’re fortunate to have some of the world’s largest brands as our customers—and to be able to bring the capabilities they’ve encouraged us to implement not just to them but to the many small and midsize suppliers we work with as well .
The Master Catalog provides an effective way to store, manage, publish, and audit your content across multiple retailers and is specifically designed to meet the needs of e-commerce. Yet as suppliers see how easy it is to use for e-commerce, they are expanding their use of it to store all their digital media assets for both online and offline use. This highlights one thing that is common across many of our bricks-to-clicks clients: they frequently use e-commerce as a driver of innovation within their companies. Although many of their in-store businesses are still far larger than their online businesses, they see e-commerce as highly disruptive to the way they’ve done business in decades past. The bricks-to-clicks suppliers are leveraging that disruption to reimagine how they manage, audit, and optimize their brand experiences not just online but offline as well.
Although there are many approaches to content management for e-commerce, the Master Catalog is the platform that leading brands have standardized on. From ingesting brand content to storing it and then delivering that content to a multitude of different channels, the Master Catalog makes it easy for bricks-to-click s suppliers to deliver a best-in-class brand experience .