Tech talk start up of the year-how to build the best possible product page_salsify_bluhm_gonzalez

1. How to Build the Best
Possible Product Page
Startup of the Year Finalist: Salsify
Garrett Bluhm, Head of eCommerce, Hyland's Inc.
Rob Gonzalez, Co-Founder, Salsify

2. Customers

3. What makes a “perfect page”?
Is my product found?
Is my product bought?

5. TOP SELLING IN-STORE COFFEE BRANDS, SINGLE SERVE
COFFEE BRANDS: SHARE OF AMAZON’S TOP-40 SELLERS
Source: IRI Market AdvantageTM, IRI Analysis (12/16/2016)

6. Source: IRI 2017
-19 pt
AVerage Share Point Gap for Categories Leaders
(On-line – In-store)

7. Standard
“16 Pieces of Flare”
Product Detail Page

8. 15% Amz Share

11. People, Process, Technology
How do you do it?

12. “We are not in the business of helping
people sell things. We are in the
business of helping people buy
things.”
- Jeff Bezos

13. Transition For
Vendors
2005 – 2010
Manufacturers ignore Amazon
2010-2013
Manufacturers hire Key Account Managers to call
on Buyers at Amazon
2013-Present
Manufacturers hire for the self service model of
Amazon to run all aspects of Amazon
Today manufacturers build teams for content,
specs, SEO, AMS, AAP, data quality maintenance
and content maintenance for Amazon

14. Where do we
house and
store this info?
Where do we store it?
How do we maintain
the data integrity?
How do we ensure
retail partners are
reflecting trusted
source data?

15. RELIEF OF COLD: Naturally relieves the symptoms of the common cold
including cough, runny nose, sneezing, nasal and chest congestion and
sore throat with accompanying sleeplessness. Safe for children ages 2-12
EASY TO TAKE: Natural syrup to ease nasal and chest congestion,
sleeplessness, runny nose, sore throat, sneezing and cough
4 FL OZ OF EACH= UP TO 23 DOSES OF EACH of Hyland's 4 Kids Cold
'n Cough Day & Night Value Pack
NATURAL MEDICINE: Naturally relieves the symptoms of the common
cold including nasal and chest congestion, sleeplessness, runny nose,
sore throat, sneezing and cough. Contains no aspirin, acetaminophen,
ibuprofen, naproxen, pseudoephedrine, dextromethorphan, sugar, artificial
flavors or dyes. Hyland's is committed to providing natural solutions for
families at every stage of life
SAFE AND NON-HABIT FORMING: Our gentle homeopathic formulas are
made with all natural active ingredients. There are no known side-effects
and will not conflict with any medications you may be taking
Hyland's 4 Kids Cold 'n Cough Day & Night VP Temporarily relieves the symptoms of the common cold
including nasal and chest congestion, runny nose, sore throat, sneezing, and cough. And Night Time
Temporarily relieves the symptoms of the common cold including cough, runny nose, sneezing, nasal and
chest congestion, and sore throat with accompanying sleeplessness.
NATURAL REMEDIES SINCE 1903
Hyland’s has been producing homeopathic medicines since 1903. Made with natural ingredients and
made in the United States. Hyland’s products contain no artificial flavors, dyes or parabens. This product
works to stimulate the body’s own natural healing process.
FDA COMPLIANT MANUFACURING
Always read and follow the label directions when using Hyland's products. The uses for our products are
based on traditional homeopathic practice. Hyland’s products follow the manufacturing and quality
practices outlined in the Homeopathic Pharmacopoeia of the United States. Hyland’s operates in full
compliance with the FDA standards for manufacturing, safety and labeling. Hyland's products have not
been reviewed by the Food and Drug Administration. All ingredients are tested upon receipt to ensure
potency and safety. Hyland’s Facilities use the most up-to-date equipment and environment to guarantee
purity and quality.
SAFE AND RELIABLE
Homeopathy is a safe effective system of medicine with fundamental principles for selection, application
and manufacture. Homeopathy’s potency preparations (6X, 30X, 30C) make dosing safe and stimulating
to the body’s own healing properties.
Hyland’s quick-dissolving sublingual tablets are safe, effective and completely free of Aspirin,
Acetaminophen or Ibuprofen. Homeopathic preparations dilute and invigorate the source, making doses
non-toxic and safe to take alongside other medications without contraindications or known side effects.
Text Data Points
Bullet Points Descriptions

16. Safety Warning
As with any drug, ask a doctor before use if pregnant or nursing. Consult a physician if:▪ Symptoms persist for more
than 7 days or worsen▪ Inflammation, fever or infection develops▪ Symptoms are accompanied by high fever (101˚F)▪
Cough tends to recur or is accompanied by high fever, rash or persistent headache Keep this and all medications out
of the reach of children. In case of accidental overdose, contact a medical professional or a poison control center
immediately. Do not use this product for persistent or chronic cough such as asthma, smoking or emphysema or if
cough is accompanied by excessive mucus, unless directed by a licensed health care professional. A persistent
cough may be a sign of a serious condition. Sore throat warning: Severe or persistent sore throat or sore throat
accompanied by high fever, headache, nausea, and vomiting may be serious. Consult a doctor promptly. Do not use
if imprinted tamper band is broken or missing. There have been no reports of interactions between this product and
ibuprofen or acetaminophen. In case of emergency, contact a medical professional or poison control center
immediately. Hyland's may also be contacted for emergency information about our products 24 hours a day, 7 days
per week at (800) 624-9659.
Indications
Relieves symptoms of the common cold in children including coughing, sneezing, sore throat, runny nose, nasal and
chest congestion. The nighttime formula is specially formulated to help with sleeplessness.
Ingredients
Daytime Allium Cepa 6X HPUS - watery runny nose, cold, hacking cough, painful throat Hepar Sulph Calc 12X
HPUS - cold, sneezing Hydrastis 6X HPUS - rattling/tickling cough, sinus congestion, dry/raw/sore throat Natrum
Muriaticum 6X HPUS - dry cough, sore throat Phosphorus 12X HPUS - hoarse/dry cough, nasal congestion, chest
congestion Pulsatilla 6X HPUS - moist cough, cold, nasal congestion Sulphur 12X HPUS - chest congestion, nasal
congestion, sneezing, runny nose Nighttime Allium Cepa 6X HPUS - watery runny nose, cold, hacking cough, painful
throat Chamomilla 6X HPUS - sensitive, irritable, fussy nocturnal sleeplessness Coffea Cruda 6X HPUS -
sleeplessness, restlessness Hepar Sulph Calc 12X HPUS - cold, sneezing Hydrastis 6X HPUS - rattling/tickling
cough, sinus congestion, dry/raw/sore throat Natrum Muriaticum 6X HPUS - dry cough, sore throat Nux Vomica 6X
HPUS - tired, difficulty falling asleep, frequent waking Phosphorus 12X HPUS - hoarse/dry cough, nasal congestion,
chest congestion Pulsatilla 6X HPUS - moist cough, cold, nasal congestion Sulphur 12X HPUS - chest congestion,
nasal congestion, sneezing, runny nose
Directions
Measure only with the dosing cup provided▪ Do not use dosing cup with other products▪ On dosing cup, tsp =
teaspoon Children 2 years to under 6 years: 5 mL or 1 teaspoon at bedtime and every 4 hours during the night or as
required. Children 6 years to under 12 years: 10 mL or 2 teaspoons at bedtime and every 4 hours during the night or
as required. Adults and children 12 years and over: 15 mL or 3 teaspoons at bedtime and every 4 hours during the
night or as required.
Enhanced Content
Hyland's 4 Kids Cold ’n Mucus Day & Night Value Pack
Homeopathic, Natural Relief of Mucus and Congestion Due to Colds*
Loosens Congestion and Breaks Up Mucus
When cold season arrives, it seems as if every child gets one. Colds make
kids feel terrible, and when mucus builds up in their system, it's tough to even
breathe. Thankfully, Hyland's comes to the rescue with 4 Kids Cold ’n Mucus
Day & Night medicines. Hyland's 4 Kids Cold ’n Mucus helps the body loosen
congestion, break up mucus, and speeds healing, so kids can feel like
themselves again.
Relief So Kids Can Sleep
When you have a cold, it's hard to feel like yourself throughout the day and
nights can be even worse. Coughing, congestion and sleeplessness prevent
the body from getting the rest it needs to heal, and makes the following day
that much tougher to bear. Meet the sleeplessness head-on with Hyland's 4
Kids Cold ’n Mucus Nighttime so your kids can get the sleep their bodies
need.
*The uses for our products are based on traditional homeopathic practice.
They have not been reviewed by the Food and Drug Administration.
Trusted by Generations of Moms
Since 1903, generations of moms have relied on Hyland's products. The
principles that have driven our family for more than a century - care, wisdom,
dedication and integrity - also drive us to find the safest, most effective
medicines for your family.
Our gentle homeopathic formulas are made with natural active ingredients
formulated for safety and efficacy. They promote health and wellness for the
whole family, from infants to the elderly.
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17. Images, Infographics, Video

18. Content Maintenance Automation
Amazon Brand Site
https://www.amazon.com/gp/product/B00L3LAK7S

19. Content Maintenance Automation
Target Google Manufacturer Center