Off-site discovery and “scrapeable” data
For Colleen Waters and Steve Madden, vice president of e-commerce, success comes from letting go of control.
With discovery increasingly happening off-site, brands need to meet consumers where they already are, and that means being present in everything that’s said across channels, she said.
As a result, steve madden focuses on product detail page data strategies to optimize discovery for both human and AI technology page scraping. And because trends are changing so quickly, it means it’s important to take a more experimental approach.
“We’re a very lean team and we’re a fast fashion brand, so it’s in our interest to move quickly, so we lean into that mindset,” she said. “There’s not a lot of red tape and you don’t have to be afraid of making mistakes. Sometimes you have to ask for forgiveness without asking permission.”
To win at discovery, product information must be “rich and relevant.”
This means using FAQ modules on product pages and AI-generated review summaries to make your site “scrapeable” for LLMs and search bots.
Internal investment is key to digital intelligence growth
for newell brandDecision intelligence (DI) is front and center as the company looks to scale technology-enabled innovation across the enterprise. But the company understands that the foundation comes first.
In a Shoptalk session, Newell Brands’ Robert Ibarguen said he helped design a small strike team that worked cross-functionally to scale DI, acting as a kind of communication to the company by collecting data points from across the organization and consolidating them into a single dashboard.
The head of digital intelligence said data collection used to be a very manual and time-consuming process. Automating efforts required maintaining a delicate balance between IT and business application lenses to understand when it’s better to rely on outside experts rather than using in-house resources to modernize processes.
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