Andy James used his expertise in Brand to reshape the look, shopability, and SEO of award-winning B2B cataloger New Pig. One of the most interesting things he did was to detach the merchandising and creative workflow from catalog hit dates. In this online marketing course Andy explains how New Pig was able to work more efficiently, save money, time and reduced rework by moving from a catalog focused workflow to web-first.
Web-First makes merchandizing happy
Web-first gave the New Pig merchants the time they needed to get products completed and tested before going to market. With the pressure of a catalog hit date gone, products that were causing problems were identified before they were rolled out to all customers.
Web-First makes marketing happy
Marketing was able to test messaging and strategy without the expense and time lag seen in a traditional Catalog-First Workflow.
Web-First makes creative happy
Web-first allowed creative to focus on ideas and not details. All the specifics are worked out online and only products that were tested and ready made it into the catalog.
In this Pub session Andy explains his 7 tenants for successful web-first workflows and gives advice on how to determine if web-first is right for you.