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Sherwin-Williams opens Spanish-language content platform

BY Dan Berthiaume

Cleveland – Sherwin-Williams is launching an online Spanish-language platform, SWLatino.com, focusing on Hispanic homeowners, contractors and designers. Sherwin-Williams will feature tips, how-to articles and color information from leading Hispanic bloggers and Sherwin-Williams color experts.

The new site, integrated with Sherwin-Williams Facebook and Twitter accounts, will connect Latino paint and color professionals, homeowners and designers with Spanish-language content.

"Tapping into the interests of our Hispanic consumers will enable us to more effectively engage with this community and provide content focused on paint products and color insights in a way that will appeal to this growing market," said Jason Riveiro, multicultural marketing manager, Sherwin-Williams. "We feel that bringing in third-party experts and home and lifestyle bloggers will help round out the content and create an active channel."

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ChannelAdvisor launches digital marketing tool

BY Dan Berthiaume

Research Triangle Park, N.C. – ChannelAdvisor Corp. is launching a new digital marketing solution. ChannelAdvisor Digital Marketing integrates ChannelAdvisor’s feed management and bid management capabilities, including paid search campaigns, Google Product Listing Ads and other advertising channels, from affiliate marketing to social media.

ChannelAdvisor Digital Marketing is designed to maximize sales while minimizing spend. It includes features unique to product-centric marketing to enable optimal management of campaigns, including Google Product Listing Ads, comparison shopping engines, inventory-driven search, and product-level reporting.

“Having worked with retailers and manufacturers for over a decade, we’ve seen the digital marketing space explode in complexity,” said ChannelAdvisor president and COO David Spitz. “To stay ahead, retailers need precise and real-time linkage between their products, campaigns, tracking, and optimization across more channels than ever. ChannelAdvisor Digital Marketing brings all of these capabilities together on a single, integrated platform, giving our customers a strategic competitive advantage.”

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New benchmarking tool analyzes shrink strategies

BY Dan Berthiaume

Thorofare, N.J. — The ECR Shrinkage Group, an expert group focused on shrink, with the support of merchandise availability solutions supplier for the retail industry Checkpoint Systems, is launching an online benchmarking tool, which enables retailers to understand how well they are managing shrink compared to others and the relative strengths and opportunities of their loss-prevention program. The tool provides global benchmarks on the strategic, organizational and operational standards that underpin an effective shrink management strategy.

To access the benchmarking tool, retailers complete an online questionnaire. Once the responses have been entered, the tool generates a color-coded model, which highlights the areas of the shrinkage framework where they have strengths and then in turn, the areas that need to be prioritized.

The framework, shaped as a pyramid, focuses on ensuring that organizational commitment, starting with senior management, is embedded within a business’ practices, policies, procedures and strategic thinking. The objective is to provide a framework that ensures the creation of high-quality data and data management systems, prioritizing operational excellence, internal collaboration and innovation, as well as keeping shrink on the agenda throughout the company. Finally, the pyramid highlights the importance of empowering store staff to take responsibility for dealing with shrink and recognizing how operational failures are the root causes of many forms of retail loss.

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