When one of the world’s leading paint companies wanted to digitally transform its retail operations to enable expanded eCommerce and introduce “Buy Online Pick-Up in Store” (BOPIS) options, its traditional merchandizing model presented a challenge. Codifyd designed and deployed a solution that delivered a comprehensive digital merchandising experience to the company.
The new solution helped the company accelerate go-to-market for new products, helped drive easier “search” and “browse” for customers, and increased conversions and sales.
Sherwin-Williams is a 150-year old Fortune 500 company in the general building materials industry with a revenue of $15 Billion. They manufacture paints and coatings for commercial, retail, and industrial customers. The company has a complex portfolio of products comprising paints, coatings, and finishes. The company boasts of having painted iconic structures like the White House, Golden Gate Bridge, and the Hollywood Sign.
The company has operations in over 120 countries. In the US alone, it has over 5,000 stores that sell products and solutions to end customers. This includes mass merchandisers, home centers, independent paint dealers, hardware stores, automotive retailers, and industrial distributors.
For a long time, all purchases at Sherwin-Williams were made in-store or over the phone through customer service. As part of their digital transformation strategy, Sherwin mandated a program to enable digital commerce and "Buy Online Pick-Up in Store" or "BOPIS".
To enable this, Sherwin-Williams needed two components – selecting the right technology (a PIM platform) and creating a robust functional design of the merchandising model.
Codifyd’s data-driven and research-driven approach to merchandising revealed that the traditional merchandising approach followed by Sherwin-Williams was deeply influenced by in-store practices and experiences. This would have to be significantly changed to create a truly unique and beneficial experience for website search and browse and to ensure scalability.
Codifyd proposed an end-to-end solution for creating a digital merchandising experience for Sherwin-Williams’ North American "Stores" Group.
The solution involved -
- Selecting and implementing the proper Product Information Management (PIM) platform
- Building the Search & Browse experience, including taxonomy and schema
- Creating the merchandising style guide
- Defining attributes that helped to create product families for smoother onboarding of new products and enabled easier enrichment of product pages on the site
- Building all SKUs to the new experience
- Normalizing to the Style Guide
- Copywriting for several product families
The solution was implemented in multiple phases.
This end-to-process became a central pillar of Sherwin-Williams’ digital transformation. Sherwin-William wanted its retailers and distributors to confidently and quickly browse, select, and purchase items. It was able to achieve this objective through proper merchandising content design.
- The merchandising structure that Codifyd implemented drastically reduced the time to market of new items.
- The concept of product families and inheritance created a more consistent and accurate digital-facing product and drove down the merchandising cycle 5x.
- The data structure brought in unprecedented scalability by being extensible to Sherwin- William's B2B clients as well as forming a baseline for onboarding a large number of products that came through a massive acquisition later.