Challenges Managing Website Messaging for a High-Sku Store

Even global companies are not exempt from the challenges of merchandising high-sku stores. For those who are not familiar, Sanrio is the creator of Hello Kitty and a host of other cute characters. Started in Japan in 1960 by Shintaro Tsuji, they've become famous worldwide. This massive reach has equated to a massive online catalog of 4,000+ products!


When we first got connected with Sanrio, their resource-strapped ecomm team was utilizing  metafields and hard coded elements to convey important information across their site. It was an extremely manual process and, more often than not, required developer help. 


Lack of developer resources often meant many of the marketing team’s website ideas never got implemented. The product page was the main source of frustration - if they made a change to add a product message, it would impact their product page template, affecting all product pages. That wouldn't work because many of their products are different and require different messaging. And getting a developer involved often wasn't an option.

For the messages that were using metafields or were hard coded, they had a few issues: they weren't flexible and would often go out of date and cause confusion if not updated in time. They also had no analytics on how they were impacting the website buying journey beyond inferences on “before and after.”

How do you argue for your developer to invest in adding content to your site without an ROI or case study? It’s the classic chicken before the egg.


Sounding familiar?

Luckily, Because offered a more flexible no-code solution for Sanrio's marketing team.