We also received a thoughtful email from Drizly about an opportunity most craft breweries are missing out on that can directly lead to an increase in beer sales. We read this email verbatim in our podcast episode, but wanted to include it here for you all to read as well.
From Jay Sobel, Senior Data Analyst at Drizly
One thing that jumped out from my perspective working with catalog operations at Drizly were the sections on brands going digital. There's an emerging digital angle missing from this piece that I think a lot of brands are sleeping on right now which is catalog management on leading eCommerce sites.
Drizly manages a catalog of 200k+ products. Each product should have an image, description, a UPC, locality info and more. There are literally thousands of new products launched each week, and the only economical way to keep up has been outsourcing the work and prioritizing products in a "top down" fashion (slow for small brands).
What a lot of brands don't know is that Drizly has a site called Drizly Supplier (supplier.drizly.com / brands.drizly.com for sign up) that allows them to directly manage their products within the Drizly catalog (their existence, their images, everything else). It's a relationship that hasn't accelerated nearly as quickly as consumer preferences for delivery have through the pandemic. Products that gain an image triple their add-to-carts, and product data (when it exists) is leveraged throughout the consumer funnel in automated features like recommendation emails and "because you bought" shelves. There's money on the table for the small brands that can perfect their portfolio on sites like Drizly soonest — before it becomes a norm, and it's just generally one of the highest ROI 'digital efforts' especially compared to social content.
There are lots of funny cases where a small brand has a great website and a solid Instagram presence, but on Drizly — where there's an actual "buy" button – they are underperforming by 10x because their products are barely represented.
In the bigger picture, these sites rely on product attributes a bit differently than retailers have in the past. For example, UPC is absolutely critical to inventory recognition. Brands that use the same UPC across variety packs or changing seasonal products are shooting themselves in the foot (maybe leg) on eCommerce because that does not play well in our system.