Technology Organizes Product Info for Web, Retail Stores

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Full Degree Inc. said yesterday that outdoors apparel retailer The North Face and electronics manufacturer Harman Kardon are testing its first product marketing technology.


Slated to be available around January, the technology streamlines product information that can be used for the Web or for in-store print literature without re-formatting documents. The system can take information from spreadsheets and text files, for example, and prepare it for publication in a single format.


Harman Kardon is testing the system while feeding new or updated product information to Canadian electronics retailer Future Shop, while The North Face is employing the technology with its various retail partners. Although Full Degree's system is largely ready for market, changes could result from the pilot programs.


The technology should make it easier for electronics retailers to depict the uses of their products accurately, which can sometimes be complicated, said Herman Sperling, vice president of marketing at Harman Kardon.


"Full Degree's system will allow us to input SKU information once and then tailor and share it with each of our retailers," he said.


The system's main attraction is its ability to distribute product information with a consistent branding message to retail partners, said Mark Bonham, CEO of Full Degree, Palo Alto, CA.


"It ensures the consumer gets a consistent, high-quality presentation of your brand," Bonham said. "It ensures they get the key selling points of your products. The consumers will get the complete product info, which promotes customer satisfaction and customer loyalty."


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