ONE PRODUCT, MANY CHANNELS: Customizing Content for Retail Distribution Points 1 ONE PRODUCT, MANY CHANNELS: Customizing Content for Retail Distribution Points “It was a fire drill every time a customer asked for data - we didn’t have confidence that we were delivering accurate product information, and it took lots of time to meet individual retailer requirements.” Consequently, the manufacturer was missing critical deadlines for retailer marketing programs and new product launches. Ultimately, retailers complained, since the time to collect and share a comprehensive view of the product was falling outside their minimum lead time window. The Challenge A large US-based manufacturer of health and beauty products was struggling to keep its distribution channels in sync with accu

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