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L&R Distributors chooses ItemMaster for consumer-facing e-commerce content

National distribution company L&R Distributors is partnering with ItemMaster, a leading provider of content and data technology for CPG and retail, to help drive its e-commerce innovation and grow digital sales. The partnership will see Chicago-based ItemMaster building and managing the consumer-facing content and attributes of L&R products, syndicating the content to L&R’s retail partners.

Currently, Brooklyn, N.Y.-based L&R’s supermarket, drug, independent and mass distribution network touches more than 17,000 points, with a focus on the display and distribution of slow-turning SKU-intensive products. L&R said it selected ItemMaster as a content partner after reviewing its own straight-to-manufacturer product information management strategy

“In today’s digital landscape, the ability to present and position merchandise online is as important as any other factor in supporting the business of our customers,” L&R distributors CEO Marc Bodner said. “With ItemMaster, we can create, manage and deliver superior consumer-facing product content to our retail partners in a pain-free way that will help them maximize their investments in digital commerce and achieve their goals.”

ItemMaster said that managing and merchandising long-tail categories on physical shelves can be difficult. With ItemMaster, L&R said it would transition to include such e-commerce innovations as endless aisle with voice search to help engage online shoppers. The direct-to-consumer offering can help L&R retail and CPG partners compete in long-tail categories by using an endless aisle approach to access for a diverse assortment of less mainstream categories and items.

“For retailers and brands looking for new ways to monetize their e-commerce channels, high-quality product content is imperative,” says Dev Ganesan, CEO of ItemMaster. “Our cloud-based SaaS creates the innovative product content with rich attributes and data management systems to help suppliers like L&R better position their customers for innovation and growth.”

Among the reasons L&R decided to partner with ItemMaster were its flexible approach to onboarding and managing product content, its ability to bring a product to market in as little as six days, creating a product record using OCR, artificial intelligence and machine learning; and the quality of ItemMaster’s data.
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