Why? A database is an unwieldy beast that requires constant care and feeding. Few Web sites devote the necessary manpower. But the case of SKUfinder.com (www.skufinder. com) is different. Before I tell you why, let’s backtrack a bit and examine what the site is: a searchable database of more than 27ꯠ food, beverage, personal care, pet supplies and other consumer products. Each product, or stockkeeping unit (SKU), in the database contains up to 275 pieces of data, many of them packaging-related. For example, there may be not just one picture of the package, but a side, back or top view, too, and in multiple formats and resolutions. Further, each entry in the database contains all the package copy, including directions, nutrition facts, and anything else that’s on the label. Also included are case dimensions, case-specific UPC code, weight, count per case, count per inner tray or carton, tray dimensions, tray-specific UPC, etc. Its purpose is for retailers to learn about new products, download copy and images to print sale flyers (or display products for sale on e-commerce sites), create planograms, and much more. E-mail links to the manufacturers are also included for easy contact, along with UPC code and manufacturer’s SKU number. However, I think the site has a lot of value for consumer product manufacturers themselves. First, posting products (for a nominal charge) on the site is a good way to get new products in front of the eyes of retailers. Second, and perhaps more important, it’s a tremendous competitive research tool. Launching a new shampoo? Would you believe there are 538 shampoo SKUs whose packages and label copy you can see right now, right from your desktop? Which brings me back to why SKUfinder.com is different from most of the other searchable database sites on the Web, at least in packaging. The company behind SKUfinder.com is called 1-800-DATABASE, which has been building a centralized database of consumer products in a variety of categories since 1990. Most sites invest in technology first and collect the data second. To me, the priorities should be reversed. Although the site only launched in the last few weeks, it’s got 10 years’ worth of momentum behind it. And the company believes that most of the 27ꯠ SKUs on the site are current, not historical, products. That’s because the data is maintained by the companies themselves, who want to keep their products current so that retailers can view them. According to 1-800-DATABASE, Nabisco has designated two of its employees as SKU coordinators, updating information on the site almost daily; Nestlé USA has five, one for each of its divisions.
