Price Spider: Positioning a tech portfolio with a cohesive value proposition

They created the Where To Buy widget (SaaS) that set the technical standard for how retailers can link people who come to their web sites for product information to Ecommerce sites that have their products in stock. And, even better, partners that are more likely to make the sale based on real time data. 

Along with this success, however, Price Spider faced two vexing challenges: 1) A large number of competitors with inferior products boasting superior capabilities; and, 2) A growing portfolio of its own products that provided equally innovative and integrated capabilities, yet were positioned and perceived to be disparate. Underlying both challenges: elements of the company’s “secret sauce” were not being leveraged to help tell its story in compelling fashion.

To overcome this, a central strategy: go from a retail technology company to a conversion technology company. This simple but elegant pivot accomplished many things: comfortably embraced their full ecosystem of products, provided an intrinsic reason to believe, and evolved the company from widget technology to conversion specialists.

CREDITS: Agency: Doner CX. Rich Feldman: Business strategy, campaign strategy. Shoutouts: Corey Guilbault and Ben Applebaum, strategic development, Hu Parker, art director.