How Smart Content Drives Customer Engagement in Retail

Pieter Casneuf

5 November 2015

Agenda

Trends

The Retail Reality

Get Control with the Smart Content Hub™

Proof Points

Total Retail 2015: Retailers and the Age of Disruption , PwC

Achieving “total retail” demands thinking beyond channels

Trends

CXM and CUSTOMER JOURNEY are a daily RETAIL reality

CXM is a Retail reality McKinsey has revised the consumer

decision journey Focus has shifted from being reactive to active shaping of the journey

4 Key capabilities

Journey automation Proactive personalization Contextual interaction Journey innovation

The Customer is Everywhere

The buyer is everywhere How often do you buy products using the following shopping channels?

Retailers need to service the buying need across all channels, including traditional offline ones

Micro-moments are the new reality

“the consumer decision journey has been fractured into hundreds of tiny decision-making moments”

Win Every Micro-Moment with a Better Mobile Strategy, September 2015, Matt Lawson, think with Google

Experience is Everywhere

68% of survey respondents have intentionally browsed in-store and

bought online

70% of survey respondents have intentionally browsed online and

bought in-store Global PwC 2015 Total retail survey

The business model is changing The store is being reinvented

Contextual interaction is key While the old shop model still exists, retailers must be flexible and embrace new models as

well

Technologies are coming of age and entering the mainstream marketplace

When a new channel becomes a reality, how fast can you create the assets that support your retail

experience in it?

Brand is Everywhere

The Retail Reality Customer Experience Management + Digital Transformation

= Complex Retail Reality

Omnipresent experience ≠ duplicate experiences Contextual Fast Relevant Innovative Intuitive Intelligent

Leads to exploding volumes of contextual and visual content

Leads to organizational complexity to create, manage and release these experiences

Get control with the Smart Content Hub™

From raw content to Smart Content

Downstream: Touchpoints and channels

Upstream: Enterprise systems, process and organization

Manufacturers, Suppliers, governing and industry bodies

Product management, Merchandizing,

Procurement, Legal, Finance, Distribution, Warehousing

Digital Agencies, Photographers, Videographers,

Crowd Content Creators

The Smart Content Hub™

The Home of the Product Manager

Create and manage the process building the assortment from start to finish in one tool

Enriched, self-descriptive products are ready-for-use in any channel and any context

Speed up delivery of new assets and experiences by connecting internal and external

processes and streamlining interactions

Connect to suppliers for first-hand product content

Build, collect, collaborate to create the next big micro-moment of truth

The Pandora Case

Proof Points

Challenges

Product data inaccurate, inconsistent often redundant

Content and info spread across a variety applications.

Lengthy go to market processes

No flexibility to adopt to new marketing channels.

Reduced sales opportunities

Solution

One single entry point for all Product data

Easy roll-out to new markets and channels

Easy localization ( pricing and language)

Tremendous cost and time savings

Market Recognition

Forrester Wave™: Product Information Management, Q1 2014

Forrester Wave™: Digital Asset Management For Customer Experience, Q4 2014

Taking on Retail Reality

With these great brands…

Questions?

www.adamsoftware.net

info@adamsoftware.net

@ADAMSoftware

www.youtube.com/AdamSoftware

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