Hybris eBook_omnicommerce Series_Managing Product Content for Omni-Channel Commerce_EN

7182019 Hybris eBook_omnicommerce Series_Managing Product Content for Omni-Channel Commerce_EN

httpslidepdfcomreaderfullhybris-ebookomnicommerce-seriesmanaging-product-content-for-omni-channel 114

The OmniCommerce Insight Series

MANAGING PRODUCT CONTENTFOR OMNI983085CHANNEL COMMERCE

Best Practices to Consider whenEvaluating Commerce MDM Vendors and Solutions



The Case for Rich Product Content 4

Customer-Centric Online Experiences and Destination Sites 5Increasing SEO Value and Driving Search Traffic 6

Detailed Product Information is Essentialfor Capturing the Contemporary Customer 7

Leveraging Product Content in a Changing World 8

How Digital Product Information Can Enrichthe Physical Store Experience 9

Roadmap to Better Commerce Master Data Management 10

Support for Global Expansion 10

Customizable User Interfaces 10

Seamless Workflow Functionality 10

Product Data Storage 11

Highly Scalable Data Infrastructure 11

Unstructured Editorial Content 11

MDMC Implementation Best Practices 12

Driving Future Growth with Product Content 13

P

a g e 2

M a n a g i n g P r o d u c t C o

n t e n t f o r O m n i - C h a n n e l C o m m

e r c e



In recent years the rise of omni-channel commerce and proli-feration of digital channels have precipitated seismic shifts inconsumer behavior Customers who might have previously beenmotivated by brand loyalty are now faced with a superabun-dance of shopping options and limited time to navigate them ndash ascenario that promotes more carefully considered purchasingdecisions in response to precise desires and requirements

Embracing effective product content management is the firststep towards empowering customers with relevant real-timeinformation to drive conversions and close sales Whether acustomer is conducting in-store research on a tablet or smart-phone or comparison shopping from a computer at homeproduct content is critical to the pre-purchase process For bothB2B and B2C businesses leveraging product content con-sistently across multiple channels and customer experiencesis the key to meeting the customersrsquo expectations and creatinga competitive advantage An effective product content strategycoupled with the right technology can foster the seamless cus-tomer dialogue intrinsic to omni-channel success

This paper explores the deepening relationship between pro-

duct content and conversion and offers strategies for usingcontent to gain an intimate understanding of customer needsIt also combines practical advice and best practice insights onways to leverage product content to engage and capture thecontemporary customer and provides a roadmap for busines-ses in the process of implementing a successful product con-tent management strategy Most importantly it illustrates howproduct content management can strengthen customer relati-onships and pave the way for exponential omni-channel growth

P

a g e 3



e r c e



In the offline world customers are able to make purchasing decisions based on a set of tactileencounters with concrete outcomes Conversations with sales staff the act of touching andtrying on the merchandise and asking a friend for a second opinion are among the determiningfactors in the buying process

In the online sphere rich product content can bridge the gap between purchase intent and con-version driving increased sales and higher order values and setting the stage for long-termgrowth of digital properties

Understanding the key attributes of rich product content can help organizations tailor a productcontent strategy that addresses and responds to customer needs These are the most compel-

ling benefits of rich product content

The Case for Rich Product Content

P

a g e 4



e r c e



Consider the case of a customer shopping for a pair of winterboots engaged in a period of pre-purchase research Imagine

presenting her with the right combination of product contentthat correlates exactly with her needs ndash everything from theright size style and color to customer reviews product videostyling advice delivery information and the promise of post-purchase support ndash at critical moments in the buying process

In the case above the ability to serve up highly relevantproduct content during this optimal timeframe and acrossmultiple touchpoints can be a key driver of conversion andthe deciding factor that clinches an online sale

In a 2012 blog Russ Somers VP of Marketing at Invodoreported on the success of Step2 a manufacturer of toys for

preschoolers and toddlers distributed through more than 70retailers worldwide Step2 found that shoppers who view vi-

deos are 174 more likely to purchase than shoppers who donot Astute merchants know that inspiring content can deliveran experience that is fun and entertaining for many custo-mers which drives loyalty and increases business

The power of product content goes beyond the point ofpurchase to shape every stage of the customer lifecycle Suchcontent as blog posts product articles videos high resolu-tion photos and purchase recommendations are playing acentral role in establishing customer loyalty and building acommunity around a brand ndash a factor that cultivates profitable

customer relationships and produced both repeat businessand higher margins

Customer-Centric Online Experiences and Destination Sites

P

a g e 5



e r c e



Increasing SEO Valueand Driving Search TrafficThere is no denying that search plays a critical

role in online success Brick-and-mortar retailers

might lure customers with physical storefronts but

e-retailers need to cultivate high levels of online

discoverability to stimulate search traffic and secure

ongoing sales

Rich product content can dramatically improve

search results rankings and boost organic search

traffic Although SEO is central to generating traffic

and driving conversion Googlersquos recent algorithm

changes have had game-changing implications for

search marketing best practices The search giantrsquos

newest algorithm has moved its focus from keyword

placement towards rich relevant content a new

direction that rewards customer-centric busines-

ses with higher page rankings and greater levels of

online visibility

This means that the ability to offer accurate real-

time product content is no longer a competitive

advantage but an essential component for survival

Businesses that invest in this new imperative are

better placed to reap SEO rewards For example

products with optimized videos have ldquoa 50 times

better chancerdquo of showing up on the first page in

Google results according to Nate Elliott at Forrester

Research

P

a g e 6



e r c e



Detailed Product Informationis Essential for Capturing theContemporary CustomerThe omni-channel landscape has cultivated a new type of

customer - time-poor hyper-connected and prone to oscilla-ting between channels Capturing this customer is impossiblewithout successfully leveraging product content to deliver asteady stream of relevant information across multiple touch-points in real time Itrsquos important to have the ability to presentcontent differently on different touchpoints ndash mobile deviceshave unique screen sizes less text smaller video framesand different video encoding

Whether itrsquos product descriptions sizing information technicalspecs recommendations 360-degree views or rich productimagery the ability to serve up relevant consistent productcontent is key to engaging the omni-channel shopper

Failure to adopt an effective product content strategy can bevery costly in terms of missed opportunities and lost profits

P

a g e 7



e r c e



Leveraging Product Content in a Changing World

The case for rich product content might beclear but meeting the practical challenges that

accompany a winning product content strategycan be a little more elusive Successful omni-channel commerce depends on the ability tocreate a seamless customer experience acrossevery touchpoint and channel ndash a fact that callsfor a repository of centralized real-time contentand a single customer view

Developing and managing product content are

among the most expensive and challenging as-pects of managing a commerce operation Theright content is critical to customer education

and conversions Incorrect or unclear contentcan have seriously negative consequences for

brand reputation and revenues Therefore itrsquoscrucial to manage product content and businessdata as assets ndash with all their complexity ndash sothey can be effectively leveraged to drive sales

Many businesses employ numerous separatedata systems that donrsquot ldquotalkrdquo to each other andrestrict cross-channel visibility This can resultin a partial fragmented view of the customer

that damages brand credibility and impactsconversion rates Also using those systems toexpand globally or implement a product content

strategy can create dangerous levels of channelconflict ndash a crisis that sees inconsistent product

information destroy the omni-channel experi-ence and threaten revenue

By investing in a best-of-breed master datamanagement solution for commerce (MDMC)businesses can capitalize on the power ofproduct content to build customer relationshipswhile embarking on a product content strategythat minimizes channel conflict and maximizes

gains

P

a g e 8



e r c e





Roadmap to BetterCommerce Master Data Management (MDMC)

The right MDMC solution should serve as a vehicle for a customer-centric content strategy and allow businesses to easily leverage the power ofrich product content to build customer relationships and generate sales The following sections describe some of the critical features of a fullycapable MDMC system

Support for GlobalExpansionAlthough e-commerce technology can enableretailers to create stores without walls it alsoallows them to build stores without borders

A good MDMC system should make it easy forbusinesses to tap into the global marketplace by supporting multiple languages local curren-cy country-specific forms of customization andpersonalization differentiated assortments anddifferentiated product presentations or attribu-tions

Customizable UserInterfacesFor businesses dealing with large volumes ofdata it is important to invest in MDMC tech-nology that offers intuitive user-friendly ways

to manage different forms of product dataA MDMC system that incorporates a custo-mizable user interface is a powerful way tomake significant improvements in productivityespecially when a large number of people workwith the data

Seamless WorkflowFunctionalityTo run a successful omni-channel operation itrsquosvital that product data and transaction informa-

tion are processed seamlessly and accuratelyacross the business

For example a MDMC system should ensure thatchanges registered by an offline sales associatecan be accessed in real time by the staff membermanning the call center ndash it should allow colla-borative tasks to play out seamlessly and make itsimple for multiple parties to work in parallel

This workflow functionality has powerful con-sequences for customer relationships Equip-

ping staff with real-time access to customerdata and product content can set the stage fora personalized approach that bodes well forconsersion and increased sales

P

a g e 1 0

M a n a g i n g P r o d u c t C

o n t e n t f o r O m n i - C h a n n e l C o m

m e r c e



Product Data StorageProduct data is among a companyrsquos most valua-ble and important assets The ability to centrallystore organize and disseminate product datacan help promote customer intelligence thatenables companies to mine revenue opportuni-ties and drive growth

A MDMC system should help businessesachieve this by offering a streamlined wayto store organize and control data productcontent and digital assets This makes it easyto manage a vast range of products and processfrequent changes accurately and in real-time

Robust data storage systems also ensure that

content is standardized across multiple chan-nels a feature that removes inaccurate andredundant information and lowers storage and

infrastructure costs

Highly Scalable DataInfrastructureIn the fast-paced world of ecommerce busines-ses need to be highly agile to adapt to market

changes and stay one step ahead of compe-titors Unfortunately this business message

is hindered by rigid legacy MDMC systemsthat make it difficult to scale in line with newdirections and sudden growth A modern best-of-breed MDMC system should have built-inscalability and empower businesses to evolveand adapt with shifting market demands

Unstructured EditorialContentStatic content such as text-based product in-formation and technical specs still have a place

in e-commerce but therersquos no denying thatrich and immersive product content can help a

customer experience come to life To deliver aconsistent message to customers at all timesbusinesses need to aggregate manage anddistribute content to their customers and chan-nels including both structured or unstructuredproduct or editorial content

A MDMC system should have the capacity tohost customer content such as product videos360-degree views and rich interactive productimagery ndash data assets that drive conversion andfoster high levels of customer engagement

The rise of social commerce has also seenuser-generated content play a bigger role inthe content mix This heightens the imperativefor MDMC systems to host content such as

product recommendations customer ratingsand user reviews

P

a g e 1 1



m e r c e



Although a MDMC solution plays a powerful role in a product content strategy success also depends on the ability to implement best practicesAn effective MDMC strategy must be based on a holistic approach that encompasses people processes technology and information

The following are key tactics to consider when implementing a MDMC solution

MDMC Implementation Best Practices

Organizations should generally resist the temptation to make severecustomizations to the MDMC vendorlsquos solution ndash instead rely on thevendorlsquos experience and expertise to deliver a comprehensive pack-aged solution

Effectively communicate data management goals and initiatives to all

data managers and stakeholders This communication is key to suc-cessful implementation and ongoing management Communicationmust also include current and potential vendors who share or provideproduct data

Make arrangements to assure that all vendor updates and patches areinstalled in a timely manner either by the vendor or internal systemspersonnel

Provide support for rich content types including structured productdata digital assets such as images and video and unstructured edito-rial web content

Thoroughly test the system for quality issues make necessary correc-tions and re-test on a regular basis

Develop a set of guidelines on the kind of content that should be usedfor each unique category of product ndash types of text images video etc

Executive-level management must evangelize the necessary changesto business processes policies standards and technology enhance-ments that are required for a successful product information masterdata management rollout

Marketing is generally the primary beneficiary of MDMC and should

be held accountable for the data governance process as well as theoverall strategy and technology solution

Implement strong project management and organizational changemanagement processes along with a MDMC solution

Establish clear data standards and enforce validations rules and

compliance mechanisms to ensure that everyone in the extendedecosystem provides data correctly Embrace a best-of-breed MDMCsystem to manage reporting and compliance

Appoint an enterprise data guru to lead a dedicated team of data stew-

ards and provide oversight of all data standards This often requires amandate and ongoing support from the highest levels of management

All design processes should support continuous improvement of data

repositories workflow and business processes Data stewards and allthose who create or manage data must be notified when changes todata are made so that they can respond proactively and appropriately

Understand the MDMC data model and how it integrates with both in-ternal product content systems and external product content providers

P

a g e 1 2



m e r c e



Investing in a customer-centric product content strategy that enables a seam-less brand experience across all touchpoints plays a critical role in futureproo-fing a business and driving e-commerce success on a global scale As a resultmaster data management solutions no longer serve as repositories for staticproduct information but instead become powerful tools for customer intelli-gence ndash tools that allow businesses to create compelling immersive customer

experiences based on real-world results

A best-of-breed MDMC system can also help companies weave together richcontent customer data and product information to create powerful brand nar-ratives that drive customer relationships conversions and repeat sales

Most importantly a MDMC system can help enterprises successfully employthe power of product content to gain a competitive edge and pave the way forprofitability loyalty and sustainable growth

Driving Future Growth with Product Content

P

a g e 1 3



m e r c e



About hybris an SAP Companyhybris helps businesses around the globe sell more goods services and digital content through everytouchpoint channel and device hybris delivers OmniCommercetrade state-of-the-art masterdata management for commerce and unified commerce processes that give a business a single view of its customers products and orders and its customers a single view of the business hybrisrsquoomni-channel software is built on a single platform based on open standards that is agile to support limitless innovation efficient to drive the best TCO and scalable and extensible to be thelast commerce platform companies will ever need Both principal industry analyst firms rank hybris as a ldquoleaderrdquo and list its commerce platform among the top two or three in the market Thesame software is available on-premise on-demand and managed hosted giving merchants of all sizes maximum flexibility Over 500 companies have chosen hybris including global B2B sitesWWGrainger Rexel General Electric Thomson Reuters and 3M as well as consumer brands ToysldquoRrdquoUs Metro Bridgestone Levirsquos Nikon Galeries Lafayette Migros Nespresso and Lufthansahybris is the future of commercetrade wwwhybriscom | saleshybriscom

Version October 2013 Subject to change without prior notice copy hybrishybris is a trademark of the hybris Group Other brand names are trademarks and registered trademarks of the respective companies



The Case for Rich Product Content 4

Customer-Centric Online Experiences and Destination Sites 5Increasing SEO Value and Driving Search Traffic 6

Detailed Product Information is Essentialfor Capturing the Contemporary Customer 7

Leveraging Product Content in a Changing World 8

How Digital Product Information Can Enrichthe Physical Store Experience 9

Roadmap to Better Commerce Master Data Management 10

Support for Global Expansion 10

Customizable User Interfaces 10

Seamless Workflow Functionality 10

Product Data Storage 11

Highly Scalable Data Infrastructure 11

Unstructured Editorial Content 11

MDMC Implementation Best Practices 12

Driving Future Growth with Product Content 13

P

a g e 2



e r c e







P

a g e 3



e r c e








P

a g e 4



e r c e












P

a g e 5



e r c e








ongoing sales











online visibility









Research

P

a g e 6



e r c e







P

a g e 7



e r c e















gains

P

a g e 8



e r c e
















P

a g e 1 0



m e r c e

















P

a g e 1 1



m e r c e
























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e











P

a g e 3



e r c e








P

a g e 4



e r c e












P

a g e 5



e r c e








ongoing sales











online visibility









Research

P

a g e 6



e r c e







P

a g e 7



e r c e















gains

P

a g e 8



e r c e
















P

a g e 1 0



m e r c e

















P

a g e 1 1



m e r c e
























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e












P

a g e 4



e r c e












P

a g e 5



e r c e








ongoing sales











online visibility









Research

P

a g e 6



e r c e







P

a g e 7



e r c e















gains

P

a g e 8



e r c e
















P

a g e 1 0



m e r c e

















P

a g e 1 1



m e r c e
























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e
















P

a g e 5



e r c e








ongoing sales











online visibility









Research

P

a g e 6



e r c e







P

a g e 7



e r c e















gains

P

a g e 8



e r c e
















P

a g e 1 0



m e r c e

















P

a g e 1 1



m e r c e
























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e












ongoing sales











online visibility









Research

P

a g e 6



e r c e







P

a g e 7



e r c e















gains

P

a g e 8



e r c e
















P

a g e 1 0



m e r c e

















P

a g e 1 1



m e r c e
























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e











P

a g e 7



e r c e















gains

P

a g e 8



e r c e
















P

a g e 1 0



m e r c e

















P

a g e 1 1



m e r c e
























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e



















gains

P

a g e 8



e r c e
















P

a g e 1 0



m e r c e

















P

a g e 1 1



m e r c e
























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e




















P

a g e 1 0



m e r c e

















P

a g e 1 1



m e r c e
























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e





















P

a g e 1 1



m e r c e
























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e




























P

a g e 1 2



m e r c e








P

a g e 1 3



m e r c e












P

a g e 1 3



m e r c e





Hybris eBook_omnicommerce Series_Managing Product Content for Omni-Channel Commerce_EN

Documents

Transcript of Hybris eBook_omnicommerce Series_Managing Product Content for Omni-Channel Commerce_EN