Managing Product Content for Omni-channel Commerce
Best Practices to Consider when Evaluating Commerce MDM Vendors and Solutions
In recent years, the rise of omnichannel commerce and proliferation of digital channels have precipitated seismic shifts in consumer behavior. Customers who might have previously been motivated by brand loyalty are now faced with a superabundance of shopping options and limited time to navigate them – a scenario that promotes more carefully considered purchasing decisions in response to precise desires and requirements.
Embracing effective product content management is the first step toward empowering customers with relevant, real-time information to drive conversions and close sales. Whether a customer is conducting in-store research on a tablet or smartphone, or comparison shopping from a computer at home or the office, product content is critical to the pre-purchase process. For both B2B and B2C businesses, leveraging product content consistently across multiple channels and customer experiences is the key to meeting the customers’ expectations and creating a competitive advantage. An effective product content strategy coupled with the right technology can foster the seamless customer
dialogue intrinsic to omnichannel success.
This white paper from hybris software explores the deepening relationship between product content and conversion, and offers strategies for using content to gain an intimate understanding of customer needs. It also combines practical advice and best practice insights on ways to leverage product content to engage and capture the contemporary customer, and provides a roadmap for businesses in the process of implementing a successful product content management strategy. Most importantly, it illustrates how product content management can strengthen customer relationships and pave the way for exponential omnichannel growth.