How Smart Content Drives Customer Engagement in Retail Pieter Casneuf 5 November 2015
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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
@ADAMSoftware
www.youtube.com/AdamSoftware
Download Report
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