This week EnterWorks is at Retail’s BIG Show, NRF 2017. Excitement is in the air around retail’s unprecedented transformation driven by data. It’s clear content has captured an increasingly important role in shaping the commerce experience. Consumers love control, options and personalization as they accelerate the push to omnichannel retailing and drive retailers and brands to collaborate on content in a Business-to-Business-to-Consumer (B2B2C) world. For retailers and brands, a key driver to convert shoppers into customers arises from high quality, enriched and findable product content.
Delivering Differentiated Customer Experiences in a B2B2C World
The digital age is driving the way products are introduced to retailers and, ultimately, presented to consumers. Whether online or in-store, shoppers are researching products before they buy. And they’re using multiple channels to do so. In fact, a majority of consumers are either “webrooming” (researching online before buying in-store) or “showrooming” (browsing in-store before buying online). Needless to say, consumers desire consistent, compelling and consumable product information to guide their decisions. And when they get the information they need, they rejoice. Because consumers love when the omnichannel retail experience works for them. Retailers who provide that differentiated experience in the channel of choice will win the sale, and ultimately brand loyalty.
Therefore, consumer brands and retailers alike must work together in a B2B2C model to produce enough of the dynamic content and data to fulfill its crucial role in: delivering differentiated customer experiences; increasing efficiencies in sharing content across partners and channels; quickly bringing products to market; and consistently and accurately allowing consumers to make informed decisions.
Accurate, consistent product information along the content value chain goes a long way in curbing customer disappointment from the all-too-often different descriptions and prices across channels. If accurately delivered, the description content helps customers fully understand what they are purchasing, making it less likely they will return the item. A clearer understanding of the product can also lead to positive peer reviews, and an overall better consumer perspective of your brand.
B2B2C Foundation for Vertical Expansion
At NRF 2017, EnterWorks is showing retailers how the right B2B2C collaboration capabilities can empower you to respond to customer demand for rich, omnichannel content – all in context of the customer’s presence in their chosen channel.
Product Information Management (PIM) and Master Data Management (MDM) solutions enable companies to acquire, manage and transform product information into persuasive content. This enabled content then drives higher sales and new competitive strengths through e-commerce Web, mobile, print, and in-store digital channels.
Stop by to see how EnterWorks’ MDM and PIM solution is designed for robust collaboration in a B2B2C model. The platform engages partners in continuous content sharing that meets industry standards such as GS1, retailer-specific add-on requirements, and rich visual and content needs.