EnterWorks recently joined Demandware to host a webinar on product content management best practices. Titled “Managing Content in Our Democratized World of Retail,” the webinar focused on bringing together disparate data and applications using PIM and MDM solutions for a single view of customers, products and inventory.
Global manufacturers, retailers and distributers across multiple industries participated in the live event.
Rob Garf, Industry Strategy and Insights Vice President at Demandware, and Eric Gilboe, Product Data Coordinator and Data Architect at Fender, joined us to discuss how leading retailers are using PIM and MDM to:
- enrich content throughout the product lifecycle,
- syndicate data across marketing and transactional channels,
- target content and offers based on customer context, and
- build out content and commerce networks for global expansion of community interactions.
Fender – Reaching a Global Audience Using PIM
With thousands of products, a worldwide dealer network, and over 300,000 digital assets, Fender realized that providing high quality product content was essential in supporting their customers’ purchase journey. Eric Gilboe explained how Fender drives sales and margins with compelling, differentiated experiences through a single view of content across suppliers, partners, customers and marketplaces.
Eric’s presentation showed how the EnterWorks Enable PIM solution combined with a Demandware framework gave the company’s marketing and merchandising teams flexibility in delivering marketing messages over the life of the product.
Observations on the Retail Paradigm Shift
Retailers today face more challenges than ever in terms of consistent product content management across channels.
Our webinar explored how the retail paradigm is facing disruption. Where once it was linear and simple, it’s now evolved into a democratized model that pushes the retailer to the consumer across multiple channels. Retailers have been forced to extend and enrich their brand experience across physical and digital touchpoints. The role of product content in this new age is to enable commerce, engage with customers, and enhance the customer experience. We were pleased to share best practices for keeping product content consistent and maximizing profits, while minimizing time spent by brands and retailers distributing and managing information.
I would like to thank Demandware for hosting this event with us, and extend a big thank you to Eric for sharing Fender’s PIM success story with our attendees.