Translated from Ecommerce News Netherlands – Placing content in the right context is the challenge that the b2b stands for today. That is the opinion of Rick Chavie, CEO of EnterWorks that offers PIM and master data solutions. His vision is that we are currently at a tipping point in terms of content and mobile shopping.
EnterWorks offers solutions for complex content issues. If you have one product that you sell to one target group and presents in one way, it is not necessary. But when you are active in the b2b and your customer expects you to provide information about your products that he can present to his customer for different devices, languages, regions and target groups, this means that you can sell your products in many different ways. must be able to offer.
‘Creating the right data the bottleneck of today’s retailers’
A good PIM system helps with the storage and layout of product information, but EnterWorks likes to go one step further. At Intershop’s partner event , Rick said that organizations should also think about what content they generate and how they validate that the data is still accurate and even converts.
So you can adjust the content of a product per device, because there is less space on a mobile phone than on a tablet or laptop, but you can also look at what the device offers further benefits.Virtual or augmented reality for example. EnterWorks is an American company, but in the VR and AR Rick sees opportunities in Europe, particularly within B2B and in the DIY and food branch. “In America, grocery players are mainly active with click & collect and online sales with 1 percent only play a minor role. In Europe this is already more than 6 percent and is growing rapidly, and that creates room for new applications. ”
‘Not everything is suitable for ecommerce’
Of course we can order at home via a webshop or shopping app. But that is difficult for many players. For example, garden centers or DIY stores must have ‘solution selling’, where the shop assistant not only looks at the required product, but also provides advice and other product suggestions based on the customer’s problem. In addition, garden centers and hardware stores often sell items that are difficult to transport or to present online. Shipping costs, advice, customized products (such as the right paint combination) or the lack of extra impulse sales make it less suitable for these industries online. For that reason, steps are only gradually in the e-commerce or mcommerce.
Shopping is still relatively traditional in those branches and according to Rick these players will not just leave their physical stores, but the mobile phone can build a bridge between the online and offline environment of these players. The fact that the mobile provides a shift in content may be clear. With a smaller screen, other data fits, so the device is important for product information. But he also sees other opportunities there. Think of augmented reality. Pokémon-like solutions.
‘There are already enough examples in b2b’
When you walk into a store you can keep your mobile on the shelf and you immediately see extra product information. And the same can be done at home, by entering the store via virtual reality and viewing the product in 3D. According to Rick, there is a big chance and that is less futuristic when we think. Aircraft engineers are already using it, he says. They already work with augmented reality by looking at aircraft engines through Google Glass-like glasses. This allows them to zoom in directly on specific parts of engines, and order directly during work.
The step to 100 percent digital is still too far for some branches, but the mobile can be a nice addition to the current shopping experience. “How beautiful would it be if you take a photo of a plant at home and when you enter a garden center you immediately see where you need to be, and which plants are suitable for that space?”
Rick is currently working on a first case that can go live in Germany in January, and expects to be able to serve several players in this area next year. “Many practical examples can already be found in the b2b. My estimation is that the breakthrough in European retail can start at the beginning of next year. ”