Tag Archives: Apple

Shoptalk 2017 Recap

It was a great week at Shoptalk 2017.  Connected Commerce is the name of the game…companies are mobilizing behind mobile and beyond!  From sessions on how online is going offline to rising mobile commerce in China;  with major retail and brand speakers like eBay, Nordstrom, Walmart, Kimberly-Clark, Mondelez, Samsung, HSN, Apple, Lowe’s and on and on and on….the discussions were insightful and engaging.  Not to mention the appearance of the Bumby’s for fair and honest appraisals of attendee appearances.

So for our loyal 1WorldSync followers, let’s boil it down on a few key insights relative to product content.

  • Shoppers will start and end their purchase journey in different places.  It’s a fact.  Brands and retailers alike must make their cross-channel commerce capabilities and content in those channels consistent, authentic and engaging.
  • Omni = Om-need…one speaker coined a phrased that omni really means om-need.  As a brand, you need to have your product content available when the shopper wants it, needs it, and when they ask for it.  Is it a Dash button?  Store Display? Alexa? Challenges abound!
  • Content is global, distribution is local.  Content is not “one-size-fits-all;” yet, brand reputation, recognition and market position has to be consistent globally.  However, consumers around the world consume that information differently – it must be tailored for local markets.  Product content strategies are following global commerce strategies and no longer siloed within channels.
  • The “connectivity of things” means product content is traveling and traversing mediums in exponential fashion.  Voice search to physical outcome is not easy.  Natural processing language and search context are just the start of challenges (or opportunities) facing retailers and brands on the consumer path to purchase.

All this points to the fact that connected commerce is growing, changing, evolving, iterating, exploding and imploding…all at once. Product content in this environment must be trustworthy, authentic, consistent, relevant and timely.  Brands and retailers need partners to help them in this quest for delivering frictionless commerce.  The eco-system is growing, these global power houses are choosing trusted, experienced experts to help them on their journey!

 

Thank you Shoptalk for another great year of rewriting the commerce blueprint!

The Era of Contextual Shopping

Digital technologies are transforming the way we shop. E-commerce and smartphones have raised the expectation consumers have about their shopping experience. One of those expectations is around personalization. Amazon knows what brands I buy, what type of product I’m searching for, what special events I have in my life, what types of new products I might find interesting, and many other things. This allows Amazon to create a very personalized experience for me as a shopper. Product recommendations and deals often resonate very well with me, and encourage me to make a purchase.

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Point of Sale – The Change Agent for Retail Evolution

We’ve talked a lot about how the retail industry is going through a transformation in this blog. The consumer, and their desire to make informed purchase decisions are driving most of this change.  As retailers begin to adapt to the connected consumer, many of their systems will begin to change in order to support the experience the consumer is demanding. The one system change that will likely take the lead in this change is the Point of Sale (POS).

Retail stores are doing everything they can to entice consumers to visit their location, and forego shopping online. The theory is that a superb in-store experience, combined with instant fulfillment, will make even the savviest connected consumer spend more time and money in the store.  For this to happen however, there is a bar for convenience that has been set by the e-commerce industry that must be matched – checkout.

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Digital Consumers Change the Game

The future is hard to predict – but there’s one thing for certain: change. The ascendance, evolution and influence of digital consumers changes the game. That ‘game’ is Marketing, Sales, and the very capabilities of companies to manage, store, maintain and distribute information about its products. This is the information that makes its ways to digital consumers and digital shoppers any time and any way. The companies that have the savvy and the foresight to build the core capabilities needed to deliver to these consumers will win.

Think of digital consumers in three ways. The first, and simplest, is to think about their use of devices, which are constantly changing, sometimes unpredictably. Smart phones, tablets, laptops, watches, (glasses, drones?)…the list goes on. Who’s to predict which devices will dominate in even in the near future?

The second, more important way to think about digital consumers is to understand the contexts in which they will interface with brands and brand information. Where will consumers be and in what situations as they discover, research, share, form an opinion on, recommend, and purchase products? Could the automobile be the most important informational ‘hub’ location for consumers in 2020 because it’s so central to so many contexts? (Will there be an Apple car?).

It’s really about the information. To think about digital consumers is to think about the information that they will demand and expect, in every context. They will expect information to be current, accurate and rich. That would be images, videos, claims, specifications, ingredients, reviews, social-cohort recommendations, purchase sites and locations, with certainly more to come.

The companies best positioned to deliver to and win with digital consumers are the ones that understand the vital importance of information and its context. They’re building strong capabilities around governance and delivery of their product data. That’s one thing to control as they face a mostly unpredictable future.

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