The majority of consumers (88%) say that detailed product content is extremely or very important to their purchasing decision (Google Shopping Guide, 2016).
Accurate and timely product content is critical in the path to purchase from discovery to delight. As digital pre-shopping, such as product research and comparative reviews, increasingly influence the shopping journey, so too increases consumer reliance on consumable content.
EnterWorks & 1WorldSync Q&A
This week, 1WorldSync’s Director of Professional Services, Data Source Solutions, Vanessa Lin, and EnterWorks CEO Rick Chavie joined for a Q&A. Together, they discussed the drivers of cross channel commerce and how EnterWorks and 1WorldSync are joining forces to pave the path for trusted content.
How is EnterWorks seeing new regulations and data requirements changing the way businesses must manage/distribute data?
We have entered a new era of data standards. Whether it is the Google GTIN update last year which mandated that all brand-name products include the manufacturer-assigned GTIN number or the FDA regulations on nutritional content effective in May 2017, the growing insistence on data quality means online sellers including retailers, brands, and distributors must invest more in time, resources, and digital competencies to update product feeds continuously.
But the imposition of a single view of standard content across channels, while being pushed by the industry and government, pales in comparison to the role that the consumer is playing in driving the expectations for content to a new level. Fickle or not, loyal or opportunistic, the consumer is now accustomed to having content that they need regarding their preferred products at their fingertips. Correspondingly, the cost of poor and inconsistent content mounts as sellers increasingly realize that they now compete on content for share of mind and wallet.
Agreed! Competing with trusted product content consumers can rely on is critical. Consumers expect rich and trusted product content on all channels: desktop to mobile. What areas has EnterWorks observed where consumers are driving change?
This is the age of content enthusiasts. Forrester Analyst Carlton Doty recently described our post-digital world, saying “customers aren’t just empowered by digital technology – they’re actually entitled. They think they deserve something, they want it now, and if you can’t provide it, they will quickly find it somewhere else.”
Retailers, manufacturers and distributors must consider not only the effectiveness of product data, but how their content tells a story and creates differentiated experiences. Compelling, trusted product information that is consistent across channels is key. That’s where Product Information Management (PIM) and Master Data Management (MDM) solutions can help, by enabling companies to acquire, manage and transform product information into persuasive content. This content then drives higher sales and new competitive strengths through e-commerce Web, mobile, print and in-store digital channels.
Indeed, today’s shopping experience is driven by ‘I need to know’ moments for consumers. Given the consumer’s lofty expectations for an integrated cross-channel shopping experience, there is a steady race to remain relevant in a hyper-competitive retail environment.
A new data study commissioned by 1WorldSync highlighted some of the key challenges suppliers and retailers face when trying to achieve true cross-commerce capabilities. For example, over half (53 percent) of merchants and suppliers experience a knowledge gap internally when it comes to understanding the value of cross-channel capabilities.
Let’s talk about how 1WorldSync and EnterWorks are working together to provide an end-to-end solution.
The successful partnership between EnterWorks and 1WorldSync continues to hit exciting milestones, ushering in new clients, opportunities, and a powerful go-to-market strategy.
This builds on our news last year that EnterWorks received certification on Major Release 3 from 1WorldSync. The MjR3 certification expands the functionality for EnterWorks customers already connected to GDSN, and offers new users of EnterWorks’ PIM and MDM solutions the most advanced bi-directional data publishing and synchronization tools available.
Thanks, Rick! Overall, the EnterWorks/1WorldSync partnership brings enhanced access to richer, trusted product content to clients around the globe. We invite readers to learn more about the benefits of our partnership here.
1WorldSync and EnterWorks will both be exhibiting at GS1Connect on June 20-22 in Las Vegas. Visit EnterWorks booth #5 or 1WorldSync booth #17 to learn how the joint PIM solution can help your business.
Learn more about EnterWorks Enable GDSN Solution utilizing the 1WorldSync connector.
Have What It Takes To Win In A Post-Digital World? Forrester 2016 http://blogs.forrester.com/carlton_doty/16-05-04-have_what_it_takes_to_win_in_a_post_digital_world