Tag Archives: product content journey

Fireside Chat With 1WorldSync Leadership: Cheers to 2018!

Happy New Year! In a recent conversation with the 1Worldsync marketing team, I was asked to look forward and share insights on the direction that commerce is headed in 2018 based on some of key events that we experienced in the marketplace. Please pull up a chair and join us for a few minutes as we journey into the future!

What were some of the key priorities for 1WorldSync in 2017 that encompassed both our technology and market expansion?

2017 has truly been a momentous year for 1WorldSync. From releasing new capabilities like Sales Kit to supporting Amazon and Alibaba in their quests for quality content, to working with customers like Tyson and P&G to support their SmartLabel initiatives, our partnership with our global customer base of 25,000 has pushed us to continue to innovate.  Every year, 1WorldSync continually strives to make it easier for our customers to share and transform their trusted product content into a competitive differentiator. 2017 was no different.

What is your advice for brands and retailers that want to make their products digital, discoverable and highly shoppable in 2018?

  1. Focus on the customer: According to Forrester’s 2015 Customer Experience Index, 86% of companies want to excel at customer experience. But only 27% of brands even qualify as “good” in the eyes of their customers. Today’s shoppers want exceptional experiences exactly when and where we want it.  Understanding your consumers’ needs and then tailoring the rest of the organization to meeting those needs is crucial.
  2. Break down organizational silos: In many companies, online stores are operated by a specific “digital” team, while physical stores are run by yet another operations team. Further, there may be another team responsible for GDSN data and another for web ready product content. This siloed structure inside an organization can result in a fragmented customer experience. It is crucial to have a holistic strategy for consolidating and distributing product content across the organization.
  3. Leverage one solution to enable Omni-Channel retailing: You cannot keep up with the ever increasing demand for product content, unless you have one solution that addresses the entire project. By enabling products to stand out in a crowded omni-channel world, 1WorldSync delivers rich and trusted product content, including digital assets and insights – to engage customers and consumers – regardless of location or medium.

How do you think brands and retailers can better compete with trusted product content that their customers can count on in 2018?  

No matter where you are in your product content journey, focus on data quality! Data quality is  important because:

i) 88% of consumers say that detailed product content is extremely or very important to their purchasing decision. Consumers expect rich and trusted product content on all channels: desktop to mobile.

ii) E-commerce recipients are requiring more and more data in order to sell on their websites. Some are factoring in completeness and accuracy of data in search rankings and others are applying penalties who underperform from a data quality perspective.  

Where do you think commerce is headed in the age of the connected consumer?

Technology like connected home devices, virtual reality, streaming television services, voice ordering and drones have made digital shopping easier and more integrated into everyday life.

The shift to the connected consumer shows no signs of slowing down, and buying habits are transforming. Retail isn’t just about when customers are ready to buy anymore– it’s a constant engagement with technology and experiences that drives the future of commerce.

We predict these three trends will shape the future of retail in the years ahead.

  1. Consumers will continue to demand more product content to enable data driven decision making.
  2. Marketplaces will be the driver for global revenue in the retail world.
  3. Organizations will remove silo shackles in order to unify disparate data.

What can we look forward to from 1WorldSync this year?

 2018 will be the year of consistency and uniformity within the 1WorldSync product cloud.  With unification across our technology architecture, we will focus on an improved user experience ranging from sales engagement to support model to industry involvement.

As we wrap up another year, I want to thank you for your continued business and trust in 1WorldSync. At 1WorldSync we truly believe we are one community. The power of 1 adds up to empowering our customers with trusted content to make informed decisions for their health, and well being. We continue to strive to deliver trustworthy content, anytime, anywhere.

On behalf of the entire company, I can confirm to you that we are motivated and inspired by the opportunities that you give us to help you succeed. Continuing to deliver results that exceed your expectations is our top priority in 2018.

Big Ten Attributes: Optimize Your Product And Amplify Your Brand With 1WorldSync

Online purchases start with a Google or Amazon search. Most people do online research and compare different options. Actually, 73% of purchase decisions begin with research conducted on either Google or Amazon (SearchEngine Land 2016).

Today people gather information about products from multiple sources. Even though social media and Internet rule, customers make purchase decisions using a combination of old media, new media, and old-fashioned conversations with friends and family.

Further, consumers expect a consistent experience across channels. Did you know that 72% of consumers value consistency in the products available across brick-and-mortar and online stores, and 69% value consistency in customer service (Infosys 2014)?

Whether your customers come into your store, visit your website, access your mobile app, or receive a mail order catalogue, email or text message, they expect the inventory and offers to be consistent.

Owning your brand on other websites is just as important than on yours!

In 2014, Jeff Bezos stated ‘Your brand is what other people say about you when you’re not in the room. Today, this statement still rings true.

Brand integrity is defined how consumers perceive your company or brand through its products, image, and reputation. And while every customer experience may not meet or exceed the brand promise, when a brand loses integrity, its meaning and value to consumers is diminished.

Brand owners should take back control of their brands by paying close attention to the quality of their web ready content and their online distribution methods.

By ensuring content is curated and distributed effectively, here are 10 attributes that support optimal eCom product page listings.

  1. Item Identification
  2. Product Description
  3. Image
  4. Product Dimensions
  5. Additional Images and Digital Assets
  6. Marketing Message (Romance Copy)
  7. Features and Benefits
  8. Ingredient Statement
  9. Preparation Instructions (Primarily for Food items)
  10. Consumer Usage Instructions (Primarily for Non Food items)

Are you only providing one or two description attributes and want to know why you should provide more? Is your brand or reputation at risk because of non-compliant or misrepresented product?

By incorporating these attributes as a fully integrated component of your retail experience as a best practice, you can effectively achieve:

  • Higher conversion rates with a clear understanding of what resonates with and retains your customers.
  • Products and experiences that boost brand loyalty and drive sales

Discover Professional Services: Experts In Product Content

One of the most common product content challenges that can slow down a consumer’s product information journey involves leveraging the data you already have in GDSN for e-commerce requirements.

Our professional services team is here to support you in getting your content ‘web-ready’!

 

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References

https://searchengineland.com/survey-amazon-beats-google-starting-point-product-search-252980

https://www.infosys.com/newsroom/press-releases/Documents/genome-research-report.pdf

Great News for 1WorldSync Customers! Amazon Sources Product Attributes Via The GDSN

Last week, I attended a webinar where Amazon announced that they will begin sourcing attributes via the GDSN with 1WorldSync as their content strategy provider.

Amazon is clearly committed to providing accurate and complete product content to consumers via Amazon.com marketplace. As a testament to this commitment, they are working with 1WorldSync to receive enriched, standardized product content through the data synchronization process.

Amazon leverages Global Data Synchronization Network (GDSN) product content to:

  • Improve attribute completeness and accuracy of the product data listed on the Amazon catalog
  • Reduce defects that arise as a result of inconsistent or poor quality product data
  • Decrease turnaround time for attribute changes

During the webinar, they announced that they are working initially with thirty companies to receive this information. This will act as the foundation to feed the future state when more data will be integrated.

How do you prepare to meet Amazon’s product content requirements?

  1. Commit to your product content journey and GDSN initiative.  It’s more important than ever to commit to your product content journey to ensure your product content is robust, accurate, and complete to meet the continually changing mandates and regulations and meet the needs of the end consumer.
  2. Leverage ONE solution. 1WorldSync is the only company working to feed Amazon GDSN and eCommerce data. You cannot keep up with the ever increasing demand for product content, unless you have a holistic strategy that addresses the entire project. There are many companies that are trying to address parts and pieces, but there is only one company that addresses the whole thing and addresses it on a global scale.
  3. Create a cross-functional team and work together on your product content strategy. You may be solely responsible for GDSN data, however now is your opportunity to demonstrate the value of the GDSN data. Work with your eCommerce, marketing and even Amazon team to ensure you have a strategy in place to get Amazon and other retailers the product content they’re demanding.
  4. Act now! The majority of consumers look to the Amazon Marketplace to learn more about the products they buy.  1WorldSync is working with Amazon to collect ALL product content needed to make your product discoverable.  Develop a roadmap to collect and send Amazon (and all of your other recipients) additional product content today!    

The time is now! It’s time to get your product content strategy in order now and take full advantage of 2018.

Learn more about the completeness and quality of the product content supplied via the GDSN and how you can provide an automated process to manage and distribute your product content to Amazon.

What is the cost of bad product content to your organization?

88% of consumers say that detailed product content is extremely or very important to their purchasing decision. Consumers expect rich and trusted product content on all channels: desktop to mobile.

Common product content challenges that can slow down consumers’ product information journey include:

  • determining your data quality and how this positively impacts your business
  • leveraging the data you already have in GDSN for e-commerce and omni-channel purposes
  • global transparency initiatives

Now let’s hone in on the first product content challenge: data quality. No matter where you are on your product content journey, 1WorldSync Professional Services can help improve your data quality levels.

Data quality issues…the struggle is real

We hear the same challenges from all of our customers.

  • Suppliers have a large number of separate information stores and systems as well as other manual sources that house data for individual departments. It is difficult and expensive to integrate those connections.  With data replicated across the enterprise it is very challenging to align on ownership and establish data standards.
  • Data requirements change very quickly and can be hard to keep up with.  These changes can come from multiple places. They can be internally, market or recipient driven.  
  • A large amount of the 1WorldSync Supplier community is treating GDSN data separately from e-commerce data. This segregation can cause inconsistent or even conflicting consumer experiences for the same attributes, and ultimately cause harm to a brand.   

What’s the big deal around data quality?

Data quality is important for many reasons.  Some of the most popular reasons include:

  • Recipients are using the data you send them to drive their multi areas of their business as well as their e-commerce channels.  Do you, as a brand owner, want your recipients to clean your data and potentially impact your brand’s identity?
  • E-commerce recipients are requiring more and more data in order to sell on their websites.
  • Some e-commerce recipients are factoring in completeness and accuracy of data in search ranking and returns of your products.  Other recipients are applying penalties for suppliers who consistently underperform from a data quality perspective.    

Countdown to the Cosmo: Trusted Content, Anytime, Everywhere

1WorldSync is excited to join more than 1,000 partners in Las Vegas at GS1 Connect . For companies looking to upgrade their data quality capabilities, be sure to stop by the 1WorldSync booth (#17,18)!

Our professional services team invites you to receive your customized data quality report based on your existing items and take part in a 30 minute tailored consultation on your Consistency and Completeness against several key data quality performance indicators.

This is a great way to understand potential data quality issues with your current product content, how you rank against your peers, the impact on your business and what steps you can take to improve your data quality.

Sign up here for a 30 minute consultation during GS1 Connect!