A minefield of shopper expectations
With the development of ecommerce and the ever-growing number of channels available, shoppers have found themselves receiving best-in-class online services, with the ability to personalize options and tailor experiences based on their needs. Shoppers’ expectations are increasing at an exponential rate, and brands and retailers must keep pace to remain competitive.
And this is where the multichannel minefield begins
In short: shoppers are facing a minefield, and so are brands. In such a diverse shopping environment, brands are struggling to manage the entire product content lifecycle—from content creation to the distribution of B2B2C product content—across the GDSN and other required channels, resulting in data quality and consistency being compromised.
Brands need to take back control of their product content to overcome this minefield.
A recent NIQ Brandbank survey highlighted just how challenging it is for brands to get their content online. In fact, 50% of respondents state that their main struggle is multichannel distribution, syndicating their product content to retailers, PIMs, GDSN, third parties and more.
Brands need to have the ability to easily integrate and distribute product content to GDSN data pools, and to the largest network of retailers, with the guarantee that the right content is in the right place at the right time.
This seems easy, right? But every retailer has their own specific requirements, so it’s not surprising that 30% of respondents struggle to meet retailer requirements. With every retailer requiring different product information, a particular size for the product image, or a specific shot type of the product, it is no wonder managing and distributing product content to multiple channels is a hurdle for any brand to overcome.
Finally, the remaining 20% of respondents confirmed that they struggle with the increasing number of product attributes available. In 2009, an average of 60 product attributes were used by retailers and suppliers, compared to today, where there are over 400 attributes used, including 100 attributes that are category-specific. This in turn has dramatically increased the complexity of managing product content and has contributed to the missing product information across the multiple distribution channels.
So, how do brands overcome this?
- Understand the reasons behind the continued growth of ecommerce to know which areas your brand is still developing in.
- Understand the impact of the B2B2C minefield and how it can be navigated—for example, by ensuring all content is accurate before sending it back out to the GDSN and other channels.
- Learn from industry experts about how to distribute and syndicate content best to improve the ecommerce experience.