Centralizing content and automating its distribution allow you to manage product information. EKR Orchestra makes this possible quickly
Today’s world is increasingly digitized , not only in terms of process management in general, but also in terms of customers’ purchasing habits.
These have in fact changed dramatically over the past decade, thanks to retail e-commerce portals.
Surely you have heard this new word: “disintermediation”. Do you know what is it? Here is the definition of the Treccani vocabulary: elimination of intermediaries from the distribution chain or from the process of acquiring goods or services, so that supply and demand can meet directly, without the mediation of importers, distributors, wholesalers, retailers, commercial agents and similar.
In fact today with just one click or touch you can buy anything and have it shipped directly to your home.
All this thanks to the digitization and diffusion of the internet.
Now digital is at the center of everything what customers do and think, from the search for a product based on its characteristics, to the decision-making process, to purchasing and after-sales assistance. And then we imagine how, in the not too distant future, it will be the machines themselves through their sensors that will tell us how to interact with them or solve faults.
What does all this mean for you?
For your business it means that customers are always connected, which means that they must be involved and approached right away. By providing them with everything they need to know about your product, at that precise moment and through that precise channel. The purchase has become impulsive rather than thoughtful.
So to keep up with the times and not lose ground against your competitors, you are forced to generate large volumes of content on different channels and in many languages.
However, managing this infinite amount of information , responsively, consistently and on a large scale is no small challenge. And, if not organized properly, can create more problems than it solves.
But what are the actions necessary to avoid a situation where the management of the product content and its information does not penalize your business?
4 ways to effectively manage product information
Here’s to you 4 solutions you should take to solve this major headache.
1. Eliminate spreadsheets and avoid depositing information in documents
A product contains a myriad of information and these are essential to direct the customer to purchase. They can be related to prices, specifications, features, descriptions, instructions for use, warranties and so on.
Using spreadsheets or other documents (Word, PPT, PDF, etc.) to store information will force you into manual management, copying information from one document to another, turning your company into a bazaar. A task as titanic as it is useless that will only take away your time, resources and money.
Metaphorically it is like driving a Ferrari with a small car engine. In this case, to have excellent performance you will need to mount a propulsion consistent with the amount of work which in this case is called digitization of processes . So, eliminate spreadsheets and choose centralized, all-encompassing data management platforms, such as a modern PIM system. Here we have described the advantages.
2 – Centralize the content
The purpose of content is to make the life of buyers easier in terms of decision making for the purchase. If these data are not organized, univocal (consistent on different media) and transparent, so as to make them easily usable by potential users, the value they convey will become completely useless or even deleterious.
Therefore, creating a central hub containing all the data, information, assets (photos, drawings, diagrams, videos, etc.), becomes fundamental for to maximize their potential.
This is just as true for the consistent distribution of information outside the company, but keep in mind that even within the company there are departments and people who constantly seek and consume information. Think about how many times it has happened, even in your company, that marketing picks up the phone to ask the technical department for a datum, a value, a feature, a scheme.
Centralizing information means creating an information warehouse, a knowledge base, exactly how logistics manages the spare parts warehouse of a product: all labeled, all ordered, unambiguous, all reachable by anyone.
3 – Automate distribution
There is a great deal of information and content associated with products, and each one has its own meaning, utility or function in distributing product-related knowledge. The contents must be able to be distributed without problems on all channels , in a fluid and uniform way. Translated into practice: let’s assume that you have organized everything well but, when you have to bring the contents to the catalog layout, you are forced to take them and copy them into the document (copy / paste): you have interrupted the virtuous chain, you have lost the connection with the source. Consequence: if today the technical department changes a data on your document, you have to go and find and change it manually. And then on the English, French, German and so on …
However, if this happens automatically, improves people’s lives in the company, improves the quality of communication, increases the speed of marketing of a new product, also increasing the possibility of connecting with customers and certainly the revenue. for the company.
4 – Govern the content
This is one of the most important factors in ensuring the quality of what will be presented to customers.
A robust content governance process can solve a large portion of accuracy and quality issues, resulting in a positive impact for your business by providing accurate and timely product content, consistency, and improved control over brand communication. A rigorous method and a solid technological structure help us in all this.
But what does it take to better carry out these processes?
In order to effectively manage all information and ensure that these are channeled and used accurately for the management of all the information that will be conveyed to the customer, it is necessary to implement a PIM or Product Information Management .
Thanks to this, you will be able to manage in a simple, precise and timely manner all the information relating to your products, by administering in a high-performance manner all the useful data on any type of distribution you want to use to deliver them to the end customer in an effective, timely and relevant way, so is paper (catalogs, price lists and manuals), is digital (webapp, internet and e-commerce).
To do this, we have created an original technological platform, EKR Orchestra® that combines the functions of both the PIM and the CCMS, opening up a series of infinite potential for your company.
What are you waiting for? Contact us for more information!