Your customers have rising expectations about their digital experience across every channel and touch point with your brand. And since digital engagement is comprised entirely of information (product data, content and brand assets), your ability to provide customers with exactly the right information, specifically for them, at the right moment, is the key to providing best-in-class customer experience. And ensuring that your product information is consistent regardless of where the content is syndicated reduces friction in winning the sale, improves transparency and increases brand loyalty.
But for many organizations data quality issues, data that is incomplete or entirely missing result in a significant impediment to a seamless customer experience. Digital assets such as photos, videos and other rich media enhance the selection and buying experience, but if there are disconnected processes or poorly integrated systems, those assets may be out of date or unavailable at the right moment. It could be the wrong content is presented for a particular stage in the customer journey, or you may have the wrong design for how, where and when product information is digitally "merchandised."
All of these issues lead to a lack of agility, higher costs, missed sales opportunities and ultimately, a disappointed customer and a damaged brand.
In our next Earley Executive Roundtable, our panel of experts will discuss the brand choreography issues that marketers, ecommerce leaders, and operations executives need to understand and plan for when embarking on product and digital asset programs. We will discuss key drivers in the digital information supply chain, how to evaluate your organization’s product merchandising maturity, common publishing pitfalls, and how to plan for a successful brand engagement transformation using choreographed product information.