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The Paradox of Product Standards & Brand Differentiation: Can You Have Both?

Recorded - available as on demand webcast

Brands and retailers are faced with a dilemma: how can I comply with product attribute standards and still showcase what makes our products and assortment unique? Supply chain trading partners have an imperative to support industry standards such as GS1 GDSN and de facto standards from marketplaces like Amazon. If high quality product data and standards compliance are foundational, just how and where is differentiation possible?

Listen in as guest panelists from GS1 and both sides of the trading partner supply chain discuss the challenges and opportunities in the quest for shoppable brand differentiation.

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Recent Posts

Large Scale Digital Transformations — What to Do When the CEO Says “Just Make It Work”

A few years back, I was attending an executive presentation of project findings and recommendations for an outdoor products manufacturing company. The project remit was defining the future state digital architecture and a high-level plan to support the organization’s transformation of the customer experience. Our engagement lead had vetted the findings and recommendations with the client’s core team. The core team was excited about the level of detail, the plan’s comprehensiveness, and the consistent architecture across multiple tools that would enable an outstanding customer experience.

How Personalized Customer Experience Leads to Competitive Advantage

When you consider how customers interact with organizations these days, it quickly becomes apparent that much of that interaction is through digital channels. “CX” suggests a customer experience via laptops or mobile devices, and that digital experience is driven entirely by data. The question is, how do we make it the most relevant and seamless experience possible, given the needs and objectives of the user, and what data can we leverage to do so? In addition to voice of the customer feedback through surveys and social media monitoring (which provide high-level themes), three principal ways of leveraging data can be used in order to create an excellent customer experience:

Personalization - 3 Ways to Use Data to Guide Decisions

Personalization comes in multiple shapes and forms, many of which businesses can put to effective use. But they shouldn't make the mistake of launching all of them at once. An incremental approach works well here. And a good place to start is product hierarchies.