PIM for Omni Channel Ecommerce
Break the silos with central orchestration of product information to enable omni channel ecommerce. A well executed omni channel ecommerce strategy enables you reuse of product information across all channels with the use of a PIM. Channels including web based ecommerce, native apps ecommerce, in store ecommerce, point of sales and even in store digital signage. Building the foundation for modern design driven and iterative development based on data and insight.
Web Browser Based Ecommerce
The web based ecommerce presence comes first to mind. It is typically the main channel for ecommerce. An API based PIM is ideal for a headless ecommerce experience powered by frontend technology like React and perhaps Gatsby for even faster frontend performance.
The approach for a data driven tailor made ecommerce experience is based a few main principles:
Product information and rich content available via a fast ecommerce API
A tailor designed customer experience implemented with modern frontend technologies
Analytics driven iterations for improvements in customer experience and conversion
Native App Ecommerce
Once your business grows you might want to look into adding a nattive ecommerce app for Apple and Android. The main drivers are typically to build a better customer experience with snappier performance and better customer loyalty.
In an omni channel ecommerce context your native ecommerce App strategy would include:
In Store Ecommerce
The retail industry is in a huge revolution. With the growth in ecommerce many physical stores are struggling. Many are closing down. A trend here is to go from a basic store to more showrooms that are experience driven. Destinations rather than shops.
In store ecommerce could mean simply allowing customers to order drinks from a touch screen in a coffee bar, showing detailed rich product information via a mobile App using RFID or QR Codes or towards a digital shop assistance that recommends matching products. You can deliver efficiency, up-sell as well as delivering a better customer experience with a well executed in store ecommerce strategy.
Strategically an in store ecommerce experience would include:
Access rich product information via an API
A customer centric design of touch screens or Apps
Analytics to iterate for improved customer experience
Point of Sales
Physical stores often separate ecommerce and point of sales in silos. POS should not be treated as a simple cash register. There are several benefits by having central management of all products and sales including: single source of truth for product information, cross channel analytics and ability for extended business model possibilities like cross channel sales of subscriptions.
To drive online sales you add rich media like videos, photos or special offers. Promotions like this could also be available in store. Digital signage screens in store can easily be powered by the same content served from your PIM.
You should treat your digital signage in the same way as you treat online marketing. Use analytics to decide on what messaging and content creates most engagement and sales. By connecting all your sources from online, App, in store commerce, point of sales and digital signage you can become data and analytics drive across all channels you market and sell your products. Managed from a single service: a headless PIM to orchestrate products and marketing content in all channels.