Break the silos with central orchestration of product information to enable omnichannel ecommerce. A well-executed omnichannel ecommerce strategy enables you to reuse 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.
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 on 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
Once your business grows you might want to look into adding a native ecommerce app for Apple and Android. The main drivers are typical to build a better customer experience with snappier performance and better customer loyalty.
In an omnichannel ecommerce context your native ecommerce App strategy would include:
The retail industry is in a huge revolution. With the growth in e-commerce, 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 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, 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
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 a single source of truth for product information, cross channel analytics, and the 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 the most engagement and sales. By connecting all your sources from online, App, in-store commerce, point of sales, and digital signage you can become a 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.