Carlos Dufour - eCommerce Day Santiago 2019
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Presentación de Carlos Dufour para el eCommerce Day Santiago 2019
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Carlos Dufour - eCommerce Day Santiago 2019
- 1. Experiencia de Producto multicanal
- 2. One Experience to Rule them All
- 3. One Experience to Rule them All
- 7. - E-COMMERCE MARKETPLACES PUNTO DE VENTA ERP IMAGENES PROVEEDORE S COMPRAS MARKETING CS V FTP XML XLS SUPPLIERS PORTAL CATALOGO IMPRESO APLICACIÓN MOVIL Recolectar Enriquecer Distribuir> >
- 8. Recolectar Enriquecer Distribuir> >Normalizar Contextualizar> >
- 10. La experiencia de producto es una aventura por niveles
- 13. La información Técnica es el primer filtro
- 14. La mejora y ampliación de la información de productos ha impactado positivamente las ventas online entre un 6 y un 36% dependiendo dela categoría de producto. ¿Por que es importante? La calidad y completitud de la informacion técnica impacta la conversión El 30% de la informacion de productos Utilizada por retailers y fabricantes es Incorrecta. Fuente: Study by A.T. Kearney Fuente: Forrester, US Cross- Channel Retail Sales Forecast 2014-2018 Item number and price Low res image Product specs Product description High res image 360° image Video Base +35% -80% + +++++ Tasa de conversión Calidad y cantidad de contenido
- 15. Nivel 2. Información de uso contextualizada
- 16. Imágenes que lo dicen todo De informacion básica a contextualizar el producto
- 17. Información contextualizada al uso
- 18. Información contextualizada en B2B
- 20. Información emocional Prof. Gerald Zaltman, Harvard University Se cercano a lo que genera emocion a tus clientes Sino estarás en riesgo de disrupción de uno de tus competidores 95% de nuestras decisiones se hacen de manera inconsciente.
- 21. Adaptar la experiencia al canal
- 22. Bienvenidos al social shopping!
- 23. Historias alrededor de los productos
- 24. PXM es una nueva profesión Evita silos fusionando el conocimiento de productos con el conocimiento del canal Aprovecha nuevas oportunidades Preparate para nuevos canales y experiencias de producto
- 25. www.akeneo.com Carlos Dufour - carlos.dufour@akeneo.com
Notas del editor
- We’ve been so obsessed with our willingness to protect the brand identity across all our channels that we missed this obvious - yet essential - fact : there is no “One Experience To Rule Them All”. This is a mistake we already made in the early days of e-commerce when we were trying to replicate point of sales paradigms into a website. I still remember some brands that were investing tons of money to create some 3D versions of their stores and shelves on their website.
- We’ve been so obsessed with our willingness to protect the brand identity across all our channels that we missed this obvious - yet essential - fact : there is no “One Experience To Rule Them All”. This is a mistake we already made in the early days of e-commerce when we were trying to replicate point of sales paradigms into a website. I still remember some brands that were investing tons of money to create some 3D versions of their stores and shelves on their website.
- And you know what? We keep doing this mistake again and again...
- We’re seeing this in those small videos with Ake and Julia : each touchpoint has its own rules and good practices. There is no way you can create a similar experience with a vocal assistant and a social network. And this is not what consumers are expecting.
- Yes, you do have only one Brand Identity but you must build multiple experiences.
- Let’s take a look at our good old product data workflow We recently realized that there was something wrong in this diagram. Look at the flow. Everything is moving from left to right, from a central point to several channels. Suggesting that the single source of truth could dictate which data should be used for every channel. This might be true from a data governance point of view. We want to ensure that the data that circulates is always accurate and clean. But it’s only one side of the coin. What we are missing here it the process that will turn this data into multiple compelling experiences..
- So let’s try to refine a bit this diagram and this flow. What does it takes to transform raw data into product experiences? First, we need to collect this raw data from authoritative sources. Nothing really new here. The, we have to standardize this data : we need to cleanse and adapt it to your specific needs Once done, we will be able to start the enrichment work. This step is mandatory if you don’t want to do garbage in / garbage out. We spoke about that a lot last year. Enrichment process is not only about adding a few pictures and translating the product information. It is also about turning technical data into usage data. Now is coming a new step that we are introducing today ; the contextualization of your data. Each channel, each touchpoint will require some adaptation from your golden standard. And I’m not talking about simple transformations like having some labels in lower case or limiting the descriptions to 200 characters. No. This is a real creative work here to make sure that you will add emotion on the top of your technical and usage data. Writing a description aimed to be vocalized is a different work than writing a description for an ecommerce website. Last step is to distribute your data through the right vehicle to fuel the experience. While this step is extremely important, it is worthless without the previous ones. Distribution without contextualization is just plumbing. And you need more than pipes to create emotion.
- And the first step towards that direction was to free your product data from Excel Hell. We spoke and communicated a lot about spreadsheets, on why they are the biggest impediment to the execution of a success omnichannel strategy. And we will continue to do so. Taking back control on your product data is an absolute prerequisite before thinking about any other omnichannel initiative.
- And 1 team we usually try to include is the Studio Team. Even when they manage pictures internally, having an in house studio, team are still too often separated from the product data. Why do we want to include them in the PIM? Because we know the power of images. Here starts the product experience. I prepared a quick TEST/experience with you today…. What did you see? Have you seen all the details you have been able to see in less than 10 milli seconds? That’s crazy. That’s the power of images. One of the reason is that when you have an image, you don’t need to speak, you don’t need to translate. You share. You share a context. And again, here starts the Experience.
- Isnt’it much more difficult to buy this bedspread without having a clear vision on how it will look like at home? Seeing that picture, I don’t feel excited to buy the product. Seeing it in a context, I feel like being in that bed, that peaceful and inspiring bedroom .
- And so the PIM facilitates the Customer Experience. The same way your PIM must reflect your internal organization, the product modeling inside must serve your business strategy. If you want to provide a different experience depending on the color of a product, you will adapt your modeling to facilitate the enrichment. If 80% of the product information is proper to the color, your Model level will definitely be you color level: « the bedspread in pink, the bedspread in grey »…
- Even for bath or toilet, you have designer and collection that just give more life to products! BATHTUB
- Or level of love
- This is perfect when you sell your own products, when you are the only distributor. When you also sell your products through different resellers, marketplaces that you choose, the PIM is a chance to also serve the Experience these marketplaces will provide selling your products, sharing your Brand identity. Just prepare them the basic but important data they need and let them saving time to provide the Experience they want for their customers to your products!
- Should I say, social media rules the world! That’s the same. What do we do: we consume images, experience! And the social networks have well understood that!
- And here again, it’s not only related to fashion.