There are only a handful of indisputable facts in our universe:

The Earth orbits the sun, energy cannot be created or destroyed, and the COVID-19 pandemic caused a massive boost in eCommerce. 

Overall eCommerce revenue grew nearly 20% in 2020 after the pandemic hit the globe, and a study done at Adobe found that revenue from online sales jumped up by $52 billion in the months following the initial lockdown orders.

However, as the world has opened back up in the past few years, we’re seeing a recalibration in consumer habits. A recent survey conducted here by Akeneo showed that 93% of shoppers plan to mix both online and in-store shopping experiences this holiday season, pointing to a new normal: hybrid shopping. 

This trend is especially prominent among Gen Z, with 64% of Gen Z shoppers preferring to shop in physical stores rather than online. Why, after such a heavy shift toward digital, are people now gravitating back to in-person experiences? The answer lies in the value of experience, human connection, and a desire for community impact.

Why Shoppers are Returning to In-Person Experiences

The popularity of eCommerce is due, in large part, to the convenience it can offer; the ability to browse, click, and buy without leaving home opened up a world of ease that proved essential for when people weren’t leaving their homes for days or even weeks at a time. 

Yet, as online shopping becomes widely accessible, convenience becomes less of a differentiator.  With most businesses able to facilitate convenient online purchasing, customers are increasingly looking beyond ease of access when deciding where to spend their money. Instead, they seek differentiated shopping experiences that align with their values, preferences, and expectations.

Plus, many consumers simply crave that human connection. While algorithms and virtual assistants have made online shopping efficient, they lack the warmth and personalization that an in-store expert can offer. Many consumers miss the ability to ask a knowledgeable associate about a product, test items firsthand, or simply enjoy the sensory experience of shopping in a physical environment. A digital recommendation engine can suggest products based on past purchases, but it doesn’t replace the trust that comes from speaking directly to a real person.

In-person shopping also supports local economies. Many consumers are increasingly aware of the impact of their purchases and the environmental effects of shipping and returns; by shopping locally, they can reduce the carbon footprint associated with online order shipping. This growing consciousness around sustainability is a powerful motivator, encouraging consumers to seek out stores that contribute positively to their communities.

2. Evaluate the existing tech stack

Before making a new purchase, Pichelot recommends that companies carefully assess their existing tech stack. “Often,” she notes, “there are already tools available that can meet the needs without incurring extra costs. It’s essential to ask: Do we already have a solution that could do the job?

This can mean reviewing current tools that may be underutilized or have features that could be expanded upon. Sometimes, the proposed investment is a replacement for outdated software, which can be easier to justify, but in cases where it’s an entirely new addition to the tech ecosystem, extra diligence is sometimes required to understand why the current solutions aren’t sufficient and whether the problem lies in the tools themselves or in how they are being used.

Teams should not only understand the limitations of their current tech stack but also thoroughly investigate whether the new software genuinely offers a significant advantage. Are the problems truly caused by the limitations of the current system, or is there a more efficient way to use what’s already in place?

3. Evaluate the requested software

After reviewing the business case and evaluating the current tech stack, the next step is a closer examination of the proposed software. Pichelot emphasizes the importance of future-proofing by ensuring any new software integrates well with the existing tech ecosystem.

“Many tech stacks accumulate ad hoc tools,” Pichelot explained, “but when integration is challenging or impossible, it often leads to further complications.” A tool that doesn’t work in harmony with other systems may not deliver its full value, especially as a business scales or adds new solutions.

To gain a realistic perspective on a software’s potential, Pichelot suggests speaking directly with its users. “It’s essential to talk with those who have firsthand experience with the tool,” she advised. “Get their candid insights on the benefits they’ve realized and the challenges it’s resolved.”

This feedback provides valuable information beyond sales pitches, giving insight into real-world use cases and helping you determine if the software effectively addresses the issues it claims to solve.

Strategic Decision-Making in Tough Times

Deciding whether to invest in technology during an economic downturn is rarely straightforward. Sometimes, investing for long-term benefits is the right choice; other times, it’s better to optimize the value of existing resources.

As Pichelot recommends, a balanced approach includes assessing the ROI of potential investments, considering the opportunity cost of holding back, and thoroughly understanding your current tech stack to ensure any new software integrates well with existing tools. In uncertain times, it may be tempting to avoid new expenses altogether, but strategic, well-informed tech investments can be crucial to emerging stronger. By aligning investments with business needs, evaluating the risks of delay, and ensuring compatibility with current tools, companies can make smart decisions that set them up for both immediate and future success.

One of the most impressive aspects of Pilot’s strategy is its dedication to continuously improving its production processes. Julien shared that their bestselling pens, Frixion and G2, now include recycled materials, a significant achievement given the complexities of working with different raw materials.

The Role of Akeneo: Supporting Sustainability with Seamless Product Information Management

As sustainability initiatives become more complex, the need for efficient management of product information across multiple channels and markets grows. This is where Akeneo steps in, providing robust Product Information Management (PIM) solutions that help brands like Asket and Pilot streamline their processes.

For Asket, ensuring transparency and educating consumers about their product’s environmental impact requires managing vast amounts of detailed product information. Akeneo’s PIM system allows Asket to store, organize, and distribute this information effectively, ensuring that every garment’s story is accurately conveyed to the consumer. As Vidar noted, “Before we had a PIM, we stored all of this information in Excel and Google Sheets, which was cumbersome and inefficient. With Akeneo, we can now manage and share product data seamlessly.”

Pilot also benefits from Akeneo’s PIM solution in maintaining consistency across its extensive distribution network. Julien emphasized, “We manage product information in 18 languages and across 26 subsidiaries. Akeneo’s PIM makes it easier for us to provide complete, accurate, and up-to-date product information to all stakeholders, ensuring that our sustainability message is not lost in translation.”

Akeneo not only helps these brands manage their current product information but also supports their future growth and sustainability initiatives. As these companies expand globally, Akeneo’s scalable solutions ensure that their product data remains consistent and accessible, no matter where their products are sold.

The Road Ahead: Integrating Sustainability into Business Strategy

Both Asket and Pilot have shown that integrating sustainability into business strategies is possible and can drive innovation and customer loyalty. However, they also acknowledge the challenges that come with this journey.

For Asket, the challenge lies in maintaining transparency and educating consumers about the impact of their choices. As Vidar pointed out, “It’s important to understand that sustainability is a journey. You don’t wake up one day and say, ‘Hey, we are sustainable.’ It takes time and continuous effort.”

Pilot, on the other hand, faces the challenge of ensuring consistent product information across its extensive distribution network. Julien emphasized the importance of empowering subsidiaries and distributors with the right tools and knowledge to support their sustainability goals. “It’s a real challenge to ensure that end users receive complete and fresh information. We must consider every actor in the distribution chain,” he said.

A Collective Effort Toward a Sustainable Future

The experiences of Asket and Pilot highlight the importance of a collective effort in achieving sustainability. Whether it’s through educating consumers, innovating production processes, or ensuring transparency across the supply chain, every step counts.

As businesses continue to navigate the complexities of sustainability and profitability, the lessons from Asket and Pilot offer a roadmap for others to follow. By prioritizing sustainability, companies not only contribute to a better planet but also build stronger, more resilient businesses for the future.

As Vidar aptly put it, “Building to last—both in terms of products and business strategies—requires thinking about the entire lifecycle, from design to production to end-of-life.” It’s a philosophy that all businesses should embrace as they chart their course towards a sustainable future.

Ready to revolutionize your approach to sustainability and product experience? Download our exclusive white paper on the PX Revolution to discover how you can align your business with the latest consumer trends and combat reckless consumerism with enhanced sustainable product experiences. Download now and take the next step towards a more sustainable future for your brand!

3. Supply chain transparency

Despite an overall trend towards price-consciousness, half of U.S. consumers surveyed said they would pay a premium for sustainably sourced products. Incorporating details like the origin of your materials, the ethical practices behind their sourcing, and the sustainability of your manufacturing process gives shoppers the confidence they need to value-based decisions.

As more consumers seek to align their purchases with their values, particularly around environmental and ethical concerns, the depth and clarity of the product information you provide can be the deciding factor in whether they’re willing to pay full price, or even a premium, for your goods.

Consumers are no longer swayed by vague buzzwords like “green” or “eco-friendly”; they want specifics, and product information provides that transparency. Clearly indicating where raw materials are sourced from or disclosing ethical practices involved in the production process adds a layer of credibility to claims of sustainability.

This transparency doesn’t just enhance trust; it also helps price-conscious shoppers see the long-term value of their investment. They can weigh the benefits of buying higher-quality, responsibly sourced items that may last longer and have a lower environmental impact, versus cheaper, less sustainable alternatives.

4. Resale markets

The rise of resale markets has been a game-changer for retailers, offering an opportunity to cater to budget-conscious consumers who are looking for quality goods at a reduced price. Creating a resale section on your website or in-store, where shoppers can purchase previously owned or returned items, can appeal to those who want to save money while still getting access to premium products.

Resale markets can also help you reduce the costs associated with excess inventory and returns. Instead of writing off returned items, you can give them a second life and sell them to shoppers who are excited to snag a good deal!

For resale initiatives to be successful, retailers must have detailed, accessible, and up-to-date information on the condition, specifications, and purchase or repair history of each item being resold in order to accurately classify and categorize these items for sale. Without this data, it becomes difficult to build trust with customers and ensure that the products in the resale market are accurately described, properly valued, and appealing to buyers.

Reliable product data also ensures that retailers can properly manage inventory for the resale market. By maintaining a database of available resale items, along with their condition, origin, and other pertinent details, retailers can streamline the process of updating their website or store with accurate resale options. This level of organization and transparency is essential to scaling resale operations, reducing operational inefficiencies, and delivering a seamless shopping experience to consumers.

2024 Holiday Shopping Season

This holiday season, price-conscious consumers will be looking for more value, not just lower prices. With the right strategies, you can stand out from the competition and delight value-driven shoppers, all while maintaining your margins and boosting sales during this critical shopping season. 

To learn more about the trends impacting the holiday shopping season, you can download the 2024 Holiday Shopping Guide here, complete with expert insights and actionable strategies.

Waking Up to a Solution

Striving to advance themselves and streamline their operations, Bensons for Beds chose to partner with Akeneo due to the agility and flexibility our solution fosters – ultimately enhancing customer journeys, both virtual and physical. 

With the help of Akeneo PIM, Bensons for Beds’ products were categorized and given a distinct product experience depending on the product type, ensuring that high-value items were fully enriched with information that strengthened the sales process.

In the PIM, Akeneo’s SKU generator also accelerated the retailer’s time-to-market by speeding up product creation and enabling data enrichment, resulting in products being launched to the public as quickly as possible. And control fields gave Bensons for Beds the freedom to slice and dice information based on what was relevant to the audience, depending on which channel they were viewing it through, improving both SEO visibility and onsite product search. 

Thanks to Akeneo’s user-friendly UI, the Bensons for Beds merchandising team was able to generate new product variations and options without relying on the IT team, empowering them to be more flexible, scalable, and efficient.

A New Dawn

With the help of Akeneo, the Bensons for Beds team can now ensure that accurate product information is reflected on their website, allowing customers access to enriched data wherever and whenever they need it. 

In their journey to provide customers with a seamless and enriched shopping experience, Bensons for Beds has harnessed the power of Akeneo to unify and elevate their product data across every channel. By streamlining the management of complex product information and ensuring consistency between their website and physical stores, they’ve empowered customers with the accurate, up-to-date details they need to make confident purchase decisions that won’t keep them up at night.

With that in mind, let’s take a look at five of the driving trends that stand to impact Black Friday and Cyber Monday this year – and how your brand can take the most advantage of each one.

Black Friday & Cyber Monday Trends

1. Promotions & Discounts

Promotions remain the cornerstone of Black Friday and Cyber Monday success. In fact, according to our recent survey on holiday shopping behavior, the top three priorities for consumers were discounts, promotions, and value for money.

The key to winning holiday sales in 2024 lies in clearly communicating the savings customers will receive through your promotions; whether it’s offering discounts for folks who sign up for your email subscription or providing more value-based discounts such as free delivery or hassle-free returns, offering your consumers with different ways to save encourages loyalty, trust, and high value for money. You can also curate kits or bundles of products that align with a customer’s interests or previous purchases, offering an opportunity for shoppers to explore complementary items.

2. Personalized Experiences

In a competitive market where consumers are inundated with choices, personalization has emerged as a fundamental element for fostering customer loyalty and satisfaction. Brands are beginning to recognize that one-size-fits-all marketing or product offerings no longer suffice. Instead, they are leveraging data-driven insights to deliver highly personalized experiences that resonate with individual shoppers based on individual actions and preferences.

The foundation of personalization lies in data collection; organizations must gather and centralize customer data from various sources, including website interactions, purchase history, social media activity, and loyalty program participation. Advanced analytics tools and machine learning algorithms can then process this data to identify patterns and trends, and help brands segment their customer base to create personas and tailor marketing efforts. During Black Friday and Cyber Monday, brands can leverage these insights to recommend products and promotions to individual shoppers that are more likely to resonate with those shoppers.

3. In-Person is Back

The 2024 holiday season is all about the omnichannel experience; 93% of shoppers plan to utilize both online and brick-and-mortar experiences this holiday season. The expectation of the modern day consumer is that they can make informed, confident purchase decisions whether they’re browsing your site or the aisles of your nearest location.

And it’s often not an “either/or” situation; shoppers will commonly initiate purchases journeys online, researching products, reading reviews, and comparing prices, before completing their purchase in a physical store nearby where they can see, touch, and try the product before buying. In fact, 65% of holiday shoppers stated that they research products online before making a final purchase, and 60% had previously utilized BOPIS (Buy Online, Pick Up In Store).

Retailers who can seamlessly connect these channels will create a seamless experience that drives customer satisfaction and loyalty. As the holiday season gets increasingly competitive, those who prioritize these hybrid experiences will not only see higher conversion rates but will also build stronger customer relationships that extend beyond the holidays.

4. Consistency is Key

As we just discussed, consumers interact with brands through a multitude of touchpoints before making a purchase. If the experience is disjointed or inconsistent at any point in this journey, it can lead to frustration and, ultimately, abandoned shopping carts or lost sales.

Consistency breeds trust. When consumers encounter a consistent brand experience across all touchpoints, it reinforces the perception that the brand is reliable and dependable. Trust is a critical factor in building long-term customer loyalty. Plus, a consistent brand experience reinforces brand identity and values. Whether customers engage with a brand online or in-store, they should encounter the same messaging, aesthetics, and overall feel. This cohesion strengthens brand recall and recognition.

From an operational perspective, consistency plays a pivotal role in streamlining processes for retailers. When a unified approach is adopted across pricing, product information, and inventory management, it significantly reduces complexity and minimizes the risk of errors. With consistent pricing strategies, retailers can avoid discrepancies that might arise between online and in-store pricing, ensuring a seamless shopping experience for customers.

A centralized product information management system ensures that product availability is up-to-date, reducing the likelihood of overstock or stockouts. This operational consistency not only enhances internal efficiency but also contributes to the overall reliability and reputation of the brand, especially during high-stakes events like Black Friday and Cyber Monday.

5. Sustainability is a Priority

While price remains the most significant factor for most consumers, there’s a growing segment that is willing to pay more for sustainability and ethical sourcing — in particular, the younger generation. With 59% of millennials and 50% of U.S. consumers overall are willing to pay a premium for sustainably produced products, we can see that there is a clear trend toward responsible consumption.

As shoppers are becoming more discerning, expecting brands to be transparent about their practices, they’re digging into product information and basing purchase decisions on how well a product’s story aligns with their ethical priorities. In this era of “conscious consumerism,” shoppers are no longer satisfied with vague claims or superficial acts; they want proof. This means that brands must go beyond the buzzwords and offer clear, detailed information about how their products are made, what materials are used, which suppliers were involved, what standards and regulations are met, and what responsible end-of-life practices look like. After all, transparency builds trust, and trust drives purchases.

Prepare for the 2024 Holiday Season

As we gear up for the whirlwind that is Black Friday and Cyber Monday, brands must be prepared to deliver on the shifting expectations of today’s consumers.

The key to success this year will be adaptability—leveraging data, streamlining operations, and delivering experiences that meet consumers when, where, and how they want it. Shoppers are more informed than ever before, relying on product descriptions, reviews, sustainability details, and pricing transparency to guide their decisions. Accurate and comprehensive product information not only helps customers find exactly what they’re looking for but also fosters confidence in their choices, leading to fewer abandoned carts and higher conversion rates.

Preparing for the holiday rush isn’t just about stocking shelves and offering discounts—it’s about ensuring that every product is accompanied with up-to-date, accurate, and easy-to-understand information across all channels. By providing the omnichannel experience that consumers are looking for, brands can meet consumer expectations, enhance the shopping experience, and ultimately, drive holiday success in 2024 and beyond.

Q: Did any speaker or session particularly inspire you? If so, what resonated most and why?

The most inspiring session for me was the session with Debbie Ellison, Global CDO at VML. She shared, “It’s hard to be brilliant at everything, all the time, all at once. You are responsible for your own happiness. Relationships only hurt if you don’t have them. Surround yourself with people who share your vision and do what you love.”

I was impressed by her resilience and grit, and the strengths she was passing on to the audience. What resonated most was the reminder to let go of the pressure to excel in everything simultaneously. It reminded me of the importance of being kind to myself and to others, without expecting something in return. For me, it reinforced the idea that empathy and connection are essential not only in leadership but in every aspect of business. This is what transforms teams into communities and challenges into opportunities. It’s a lesson I’ll carry forward—both personally and professionally.

– Julie Dura, Solution Engineering Manager

Q: How has the conference changed your perspective on leadership and the challenges women face in leadership roles?

It was inspiring to see so many talented women open to sharing their stories and what they have learned along the way. All of them are easy to talk to and genuinely care about changing the industry. Women in MACH is a powerful community of women willing to share and change the balance in tech. 

– Florence Le Guellec, Group Product Manager

Every industry undergoes various cycles and updates to its landscape, and the B2B sales sector is no exception. 

With the onslaught of new technology, updates, connectivity to customers, and the rapid increase and reliance on digital sales, B2B organizations need to step into the future sooner rather than later. And the future of B2B customer engagements looks increasingly like B2C. 

But how can companies adopt a B2C mindset and properly prepare to ensure they are staying competitive in the marketspace? The answer is through adopting a digital strategy and building a strong omnichannel presence. However, with 85% of B2B organizations already implementing a digital sales strategy, time is of the essence and companies need to kickstart their transformations now if they haven’t already.

Embracing the adoption of omnichannel experiences and a digital presence is no small task. Between ongoing regulation changes, sustainability efforts, and incorporating emerging technologies, executing a strong digital transformation can be daunting. By building a strong foundation and embracing changing customer behaviors and patterns as they happen, however, companies can ensure they are set for success and prepared for the future.

Embracing Emerging Technologies and Digital Sales 

A recent Akeneo study found that 90% of B2B organizations are planning to increase their digital sales strategy within the next two years, signaling the urgent need to invest in digital channel optimization and implement cloud-based platforms. 

As buyers continue to opt for and prefer digital options in their personal shopping habits, they’re coming to expect this type of personalized, self-service experience in the B2B shopping experience and in fact, nine in 10 B2B organizations reported that they are either already using or planning to use emerging technologies such as Generative AI, voice search, and visual configuration tools within the next 12 months. 

While B2B shoppers still appreciate the personal touch of an in-person interaction, digital channels as a whole are able to scale efforts beyond face-to-face meetings and allow companies to connect with customers no matter where they are or what time of day it is, which increases overall efficiency and helps to improve a customer’s overall experience. The digital world has allowed customers and companies to connect in unprecedented ways through various interactions across digital touchpoints such as websites, mobile, apps, social media, email, and more. 

As we continue on digital transformation journeys, this will only become more popular among customers and buyers, who want to do business on their schedules, which may not be during your business hours. This seamless usability and convenience in the consumer realm is what B2B buyers crave in their business lives, too. 

With ever-increasing methods of communication and connection to buyers and customers though, it’s important to ensure that data is being stored in a centralized, cloud-based platform so it’s consistently accessible to anyone in the organization who needs it, whenever they need it. Using a Product Information Management (PIM) solution to organize, enrich, and manage all the data collected helps streamline data processes across the entire organization, making a more seamless experience for both employees and customers.

But let’s not get too ahead of ourselves; first, why don’t we dive into the basics of supply chain sustainability, and how it can not only positively impact the environment but also your bottom line.

What is Supply Chain Sustainability?

At its core, a sustainable supply chain prioritizes responsible and ethical practices at every stage of production, distribution, and delivery. It encompasses sourcing raw materials responsibly, ensuring transparent communication of certifications to consumers, and maintaining ethical operations when delivering finished products. This approach is not merely about efficiency but about integrating sustainability into the business model to create long-term value.

Sustainability in the supply chain can be broken down into several key aspects:

Human rights and fair labor practices

A sustainable supply chain is built on the foundation of respecting human rights and ensuring fair labor practices. This includes paying workers a fair wage, providing safe working conditions, and ensuring that no child labor or forced labor is used at any point in the production process. Ethical supply chains prioritize the welfare of the people who are responsible for manufacturing and distributing products.

Environmental impact

Reducing the environmental footprint is a key element of sustainability, including everything from lowering carbon emissions during transportation to minimizing the water and energy used in production processes. Sustainable supply chains also seek out renewable energy sources and implement practices that reduce deforestation, pollution, and ecological degradation. As climate change accelerates, companies that are serious about sustainability are focusing on practices that protect ecosystems and conserve natural resources.

Material waste reduction

Another fundamental aspect of supply chain sustainability is ensuring that waste is minimized at every step of the product lifecycle, including raw material extraction, production, packaging, and disposal. Sustainable supply chains often embrace the principles of the circular economy, where materials are reused, repurposed, or recycled to minimize the amount of waste that ends up in landfills and extend the lifecycle of existing products. Companies are also exploring ways to design products that require fewer resources or use recycled materials, contributing to both environmental protection and cost efficiency.

Long-term viability

A supply chain built on sustainable principles is more likely to withstand disruptions, resource shortages, regulatory changes, future market demands, and shifts in consumer behavior because it is designed with flexibility and responsibility in mind.  Not to mention, investing in sustainability can often help build brand loyalty and trust as consumers increasingly seek out companies that align with their values.