In a world where every purchase has the potential to make a difference, the rise of value-driven shopping has become an unstoppable force. Gone are the days when consumers merely sought products; now, they crave a connection with the heart and soul behind the brand, and if they don’t connect with your business’s message, they’re quick to abandon purchase in search for an organization that shares their views. 

Our 2023 Global B2C Survey uncovered that two-fifths of consumers have declared their willingness to pay more for brands that proudly showcase their core values. And it’s not just a passing fad; we also found that these consumers are prepared to invest an average of 18% more for products that weave meaningful brand values into their very fabric.

But what actually matters most to consumers these days, and how can your brand ensure that you’re effectively communicating your investment in these areas? Let’s take a look at four pathways to breathe life into your brand’s core values through product information, forging an unshakable connection with your customers. 

 

1. Sustainability

With sustainability becoming a major concern for consumers, brands need to prioritize communicating their efforts in this area. Our B2C Survey revealed that 35% of customers consider sustainability a crucial piece of product information. Moreover, a staggering 63% of consumers stated that they would stop buying from a brand if they lost trust due to a lack of transparent and accurate product information. To communicate your sustainability efforts effectively, brands must have access to the right product information that can be syndicated across all customer touchpoints.

One effective way to achieve this is through Digital Product Passports, which will soon be required by law for any organization that sells or conducts business within the EU. These passports require organizations to gather data on a product and its supply chain and share it across entire value chains so all actors, manufacturers, repairers, and consumers better understand the environmental impact of the materials and products they use. Not only does this promote sustainable and ethical supply chain communication, but it also provides consumers with the information they need to make an educated purchase that aligns with their desire to protect the planet.

 

2. Disability Accessibility 

Inclusivity is another critical aspect of a brand’s values that can be conveyed through product information. Ensuring that your website and products are accessible to people with disabilities, such as those with hard of hearing or blindness, is essential. Having the right product information in the appropriate places enables these individuals to effectively utilize assistive tools, like screen readers that convert on-screen text into synthesized speech or Braille output, and have an equally enjoyable browsing experience.

In order to provide additional information to these assistive technologies, a set of attributes referred to as ARIA (Accessible Rich Internet Applications) can be added to HTML elements. These attributes help screen readers and accessibility tools understand the interactive elements, live regions, and dynamic content on a web page, improving the user experience for individuals with visual disabilities. By clearly identifying interactive elements, users can efficiently interact with the website and perform actions like adding products to their cart or submitting forms. ARIA attributes can also be applied to indicate when a product is currently out of stock or unavailable for purchase, or used to describe visual elements like product images, all of which require the appropriate product information around product availability or image alt-text to be readily available.

3. Size/Gender inclusivity

Though these values tend to apply specifically to fashion brands, size and gender inclusivity is an important aspect of a brand’s value set that consumers are increasingly prioritizing in their purchase decisions. In a world that celebrates uniqueness and diversity, brands that embrace size and gender inclusivity in their product information are paving the way for a more inclusive and accepting shopping experience.

One of the most powerful ways to promote size inclusivity is through product photos that reflect the diversity of your customer base. Rather than showcasing products solely on models with conventional body types, fashion brands can feature their products on models of various sizes and appearances.

Accurate and inclusive size guides are another essential component of size inclusivity. Providing detailed measurements that cater to a wide range of sizes ensures that customers can confidently choose the perfect fit for their unique body shape.

And it’s not just size inclusivity that’s a hot topic; rigid gender norms are also being challenged more and more frequently. To stay ahead and foster a more positive shopping experience for all customers, brands should reconsider their approach to gender categories. Instead of strictly dividing products into traditional men’s and women’s sections, consider providing options for non-binary individuals and those who prefer gender-neutral clothing by offering gender-inclusive product categories or providing gender-neutral options for certain items. Beyond product images and categories, the language and messaging used in product information also play a crucial role in promoting inclusivity. Avoid gender-specific language when it’s unnecessary, and opt for gender-neutral terms that resonate with a broader audience. This simple yet powerful gesture goes a long way in establishing an emotional connection with customers, signaling that your brand respects and values their identities. 

 

4. Back to School/Education

For brands looking to support education and back-to-school initiatives, effective communication of product information is crucial. Running a campaign where a portion of sales goes to a local school requires accurate information about qualifying products, the percentage of the price being donated, and precise tracking of contributions. Transparent and accurate product information instills trust in customers, assuring them that their purchases are making a genuine difference in supporting education.

Plus, back-to-school season provides an opportunity for brands to connect with a large influx of customers on major retailer websites that have historically carried out back-to-school campaigns like Target, Walmart, and Amazon. Product detail pages serve as the frontline in capturing customers’ attention and driving conversions on these sites – brands should ensure that their product information is comprehensive and engaging across every retailer platform. This includes high-quality images and videos that showcase products in action, user reviews that build credibility and trust, accurate stock availability to prevent disappointment, and shipping estimates that manage customer expectations.  A compelling presentation of product information captures shoppers’ attention, fosters trust, and ultimately encourages them to choose your brand over competitors during the back-to-school rush. By providing well-prepared and informative product detail pages, brands significantly boost their credibility and visibility in crowded online marketplaces.

Beyond the technical aspects of product information, storytelling holds the key to forging a deep emotional connection with customers during the back-to-school season. Brands can leverage narrative videos and behind-the-scenes stories to communicate their commitment to education and the community. Share heartwarming stories of how the campaign impacts local schools, highlighting the real difference it makes in students’ lives. Personal anecdotes and testimonials from educators, students, and school administrators further solidify the brand’s dedication to supporting education.

As consumers become more discerning about the values and practices of the brands they support, it is imperative for businesses to invest in creating product content that highlights and reinforces these values. By leveraging product information effectively, such as through narrative videos and behind-the-scenes stories, brands can build a deeper connection with their customers. Transparent, accurate, and inclusive product information not only facilitates informed decision-making but also builds trust and loyalty with consumers who share similar values. Embracing communication of brand values through product information can lead to more significant customer engagement and increased brand reputation in today’s value-driven market.

To learn more about how to utilize product information to communicate your brand’s value and gain deeper insights into trending consumer behavior, be sure to check out the full 2023 B2C Survey Results Report.

Recently, we introduced the latest collaboration between Akeneo and Calago: the ETIM app, which serves as a seamless connector between the ETIM API and Akeneo, revolutionizing the way catalog structures are created.  By integrating the power of ETIM with the efficiency of Akeneo, this app simplifies the process of adhering to ETIM standards and streamlines catalog management for businesses worldwide.  

What is ETIM?

ETIM, short for “European Technical Information Model,” has emerged as a critical global technical standard. ETIM provides a standardized classification and structure for technical product data across various industries, ensuring consistency, interoperability, and streamlined information exchange.  As a result, ETIM has become a fundamental framework for industries such as construction and electrical, enabling efficient data management, effective communication, and enhanced collaboration throughout the supply chain.  

Akeneo x Calago

Before the development of the Calago ETIM app, integrating the technical characteristics of the ETIM standard into Akeneo required manual effort and time-consuming processes. While the software previously created attributes and families, it did not automatically populate the product data itself.  This meant that customers had to invest significant resources in manually creating attributes, particularly for businesses dealing with a wide range of product types requiring numerous classes and features. The whole process of creating ETIM structures in Akeneo could take hours or even an entire day depending on the complexity of the product catalog. The newly introduced Calago ETIM app directly addresses the challenges faced by businesses in integrating ETIM standards into their Akeneo catalogs. The app offers a user-friendly interface that simplifies the process to just a couple of clicks, enabling users to create a complete catalog structure in Akeneo within just a few minutes.  Moreover, the app provides the option to schedule automatic updates, ensuring that the latest classes from the ETIM API are fetched and integrated into the catalog automatically. This automation eliminates the need for manual updates and allows businesses to “set and forget” their ETIM catalog structure, especially for companies whose product classes experience minimal changes over time.  

The Future of the ETIM App

Looking ahead, the Calago ETIM app aims to enhance its functionality to meet the evolving needs of businesses. One of the planned improvements includes the addition of reporting features, which will notify users of any removed attributes or features within the ETIM standard. This reporting will enable users to efficiently manage attribute removals from Akeneo, ensuring compliance with the latest ETIM standards. Furthermore, the app will introduce an export functionality, allowing users to export data from Akeneo back out according to the ETIM standards. Additionally, the app’s roadmap includes catering to businesses that already have an existing structure in Akeneo and wish to align it with the ETIM structure. This enhancement will provide flexibility for customers to maintain their own structure while still adhering to ETIM standards, offering a harmonious integration of their catalog management practices. The Calago ETIM app represents a significant step forward in simplifying the creation and maintenance of catalog structures within Akeneo, adhering to the global ETIM standard. By automating the process, reducing manual efforts, and providing a user-friendly interface, the app empowers businesses to effortlessly manage their catalogs and ensures seamless interoperability within the industry. With future updates and improvements, the ETIM app will continue to serve as an essential tool for businesses seeking to streamline their catalog management processes and enhance their compliance with industry standards. Are you interested in learning more about how Calago and Akeneo can help your organization comply with ETIM standards? Reach out to an Akeneo expert today.

As we navigate the ever-changing landscape of digital commerce, one thing is certain: innovative technologies continue to reshape the way we shop online. The future of digital retail holds immense potential, fueled by advancements that were once only the stuff of science fiction. From AI-driven commerce to AR & VR experiences to live commerce or social shopping, the possibilities are endless.

Let’s take a look at the top four ground-breaking technologies that are impacting the digital commerce landscape today, and how companies are already utilizing these futuristic strategies today.

1. AI-Driven Commerce

The leaps and bounds we’ve made within Artificial Intelligence (AI) over the past few years is truly mind-boggling; what once produced clunky, robotic chunks of text can now create eloquent and natural-sounding sentences that pass through human detection with ease. Generative AI can help product teams create compelling (and SEO-friendly) product descriptions and product page copy, along with instantaneous translations and suggestions for product information. Not to mention, this technology can analyze almost unfathomable amounts of data instantaneously, sorting through millions of transactions, interactions, and browsing patterns to pull out customer insights that lead to more personalized product recommendations, advertisements, and customer experiences. And it can even digest visual content – brands can utilize AI to analyze product images to identify characteristics like color, material, and size to pull as attributes.

 

Mondial Tissus Spins AI Magic for Seamless Growth

Mondial Tissus, a leader in the French retail market for fabrics and haberdashery items, successfully leveraged AI technology to supercharge their product experience. With the combination of a composable PIM and ChatGPT’s AI capabilities, Mondial Tissus automated the generation and translation of hundreds of product attributes, resulting in improved product descriptions and easy localization of content for international markets within hours. This not only accelerated their time-to-market but also enhanced the quality of their offerings, empowering their teams to develop high-value assets, personalized for each season, and expand into new geographies with ease.

 

 

2. AR & VR Commerce

Together, AR and VR are transforming digital commerce, blurring the lines between online and physical shopping. With VR, consumers can virtually “try on” clothes and accessories without stepping foot in store. Similarly, AR allows consumers to visualize products in their home before ever making a purchase. Visual configurators personalize the shopping experience by enabling customers to visually bundle the items of their choice and customize to their heart’s desire. By meshing the ease of online shopping with the power of physically seeing how a product incorporates into a space, brands are empowering consumers to make better shopping decisions. Plus, these brands will then have the data they need to suggest compatible products to compliment a buyer’s choice, encouraging cross-sales.

 

From Hollywood to Your Homepage: Visual Effects for eCommerce

Founded by a CGI expert who created visual effects in Hollywood, Threekit is a 3D product configurator that offers brands the opportunity to create virtual and augmented reality experiences for their customers on their own D2C site. By enabling consumers to visually change color, fabric, or size of products and see the adjustment in real-time, Threekit provides a visual representation of the exact product that the consumer wants. Plus, their AR tool for eCommerce lets users virtually place these customizable products in their space. Utilized by Starbucks Coffee, Crate&Barrel, and TaylorMade, Threekit is already supporting the visual commerce efforts of massive corporations. 

 

 

3. Live Commerce

Live commerce is an emerging trend that combines live streaming and eCommerce, providing a real-time interactive shopping experience to consumers. Influencers, brands, or retailers will broadcast live video sessions where they showcase and demonstrate products, engage with viewers, and offer exclusive deals or discounts. 

Not only does this interactive format allow customers to ask questions, receive instant feedback, and make purchases directly within the livestream, but it also enables businesses without the resources for a brick-and-mortar store to still showcase their products and build trust and credibility among customers.

However, as with all aspect of digital commerce, the product experience your business can offer through live commerce is only as good as your product information. If you provide an influencer with the wrong list of ingredients for the lipstick they’re demoing, or doesn’t know the correct dates for a flash sale that someone asks about in the chat, this experience falls flat and becomes a liability for the brand.

Beauty, Brains, and Real-Time Buys at Your Fingertips

Major beauty and personal care retailer Sephora has been making waves in the world of live commerce, hosting their “Sephora Live” events, where beauty experts and influencers broadcast live sessions to showcase products, makeup tutorials, and engage with viewers in real-time. During a “Sephora Live” session, the expert host will demonstrate application techniques, answer questions, and offer deals, encouraging consumers to interact through comments and make purchases directly in the live stream. This digital commerce strategy also enables Sephora to reach customers who may not live geographically near a Sephora location, driving revenue and unlocking new markets.

 

 

4. Social Commerce

Social commerce is one of the fastest growing segments of digital commerce as it fuses two of the most popular uses of the Internet: social media and online shopping. By bringing the convenience of eCommerce to popular social platforms like Instagram or TikTok, users can discover, research, and buy products all without exiting the app. 

Social commerce also enables consumers to easily access real, trustworthy user reviews, check out personalized recommendations, and purchase exactly the same item as their favorite influencer, all so that they can feel confident that they’re purchasing the right product.

Again, a strong social commerce presence relies on strong product information. Imagine a customer comes to your TikTok page to see videos of your product in action, but all they see are recycled images from Instagram plastered into a video template. Or they try to input a promo code they saw from a Tweet, but the promotion doesn’t start until the following week and the Tweet never mentioned that. This is a recipe for bad product experiences.

 

Starbucks’ Social Media Brews Up Success

Starbucks has effectively incorporated social media platforms into their digital commerce strategy, particularly Instagram and Twitter. On the photo-sharing app, Starbucks brews up visually appealing images of their products and utilizes the Instagram Shoppable post feature that allows users to click on tagged items and make purchases directly from the Starbucks website or app. Plus, they encourage user-generated content by promoting specific hashtags, featuring customer photos, and running Instagram-specific promotions.

Starbucks is equally as innovative on Twitter – through their “Tweet-a-Coffee” campaign, users are able to send digital Starbucks gift cards to friends or followers directly through just a tweet, linking their Starbucks account to their Twitter profile. Not only do these social channels allow Starbucks to promote their products and connect with customers, but they actually help drive revenue, customer loyalty, and a better customer experience.

 

 

In today’s digitally driven world, it’s crucial for businesses to prioritize customer experiences in order to stay ahead. But the long-term competitive advantage comes from not just meeting customer expectations, but surpassing them. By creating an engaging digital offer on all buyer journey stages, you can  exceed customer expectations and delight them through their entire experience with your brand. 

1. Flawless Product Descriptions

Failure to provide a consistent digital experience across all channels can lead to poorer conversion rates. Consider the following scenarios that cause user misunderstanding and dissatisfaction:

• A discrepancy of information at different touchpoints,
• Outdated images or lack of information in product descriptions,
• Different product pricing in various sales channels.

According to research, 87% of customers won’t make a purchase again at a store where they encounter false information. It means they will never use your service again, pay a premium for your product or recommend your brand to friends.  Providing flawless and error-free product descriptions is an obvious solution at this point. But it takes work to achieve in real life. It can be challenging, particularly when managing multiple sales channels and various markets. Thus, you’ll have to put in additional work to ensure your digital offering meets the specific requirements of every touchpoint your customer may approach.

2. Personalized Digital Experience

Personalization increases engagement at every stage of the customer journey. Adding customized product bundles and recommendations to your digital offer can quickly improve conversion and drive sales.  Analyze data from your eCommerce platform to gain insights into customer behavior, preferences, and buying patterns. These insights will help you understand their needs and tailor your offer to their preferences and expectations.  The possibilities for customization in eCommerce are almost unlimited. Consider adding to your offer:

• Personalized pricing and promotions offers. Include in your marketing campaigns special offers for various client segments. Then send it to them when they’re more likely to make a purchase. 
• Tailored recommendations. Adding this simple feature to your digital offer can increase conversion, time spent on the store, engagement, and profits. 35% of Amazon’s revenue is generated by its recommendation engine.
• Targeted messaging. By nurturing customer relationships after purchase, you can create loyal advocates who will contribute to your brand’s success. Remember that regular customers are four times more likely to recommend your products or services to their friends and family. 
• Customized notifications. Inform customers about seasonal sales or new products they may like to maintain high engagement even after the initial purchase.
• Adjust product descriptions. If you’re selling abroad, create product descriptions based on local and cultural expectations for different markets. 

3. Inclusive UX Design (WCAG)

WCAG (Web Content Accessibility Guidelines) defines how a website or mobile app should look and behave to be accessible to people with disabilities. Making your digital offer suitable for people with disabilities is a crucial issue for nearly one billion people worldwide. Add to this group the silver generation and those using outdated equipment, whom you will also reach by making your site more digitally accessible. While the primary goal of meeting WCAG guidelines is to increase accessibility for people with disabilities, by implementing those standards, your digital offer will become intuitive and easy to use, positively impacting the digital experience of all your customers. Criteria such as appropriate contrast of elements on the site, font sizes that allow for comfortable reading of content, or straightforward navigation ensure that all users can use your online store in a comfortable and understandable way. Therefore you not only reduce digital exclusion but also gain access to a whole new target audience.

Transform the Customer Experience with Solid Digital Offerings

The customer experience has become a critical factor in shaping the success of businesses across industries. By providing a solid and compelling digital offer, organizations can improve the customer experience, forge deeper connections with their customers, foster loyalty, and drive sustainable growth.  Technology tools like Akeneo PIM play a vital role in ensuring a consistent digital experience throughout the entire customer journey. Equally important is collaborating with an experienced technology provider with expertise in implementing and optimizing your new system. It will help you leverage the new system’s full capabilities, maximize efficiency, and deliver exceptional customer experiences.   This article was written and submitted by Akeneo partner, e-point.

Having a well structured effective PIM is a necessity to having an effective PX Strategy. With thousands of companies using Akeneo PIM, we have been able to consolidate the most impactful ways a company can accelerate their launch of a PIM, and we wanted to walk you through three actions you can take now in anticipation of your PIM implementation to reduce your time to value.  We at Akeneo have been assisting our clients in implementing a new PIM for over 10 years; we would like to share some of those best practices with you.  We’ve compiled the top three focus areas with you to accelerate your time to value, and to mitigate the risk of a project failing altogether: 

• Identify Clear Business Objectives – showcase why you’re investing in a PIM: what are you looking to achieve? Which pain points are you looking to solve? How will you measure the success of these objectives?

• Align Resources to Project Roles – identify the personnel to be assigned to the PIM implementation roles so you and your team are ready to hit the ground running. 
• Begin Cleansing your Product Data – your PIM is only as good as your product data, so you can get a jumpstart on cleaning up any stale data now to expedite your implementation. 

Let’s dive in a bit deeper on these three topics.  

1. Identify Clear Business Objectives 

This is a critical first step in your PIM journey, as it provides the answer to “Why a PIM?” “Why Akeneo?” “Why NOW?” Providing answers to these questions enables you to set the foundation for proper change management internally, and to educate your team on why this investment in a PIM is so important to your organization, and to all of them individually. When identifying your business objectives, we have a recommended template to use and Action Item #1 asks the following questions:

• What is the problem you’re trying to solve?

• How does this problem impact you or others at your company?

• How does this problem impact your customers?

• How would you quantify this impact?

• How would you like to see it improved?

  PZ Cussons clearly articulates their “why” behind purchasing Akeneo:

Aligning on your business objectives allows you and your team to know the “why” behind an investment in a PIM and how this impacts each and every person at your company. Aligning on business objectives provides a north star internally, to come together on why you are asking your team to dedicate time out of their already busy schedules to this project, and what is in it for them.  What we also include in the template is how you may track or manage the business objectives; providing metrics associated with the business objectives allows us to measure how successful the project is, and see the tangible progress you have made.     

2. Align Resources to Project Roles 

It is important to start planning which resources you will need internally to dedicate to your PIM project. This includes both the people that are contributors (creating and enriching product data and assets) and people that are consumers (benefiting immediately from high-quality and always up-to-date product data).  We’ve written other blogs about Building the PIM Dream Team, as it is a vital step in preparing for your PIM journey. We have outlined roles to prepare you for your Akeneo PIM implementation in our downloadable deliverable as Action Item #2; this way, you can start writing down names to each and every role outlined so that both they and you know who is responsible for what.  Assigning team members to roles before implementation puts you ahead of the curve and allows you time to set expectations both internally and externally as to your workload capacity to better prepare for your implementation phase and beyond in your Akeneo journey.  An excellent example of how critical project roles are can be seen from one of our valued customers, Bongenie Grieder:

3. Begin Cleansing your Product Data 

We all know the saying “garbage in, garbage out,” and this applies to your PIM data as well. Your PIM is only as good as the data included inside of it, so having clean data will accelerate your business’ time to value in your Akeneo PIM journey. We’ve written other blogs about the importance of clean data, and this blog here includes an actionable deliverable diving into HOW one may go about doing so. As an excellent first step, start outlining where different data sets exist, and the owner of this data. Then, start reviewing your data for the quality of it. What do we mean by data quality?

• Product Duplicates: The same product duplicated
• Attribute Duplicates: Attribute definitions are varied but mean the same thing resulting in inconsistency in attribution
• Irrelevant data: Fields are used to maintain information that may not map to the PIM system schema or used to maintain information which shouldn’t be migrated
• Incomprehensible: Meaningless data that follows no guidelines
• Incomplete: Mandatory fields may have been circumvented
• Inconsistent: Standards for information may have been misinterpreted or arbitrary information populated
• Inaccurate: Information may be wrongly entered
• Not structured: No categorisation in legacy systems for effective mapping into the PIM. Wrong categorisation leading to wrongly attributed product
• Non conformance: Standards, structure and missing data and attributes for the product type

Even if you aren’t certain how you may want to restructure your data to fit into all of Akeneo’s features and functionalities and the best practices into how to leverage them, you can at least cleanse any data that you know needs cleaning up. And if you aren’t certain as to where to start, we recommend leveraging our downloadable deliverable and populating Action Item #3.  One of our valued customers, Thras.io had this to say about data cleanliness:

Now that you’ve completed all of your action items, what is left is quite simple: beginning your Akeneo PIM journey and becoming one of the many trusted customers within the Akeneo community!  Feel free to download our template outlining the three action steps for a quick PIM implementation, or reach out to an Akeneo expert today to see how we can help you accelerate your PX strategy.

Let’s talk about it; the dreaded return. Businesses fear it because of the associated expenses, both in terms of direct costs like shipping, restocking fees, and processing, and indirect costs such as lost sales and negative customer experiences.  And consumers hate the time-consuming and often frustrating process of trying to obtain the item they initially ordered, with 63% of consumers saying that having to return an item gives them a negative view of the retailer.   It’s safe to say that it benefits both the consumer and the retailer to try to minimize the amount of returns. But in a world of “serial returners”, what’s a business to do? The secret lies in your product information; over half of all consumers (54%) blame the need for a return on  incorrect pre-purchase product information. Let’s dive into five effective strategies that your organization can implement today to improve the product experience offered to your consumers and reduce the rate of returns.     

1. Provide high-quality visual assets

A picture is worth a thousand words, and in the realm of eCommerce, it holds even more significance. High-quality visual assets such as product images, GIFs, or videos play a vital role in helping customers better visualize the product before making a purchase. By showcasing multiple angles, close-ups, and colors or sizes demonstrating the product in action, you can provide potential buyers with a clearer understanding of its features, functionality, and overall appeal, reducing the likelihood of a needed return.  Or you could take it one step further – incorporate innovative AR technology by utilizing a 3D product configurator. Imagine you’re in the market for a sofa, and you stumble upon online furniture brand “FurniCo”.  Not only do they have high-quality photos of the couch you’re interested in, but there’s also a virtual representation of the sofa, ready to be personalized. You can choose the fabric, the color, and even the configuration of the sofa—whether you prefer a classic L-shape or a spacious sectional. As you make your selections, the 3D model updates in real-time, giving you an accurate visual representation of how your customizations will look in reality and eliminating the guesswork. You can rotate the 3D model, zoom in and out, and examine the finer details of your customized sofa from every angle. You even have the option to virtually place the sofa in your living room and adjust the size and placement, ensuring that it fits perfectly within your space and assess whether the chosen design and color scheme will blend seamlessly with your existing décor before ever making a purchase.    

2. Embrace transparency around availability & shipping times

Few things are more frustrating for customers than discovering that a product they’ve eagerly purchased is out of stock or has lengthy shipping times. To avoid this frustration and potential returns, it’s essential to keep your stock and availability information up to date across all channels. Utilize inventory management systems that sync in real-time to provide accurate information to customers, regardless of where they’re shopping—whether it’s your website, third-party platforms, or physical stores. When customers can trust that the products they want are genuinely available, they are less likely to resort to alternative options or cancel their orders. By proactively sharing expected shipping times and potential delays, you can manage customer expectations, enhance their overall experience, and significantly reduce return rates. Let’s return to our furniture company, FurniCo. Let’s say you’ve selected a specific fabric and color combination for your sofa, but FurniCo’s system detects that this particular customization may require a longer production time due to high demand. Instead of leaving you guessing, FurniCo’s website displays a clear notice upfront, stating the estimated time frame for production and shipping.  Furthermore, FurniCo provides the option for customers to sign up for email or SMS notifications regarding stock updates, so that they can be notified when that specific fabric and color combination becomes available. This transparent communication sets realistic expectations and allows the consumer to make an informed decision based on your timeline and needs. By providing accurate shipping and stock information, FurniCo minimizes the likelihood of returns due to unexpected delays or out-of-stock situations. Customers can confidently plan their purchases, knowing when to expect delivery and having reassurance that their customized furniture will be available as specified.    

3. Provide up-to-date, reliable product descriptions

Accurate and reliable product descriptions are the backbone of a successful digital commerce strategy. They instill confidence in customers and foster trust in your brand. Make sure your product descriptions are comprehensive, covering essential details such as size, dimensions, material composition, care instructions, and any other relevant information that might influence a customer’s purchasing decision. Understanding the crucial role that accurate and comprehensive product descriptions play in reducing returns, our friends at FurniCo include a comprehensive description that covers essential details such as dimensions, materials, construction, and care instructions on every product detail page. To enhance the clarity of the information, FurniCo utilizes a combination of concise written descriptions, bullet points, and detailed measurements specifying the height, width, depth, and seating dimensions for every sofa. If any changes occur, such as improvements in materials or slight design modifications, they promptly update the information on their website.  To further support customers in their decision-making process, FurniCo incorporates customer reviews and ratings on their product pages. This valuable user-generated content allows potential buyers to gain insights from previous customers who have purchased the same item. By providing detailed and up-to-date product descriptions, FurniCo minimizes returns caused by misaligned customer expectations. Customers can confidently evaluate the furniture based on accurate information, ensuring that the dimensions, materials, and design align with their requirements. This transparency and attention to detail result in a higher level of customer satisfaction and a reduced likelihood of returns.  

4. Personalize information to each channel

Every channel has its own unique characteristics, and tailoring product information to suit each platform is crucial. Whether it’s your website, social media platforms, online marketplaces, or physical retailers, adapt your product information to the context and format of each channel. Consider optimizing content for search engine visibility on your website, providing concise and engaging descriptions on social media platforms, and ensuring that your product information aligns with the expectations of specific retailers. By delivering tailored information, you enhance the customer experience across various touchpoints, leading to more informed purchases and fewer returns. Let’s take a look at how FurniCo can personalize their product information for different channels:

• Amazon: Recognizing the importance of optimizing product information for Amazon, FurniCo tailors their Amazon product listings to ensure that all essential details, such as dimensions, materials, and features are clearly outlined in the product title, bullet points, and product description. They leverage high-quality images that meet Amazon’s image guidelines and showcase the furniture from different angles and includes up-to-date pricing and shipping information.
• D2C eCommerce site: On their own website, FurniCo has full control over the presentation of their product information. They take advantage of this opportunity to provide more in-depth descriptions, including the inspiration behind each furniture piece, the craftsmanship involved, and the quality of materials used. They also create engaging content that showcases the brand’s story, values, and commitment to creating sustainable furniture. FurniCo also optimizes their website’s user interface, ensuring a smooth and intuitive browsing experience and utilizes interactive tools, such as the 3D product configurator mentioned earlier, to allow customers to personalize their furniture choices directly on the site.
• Social commerce platforms: To reach customers on social commerce platforms such as Instagram or Facebook, FurniCo adapts their product information to suit the format and context of these channels. They create visually captivating posts or ads that highlight their furniture’s key features, versatility, and unique design elements on Instagram. FurniCo includes concise but compelling descriptions that provide a snapshot of each product’s benefits and how it can enhance a customer’s space. On Tik Tok, they utilize user-generated content and partner with DIY influencers to feature their products, fostering trust and social proof. 

   

5. Embrace new technologies

Advancements in technology continue to reshape the digital commerce landscape, offering innovative solutions to common challenges. Embrace these technologies to provide customers with unique experiences and new ways to visualize or understand products to reduce the likelihood of a returned item. We already mentioned FurniCo’s use of a 3D product configurator, which is a great use of innovative technologies. But FurniCo could also take advantage of the advancements made in AI to FurniCo to enhance the product discovery process and provide personalized recommendations. By analyzing customer preferences, browsing behavior, and past purchases, AI algorithms can suggest furniture pieces that align with individual tastes and styles. This personalized approach helps customers find the furniture that best suits their needs, increasing the likelihood of a satisfying purchase and reducing the chances of returns due to style or design mismatch. AI can also be utilized in chatbots or virtual assistants, which could be available on FurniCo’s website or mobile app. These AI-driven assistants can answer customer queries, provide real-time product information or shipping updates, and assist with the customization process.  

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  Leveraging your product information to provide a stronger pre-purchase customer experience is the best defense against the dreaded returns. Both businesses and customers benefit from better utilization and syndication of accurate and detailed product information;  businesses can enjoy increased customer satisfaction, reduced operational costs, and strengthened brand loyalty. Customers, in turn, experience a seamless and personalized shopping journey, making confident purchases that align with their expectations. Interested in learning more about how to reduce the rate of return, and what else is top of mind for the 2023 consumer? Download the results from our 2023 B2C Global Survey today!

In today’s fast-paced digital world, where captivating visuals and engaging content rule the online realm, one thing is clear: digital assets are the lifeblood of effective communication and brand success. Whether it’s striking images, compelling videos, or informative product data, the proper management of these digital assets is crucial to staying ahead of the competition.

But managing all that digital data is no easy feat, especially if you don’t have the tools or technology in place to support a streamlined workflow that not only organizes, secures, and delivers your digital assets to various channels, but also communicates seamlessly with your other technology.

Implementing a Digital Asset Management (DAM) tool is a great way to kickstart this process, but diving head-first into any random software solution you find is a recipe for headaches, miscommunication, messy data, and ultimately a poor customer experience.

Let’s dive into the top 10 best practices you can do both before DAM implementation and after.

 

Before Implementation

1. Audit existing digital assets for accuracy & gaps

Before diving into DAM implementation, it is crucial to assess your current digital asset inventory. Conduct a comprehensive audit to identify inaccuracies, outdated files, and any gaps in your asset library. This process will enable you to clean up your digital assets, remove redundant files, and ensure that only relevant and up-to-date materials are included in your DAM system.

 

2. Centralize product data into a single system of record

One common challenge faced by organizations is scattered product information across various platforms, tools, and spreadsheets. To establish a solid foundation for DAM implementation, centralize your product data into a single system of record, like a Product Information Management (PIM) system, that can communicate seamlessly with your new DAM tool. By doing so, you can eliminate silos, reduce duplication, and have a holistic view of your digital assets.

 

3. Define a clear, strategic goal aligned with business objectives

Implementing a DAM system without a clear objective in mind can lead to confusion and inefficiencies. Take the time to define a strategic goal that aligns with your business objectives. Whether it is improving collaboration, accelerating time-to-market, or enhancing brand consistency, clearly identifying your objectives will guide your decision-making process and ensure that your DAM system meets your organization’s unique needs.

 

4. Identify stakeholders, assign roles & responsibilities

Successful DAM implementation requires a team effort. Identify key stakeholders within your organization who will be involved in the process. Assign clear roles and responsibilities to each team member to ensure accountability and smooth collaboration. Additionally, you should be able to implement granular user access management to control who can access, edit, and distribute specific assets. This not only ensures data security but also protects intellectual property and maintains compliance with privacy regulations, all while still providing key stakeholders with the digital assets they need, when they need it.

 

5. Identify tools that need to integrate with the DAM

To maximize the benefits of your DAM system, identify the tools and applications that need to integrate seamlessly with it. Whether it’s your content management system, eCommerce platform, PIM, or Enterprise Resource Planning (ERP) tool, ensure that your DAM system can integrate with these essential tools. This integration will enable you to leverage your digital assets efficiently across multiple channels and touchpoints, ensuring a consistent and compelling product experience no matter where your customers research and discover you.

 

After Implementation

6. Develop a clear system for standardized naming

Consistency is key when it comes to organizing and searching for digital assets. Create standardized naming conventions for your files to ensure clarity and ease of identification. By adopting a consistent naming structure, you can avoid confusion, prevent duplicate files, and improve the overall efficiency of your DAM system.

 

7. Implement metadata standards 

Metadata provides vital context and information about your digital assets, and can include information such as file descriptions, keywords, categories, and usage rights. Develop a robust metadata schema and apply it consistently across your asset library. By implementing metadata standards, you can enhance searchability, improve asset categorization, and facilitate the efficient retrieval of assets when needed.

 

8. Create automatic workflows within the DAM

Automation is a game-changer when it comes to optimizing your DAM workflows. Leverage the capabilities of your DAM system to create automatic workflows that streamline operations. For example, you can set up workflows for file approvals, metadata tagging, or asset distribution. These automated processes save time, reduce human error, and ensure that assets follow the correct approval and distribution channels. And with new technologies like Artificial Intelligence (AI) becoming more and more advanced and accessible, automating mundane or repetitive tasks within your DAM system can improve operational efficiency and ensure that your employees are focusing on high-value work.

 

9. Train and educate your DAM users for optimal efficiency

To fully harness the power of your DAM system, invest in comprehensive training and ongoing support for your users. Educate them on how to effectively use the DAM system and familiarize them with best practices for uploading, tagging, and searching for assets. By empowering your users with the necessary skills and knowledge, you can improve their efficiency, increase adoption rates, and maximize the value derived from your DAM system.

 

10. Regularly audit and maintain your DAM system

Implementing a DAM system is not a one-time task; it requires continuous maintenance and optimization. Regularly audit and assess the performance and usage of your DAM system. Seek feedback from users on the product experience, identify areas for improvement, and implement necessary updates or modifications to enhance efficiency and user satisfaction. Additionally, regularly review and maintain file organization to accommodate changing requirements and ensure that your DAM system remains scalable and adaptable to your evolving needs.

 

Implementing DAM best practices is crucial for any organization that wants to effectively manage its digital assets and optimize workflows. By conducting an initial audit, centralizing data, defining clear goals, assigning roles, and implementing user access management, you can lay a solid foundation for your DAM system. Once implemented, focus on standardized naming, metadata standards, automation, user training, and ongoing maintenance to ensure optimal efficiency and success. By following these best practices, you can unlock the full potential of your digital assets, streamline your operations, and gain a competitive edge in the digital landscape.

Want to learn more about how Akeneo technology can help support your DAM implementation by creating a central source of record and enable your team to provide stronger product experiences? Reach out to an Akeneo expert today.

Shaped by the cost-of-living crisis, customer demands have taken a new direction; two-thirds of consumers now spend more time validating purchases to ensure they’re getting the best bang for their buck. Not only is today’s consumer more discerning and better informed than years past, their buying decisions are increasingly driven by price. To earn the loyalty of shoppers today, brands must be able to provide high-quality products and personalized shopping experiences, all while keeping prices as competitive as possible. In our 2023 B2C survey, we aimed to find out what product information consumers care about the most, and discovered that pricing information and information about promotions, offers, or deals ranked as most important. In fact, they often ranked as more important than product size, fit, or dimensions information. Clearly consumers are actively seeking out ways to save money and are highly receptive to the brands that help them do so. It’s now even more important for brands to show additional value beyond the quality of their product. Earning loyalty during economic uncertainty means finding new ways to delight consumers.  

1. Be transparent about stock availability, shipping estimates, and pricing

The economic shift has led to customers seeking more than just basic product details. For the first time, we decided to explore this trend in our survey, asking about availability information as a significant factor in their purchasing decisions. We found that 25% of respondents do look for availability information before making a purchase decision. However, the true impact of product availability is even larger. In fact, 82% of consumers have given up on completing a significant purchase. The most common culprits for the abandoned cart? Lack of availability and price. For brands, this means incorporating more transparency into product data. Consider listing when out-of-stock products will return or allow customers to purchase now with shipping available on a future specified date. Providing clear shipping time estimates before purchase will also have a positive impact on consumers. Simply put, the more information you’re able to provide, the more confident consumers will feel in their purchase decision.         

2. Communicate who you are as a brand

Consumers are putting their dollars where their values are, paying close attention to a brand’s values and company practices before making a purchase. Our survey dove further into value-driven purchasing, and found that 43% of consumers would be willing to pay more brands that showcase their brand values. In fact, those that answered “yes” would be wiling to pay an average of 18% more. Specifically, sustainability ranked as one of the values most prioritized by shoppers, with 35% seeing sustainability as a key piece of product information. As consumers increasingly look for brands that align with their values and are making sustainable choices, this provides another opportunity for brands to delight their customers and foster loyalty.  Be intentional about sharing your brand’s sustainable and ethical practices. Behind-the-scenes videos, educational blogs, events, community discussions, and more can all highlight company values, working to build strong relationships with consumers who share the same priorities.  

3. Offer simple, personalized, and cheap return processes

In the world of retail, returns can often mean additional costly shipping logistics, plus processing and restocking fees, causing headaches for both consumers and brands alike. Though returns, unfortunately, will likely never drop to zero, brands can reduce their return rate with a focus on product information. A notable 54% of consumers have returned products due to incorrect pre-purchase product information. In a time where consumers are counting every dollar, this poor experience and the stress of a return can cause irreparable damage to brand trust. Businesses must ensure that product information is detailed and accurate to avoid unnecessary returns and dissatisfaction.     When a return is necessary, consumers expect it to be easy and stress-free. A whopping 40% of consumers rank an easy return process as one of the top two services a retailer should offer, making it a significant component of the customer experience. In fact, two-thirds of consumers say they would become a loyal customer if a brand offered a more compelling shopping experience, including stress-free returns. Moreover, 63% of consumers express a negative feeling about a retailer charging them for returning a product, indicating the need to make returns as seamless as possible. Research shows free returns may be financially unsustainable for brands, but offering free in-store returns and paid returns via shipping is a great compromise. This balances the customer’s need for a simple and cheap return process with the brand’s economic health, as in-person returns remove high operational costs and make managing stock and inventory that much easier. However, the best return is no return at all, so be sure to prioritize the completeness and quality of product information pre-purchase to reduce unnecessary returns. 

4. Provide detailed product information, including visual assets, user reviews, and more

One of the biggest changes in consumer behavior due to the cost of living crisis revolves around the decision-making process. Two-thirds (66%) of consumers now spend more time validating purchases and require more information before making a purchase. Consumers are looking for more detailed product information, including pricing and availability, to ensure that they are making an informed decision and getting the best value for their money. The importance of providing accurate and detailed product information at every touchpoint cannot be overstated. In fact, over 62% of consumers would purchase a different product than the one they originally intended to buy due to a lack of product information. Plus, product data mishaps can have lasting impacts. It only takes one bad product information experience to cause a consumer to give up on a brand forever, according to 63% of consumers surveyed.        

5. Provide multiple touchpoints for users to discover & research

In today’s day and age, consumers are seeking a truly omnichannel experience that seamlessly blends their online and in-store shopping experiences. But be careful to include the right amount of information on each channel. According to our 2023 survey, 71% of consumers say they find additional product information when they look in multiple places. This can be cause for some concern. Consumers should be able to find the right amount of product information to fuel a purchase no matter which channel they’re on. Forcing your consumers to search in different places to get the information they need could spark them to turn to a competitor site or simply give up on the purchase altogether, seriously impacting revenue.  This highlights the importance of having a consistent and cohesive omnichannel strategy that provides consumers with accurate and comprehensive product information across all channels. And don’t forget, a bad product information experience from any source can result in 60% of consumers abandoning their purchase. So not only do brands need to show up on the right channels tailored to the right devices, but they need to ensure that they’re providing the best product experience – meaning accurate and consistent product information, branding, and messaging – everywhere. New technologies can be incredibly helpful when it comes to creating a stand-out omnichannel experience. Almost two-thirds of consumers are interested in utilizing innovative technologies such as chatbots, voice assistants, and VR tools when shopping. Sales support tools such as mobile apps and virtual reality tools like augmented reality applications are the most sought-after tools by consumers to help them make informed shopping decisions. Our survey found that an investment in technology can seriously pay off for brands. Around 41% of consumers are willing to pay more for a more exciting and compelling shopping experience, and two-thirds of consumers say they would become loyal customers if a brand or retailer offered a more engaging shopping experience. But be careful – consumers don’t want to be confined to just the online world. When considering a purchase, consumers rely heavily on both store salespeople and search engines as their top sources for professional advice. While online marketplaces and search engines are the most likely places consumers use for product discovery, 20% still regularly visit general and specialty retail stores in person to discover new products. What’s more, 84% of consumers have researched products online before buying in a store, and 77% have browsed products in-store but purchased online. What does it all mean? Providing consumers with a seamless omnichannel experience across both online and in-store shopping experiences, with accurate product information, innovative technology, and a unique and personalized shopping experience can lead to increased customer loyalty and sales. While customer expectations are on the rise, the cost of living crisis and uncertain economic conditions have made providing additional value even more critical for brands in order to off-set a renewed focus on price. Retailers must find a balance between meeting consumer demands for high-quality products and personalized shopping experiences while also providing competitive pricing and promotional offers. Providing transparent pricing and availability information, detailed product information, and promotional offers can help retailers build trust with consumers and remain competitive in the market. Want to delve into even more emerging customer trends and actionable insights into today’s shopper? Download the full 2023 Global B2C Survey Results Report today, or reach out to an Akeneo expert today to get started on your journey towards better product experiences.

In today’s competitive business landscape, individuals who are proactive, driven, and adaptable stand out among their peers. We recently had the chance to sit down with one such individual – Manon Lemaire, a rising star who took matters into her own hands, transitioning from a Data Product Owner to a Digital Project Manager at Bongenie Brunschwig. Her journey showcases the power of determination, continuous learning, and embracing new challenges. Let’s dive into her experiences and the valuable lessons she learned along the way.  

Starting on the Path to Success

Manon’s career transformation began when she joined the company as a Data Product Owner and was tasked with implementing a Product Information Management (PIM) system. Previously, she had supported a PIM project at another organization, where she realized the immense possibilities this solution could bring to a business. Intrigued by the structured nature and potential challenges it presented, she recognized the gap within her current company and saw an opportunity to make a difference.  

Overcoming Early Challenges

Upon joining her current company, Manon faced significant obstacles. Surprisingly, most of her colleagues had little to no knowledge of what a PIM was or its potential impact. The initial hurdle was gathering data from multiple Excel sheets, a daunting task that required substantial effort. Imagine creating an entire new data structure for a catalog of approximately 10,000 new products every 6 months (amount of data, different types of product, data recovery), that’s what she accomplished. Additionally, change management became a challenge as many employees were unfamiliar with the concept of a PIM. Despite being new to the field, she tackled the challenge head-on, learning and acquiring new skills along the way. This experience taught her the importance of perseverance, adaptability, and relying on experts when needed.  She initiated a comprehensive onboarding process, creating detailed documents (referred to as the “PIM Bible”) with step-by-step instructions and screenshots. These resources enabled each team member to understand their roles and navigate the PIM system effectively. Furthermore, she conducted workshops with internal teams, clarifying any doubts and ensuring everyone was on the same page. Through effective communication and utilizing the expertise of others, she successfully implemented the PIM system within a tight timeframe of four months. An exemplary project that pushed her professional capabilities was onboarding the PIM system alone within a demanding four-month period.  

Pivotal Moments and Turning Points

 A turning point in Manon’s journey occurred in May 2022 when the PIM system went live. Seeing everyone embrace the new system and adapt quickly was a profoundly rewarding experience. Inspired by this success, she sought out new challenges, specifically within the project of replatforming the company’s eCommerce website and third-party tools. This initiative involves implementing a Digital Asset Management (DAM) system, overseeing merchandising, and developing product recommendation tools. This project allowed her to have a better understanding of product experience as a whole: from ERP, to CX, through PIM, DAM, CRM and e-merchandising.  

Adapting to Industry Changes

 Manon encountered significant changes and shifts within her role and industry. These included bringing in new team members, replacing legacy technologies, and an increased workload that involved managing the PIM system while transitioning into a managerial position. To adapt, she developed a global vision, strategically placing the PIM system in the company’s overall architecture. By fully embracing the responsibilities of overseeing digital transformation, she honed her capacity to envision the broader landscape and spearhead digital commerce, leveraging Akeneo PIM as a central tool.  

Conclusion 

The inspiring story of our rising star showcases the transformative power of seizing opportunities, overcoming challenges, and continuously honing one’s skills. From her humble beginnings as a Data Product Owner to her current role as a Digital Project Manager, she has demonstrated remarkable growth and resilience. Through her dedication, empathy, and unwavering passion, she serves as a beacon of inspiration for those seeking success in similar positions. As the industry continues to evolve, her story reminds us of the importance of embracing change and the boundless possibilities that await those who are willing to take control of their own destinies.

With major companies like BudLight and Target facing backlash for their Pride campaigns this year, many brands are scaling back their Pride Month activities, resulting in a quieter year for the LGBTQ+ community in the retail industry. But communicating who you are as a brand is important to consumers – the Akeneo 2023 Global B2C Survey Results indicated that two-fifths of customers would be willing to pay more for a company that communicated its brand values. In an increasingly competitive environment, customers have more opportunities than ever before to make informed purchase decisions, and the social issues that you stand for are becoming an important decision factor. And consumers are putting their dollars where their mouths are – as we’ll cover later, despite The North Face receiving calls for boycotts after partnering with trans spokesperson, their Summer of Pride event in July is completely sold out and sales remain steadily growing. But showing your support for the LGBTQ+ community is more than just changing your social media picture rainbow. It needs to be integrated into your products and processes and part of your company DNA – whether you work with queer businesses or designers, or you donate a percentage of your profits to an LGBTQ+ organization, communicating your support for the community requires a coordinated, omnichannel approach that allows you to populate crucial product information at speed. If that sounds difficult, that’s because it is. But Just because it’s hard doesn’t mean it’s impossible – let’s take a look at three brands who have successfully incorporated inclusivity into their product experience strategy for 2023 Pride.  

1. Adidas

Adidas’s Pride 2023 collection represents a significant step towards promoting inclusivity and allyship in the world of sports. By launching this collection, the brand emphasizes its commitment to creating a space where athletes can be true to themselves, regardless of their sexual orientation or gender identity. In collaboration with queer designer Rich Mnisi, Adidas incorporates a powerful element of personal expression into the Pride collection. Mnisi’s contribution, in the form of a love letter he wrote to his younger self, adds an intimate touch to the campaign. The letter serves as a source of inspiration and encouragement for individuals to embrace their true identities without fear or hesitation. This year, Adidas also partnered with Olympic gold medalist Tom Daley. As an openly gay athlete who has faced and overcome challenges throughout his career, Daley’s involvement brings firsthand experience and credibility to the message of inclusivity, and empower individuals who may have felt marginalized or excluded within the sports world. The Adidas Pride 2023 collection really demonstrates how love knows no boundaries – not only does it spans across various sporting good categories like  apparel and footwear, but Adidas also partnered with EA SPORTS to offer several pieces from the range to wear in-game and use in two separate game modes in FIFA 23. Players can unlock the ‘Let Love Be Your Legacy’ pack by completing certain objectives during the entire month of Pride. Adidas also continues to facilitate the Title IX Athlete Leadership Summit and workshops at eight Adidas-partnered NCAA college campuses, driving education and policy reform to spur equity on campus and in sports.  

2. North Face

North Face’s Pride campaign, featuring the drag queen Pattie Gonia, embodies the brand’s commitment to a more inclusive outdoor industry. The company believes that the outdoors should be a “welcoming, equitable, and safe space for all individuals”. By organizing the “Summer of Pride” events across the United States, North Face actively fosters community and belonging in the outdoors, aligning with their core values. North Face’s integration of these values into its product information communicates a deeper level of support for the LGBTQ+ community. By aligning its brand messaging with actions and initiatives that promote inclusivity, North Face establishes itself as an advocate for change and progress. This approach goes beyond a simple rainbow logo or token gesture, showing a genuine dedication to creating a more diverse and welcoming outdoor industry. And when you support the LGBTQ+ community, it supports you back. GLAAD President and CEO Sarah Kate Ellis issued a statement praising North Face: “Including LGBTQ people and holding true to your corporate values is good for business. The North Face is following hundreds of other businesses that include and stand with LGBTQ people and our allies. At a time when over 20% of Gen Z is LGBTQ and a supermajority of Americans support LGBTQ people, The North Face’s decision should be a signal to other companies that including LGBTQ people and allies is better for business than siding with a small number of violent extremists who want to keep LGBTQ consumers and employees invisible.”  

3. Levi’s

Levi’s, a renowned brand with a rich history, pays homage to LGBTQIA+ activist groups through its lavender-hued 2023 Pride collection. This collection serves as a symbolic tribute, embracing the spirit and energy of both past and present queer and trans youth. By doing so, Levi’s aligns itself with a culture of resistance and empowerment, reinforcing its commitment to inclusivity and social progress. At the center of the Pride collection is the iconic 501 ’93 straight, a garment known for its historical significance in challenging traditional gender norms. This particular style has a longstanding reputation for blurring the lines of gender and embracing a more inclusive and fluid understanding of self-expression. Levi’s accompanying campaign, titled “How do you show up?” further reinforces the brand’s celebration of self-expression as a diverse spectrum. By highlighting the multiplicity of identities and encouraging individuals to embrace their true selves, regardless of societal expectations, Levi’s empowers people to express their authentic selves freely. This campaign serves as a reminder that there is no singular way to show up and that individuality should be cherished. In addition to the Pride collection and campaign, Levi’s demonstrates its ongoing commitment to the LGBTQIA+ community through philanthropy. The brand makes a generous annual donation to Outright International, a global organization dedicated to advancing human rights for LGBTQIA+ individuals.

As consumers become increasingly discerning and seek brands that align with their values, it is crucial for companies to move beyond surface-level gestures during Pride Month. By engaging with queer designers, featuring diverse voices and experiences, and actively contributing to LGBTQ+ organizations, these brands showcase the importance of incorporating inclusivity into their entire product experience strategy, enabling them to communicate what matters most to them as an organization to their customers. As we continue to navigate an evolving retail landscape, let us celebrate brands that embrace diversity, respect, and authenticity, not just during Pride Month but throughout the year. Are you looking for a way to include inclusivity into your product experience strategy? It starts with your product information. Reach out to an Akeneo expert today to see how the Akeneo Product Cloud technology can help you communicate what matters most to customers.