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.

As the world continues to digitize, it can become easier and easier to forget about the importance of in-person, brick-and-mortar operations. I can have groceries delivered to my doorstep within the hour. I can take a walk-through of a new home without ever leaving my old one. I can discover, research, compare, purchase, and set up a brand new desktop computer without ever interacting with a person or stepping foot outside. So why should you, as a brand, invest in physical channels when digital channels seem to be the cheapest and the easiest way to interact with customers? While digital shopping has taken the world by storm, brick-and-mortar shopping experiences still play a crucial role in providing the omnichannel journey that customers crave. Simply put, consumers want the best of both worlds: the ease and convenience of online shopping, coupled with the ability to see and touch products before making a purchase. Released just a few weeks ago, our 2023 Global B2C Survey Results Report found that consumers want an integrated, omnichannel approach to shopping, not just a digital one. From personalized digital experiences to the benefits of hybrid shopping journeys to loyalty-building in-person visits, our study uncovered the rising importance of omnichannel retail, and why businesses must embrace this trend to remain competitive in today’s market.  

Hybrid Journeys: The Best of Both Worlds

Consumers don’t want to be confined to just the online world. Our 2023 survey found that 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 retail stores in person to discover new products. What’s more, 84% of consumers have researched products online before buying in-store, and 77% have browsed products in-store but purchased online.  Have you heard of Snapchat’s new AR Mirrors? In an update to its AR Enterprise Servies (ARES), Snap has allowed brands to offer a seamless integration between offline and online channels by allowing customers to try on virtual versions of clothes and accessories in-store. This technology not only provides a fun and engaging experience for shoppers but also enables retailers to create a truly omnichannel shopping experience that meets the needs of modern consumers. But Snapchat’s AR Mirrors are just one example of how retailers can incorporate technology to create a more integrated shopping experience. Brands can (and should) leverage other tools such as mobile apps, social media, and digital signage to provide personalized and targeted marketing to customers in-store, while also offering the convenience of online shopping. Almost two-thirds of consumers surveyed were interested in utilizing innovative technologies such as chatbots, voice assistants, and VR tools when shopping. Plus, 41% of consumers said they 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.     Our 2023 survey also found a somewhat unnerving statistic: while 71% of consumers find additional product information when they look in multiple places, a bad product information experience on any channel resulted in an abandoned purchase 60% of the time. Your customers are looking everywhere for product information, from social media pages to chatbots to retailer websites to brick-and-mortar stores and beyond, and just one bad interaction on any one of these channels can spell a lost sale. 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 is key to supporting the customer journey, and can lead to increased customer loyalty and sales.  

Cost-of-Living Crisis: More, for Less

The 2023 B2C Global Survey also revealed that while customers today have high expectations when it comes to product information and omnichannel experiences, they’re also more price-conscious than ever given the current cost-of-living crisis. As a result, organizations must balance meeting customer expectations with affordability to maintain a positive relationship with their audience and keep costs under control.  We found that promotion, offers, or deals made it to the list of top 3 pieces of product information across all product categories, often ranking as more important than product size, fit, or dimensions information. What does this mean? Consumers are actively seeking out ways to save money and are highly receptive to promotional offers, likely due to the uncertain economic conditions and ongoing post-pandemic recession. The cost of living crisis has also led to a change in consumer behavior, with two-thirds (66%) of consumers now spending more time validating purchases, requiring 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. In recent years, consumers have placed a significant value on the quality of product information they receive, and a substantial portion of them have indicated their willingness to pay a premium for it. However, the proportion of consumers willing to pay extra has declined since the previous year’s survey (from 26.8% in 2022 to 18%), once again likely attributed to the current cost-of-living crisis. Furthermore, eight-in-ten consumers have given up on making a significant purchase, after having spent time researching it. The most common culprits for abandoned purchases? Pricing information and lack of availability.    While customer expectations are on the rise, the cost of living crisis and uncertain economic conditions have made price an even more critical factor for consumers. 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.  

Embracing Clicks and Bricks

While the growth of online shopping has certainly disrupted the retail industry, in-person experiences remain a vital part of the shopping journey for many consumers. Customers expect the flexibility and convenience of online shopping, as well as the in-person experience of brick-and-mortar stores. Retailers who can successfully provide a hybrid and cohesive shopping experience that seamlessly integrates both digital and physical channels, all while remaining price-conscious, will be well-positioned to succeed in the years ahead. In other words, the key to delivering an effective omnichannel shopping experience is to understand the needs and preferences of your customers. By leveraging technology and data, retailers can gain valuable insights into customer behavior and tailor their approach to meet their needs. By doing so, they can create a shopping experience that is seamless, convenient, and enjoyable, and build long-lasting relationships with their customers. Want to learn more about the customer trends we identified in our 2023 study? You can download the Global B2C Survey Results Report for free today, or reach out to an Akeneo expert today to learn more.

In today’s rapidly evolving tech landscape, it’s crucial to have leaders who not only excel in their respective fields, but also champion diversity and equal opportunities. And while we may be a bit biased, we believe that our Chief Marketing & Strategy Officer, Kristin Naragon, is one such individual who has been making significant strides in promoting diversity and technological innovation.  We sat down with Kristin this past week to learn more about her commitment to diversity within both the tech sector and the MACH Alliance, as well as her background in championing best-of-breed technologies and expanding to new geographies.   Q: You’ve been nominated for both the Women in MACH award and the title of Innovator of the Year at the Women in Tech Excellence Awards. Can you tell us more about your commitment to diversity and equal opportunities in the tech sector? Kristin: I have two kids — Percy and Britta. Percy, my 10-year-old son, has become quite the feminist in the most adorable way. From time to time, I’ll catch myself saying in front of him some self-defeatist comment like, “Well, they just don’t give those sorts of opportunities to people like me.” And he will be the first to stomp all over that and tell me to go for it anyway. Britta, my 8-year-old daughter, reads a story nightly from the book, “Goodnight Stories for Rebel Girls” and she excitedly talks about how she would like to be like them.  It’s a long way of saying that my commitment to diversity and equal opportunities is rooted in the fact that there is still so much change that needs to happen in order for not just me and my peers to have an equal playing field, but also for my children. I want to be intentional about changing the professional world so that they don’t have to fight or dream for things to be better. They just are.    Q: You have been actively involved in promoting diversity and equal opportunities by speaking at the Women in MACH event last year. How do you envision leveraging your experience and expertise to further enhance diversity within the MACH Alliance and the tech sector as a whole? Kristin: I can’t count the number of times that I’ve been told by another woman that they didn’t think it was actually possible to rise to the C-suite in a tech firm until they saw me do it. Representation matters. I will ensure that women and men alike can have open, candid, and transparent conversations with me on the topic of diversity. In this type of leadership role, I would have more access to more people who have more influence to change the world, one action at a time.

Q: Your specialty lies in helping European tech firms break into the U.S. market, as demonstrated by your successful contributions at Akeneo, Adobe, and Neolane. How do you plan to leverage this expertise to drive growth and success within the MACH Community and establish it as a champion of agility and innovation in the U.S. tech sector? Kristin: Just as there are differences in the way women and men interact in business, so too are there differences in how people from different cultures receive messages. Messaging and positioning that works in France or Germany or the UK might not work one-for-one in the US. It’s all about finding that product-market fit. The same is true for the MACH message. I would work hard to iterate and innovate on finding that perfect messaging fit for MACH in the US, to help accelerate the growth of the movement so that companies around the world can more quickly benefit.   Q: In your opinion, what are the key benefits of open, innovative, and best-of-breed solutions for businesses undergoing digital transformation? Kristin: Some problems are best solved with “good enough” solutions that do a little bit of everything. But when a business is staring down a path of chaos in delivering exceptional customer and product experiences, while providing the tools to make their employees successful (and happy) in delivering those experiences, that’s when considering best-in-breed comes into play. And it doesn’t have to be an all-or-nothing approach. What’s beautiful about composable is that you can start small, integrate into your ecosystem, and bite off different areas. Or, you can do a complete full-sweep transformation. It’s up to you and your organizational capacity.    Q: The MACH Alliance community consists of a diverse range of companies and individuals. How do you plan to ensure that their voices are heard, and their needs and concerns are addressed effectively within the alliance? How will you facilitate open dialogue and collaboration among the members to create a cohesive and supportive community? Kristin: Diversity is the spice of life! And without spice, life is boring. What’s useless to me is an echo chamber or order-takers or “yes” people. I like to challenge and listen. To provoke and be provoked. To encourage people to build on each other’s ideas and craft a unique idea as a group. Isn’t that the ultimate goal? To have a group of people bring their unique ideas to the table and find a way to grab the best of each to generate something that no single person could have produced on their own! That’s the type of work that I love bringing to the table. 

Q: And now, a few fun questions – what’s been your favorite purchase in the past year/what’s the best gift you’ve ever received? Kristin: I’m in the business of helping people and companies to create and deliver product experiences that unlock growth. Crafting those product stories that engage people at all points in the customer journey. I am also both a consumer and a business buyer. I live and breathe product experiences every single day. I see a lot of good and bad product experiences.  The best gifts that I’ve ever received are always and will always be something handcrafted by my kids. Outside of that, my favorite purchases are not ‘things’ but are experiences. Which are very often a collection of things … airline tickets, hotel rooms, skis, bikes, snorkeling gear. I sometimes think that businesses forget the true value of what they are offering. Because when I buy that new bike for my child, it’s not just a bike, but it’s a way for us to ride together as a family; enjoy the outdoors; stay fit together. I naturally gravitate to those brands who can articulate their story in a meaningful way.    Q: What trend in marketing/eCommerce is most exciting to you? Kristin: You want me to say AI, don’t you? Well, it’s not. For me, the trend in marketing that feels most exciting is watching those brands that exhibit authenticity surviving and thriving in this constantly changing world. Patagonia will always (hopefully!) be my go-to example for that. When I buy that second or third or fourth puffer jacket from them, I feel good about it. When I send it back to get a zipper replaced, I feel even more connected to the brand. I’m excited that there are more and more successful brands basing their entire strategy around core values that are important to progressing society or protecting the environment. 

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By leveraging her experience and fostering open dialogue within the community, Kristin has the potential to lead the MACH Alliance towards becoming a true champion of agility, innovation, and diversity within the U.S. tech sector. If you’d like to show your support for Kristin’s nomination to the MACH Alliance board, please share this article on LinkedIn with the hashtag #Krsitin4MACH.

It’s always tough to hear clients tell me their goal when implementing a PIM is to automate the product catalog management as if human processes were not essential in the project. Simply put, PIM integration CANNOT be the end goal when entering into such a project – what you’re trying to achieve is efficiency in maintaining and distributing your product catalog no matter the sales channel you’re leveraging.   By correctly organizing your teams and processes with the right technology, you can reach higher conversions on your different sales channels, offer a better customer experience, and ensure your customer can browse, compare, and select your products at the right place in the right time.  

1. Analyze Your Processes and Challenges Along the Product Lifecycle

When embarking on a PXM project, it’s crucial to define your product catalog management challenges comprehensively. This includes analyzing assets, specifications, and all aspects of the product lifecycle, from inception to data distribution across various customer touchpoints.  Avoid solely focusing on what PIM technology can do for you. Instead, start your analysis by examining the genesis of information, whether it’s product data from providers or created within your PLM system. Extend the analysis beyond PIM enrichment and stop at the point where your customers engage with your product catalog, be it on websites, marketplaces, physical catalogs, in-store displays, or social media channels.  

2. Embrace the Product Lifecycle Moonwalk Theory

To ensure a successful analysis and PXM projects that drive higher conversions, flip the traditional approach and start from your sales channels instead of the origin of data. This way of thinking enables you to shift your focus to the minimal data required by customers to make purchasing decisions.  This is what we call the Product Lifecycle Moonwalk Theory – you start from the destination in order to finish at the origin of the data, so you focus only on the data that makes a difference for your end customers. Remember that PIM is a marketing tool designed to manage customer-facing data and provide the necessary information for informed buying decisions. Starting from the sales channel perspective allows for a more streamlined implementation, reducing costs and generating a higher return on investment. You can learn more about the moonwalk strategy on this podcast.  

3. Set Clear SMART Goals and KPIs to Measure PXM Success

In the past, I’ve seen numerous PIM integrations lacking clear success metrics for customers. To ensure your PXM program’s success, it is essential to establish Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals and Key Performance Indicators (KPIs).  While not all goals can be quantitatively measured, some may require team interviews for evaluation. Below are a few of my recommended goals and KPIs:

• Make your teams more efficient. PXM programs are meant to optimize your product catalog management flow by correctly reallocating the right resources at the right place so your teams can work more efficiently together when enriching your product pages. And of course, with a PIM, your teams will save time and resources in the process by:
  • Eliminating duplicate efforts 
    • KPI: average number of days to publish a product
    • KPI: number of tasks needed to complete the publishing
  • Optimizing the enrichment process by reallocating team members at the right stage of your product lifecycle
    • KPI: hours spent enriching your products divided by the number of resources to complete
  • Reducing the cost of operating your customer service due to wrong product information.
    • KPI: number of calls to customer service due to wrong product information
  • Reducing the number of product returns. 
    • KPI: number of product returns due to wrong product information

• Enhance your customer experience
  • Improve your onsite search & navigation
    • KPI: Average time spent on category page; Average time spent on the product page; Product page bounce rate; Average number of searches on Algolia or similar onsite search
  • Improve your product catalog data quality across all channels
    • KPI: At Valtech, we calculate a data quality score based on a programmatic analysis of your product information database by analyzing misspellings, duplicates, and wrong data

• Generate more money 
  • Enhance your product and category marketing information and accelerate the publication of new and updated products across your channels to grow the number of sellable days.
    • KPI: Average number of days from product creation to syndication; Conversion rate on all channels based on the product’s completeness; Average order value

In the fast-paced business world, staying ahead of the competition is essential. By implementing a strategic and ROI-focused PXM program, you can take your product catalog to new heights and captivate your target audience. Analyze your processes, embrace the moonwalk theory, and set clear SMART goals and KPIs to measure success. With a laser-focused approach, you’ll maximize efficiency, reduce costs, and deliver an unparalleled customer experience. Don’t settle for average – invest in a PXM program that propels your brand to new levels. Ready to start your journey? Discover how the Akeneo x Valtech partnership  can drive your business forward and unlock the full potential of your product catalog. Or you can check out how enterprises can incorporate AI into their PX Strategy in this recorded webinar.   This article was written and submitted by Akeneo partner, Valtech.

ChatGPT. Bard. The future of AI is bright and likely to change almost all aspects of our modern world, but what’s actually relevant today? And more importantly, how can we leverage the remarkable innovations today without risking your business’ reputation by living on the cutting edge?  Microsoft has invested heavily in OpenAI, and massive corporations such as Google are investing massive amounts of capital and resources in this incredibly lucrative field. As it’s such a hot topic, there are already some fantastic articles on the future of AI; this article will not cover predictions for what AI can lead to in the future, but more of what is directly useful to improve your business today. While this innovative technology is still quite new and often leads to existential questions about the nature of human communication, comprehension, and creation, it doesn’t mean that it can be fully trusted today. To understand why, it’s critical to understand what AI, ChatGPT, and LLMs are.   AI: Artificial Intelligence

• The ability of computers to accomplish tasks that a human would typically do
• NOTE: this term is widely overused to include everything from the Terminator taking over the world to Facebook targeting me with ads for flip-flops based on my browser history. 

  LLM: Large Language Model

• A Machine Learning model trained on massive amounts of existing text.
• They can’t think or feel, but they are very good at pattern matching and feeling like language.
• To dive deeper into LLMs, check out this article for more information
• They are very good at looking true. Remember – these are language models, not knowledge models. Check the default sign-up warning below:

    ChatGPT

• One of many LLMs produced by OpenAI, works on a conversational prompt model
• Very popular, but different than GPT-3 (and now GPT-4) which are APIs.

AI being an overused word aside, the key question with exponential benefits to companies is some version of this:

How can I use this for automation today? And what are the risks?

I have major doubts about this new technology being safe and reliable enough to use in a truly automatic way. I wouldn’t trust an LLM to rewrite a training manual for flying a plane or approve the structural integrity of a bridge today. Nor would I trust it to recommend a politician without knowing the training data leveraged. The processes behind LLM’s are not able to ascertain truth, only generating outcomes that are believable. “Hallucinate” is now the technical term of choice to describe when ChatGPT responds in odd and often concerning ways. This includes infamously trying to convince a New York Times reporter to divorce his wife.  But where does it excel? Rapidly generating believable (i.e., linguistically consistent) text with an even higher level of success if you can customize the data inputs and provide fine-tuned prompt models with high-quality input data. What we tackled first at Sitation? Copywriting. Copywriting (or “the worst job in eCommerce” as our CEO Steve Engelbrecht referred to it in his talk at Akeneo’s Unlock conference in March 2023) is the act of writing marketing materials. Sitation has been providing product content for many years. Typically, copywriters get a small amount of product information and then write descriptions and bullet points highlighting these features. They are given examples from the website or other text source, given some instructions on what the output should look like (including character count and style), and then return that content for review.  This makes it the perfect use case for an LLM-based AI (in this case ChatGPT). It’s got a clear ask (The Preamble Below) It’s trainable with seed data that can be used for analysis (that’s the “Few Shot” training below). And it can take product attributes loaded as variables for easy iteration and required content.   We’ve been fine-tuning our prompts to create high-quality responses with very few hallucinations. But these generated responses should still be reviewed and treated as a “Rough Draft”. Quality attributes, a required brand field, and a category will greatly help. But there is no substitute for a reviewer confirming the data is good enough for production. Even if the descriptions or bullet points are good 100% of the time, poor product data can result in expensive returns, unsatisfied customers, and untrustworthy product experiences.  Until a prospective customer interacts with a physical product in the real world, your product content is the product experience. AI hallucinations we have seen in early testing include made-up brands, dimensions, and functionality that will at best lead to a return, and at worst, a lawsuit. We require a final step of review and approval in RoughDraftPro app for just this reason.  To experience RoughDraftPro, consider adding the application free trial. While the full version is tailored to your data model, increasing power and generation options, the trial edition gives you the opportunity to interact with the capabilities of the tool. Map a few fields and generate up to ten free product descriptions. Contact Sitation for more on RoughDraftPro and expert-led Akeneo practice.

With over 26,000 products available and more than 5 million meters of fabric sold per year, Mondial Tissus is a leader in the French retail market for fabrics and haberdashery items. As the organization grew over the past few years, they began to encounter several obstacles to its development: the process of enriching product sheets through Excel was uninspiring and inadequate, and supplier data, regardless of the language, was difficult to leverage. Furthermore, ensuring compliance with new regulations regarding product information dissemination was a significant concern. Lastly, delivering high-quality product information for a large volume of new products each season across all target markets posed a real challenge. Mondial Tissus needed to find a solution to enhance the quality of their product information and expand into new geographies, all with the intention to improve their time-to-market. To address these issues, Mondial Tissus adopted the Bee connector by Dataggo, available on the Akeneo AppStore, to connect its Akeneo PIM instance with the AI capabilities of ChatGPT. The objective was to automate the generation or translation of various product attributes. However, for the tool to be effective, it needed to align with the reality of the product and the brand’s values.  After training ChatGPT’s AI, Mondial Tissus observed highly satisfactory initial results: improved quality in product descriptions and ease in localizing content, which extended beyond basic translation for its international markets. By leveraging Akeneo PIM and ChatGPT’s AI technology, Mondial Tissus significantly accelerated the deployment of their offerings in new markets while enabling their teams to develop new, high-value assets and enhance their product knowledge. ChatGPT’s AI also facilitated the delivery of quality product descriptions for a large volume of new products for each season and across all of Mondial Tissus’ target markets, providing a considerable advantage for the brand in an increasingly competitive landscape.  Lastly, thanks to the Validation Workflow of the Akeneo PIM solution, Mondial Tissus’ teams can perform a simple review before validating a product for sale, ensuring the quality of the product information that will be syndicated to all their channels. The opening of new markets was accelerated, and both the employee and customer experience was improved, creating a winning trio. In summary, the use of ChatGPT’s AI, with the assistance of the Bee connector by Dataggo, combined with Akeneo PIM, allowed Mondial Tissus to address its challenges in international development, accelerate time-to-market, and improve the offered product experience. This project serves as a concrete example of AI utilization in the growth of a business and demonstrates how it is possible to implement a solution that meets the unique needs of a company while developing a new offering to overcome the challenges faced by many retailers. If you’re interested in learning more about this project, or implementing a similar project of your own, please don’t hesitate to contact us, and one of our experts will be able to answer all of your questions.

Before we dive into improving the omnichannel experience, let’s start with a quick refresher. Omnichannel retail means selling products across a variety of channels while aiming to provide the customer with a seamless shopping experience on all of them. Simply put, it’s all about making sure that your customer can shop your products where, when, and how they want, and that their experience is consistent and easy no matter how they choose to engage with you. For example, imagine you’re shopping for a coffee maker. You stop in the store and find one with the features you want. When you get home, you check online and see it comes in your favorite color. You download the brand’s mobile app and use their AR tool to see it fits nicely on your kitchen counter. Now you hop back online, compare prices across multiple vendors, and then voila, purchase complete.  This is the reality of omnichannel shopping experiences that brands need to put at the center of their strategies. But in today’s hyper-competitive market, it’s not enough to simply exist on a variety of channels, your brand has to thrive on a wide range of platforms, generating meaningful customer experiences on every. single. one. Creating a robust omnichannel retail strategy isn’t easy, but it is impactful. Let’s take a look at how brands can improve their approach.  

1. Go beyond the screen & embrace omnichannel 

The first step to improving the omnichannel experience? Adopt a truly omnichannel strategy. That means looking beyond digital channels. Yes, digital commerce has exploded over the past few years, but there’s power in physical stores. Far from extinct, brick-and-mortar stores play a crucial role in the shopping journey, allowing customers to see, touch, and try products in person before making a purchase. Customers today are increasingly embracing hybrid shopping journeys – and your brand should too. In fact, a consumer survey found that 84% of consumers have researched products online before buying offline (in a store), and 77% have browsed products in-store but purchased online. What does that mean for your brand? Don’t ditch the in-store experience. Instead, focus on providing a seamless transition between online and offline interactions and creating an impactful product experience no matter where your consumers shop.  

2. Balance consistency and customization 

Whether in store, online, on mobile apps, or anywhere in between, customers should be able to instantly recognize your product and have all the information they need to make a decision. That means prioritizing consistency in product information, branding, assets, and more. After all, there are few shopping experiences more frustrating than seeing two different product measurements on two different platforms.  In a true omnichannel strategy with several consumer touchpoints, juggling product information can be tricky… and time consuming. But that’s where PIM software comes in. With the right PIM tool, you can make sure product data is accurate across all channels, without increasing the burden on your internal teams.  But be careful – “consistent” doesn’t mean “copy and paste.” Amazon has different content requirements than Instagram, which looks different from the content you need to supply for brick-and-mortar stores. To provide the best brand experience, you have to cater to each channel (and a PIM tool can help with this too.)  

3. Tap into emerging tech

Sometimes, the best product experiences happen when the channel lines are blurred – and the surge of innovative retail technologies is making that possible. Take IKEA for example. In 2022, the brand introduced IKEA Kreativ, an AI-powered augmented reality program that allows shoppers to virtually see products in their actual homes with accurate dimensions and lifelike perspectives. By meshing the ease of online shopping with the power of physically seeing how a product incorporates into a space, IKEA has empowered consumers to make better shopping decisions.   AI technology is making waves across all industries, and the retail space is no exception. It has the potential to transform customer interactions, offering 24/7 service, instant responses, and even personalized product suggestions.  And though personalized suggestions aren’t new in the retail world, the mechanics behind them are, making them more accurate than ever. Machine learning algorithms can analyze a customer’s past shopping data across platforms, and then provide a tailored, curated shopping experience for each individual customer. That’s a win for both customer satisfaction and loyalty.  

4. Let sustainability shine 

As retail competition increases and the economic forecast looks questionable, consumers want to buy from brands they trust. That means growing – and maintaining – customer loyalty is key for a successful retail strategy. And when it comes to loyalty, customers are being loud and clear: they’re sticking with their values.  Consumers want to know what you stand for and what you care about, and they want to see transparency and authenticity in your communication. Take the time to share your story, your mission, your values, and your practices. Invest in videos and stories that show your sustainability efforts and ethical practices. Our survey found that 35% of customers see sustainability as a key piece of product information, so don’t skimp on the data shoppers truly care about. To create the most compelling, meaningful customer experience, your brand values have to be a part of the conversation.  

5. Let product experience guide customer experience 

The very first interaction most shoppers have with a brand is through their products and this experience sets the stage for everything to follow. First impressions are everything. Do you want misleading photos, typos, incorrect product information or a complete lack thereof to be the mark of your brand?  That’s why product experience must be the foundation for customer experience. A strong product experience can quickly build consumer loyalty, driving repeat purchases and encouraging consumers to try more of what you have to offer. And it starts with comprehensive, accurate, and engaging product information. This includes everything from basic product features to detailed product descriptions, high-quality images, and customer reviews. It also means optimizing the information for each channel, making sure it meets the expectations of each platform. Without a strong foundation of product information management, optimization, and syndication, your customer experience will fall short. Creating a rich, seamless, and personalized omnichannel experience is a must, not a luxury. Digital and physical channels are no longer separate entities but are definitively linked parts of a larger customer journey. And this is a good thing! The beauty of an omnichannel approach is in its versatility and adaptability, allowing brands to meet consumers where they are and deliver an experience that’s consistent yet customized, innovative yet familiar. Don’t forget, at the heart of it all is the product. It’s the first touchpoint, and the first opportunity to shape the narrative, the vision, and the values of your brand. If you’re curious about how to improve the product experience and drive a better customer experience, take a second to chat with our team on how Akeneo Product Cloud can help. 

In the six years that I’ve worked for Valtech, a global leader in PIM integrations, we’ve learned a lot as an organization. The biggest mistake we made over the years with brands, distributors, and retailers across the globe was failing to understand our client team’s maturity before beginning the discovery phase. 

PIM technical components are important but so are team roles, training, and adoption! This dual need to focus on both tech and team pushed us to rename our department. Instead of Product Information, we now talk about Product Experience Management (PXM) and our obligatory first step now includes a readiness and governance phase where our client’s PXM program team is created and brought up to speed, collaboratively.

PXM touches more than development; it impacts your product catalog management functions including marketing, merchandisers, legal, and more. Their day-to-day tasks, including how they collaborate to keep data clean, accurate, and complete to send to all their channels, will be impacted. So, it’s better to be prepared with the right people, with the right remit, and a strong team dynamic. 

Based on what we’ve learned at Valtech over the years, we put together a list of the five must-have roles for a successful Product Experience Management (PXM) program team and what to look for when hiring or promoting key players.

 

1) PXM Champion

The PXM Champion is the program owner who coordinates all teams involved in the PIM integration project. This person provides consistency and communication from the discovery phase to implementation to support and maintenance. During the discovery phase, the PXM Champion helps map an organization’s stakeholders and ensures all impacted business and technical users are involved in relevant communications and workshops.

When hiring or promoting a PXM Champion, look for someone with deep knowledge of the product catalog management organization (the different people who touch the product data before it is sent to different channels). This person should have a business profile with technical understanding, listen to users’ needs, and document processes while unifying the different functions of the organization across the same product data quality goal. The PXM Champion also validates the technology strategy, understands PIM concepts, and is responsible for creating an enrichment strategy, managing roles and users with access to the PIM platform, and training internal users.

The PXM Champion’s primary goals include time and budget savings by bringing the right people into the process at the right time and data ownership to coordinate enhanced product pages across channels.

2) Product Data Specialist

A Product Data Specialist is intimately familiar with a company’s products, attached information, and the needs that drive customers’ product choices. They are responsible for enriching the product, such as SKU, descriptions, specifications, and attributes, and understanding the most valuable product information for seamless end-user navigation and conversion on different channels.

When hiring or promoting a Product Data Specialist, look for someone who already knows the product information, is responsible for data quality, documents the data format, updates data errors, and connects with channel owners and merchandisers to answer their product attribute format requirements. 

 

3) Systems Architect

A Systems Architect is critical for ensuring seamless data transfers in and out of the PXM platform, acting as a central repository for all attributes and assets. They work with PIM solutions, such as Akeneo, to design solutions that support integration, system stability, scalability, and security.

When hiring or promoting a Systems Architect, look for someone with expertise in data architecture, systems integration, and API development, who can create custom scripts and connectors, identify and address bottlenecks, and configure security and firewall settings.

 

4) Data Governance Officer

A Data Governance Officer is responsible for managing data quality, security, and privacy policies and ensuring that data is accurate, consistent, and compliant. They are also responsible for defining data standards and processes, managing data security, identifying data quality issues, and recommending solutions.

When hiring or promoting a Data Governance Officer, look for someone with expertise in data governance, data quality, and privacy policies, who can develop and implement data quality metrics, establish data standards and processes, and monitor data quality.

 

5) The Channel Owner

The Channel Owner plays a crucial role in your PXM program, second only to your PXM program champion. They work with your PIM champion and product data specialist to quickly adjust your product information strategy, driving the output your channels need. They monitor errors when pushing to external channels and track the performance of your product catalog for better customer conversions. 

When hiring or promoting a Channel Owner, look for someone who can screen channels to ensure up-to-date data, take customer feedback, track product updates’ impact on conversion, communicate with the PIM team, and recommend SEO optimizations.

The Channel Owner’s main goals are to increase the level of information on all channels’ product pages and analyze the product page’s performance compared to the completeness of product data.

 

Remember the Business Users!

The people that will work with your PIM are essential in this process. Make sure the five roles stated above understand the importance of the Business Users, and work to implement an efficient governance structure to ensure their needs are met. Business Users make your project a success, and without them, there is no adoption.

 

You’ve got your team, now what?

A successful kick-off is crucial, and involving key sponsors from the start will set the tone. In the next article, we will cover the importance of setting clear objectives and accurate KPIs to measure them, connected with your customers’ and channels’ goals.

Get ready to start your discovery and keep your PXM program on time, on budget, and with the proper scope with the Akeneo x Valtech partnership. Or, feel free to check out this previously recorded webinar to discover how to leverage AI technology into your PX Strategy.