How ‘digitally mature’ retailers can stand the test of a digital-first marketplace

By Mark Bennigsen, Service Delivery Director at Columbus UK

Retailers operate in a digital-first marketplace and that means not just using technology but being alert to the fast-changing buying patterns of digital consumers and organisations. ‘Digitally mature’ retailers have solid commerce platforms that enable new and existing customers to easily find products on the device of their choice – and ensure that promises regarding delivery, pricing and availability can be consistently met.

Here are the four technologies that are essential for retailers to plot their commerce journey and stay ahead of the digital curve going into the next decade.

Product Information Management (PIM)

A PIM system makes a retailer think from the perspective of the customer – considering the type of information customers need during their purchasing journey. This type of solution can then be used to not just gather the data but use it to enrich product information to create and deliver a compelling product experience.

With the right information in the right place, businesses can improve their product content and category managers can ensure that accurate, timely and high-quality product data is available across all sales channels.

Content Management Systems (CMS)

It is essential to create personalised web content that reinforces and improves brand messaging and engagement. The journey towards complete personalisation starts with attracting customers via increased SEO efficiency and engaging them through effective seasonal and trending content curation. This converts to increased customer relevancy and personalisation – analytics being a key factor in optimising the journey – which leads onto the creation of content-rich emails that target specific customers.

In this way CMS helps retailers work more intelligently – delivering a comprehensive customer journey and experience from landing pages through to payment and checkout, while also enhancing product and catalogue management.

Customer Relationship Management (CRM)

Providing right customer experience is vital to future success in the digital marketplace. Modern CRM systems enable retailers to effectively engage with customers throughout their entire lifecycle – from marketing and sales to customer service and advocacy. As the market evolves and new technologies continue to be embraced, a CRM solution will be a key component for any retailer on their commerce journey.

Artificial Intelligence (AI)

Retailers can use AI to digitally transform and provide their customers with the best experience possible. Powerful, connected algorithms can ensure customers are provided with relevant content throughout their journey, while business dashboards can be used to monitor and direct algorithms to ensure their effectiveness. In this way AI can also provide an intelligent solution to basket abandonment as well as a personal touch when it comes to chatbot interactions.

Sink or swim in today’s digital marketplace

Operating a commerce platform made up of these four technologies will help businesses secure their futures in today’s digital marketplace. Those who can adapt their operations to meet ever-changing customer demands and market trends will benefit from increased sales from existing customers, and consistently attract new customers to grow their customer base.

Comments are closed.

    Inspired Lighting Skyscraper – Nov 19
    We are archers right-hand skyscraper
    Recolight right-hand skyscraper April 20
    PSL right-hand skyscraper April 2020
    Perspex right-hand skyscraper April 20
  • A1 Retail Twitter

  • Search