Marketing
5 min

eCommerce: tips to manage it at best

October 11, 2021
eCommerce: tips to manage it at best

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From a study by Forrester Consulting commissioned by THRON, a Digital Asset Management platform used by the main global brands - from Furla to Valentino, from Dainese to Whirlpool, we want to share useful tips emerge to save budget, accelerate time to market and protect brand consistency.

Managing an eCommerce has always been an expensive job, with a strong design strategy: data show a demand of 10% of the marketing budget and a 40% of European brands unable to properly analyze the usage data of their users when they come from different sources.

To better manage the online catalog it is necessary to centralize the digital assets, approval and distribution flows and the related creation on a single platform. This would benefit 7 out of 10 companies, increasing customers (68%) and their satisfaction (71%). Which eCommerce platform to choose? read our article https://www.onectus.com/post/ecommerce-platforms-which-is-the-best-for-you

We selected the 5 steps to efficiently organize the different steps leading to the publication of eCommerce content.

  1. Approval and distribution flows

Product photo shoots are one of the most delicate moments in the construction of a catalog. Centralizing and facilitating the activities of all members involved promotes more efficient management from the earliest stages. If the product team, photographers and external agencies work on the same platform, starting from the work brief, it facilitates the approval flow and accelerates the publication step, because the information is already associated with the shots.

  1. Improving performance content to enhance the shopping experience!

According to a recent study by Jellyfish, product and category descriptions and buying guides - so-called performance content - play a crucial role in completing the shopping experience and converting visitors into sales. For example, 78% of businesses regularly lose organic traffic due to inaccurate product descriptions. Curating this type of content is critical to consistently increasing the performance of your eCommerce. To create a truly effective user experience, the catalog must be enriched with quality images, videos that show the features and functionality of the items for sale, and descriptions as in-depth and complete as possible, to allow users to evaluate every detail and satisfy their curiosity. Being able to count on a centralized platform for content and product information, through which you can also manage the publication of the catalog on eCommerce, allows you to make the most of this type of asset. We personally advice to use a PIM, product information management system, if you are going to sell big amounts of products - Magento + Akeneo is the perfect solution, get a tailored solution for your needs by visiting our get a quote page.

  1. Centralize catalog distribution

Catalog publishing is a delicate phase. Centralizing asset distribution across end-channels means publishing anywhere, including eCommerce, without the need to transfer work, content or information to other systems. This translates into time and budget savings and a focus on brand reputation, with information across multiple platforms - including smart storefronts, digital signage, apps and brand sites in multiple languages - always consistent and up-to-date.

  1. Keep eCommerce up-to-date, automatically

eCommerce is a true virtual storefront and, as such, evolving. When it's time to publish a new collection, add new images, videos or update the descriptions of product pages, it will be enough to manage everything through a Digital Asset Management platform to see them automatically updated on eCommerce and all the other brand channels. In fact, this type of platform also relies on native integrations with the main eCommerce systems, which allow to keep the catalog updated automatically and in real time.

  1. Create a personalized user experience

Managing digital assets in an integrated way allows you to uniquely analyze your users' behaviors to learn about their interests and preferences. Some Digital Asset Management systems offer native Analytics tools, which allow you to gather advanced insights into the performance of your eCommerce content and collect information about your users' interests and buying habits. This will make it much easier to measure the ROI of your content strategy and build truly personalized and effective shopping experiences.

Which eCommerce platform to choose? read our article https://www.onectus.com/post/ecommerce-platforms-which-is-the-best-for-you

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