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K E Y S T E P S T O E N R I C H e R E T A I L C O N S U M E R E X P E R I E N C E B Y
S T R E A M L I N I N G T H E C O N ...
1 . e C o m m e r c e C o n t e n t – A p e r s p e c t i v e
2 . C o n t e n t q u a l i t y – I m p a c t o n c o n s u ...
1.
CONTENT
CREATION
A NEW
PERSPECTIVE
DATA/INFORMATION IS NOT CONTENT
• It is a raw fact or value
• It has only one in meaning
• It has no context or subtext
• ...
THEN WHAT IS eCOMMERCE CONTENT?
eCommerceProduct
Information
A d d i n g
C o n t e x t C o n t e n t
eC o m merc e C onten...
CONTENT IS MERELY THE EVOLUTION OF DATA
• New data is generated at every stage of a Retail SKU’s lifecycle
• This collecti...
CONTENT JOURNEY FROM THE MANUFACTURING AND
CONSUMER JOURNEY PERSPECTIVE
Design &
Manufacturing Distribution & Storage Laun...
SOME EXAMPLES OF CONTENT EVOLUTION
Policy Document Warranty Card
Warranty attribute in
catalogue
Customer Service
Guidelin...
2.
CONTENT
QUALIT Y
Impact on Consumer
Experience
CONTENT CREATION ACROSS MULTIPLE TEAMS CREATE
“GUIDELINE ERRORS”
D a t a F o r m a t
Q u a l i t y G u i d e l i n e s
• G...
TEAMS WORKING ON CONTENT INTRODUCE THEIR OWN SET OF
“HUMAN ERRORS”
C O M M O N E R R O R
T Y P E S
P R O C E S S &
G O V E...
IMPACT ON CONSUMER EXPERIENCE
P o o r B r a n d I m a ge L o w er R e v en u e
Exploration Purchase Post-Purchase
• Wrongl...
3.
KEY STEPS
To streamline the
content journey
HOW TO IMPROVE CONTENT AT EVERY STEP
A two-pronged strategy is required to streamline the content
journey
Technology Opera...
DIFFERENT BUSINESS TEAMS USE SYSTEMS SPECIFIC TO THEIR
NEEDS
Design &
Manufacturing
Distribution &
Storage
Launch Post-Lau...
DO WE NEED THOSE INDEPENDENT SYSTEMS?
Strengths Weaknesses
PRODUCTLIFECYCLE
MANAGEMENT (PLM)
CUSTOMER RELATIONSHIP
MANAGEM...
OUR SUGGESTION – A DAM SYSTEM WHICH GETS ALL THESE
INDEPENDENT SYSTEMS AND TEAMS TOGETHER
Digital Asset Management (DAM) s...
WORKFLOW TOOLS
• First In First Out (FIFO) is implemented
in assignment
• Team Leads should have the option to
flag and re...
CONTENT QA AUTOMATION – WHAT CAN BE DONE
C h e c k s s u c h a t o o l m u s t b e a b l e t o c o nd uct :
F O R M A T T ...
OPERATIONS – PEOPLE & PROCESS, MARRIED WITH TECHNOLOGY
C e r t i f i c a t i o n P r o g r a m
• R e d u c e r e s o u r c...
OPERATIONS – GUIDELINES TO DEFINE EXECUTION
• Guidelines should be customized for each
Leaf-level category
• Soft copies o...
OPERATIONS – PROCESS FRAMEWORK FOR CONTINUOUS IMPROVEMENT
S K U C R E AT I O N
>
Q U A L I T Y C H E C K
C T Q
C h e c k l...
TO SUMMARIZE
• e C o m m e r c e C o n t e n t i s n ’ t j u s t d a t a , b u t a c o n t e x t u a l r e p r e s e n t a...
I k su l a i s a l ea d i ng e- co m m er c e so l ut io n s p r o v ide r f o r
b r a n d s a n d r e t ai ler s gl o b a...
ABOUT US
I f y o u wa n t t o k n ow m or e a b o ut t h e v a l ue we ’ ve d el iv er ed t o
o ur c li en ts in th e C o ...
THANK YOU
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The landscape of e-commerce is complex and comprises many types of content. Here you are dealing with product information, product images and descriptions, rich media, promotional content, and more. These content types are generated during different stages in a product’s journey (Manufacturing, Distribution, Online Sales etc.) and flow through vastly different systems like PIM, CMS, CRM etc. to serve different purposes.

This presentation will take a holistic view of the entire content journey and how it impacts each aspect of a business and what retailers and brands can do to streamline and synergize their content systems, institute content quality processes, and thus improve your consumer experience.

For more information, please write to us at marketing@iksula.com or visit our website www.iksula.com

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How to enrich eRetail consumer experience | Iksula

  1. 1. K E Y S T E P S T O E N R I C H e R E T A I L C O N S U M E R E X P E R I E N C E B Y S T R E A M L I N I N G T H E C O N T E N T J O U R N E Y
  2. 2. 1 . e C o m m e r c e C o n t e n t – A p e r s p e c t i v e 2 . C o n t e n t q u a l i t y – I m p a c t o n c o n s u m e r e x p e r i e n c e 3 . K e y O p e r a t i o n a l S t e p s t o s t r e a m l i n e t h e c o n t e n t j o u r n e y AGENDA
  3. 3. 1. CONTENT CREATION A NEW PERSPECTIVE
  4. 4. DATA/INFORMATION IS NOT CONTENT • It is a raw fact or value • It has only one in meaning • It has no context or subtext • It has no aesthetic appeal D a t a P o i n t s E.g. • Length – 12 cm • Brand - Samsung Product Information, though, is still not Content Data Point Data Point … • It is an organized grouping of related Data • It usually fitting of data in a defined template/format • It still has no context or aesthetic value E.g. • Product Dimensions • Tech Specs • Pricing Information P r o d u c t I n f o r m a t i o n
  5. 5. THEN WHAT IS eCOMMERCE CONTENT? eCommerceProduct Information A d d i n g C o n t e x t C o n t e n t eC o m merc e C ontent i s t h e C o ntex t ua l rep res e ntation o f Pro d u c t I nfo rm ati on, fo r mu l t ip le co n s u mer s et s an d p u r p os e s • End Consumer • Internal Consumers • Supply Chain Staff • Sales Staff • Customer Service Staff C U S T O M I Z E D F O R A S P E C I F I C A U D I E N C E D E F I N I N G F E AT U R E S O F C O N T E N T I N R E TA I L A R E A I M E D T O M A X I M I Z E U N D E R S T A N D I N G • Simplified Language • Use of Keywords • Use of Visual aids • Searchable, Navigable Format F O R M S A P O S I T I V E I M P R E S S I O N • Aesthetic Appeal • Aspirational Tone • Relates to current Trends • Builds Trust • eCommerce Catalogue • Inventory Catalogue • Promotions • Loyalty etc. C R E A T E D F O R A S P E C I F I C P U R P O S E
  6. 6. CONTENT IS MERELY THE EVOLUTION OF DATA • New data is generated at every stage of a Retail SKU’s lifecycle • This collection of information keeps growing with each stage • Content is created at each stage, for different audiences and purposes, drawing from the same information DEVELOPMENT DESIGN/FORMULATION END OF USAGE RECYCLING/ DISPOSAL POST-SALES USAGE, CUSTOMER SERVICE SALES ONLINE/OFFLINE LAUNCH PROMOTIONS, SKU GO LIVE DISTRIBUTION DISTRIBUTING, WAREHOUSING MANUFACTURE SOURCING, PRODUCTION, ASSEMBLY Overall SKU Lifecycle Hence, content items are not standalone items, but dif ferent evolved versions of the same information
  7. 7. CONTENT JOURNEY FROM THE MANUFACTURING AND CONSUMER JOURNEY PERSPECTIVE Design & Manufacturing Distribution & Storage Launch Post-Launch Exploration Purchase Post-Purchase C O N S U M E R ’ S P U R C H A S E J O U R N E Y E - R E T A I L E R ’ s C O N T E N T J O U R N E Y D a t a g e n e r a te d • ProductDesign • Tech Details • Warranty Policy • Inventory Data • Weight & Dimensions • Campaign Plan • Photoshoot Images • Customer Feedback Analysis • Marketing Analysis D a t a g e n e r a te d • Search Data • Navigation • Queries • Ratings & Reviews • Customer Service • Order Details • Payment Details C o n t en t C r e a te d User Guides Booklets Labels Brochures VendorCatalogue eCommerceCatalogue CustomerService Guidelines FAQs Videos InventoryContent Loyalty Program Content PromotionalContent
  8. 8. SOME EXAMPLES OF CONTENT EVOLUTION Policy Document Warranty Card Warranty attribute in catalogue Customer Service Guidelines Design & Manufacturing Distribution & Storage Launch Post-Launch Product Design Art, Labels, Docs Warehousing Catalogue Attributes eCommerce Catalogue Attributes W A R R A N T Y P O L I C Y : Campaign Planning Promotional Banners, Emailers etc. Offer Redemption/ Reconciliation P R O M O T I O N S : Each content piece evolves, customizing for each stage and using newly generated data P R O D U C T F E A T U R E S :
  9. 9. 2. CONTENT QUALIT Y Impact on Consumer Experience
  10. 10. CONTENT CREATION ACROSS MULTIPLE TEAMS CREATE “GUIDELINE ERRORS” D a t a F o r m a t Q u a l i t y G u i d e l i n e s • Guidelines don’t cover all possible errors • They are not customized at a category level • Formatting is inconsistentacross fields • Data labels are confusing and misleading Ta x o n o m y E r r o r s • Inconsistentclassification and terminology by different business teams
  11. 11. TEAMS WORKING ON CONTENT INTRODUCE THEIR OWN SET OF “HUMAN ERRORS” C O M M O N E R R O R T Y P E S P R O C E S S & G O V E R N A N C E I S S U E S : • Factual errors in content • Data entered in the wrong fields • Mistakes in manual data cleaning F a c t u a l A c c u r a c y • Data Loss while transferring between systems • Junk Data created D a t a C o m p l e t e n e s sL a n g u a g e I s s u e s • There is variationin grammar and language of different executive • Guidelines struggle to standardize subjective aspectsof grammar R e w o r k c y c l e • Errors get missed in QA cycle, and have to be later fixed in reworks U t i l i z a t i o n W o r k f l o w M a n a g e m e n t • Batching and work assignment • Tracking and monitoring of work • Resource performance • All executives arenot optimally utilized • There are delays in assigning work in between process step
  12. 12. IMPACT ON CONSUMER EXPERIENCE P o o r B r a n d I m a ge L o w er R e v en u e Exploration Purchase Post-Purchase • Wrongly classified products • Missing or wrong keywords • Missing Images Higher rate of returns • Wrong images, facts • Vague/misleading data • Incomplete data with customer service team Poor Ratings and ReviewsPoor Search Ranks Poor Customer ServicePoor Promotions Targeting P o o r M a r ke t in g R O I Poor Brand Visibility Higher Cart Abandonment • Poor quality of copy and images • Lack of FAQs and other help • Vagueness in specifications Shift to competing website Errors made: Impact: End Result:
  13. 13. 3. KEY STEPS To streamline the content journey
  14. 14. HOW TO IMPROVE CONTENT AT EVERY STEP A two-pronged strategy is required to streamline the content journey Technology Operations • U s e a c e n t r a l i z e d D i g i t a l A s s e t M a n a g e m e n t ( D A M ) s y s t e m • U s e W o r k f l o w T o o l s a n d Q A A u t o m a t i o n T o o l s • O p t i m i z e p r o c e s s f l o w a n d I m p r o v i n g G u i d e l i n e s • I m p r o v e G o v e r n a n c e M o d e l f o r c o n t e n t t e a m s
  15. 15. DIFFERENT BUSINESS TEAMS USE SYSTEMS SPECIFIC TO THEIR NEEDS Design & Manufacturing Distribution & Storage Launch Post-Launch PRODUCTLIFECYCLE MANAGEMENT (PLM) CUSTOMER RELATIONSHIP MANAGEMENT (CRM) MASTER DATAMANAGEMENT (MDM) PRODUCTINFORMATION MANAGEMENT (PIM) CONTENTMANAGEMENT SYSTEM (CMS)
  16. 16. DO WE NEED THOSE INDEPENDENT SYSTEMS? Strengths Weaknesses PRODUCTLIFECYCLE MANAGEMENT (PLM) CUSTOMER RELATIONSHIP MANAGEMENT (CRM) MASTERDATA MANAGEMENT (MDM) PRODUCTINFORMATION MANAGEMENT (PIM) CONTENTMANAGEMENT SYSTEM(CMS) • Good system for visual media and copy • Has good Version Controls • Better suited for Digital Media, not eCommerce • Does not have Catalogue Validations • Is a legacy system of offline retail (POS systems) • Not good at version control • Can be used for marketing automation and Customer Service • Has analytics modules • Good at storing Specifications • Has basic validations • Good at storing specification • Has basic validations • Is an up and coming solution • Can be used as an end-to-end software for all stages • Is not primed to properlyutilize Catalogue data • Originally designed for backend content • Not good with visual media and other front-end content • Still not reached a mature level for eCommerce • Rarely used end-to-end by big players
  17. 17. OUR SUGGESTION – A DAM SYSTEM WHICH GETS ALL THESE INDEPENDENT SYSTEMS AND TEAMS TOGETHER Digital Asset Management (DAM) system QA Automation Layer ETL Layer Design & Manufacturing Distribution & Storage Launch Post-Launch PLM PIM/MDM CMS CRM A P I A P I A P I A P I CustomerServiceTeamMarketingContentTeamCataloguingTeamProductDesignTeam Workflow Tools ContentVersioning ArchiveMaster Taxonomy ChannelMaster Change LogEditingModule e R e t a il C o m pa n ie s n e ed a c e n tr a l DAM s y s tem a r t eri a l ly i n t egr a t ed t o e v er y c o n t en t s y s t e m a n d a c ce ssi ble t o a l l c o n t e nt c r ea t io n t e am s
  18. 18. WORKFLOW TOOLS • First In First Out (FIFO) is implemented in assignment • Team Leads should have the option to flag and re-assign priority tasks A U T O M A T E D P R I O R I T I Z A T I O N • Algorithms to estimate effort for individual tasks, based on task details and input data • Tasks are grouped based on degree of similarity E F F O R T E S T I M A T I O N O F T A S K S S M A R T B A T C H I N G A N D A S S I G N M E N T Capabilities defining a good Workflow Tool for Content Creation Processes are: • Work progress is tracked real-time for everyone • Custom batches are auto-assigned to each executive, based on daily targets, progress, priority etc. • Progress bars and short-term goals can displayed • A points system can be instituted, which rewards executives collecting the most points G A M I F I C A T I O N • There should be workspaces for each task type (design, imaging, cataloguing, copywriting etc.) • There should be useful tools and validations in-built in the workspace W O R K S P A C E • Workspace should be synced to a cloud or local server, to save work progress • Change log should be maintained for each action, and provided to re-assigned executives and QA executives C H A N G E L O G & R E - A S S I G N M E N T S t a n d a r d i z e d W o r k f l o w t o o l s o f t e n d o n o t f u l f i l a l l t h e s e r e q u i r e m e n t s
  19. 19. CONTENT QA AUTOMATION – WHAT CAN BE DONE C h e c k s s u c h a t o o l m u s t b e a b l e t o c o nd uct : F O R M A T T I N G C H E C K S • T e x t C a s i n g • I n c o r r e c t S p a c i n g • I n c o r r e c t L i n e / P a r a B r e a k s • I n c o r r e c t H T M L t a g s D I C T I O N A R Y C H E C K S • G r a m m a r C h e c k s • S p e l l i n g C h e c k s • M u l t i p l e l a n g u a g e s a n d d i a l e c t s ( U K / U S E n g l i s h e t c . ) B L A C K L I S T C H E C K S • B a n n e d w o r d s • B a n n e d S p e c i a l C h a r a c t e r s • U n d e s i r e d C o n t a c t D e t a i l s ( W e b s i t e / E m a i l I D / P h o n e n o . ) • B a n n e d w o r d s • B a n n e d S p e c i a l C h a r a c t e r s • U n d e s i r e d C o n t a c t D e t a i l s ( W e b s i t e / E m a i l I D / P h o n e n o . ) C O N S I S T E N C Y C H E C K S • D u p l i c a t e S K U d e t e c t i o n • P a r e n t / C h i l d S K U C o n s i s t e n c y • M a n d a t o r y a t t r i b u t e p r e s e n c e • L i s t o f V a l u e ( L O V ) c h e c k s • T i t l e / A t t r i b u t e L e n g t h • A t t r i b u t e S y n t a x • D i m e n s i o n s S y n t a x , U n i t s a n d R a n g e S Y N T A X & G U I D E L I N E C H E C K S C O M P A R I S O N & R E F E R E N C E S • I n t e r - A t t r i b u t e r e f e r e n c e s • I n t e r - D i m e n s i o n A r i t h m e t i c C o m p a r i s o n • C o n d i t i o n a l l y D e p e n d e n t A t t r i b u t e C h e c k s S t a n d a r d i z e d D a t a Q u a l i t y To o l o f t e n d o n o t f u l f i l a l l t h e s e r e q u i r e m e n t s , a c u s t o m i z e d e R e t a i l s o l u t i o n i s w h a t i s n e e d e d
  20. 20. OPERATIONS – PEOPLE & PROCESS, MARRIED WITH TECHNOLOGY C e r t i f i c a t i o n P r o g r a m • R e d u c e r e s o u r c e o n b o a r d i n g t i m e • S t r e n g t h e n t h e p r o d u c t i o n l a y e r ( S M E p a t h ) K n o w l e d g e M a n a g e m e n t • S i n g l e r e p o s i t o r y o f l a t e s t p r o c e s s g u i d e l i n e s , t r a i n i n g m a t e r i a l a n d Q & A R e w a r d s & R e c o g n i t i o n • P M I b a s e d p r o c e s s t r a n s i t i o n a n d p r o j e c t m a n a g e m e n t m e t h o d o l o g y • S t r o n g S i x S i g m a D N A & c u r a t e d a p p l i c a t i o n o f S i x S i g m a b e s t p r a c t i c e s • S i x S i g m a d r i v e n p l a t f o r m f o r m e t r i c b a s e d c o n t i n u o u s i m p r o v e m e n t i n i t i a t i v e s • R e d u c t i o n o f p r o c e s s v a r i a t i o n • C o n t r o l l i m i t s t o m e a s u r e p r o c e s s m a t u r i t y K n o w l e d g e M a n a g e m e n t p l a t f o r m f o r t r a i n i n g m a t e r i a l R u l e b a s e d e n g i n e s t o i m p r o v e e n d q u a l i t y C o n f i g u r a b l e w o r k f l o w e n g i n e w i t h A P I s i n t e g r a t i n g t o t h e c e n t r a l D A M s y s t e m > > >> P E O P L E P R O C E S S T E C H N O L O G Y > >
  21. 21. OPERATIONS – GUIDELINES TO DEFINE EXECUTION • Guidelines should be customized for each Leaf-level category • Soft copies of guidelines should be suitably tagged, so you can navigate by category, by attribute etc. • Create Lists of permitted values, wherever possible • This eliminates data entry errors • E.g. Brand, Colour, Material can have LOVs C R E A T E L I S T O F V A L U E S ( L O V S ) S T A N D A R D I Z E T I T L E S Y N T A X A Systemic approach to creating and updating guidelines can work wonders. Key aspects are: • Strictly define the sequence of different components of Title • E.g. Title of a smartphone: [Brand]+[Series]+[Colour] • List down scenarios where value of one attribute depends on another • E.g. If Colour Family is “Blue”, only shades of Blue to be allowed in “Colour” L I S T D O W N D E P E N D E N C I E S • Have uniform units in related attributes • Fix number of decimals • Create upper & lower limits for permitted values S T A N D A R D I Z E N U M E R I C A L A T T R I B U T E S • List each scenarios where the value of one attribute occurs within another, and should be referenced • E.g. Brand written in Title should referenced against the Brand attribute L I S T D O W N R E F E R E N C E S C U S T O M I Z E D , N A V I G A B L E G U I D E L I N E S
  22. 22. OPERATIONS – PROCESS FRAMEWORK FOR CONTINUOUS IMPROVEMENT S K U C R E AT I O N > Q U A L I T Y C H E C K C T Q C h e c k l i s t s S i x S i g m a S a m p l i n g C a l c u l a t o r > Q u a l i t y R e p o r t P a r e t o A n a l y s i s > > > > C a t e g o r y L e v e l A c r o s s R e s o u r c e s R e s o u r c e L e v e l A c r o s s C a t e g o r i e s C E R T I F I C AT I O N P R O G R A M S K U D E L I V E R Y F o c u s e d T r a i n i n g T r a i n i n g A s s e s s m e n t > Q U A L I T Y E R R O R S > R E W O R K > > >
  23. 23. TO SUMMARIZE • e C o m m e r c e C o n t e n t i s n ’ t j u s t d a t a , b u t a c o n t e x t u a l r e p r e s e n t a t i o n o f i t • A l l c o n t e n t p i e c e s e v o l v e f r o m a c o m m o n d a t a p o o l , • C o n t e n t i s c r e a t e d a n d c o n s u m e d d u r i n g e v e r y s t a g e o f a p r o d u c t ’ s j o u r n e y • M a i n t a i n i n g q u a l i t y i n a c o n t e n t c r e a t i o n p r o c e s s i s a c h a l l e n g e • T e c h n o l o g y a n d O p e r a t i o n s a r e t h e k e y l e v e r s t o s t r e a m l i n i n g t h e c o n t e n t j o u r n e y • A c e n t r a l i z e d D i g i t a l A s s e t M a n a g e m e n t ( D A M ) s y s t e m a n d Q A A u t o m a t i o n T o o l s a r e r e q u i r e d • W o r k f l o w T o o l s , i m p r o v i n g G u i d e l i n e s a n d G o v e r n a n c e h e l p y o u t o s t r e a m l i n e c o n t e n t o p e r a t i o n s
  24. 24. I k su l a i s a l ea d i ng e- co m m er c e so l ut io n s p r o v ide r f o r b r a n d s a n d r e t ai ler s gl o b a lly. L ed by a t e a m wi t h o ve r f ou r d ec a d e s o f ex p erie n ce, I k s ula a ss is t s o v er a d o ze n b illion d o l la r c o mp an i es i n m a n ag i ng t h ei r e- c o m m er c e o p er a t io n s se a ml e ssly. I k su l a h el p s b r a nd s a nd r e t a i le r s r ea l i ze su p erio r ec o n o m ic p er f o r m an c e b y t r a n sf o r m in g t h ei r s up p ly c h a in a n d r e t a i l o p er a t io ns f o r t h e d ig it a l er a. We e ng i n eer c ut t in g- edg e t ec h f or c re a ti n g en ga g in g e xp e rien c es f o r y o ur c us t o me r s a n d a u t o m a ti n g b u si n es s p r oc e sse s f or y o ur s t a ke ho l d e r s . ABOUT US
  25. 25. ABOUT US I f y o u wa n t t o k n ow m or e a b o ut t h e v a l ue we ’ ve d el iv er ed t o o ur c li en ts in th e C o n t e n t, w ri t e t o u s a t m a r ke ti n g@i ksu la . co m a n d w e’ ll em a i l yo u o u r C a se St u dies Yo u c a n a ls o v i si t ou r w e b sit e w w w.ik sula . co m
  26. 26. THANK YOU

The landscape of e-commerce is complex and comprises many types of content. Here you are dealing with product information, product images and descriptions, rich media, promotional content, and more. These content types are generated during different stages in a product’s journey (Manufacturing, Distribution, Online Sales etc.) and flow through vastly different systems like PIM, CMS, CRM etc. to serve different purposes. This presentation will take a holistic view of the entire content journey and how it impacts each aspect of a business and what retailers and brands can do to streamline and synergize their content systems, institute content quality processes, and thus improve your consumer experience. For more information, please write to us at marketing@iksula.com or visit our website www.iksula.com

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