Experience matters in omnichannel commerce -- both the customer experience and the software ecosystem that supports a buyer’s journey from initial discovery to customer advocate. Just as shoppers see products on display in physical stores, digital experiences have to provide relevant content and compelling interactions to convert browsing to buying. Connected consumers expect convenience and flexibility across channels, whether brick and mortar, catalog, print, in-store kiosks, web, mobile and social platforms. Nothing frustrates customers more than dead-end, can’t get there from here experiences. And second chances are rare.
Omnichannel commerce is a complex ecosystem. Many interrelated platforms, components and capabilities go into it, such as web content management (WCM), e-commerce, digital asset management (DAM), product catalog, product information, merchandising, inventory, pricing, promotion, order, fulfillment, reporting, analytics and more. Unfortunately many organizations have disconnected legacy silos and struggle to bridge the customer engagement, customer experience side with back office and transaction management.
DAM, e-commerce and WCM make up the cornerstones of the ecosystem. When planning for a successful omnichannel commerce initiative, don't assume that these other platforms will take care of DAM.
DAM serves as a core infrastructure underlying e-commerce, WCM, product information management and product catalogs. With an ever-growing pool of images, photos, audio and video to support commerce, digital assets should be synchronized with back office transaction management and the customer experience presentation. Mature and extensible DAM platforms provide integration with e-commerce and WCM to automate delivery of rich media in the proper format and size, across multiple channels, driven by either the WCM or an e-commerce system.
Whether serving up digital assets for the e-commerce site, public or partner catalogs, internal or external users, assets should all be sourced from a common repository -- allowing for collaboration and brand consistency. Other important capabilities include automated synchronization and search capabilities within other platforms, localization and security. DAM capabilities increase productivity by reducing time spent searching for assets and automating repetitive tasks to “media-enable” e-commerce and the entire organization.
Omnichannel vs. Multichannel
Rather than managing separate customer experiences through various channels as in a multichannel strategy, omnichannel strategy centers on the customer. It is an immersive, uninterrupted and device agnostic experience across channels that drives engagement, loyalty and transactions. The customer is at the center. It’s about the brand, product or service not the channel.
DAM provides the core enterprise infrastructure, key platform components and capabilities supporting and enhancing the omnichannel ecosystem with the efficiencies of create once, publish everywhere, to repurpose, re-express, reuse and recreate digital content for compelling customer experiences. Product owners and brand managers can collaborate, easily find and manage assets from a single library, synchronized and integrated with the other native platforms.
Omnichannel commerce meets customer expectations with consistent and connected experiences across all channels. This means consistency in experience as well as context and connected to information as well as continuity across channels and customer insight. Competition for customers is fierce and omnichannel commerce can be a major differentiator. As you plan your strategy, remember experience matters.