You’re part of a company that has a huge product range. You might sell both online and in-store. Perhaps you’re even a global business with offices in different countries. How do you ensure that your brand is consistent across all these sites? Moreover, how do you make sure that the brand is both engaging and customer-centred?
Perhaps the greatest barrier to customer centricity and inconsistent branding is the lack of organisation. A solid, well thought-out management strategy can really benefit here, particularly when it comes to product management. Once you’ve established a plan to generate leads, you can successfully promote this brand across all your channels.
Here is why we think you should develop this strategy.
If you're more of a video enthusiast, watch our discussion with Episerver on this topic.
1. Customer-centricity is essential to business success
If you don’t attract, engage and satisfy your customers, you’re in for failure. An organisation that doesn’t listen to its customers is just not going to do well.
Think about it – if you wanted to buy a new car and the dealership you were thinking of purchasing from didn’t connect with you, you would most likely look to buy the car elsewhere. Why? Because the company wasn’t interested in your needs.
You don’t want to make this mistake in your business. If your brand is customer-centric, however, this won’t happen. When building your brand and selling it to your team, make sure you put your customers at the heart.
If you build products that meet your customer’s needs then your brand’s messaging will be consistent with what they want.
Your customers deserve to trust you. So put them first and they will place their faith in your products.
2. Your customer data can be centralised and boost team productivity
Investing a good Product Information System (PIM) will help you to carry out your marketing strategy and get your desired leads. PIMs take all your customer data and synchronise it all in one place.
This is ideal for creating a captivating brand message, no matter how many product ranges you have, as you can see all the information you need in a single location, from customer behaviours to their history.
Plus, a PIM will help you to achieve a more attractive brand image.
The fact that all your data is stored in one place makes your company look (and function) much better than all your competitors. This is going to make you way more attractive to customers as you will be able to generate marketing campaigns that feed into their needs.
3. Centralised data also enhances your customer experience
PIMs store all your data in the cloud which can be accessed at any time and any place by your employees. They can also collaborate, and make edits and changes in real-time.
This is particularly useful if you are a global company. All the information needed to keep the brand consistent is right there when it’s needed.
Also, by using a PIM, your user experience is enhanced. Your product information is always updated and error-free. And when you have so many products in your retail, it’s imperative that all the information is correct.
We believe that using a PIM service will boost your customer trust and loyalty, creating that powerful messaging you need. Do you?
Learn more on how to survive in today's commerce climate
Ultimately, your customers want their needs fulfilled by your products. This is why it is imperative to create a powerful brand message that is permanently consistent. If they can see that you believe in what you sell, then they will begin to trust you and buy your products.
If you’re struggling to get your brand across, find out what your customers want and tailor your messaging around this.
Whatever you do, put the customer first. Always. This is what's key to success in eCommerce.
Stressed? Don’t worry. We actually discussed these aspects in our webinar with Episerver. So, that video you may or may not have watched at the start - it's also available in a full length version! Click the button below to have a watch...