Lengow and Akeneo have one thing in common: they both work with a treasure trove of merchants and brands. Today, product data is more important than ever to successfully manage one’s omnichannel activity.
Sure, Naomi! So, my name is Charles Barbé, I joined the Akeneo team 3 years ago to manage technological partnerships with third-party publishers. These partnerships are what makes up our DNA. Akeneo is a Nantes-based publisher of PIM (Product Information Management) software. Our mission is to support merchants in the restructuration or digitalisation of their activity by offering them solutions designed to enrich and contextualise product data according to distribution channels.
Recent events have shown us the importance of an omnichannel presence—the ability to free a brand from its physical store can be a key factor of success.
The purchase journey is increasingly fragmented, and consumers are over-solicited and faced with endless product information to process according to their current needs and desires…
Sales channels are varied; each has its own modus operandi. Teams that create product information are multidisciplinary and multicultural, contributing to the enhancement of the user experience by enriching data, images, videos, as well as the storytelling that enhances the brand image. Taking advantage of a product reference where everyone can collaborate and enrich product data is a key element to reduce your time-to-market and gain consistency on your product data.
According to an Opinion Way study for Akeneo and Accenture carried out before the crisis, the use of marketplaces by French consumers has risen by 30% recently. 26% use this channel to find out the technical characteristics of a product. When we know that 8 out of 10 French consumers have abandoned a purchase due to deficient product information, it becomes crucial for marketplaces to optimise this product data.
Each marketplace dictates its own codes and formats; mastering its product data when distributed across multiple marketplaces is a key factor for better conversion.
Analyse the purchase journey and invest in the channels that your target audience prefers.
Look after and contextualise product information
Share your brand values and create new experiences
Expectations are high when it comes to promoting brand values. The PIM of tomorrow will have to prioritise this.
Tomorrow’s PIM will also need to capitalise on artificial intelligence. This work is already underway since the Akeneo Franklin library provides access to a knowledge base facilitating the curation and enrichment of product data.
Roughly 20% of consumers with intelligent speakers use them to
shop and that’s expected to rise to 50% in the next 12 months. That being said, the codes and requirements for this channel are extremely different and PIMs must integrate this need to be prepared for the e-commerce of tomorrow.
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