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It is no secret that having rich, relevant, accurate, and complete product-related content increases sales and strengthens customer loyalty.

Today, brands and manufacturers must be prepared to keep up with the ever-growing commerce landscape to avoid being left behind; but that is only half the problem.

As organizations continue to extend their digital transformation efforts, they are forced to rely on their ability to automate the publication of trusted data. In the modern B2B world, customer experience is not just about how you deliver the features of your products but also about how your customers interact with those products online.

To truly excel in today's digital environment, businesses need to understand the importance of delivering the product experiences customers expect. They can do so by adopting the following three tactics.

1. Use PIM and DAM solutions to forge the path for product experience management

Although current product information management (PIM) solutions are highly effective, the PIM technology landscape is shifting to a broader, more powerful paradigm: the product experience (PX).

PIM and digital asset management (DAM) solutions will remain critical because they enable organizations to seamlessly exchange information between those entities while enhancing the buyer journey for B2B shoppers. However, companies must take it one step further and create emotion-stirring experiences tailored to the interests and preferences of buyers. In fact, today's customers are willing to spend 140% more to get positive experiences.

The easiest way to deliver an excellent experience is to offer a great product experience. B2B companies will increasingly rely on PIM and DAM solutions to form the critical foundation of their product experience management (PXM) and PX efforts, enabling them to bring together information from multiple sources, eliminate duplications, and deliver personalized experiences with rich, relevant, and contextualized product content at every touchpoint along the purchasing journey.

As a result, PX solutions will increase in importance, enabling organizations to manage both product content and the contextualization of products.

2. Make privacy a priority in personalization

Businesses are strategizing on how to personalize the customer experience without breaking GDPR laws or infringing on consumers' data privacy rights. In 2021, Apple and Google made announcements that changed cookie setting policies and information security, affecting almost all online businesses.

People want to be in complete control of their data privacy rights and still receive personalized offerings relevant to them. As a result, businesses must learn how to operate, market, and personalize their offerings to buyers without tracking their every move.

3. Give digital and headless commerce a facelift

In 2020, if businesses didn't sell online, they either hurt their bottom line or, worse, they closed their doors. In 2021, companies got serious with their digital strategy by implementing an e-commerce platform, replatforming, or introducing new digital commerce channels such as marketplaces.

Businesses are purchasing not only commerce solutions but also headless content management solutions. Companies are going headless to flexibly share dynamic content with various audiences in real-time and provide them with relevant product content and service offers based on their location, interests, past purchases, and product availability.

Headless solutions are defined as back-end-only content management systems that act primarily as a content repository, making content accessible via an API for display on any device, without a built-in front-end or presentation layer.

Today, 50% of e-commerce sites are not fully meeting the expectations of B2B buyers, who are increasingly looking more like B2C consumers. As a result, direct-to-consumer (D2C) will become even more critical as B2B e-commerce sites gain ground, replicating the experience and convenience of B2C online shopping sites.

Marketplaces will also increase in number as brand manufacturers look to eliminate the middleman and offer their products via marketplaces.

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No matter what stage your company is in along its digitalization journey, by enriching your product content and personalizing experiences you can build a reputation on exceeding your customers' expectations—and nurture lasting relationships as a result.

More Resources on Product Experiences

The Challenges That Product Experience Management (PXM) Can Solve

Why Marketers Should Build Consumer Trust Through Product Data

Objective Product Data: An Underrated Driver of Trust and Storytelling

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ABOUT THE AUTHOR

image of Jennifer Krizanek

Jennifer Krizanek is the CMO at Contentserv, provider of personalized product experience management solutions that enable businesses to easily manage and optimize product information.

LinkedIn: Jennifer Krizanek