Justin Thomas, VP of sales, North Europe at Akeneo, argues that retailers need a more product data consistent approach to their channels to market to ensure the best possible experience for their customers
We’ve all been discussing “omnichannel” strategies for years, and it seems the complexity of managing these channels only increases. The straightforward path from product search to purchase has transformed into a labyrinth involving influencers, social media, multiple marketplaces, and the evolving power dynamics between brands and distributors. A recent survey by Manhattan highlights that 84% of consumers now research online before visiting a store, with 50% searching for the best deals and 40% checking stock availability.
For UK retailers, this landscape demands a focus on product data consistency and management. The more complex the omnichannel customer experience becomes, the less effective traditional customer data optimisation strategies are. The solution lies in a robust product experience strategy that ensures uniformity across all channels, fostering customer trust and loyalty.
The difficulties of data governance
The influx of big data has left many retailers struggling to keep pace. Data from various sources—product information management, digital asset management, enterprise resource planning, and customer relationship management—needs to be organised effectively.
Disparate data sources can lead to challenges in inventory management, sales forecasting, pricing, promotions, and personalisation. Siloed data systems make it difficult for internal teams to analyse information holistically, leading to faulty decision-making and inconsistent customer experiences. Mistakes, incomplete data, and human error further exacerbate these issues.
With the omnichannel approach now essential for retailers, ensuring a unified customer experience is critical. Failing to maintain data consistency can erode customer trust and satisfaction, while successful management can enhance brand loyalty and advocacy.
When poor data maintenance erodes customer trust
Customers expect a seamless brand experience across all touchpoints, from physical stores to online platforms and social media. Maintaining accurate product information everywhere a customer encounters the product is crucial. Inconsistent details—whether in product specifications, imagery, pricing, or availability—can undermine customer confidence.
For instance, By using Akeneo’s PIM system, Bensons for Beds provides high-quality, cohesive product information across digital and physical channels to guide customers through its buying journey. This integration supports in-store staff, enriches the online experience, and improves customer decision-making, ultimately driving higher sales and building trust. The PIM system empowers the merchandising team to efficiently manage and enrich product data, ensuring a consistent customer experience.
In addition, Home and giftware retailer Sass & Belle uses PIM to drive operational efficiencies and support international growth. It can quickly create and roll out accurate product data, essential for scaling both wholesale and direct-to-consumer operations. This centralised approach ensures consistency and quality across all sales channels and markets. Sass & Belle can streamline product data translations for new European markets, facilitating easier expansion abroad and future-proofing its operations.
Providing a consistent product experience
Ensuring a consistent product experience revolves around managing and organising the massive amounts of data retailers handle. This involves not just creating personalised customer experiences but also maintaining accurate product data across all channels.
Retailers should implement robust data governance practices to promote consistency and completeness. Standardised data entry forms with validation rules can prevent errors in product information. Although challenging, especially for retailers with vast product portfolios, setting good data management habits is crucial.
For example, Starbucks successfully integrated its mobile rewards app with its in-store experience, enabling customers to manage accounts, make purchases, and earn rewards seamlessly. This omnichannel strategy contributed significantly to their sales growth, with mobile app payments now comprising 31% of transactions.
Beyond standardisation, validation tools can identify and correct errors in product data before they reach customers. Many retailers are leveraging AI and machine learning to automate validation processes, reducing human error and ensuring product information consistency.
Retailers are also investing in large-scale systems like enterprise resource planning (ERP), product information management (PIM), product experience management (PXM), and master data management (MDM) platforms. These systems synthesise data across channels, integrating with in-store point-of-sale systems, CRMs, inventory management and marketing solutions. This integration enables accurate inventory and sales management regardless of where customers shop.
Cross-team collaboration is equally important to prevent organisational silos from causing inconsistencies. Encouraging teams to work together ensures a unified vision, which is critical for presenting a consistent brand experience to customers. A PXM system can facilitate this collaboration.
The path forward
For UK retailers, the challenges of managing dispersed data across numerous channels are immense. However, the potential rewards for getting it right are significant. Ensuring uniformity in customer experience builds trust, loyalty, and lifelong brand advocacy. Investing in the right data management tools and fostering cross-team collaboration can help retailers navigate the complexities of the omnichannel landscape and thrive in a competitive market.
