Conquer the Pain Points and Capture the ROI of Product ...assets.cdnma.com/8721/assets/presentations/IRCE-2014_Ecom-Tech... · and Capture the ROI of Product Information Management

Technology Workshop 2014: Product Information Management (PIM)

Conquer the Pain Points

and Capture the ROI of Product

Information Management Systems

Cynthia Rodgers Maignan – Director eCommerce Content Strategy, Office Depot

Ryan Lee – Tech Manager, Gorjana & Griffin

Bernardine Wu – CEO, FitForCommerce

#IRCE @FitForCommerce


Yes 62%

No 23%

Don't Know 9% Not

Applicable 6%

Source: Information-Management.com

Are you actively evaluating master data management technologies and their ability to scale and support emerging trends around big data, social and mobile?

Data Management Under Evaluation

2


Sources: AT Kearney, AMR Research

Data Issues Mean Real $ Impact

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Why PIM?

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5

Opportunity to Re-think/Re-engineer


Office Depot, Inc. is a global supplier of office products and services.

The company was incorporated in 1986 with the opening of our first

retail store in Fort Lauderdale, Florida. Formed by the merger of Office

Depot and OfficeMax, Office Depot, Inc. is a leading global provider of

products, services, and solutions for every workplace - whether your

workplace is an office, home, school, or car.

TWO GREAT COMPANIES have come together to create a stronger,

more efficient global provider of office products, services, and solutions,

fully committed to setting a new standard for serving the workplaces of

today and tomorrow through innovation and exceptional customer

experiences.

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LET’S START BY EXAMINING

SOME OF THE

PAIN POINTS OF PRODUCT DATA

Where are you on the Scale 1 -10?

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Data from Multiple Sources

Unclear Roles/

Multiple Users

Legacy Systems

Excel Spreadsheets

Inconsistent

and Poor Data Quality

Manual Processes and Lack of Workflows

No Data Validation

Erroneous and Out- Dated information

A FEW PAIN POINTS…

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DISPARATE MERCHANT AND

VENDOR SYSTEMS

The back and forth exchange of erroneous and insufficient data and processes

significantly contribute to delays in introducing new product to the

market!

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NO Data Validation

NO Data Governance

No Required Fields

VENDOR DATA SUBMISSION

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http://www.officedepot.com/a/products/401826/Office-Depot-Brand-Photo-Frame-8/


These Data Examples Simply Create

PRODUCT INFORMATION MADNESS!

(not the PIM we are looking for)

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Technology Workshop 2014: Product Information Management (PIM) Source: Data Synchronization by John L. Stelzer, GS1.org

And each of those errors costs $60-$80 to address.

30% of item data in catalogs used by retailers and manufacturers for replenishment of stock is in

error…

SO, WHAT DOES BAD DATA

COST YOU?

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Missing Hard Drive Capacity

Missing Ecolabel

Missing Audio Hardware

Bad Data Good Data

Missing key attributes to

close sale

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DON’T LEAVE YOUR

CUSTOMERS FRUSTRATED…

Product Information must be high quality, relevant and easy to

read and understand for customers to make a buying decision.

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TO RELIEVE MANY OF THESE

PAIN POINTS

IMPLEMENT A PIM SYSTEM

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LET’S LOOK AT SOME OF

THE BENEFITS OF PIM

Centralizes and streamlines all

product data and synchronizes

with multiple systems

Introduces Data Governance and provides role based security to maintain data integrity across the organization

Ensures data accuracy through identification of required

field and defined list of values in vendor portal

Manages data validation to

improve data quality and

support data governance

Establishes workflows with

check points and approval

processes

Allows for mass maintenance

capabilities to manage updates to

multiple products

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Without

PIM

Poor Customer experience with inadequate

descriptions

Data not used to drive web functionality

Unable to use data to enhance search and

compare functionalities

Results in system silos and hard coding for static

results

With

PIM

Best Customer Experience with enhanced product

descriptions

Improved use of data to drive web functionality

Use data to provide complete comparison shopping and

enhanced search

Provides an avenue for system integration and

upgrades

S

U

M

M

A

R

Y

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IDENTIFY THE RIGHT PIM SYSTEM

KNOW YOUR SPECIFIC PAIN POINTS

• Focus on your organizational needs

DO YOUR HOMEWORK TO NARROW DOWN RESOUCES

• There are many PIM systems out there – research unbiased sources

OBTAIN A RFI/RFP FROM TOP THREE TO FIVE RESOURCES

• Request a presentation with sample data from final contenders

ACKNOWLEDGE A PIM IMPLEMENTATION IS ORGANIZATIONAL CHANGE

• Process creates new assignments, approvals, workflows and data governance to ensure data quality at the source

CROSS-FUNCTIONAL RESOURCE COMMITTMENT

• Requires dedicated resources internally and with consultants

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PIM

Web Catalog

Vendor Portal

Digital Assets

Print Catalog

3rd Party Data

Supply Chain

Retail

Mobile

PIM

CONNECTS CENTRALIZES

CONSISTENT PRODUCT INFORMATION

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PRODUCT DATA IS AN ASSET

DATA PIM REVENUE

Organizing product data can dramatically increase sales, margins & customer loyalty

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CAPTURE

With An Investment in PIM

•Ensures data quality at its source

•Leverages product content and data consistently across multiple channels to enhance customer expectations R

• Improved data quality helps customers make better and smarter decisions with greater ease than competition

•Provides a competitive advantage when product information is easily formatted to enhance rich content

O

•Build sustainable and scalable processes required for future growth

•Drive more revenue and conversion ton the site I

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Sample of Data Governance Model

INTRODUCE DATA GOVERNANCE

TO SUPPORT PIM

Business Mission Metrics and Tools

Organizational & Company Policies

Business Strategy & Processes

Data

Governance


PRODUCT INFORMATION IS…

The HEARTBEAT

of ANY online

business

It is the details of the data in product information, attributes and specifications, that encourages the end user to take action…and ultimately make an online purchase.

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• Jewelry, Handbags,

Shoes, and Accessories

– 10,000 SKUS

• 40 collections

• 25-50 skus per load

• Tech Department (2)

– Tech Manager

– Tech Associate

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Challenges

• Multi-channel

– Retail (B2C)

– Wholesale (B2B)

• Work-flow & Process

– Department Accountability

– Turnaround

– Scalability

• Data Entry Errors

• Platform Knowledge

• Time to load

• Server speed

• Data storage

Infrastructure Resources

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Solution

Product

Information

Management

• Platform Integration

• Consolidate & Store

• Automate Your Process

• Publish • Image

Management • Save Time &

Sell More

Chicago, IL – www.clarastream.com

+

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Results

• Data accuracy & efficiency

Product validation

Streamline process

• Shorten time to market

Schedule flexibility

Capitalize on opportunities

• Implementation of work flow

Responsibilities

Accountability

• Savings in resource costs

Lower payroll

Less infrastructure

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• Perspective

– Keeping it simple

– Effects on employees work flow

• Building guidelines

• Setting goals

• Working with experts

– Clarastream

• Finding the right partners

What We Learned

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Moving Forward

• Automate Product Categorization

• Advance Merchandising Features

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Q&A

Cynthia Rodgers Maignan

Office Depot

[email protected]

Ryan Man Lee

Gorjana & Griffin Inc.

[email protected]

Bernardine Wu

CEO, FitForCommerce

[email protected]

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Documents

Conquer the Pain Points and Capture the ROI of Product ...assets.cdnma.com/8721/assets/presentations/IRCE-2014_Ecom-Tech... · and Capture the ROI of Product Information Management