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The 4 pillars to becoming a top-performing digital brand

Peter Crosby | May 10, 2017

Distributed_Commerce_4_Pillars.pngWe're in the era of distributed commerce: a time when there are more consumer touch points available than ever. To reach those customers and win conversions on those domains, brands are distributing product content to where your shopper is.

Are you ready for the age of distributed commerce? Do you have the product content people, processes, and technology that you need to succeed? Here are the four things top-performing digital brands are doing well today.

  1. Align and make use of product content. Product content is the No. 1 factor influencing your shoppers' purchase decisions. Understanding this - and getting your organization organized around their digital content - is the first step to distributed commerce success.
  2. Invest in better retail relationships. You need to strengthen your collaboration with your retailers if you hope to meet modern shoppers' demands, since many of today's biggest retailers are demanding more and more product information.
  3. Build a digital-first organization. When brick-and-mortar has been the foundation of your business for many years, it's hard to change, but that's what's absolutely required. New organizational processes and teams are needed to fully capitalize on the new need for product content and stronger digital experiences.
  4. Develop ecosystem relationships. Retailers are only a single piece of a complex distributed commerce ecosystem. Consumers are shopping on dozens of channels, and your brand needs to partner will other key players such as Google if you want to get your product content in front of shoppers.

What does it take to build out effective processes that support these four pillars? A dedicated, cross-functional effort to centralize product content and a flexible system that lets internal and external teams access the information they need about every one of your SKUs.

Download our Guide to Winning at Distributed Commerce to learn how top brands are tackling this problem and get practical advice on how you can get started. 


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