– Add search for distribution, customization and seamless multichannel experiences.
Retailers, e-commerce and product data
Having met a number of retailers to discuss information management, we’ve noticed they all experience the same problem. Products are (obviously) central and information is typically stored in a PIM or DAM system. So far so good, these systems do the trick when it comes to storing and managing fundamental product data. However, when trying to embrace current trends1 of e-commerce, such as mobile friendliness, multi-channel selling and connecting products to other content, PIM systems are not really helping. As it turns out, PIM is great for storage but not for distribution.
Retailers need to distribute product information across various channels – online stores, mobile and desktop, spreadsheet exports, subsets of data with adjustments for different markets and industries. They also need connecting products to availability, campaigns, user generated content and fast changing business rules. Add to this the need for closing the analytics feedback loop, and the IT department realises that PIM (or DAM) is not the answer.
Adding search technology for distribution
Whereas PIM is great for storage, search technology is the champ not only for searching but also for distribution. You may have heard the popular Create Once Publish Everywhere? Well, search technology actually gives meaning to the saying. Gather any data (PIM, DAM, ERP, CMS), connect it to other data and display it across multiple channels and contexts.
Also, with the i32 package of components you can add information (metadata) or logic that is not available in the PIM system. This whilst source data stay intact – there is no altering, copying or moving.
Combined with a taxonomy for categorising information you’re good to go. You can now enrich products and connect them to other products and information (processing service). Categorise content according to product taxonomy and be done. Performance will be super high, as content is denormalised and stored in the search engine, ready for multi channel distribution. Also, with this setup you can easily also add new sources to enrich products or modify relevance. Who knows what information will be relevant for products in the future?
- PIM for input, search for output. Design for distribution!
- Use PIM for managing products, not for managing business rules.
- Add metadata and taxonomies to tailor product information for different channels.
- Connect products to related content.
- Use stand-alone components based on open source for strong TCO and flexibility.
1 Gartner for marketers
2The Findwise i3 package of components (for indexing, processing, searching and analysing data) is compatible with the open source search engines Apache Solr and Elasticsearch.