Retail Analysis
marketing and eCommerce teams to update or enhance content and more importantly innovate to enable new experiences. Some CMS’s don’t account for nuanced requirements like
combining content or products or scheduling and managing hundreds of concurrent promotions. A CMS built for eCommerce will include features to underpin complex commerce use cases like planning and calendar tools that support content from conception and amendments through to being published. Calendars allow teams to view content that is live, as well as content that is scheduled across all channels. Individual content components can be scheduled so that only that element needs to be republished, not everything on the page, and end dates can be added when content needs renewing. An eCommerce-focused CMS will also include a previewing tool that displays an overview of the entire experience, including product, content and promotions, across all channels at any point in time and on any device. This eliminates the element of surprise and mitigates fire drills and minimises reputational damage when incorrect content is published. Innovative retailers and brands are looking to invest in a CMS that not only manages content but also orchestrates different digital experiences across all touchpoints from store to web to social to email. There remains, however, a mismatch between content and
experience platforms, like ours, and an understanding of how they can be fully maximised. Crafting content that elevates the digital experience requires retailers and brands to be coached so they can make sense of, and best use of, every element in that platform.
The science of content modelling There’s no set way of doing this however, systems integrators are
uniquely placed to recommend a ‘discovery’ phase in which content modelling is prioritised and all stakeholders play a part. To help structure this, we have identified three core pillars of consideration: technical architecture, business user workflows and product adoption.
1) Technical architecture Most eCommerce implementation projects start with a retailer’s technical team, which has all the power when it comes to making decisions about content modelling. The technical architecture matters to them, it is their job to make sure it works, but what they don’t always consider is how easy it will be for non-technical team members – whose requirements may not immediately be front of mind – to use. Managing content is a good example. Our systems integrators are
encouraged to work with customer technical teams to consider three specific actions. The first is the creation of a data model, a review of the retailer’s content types to ascertain the role they play, and where slots and delivery keys might be used; then it’s about reviewing when and how the application fetches the content so processes can be applied to transform or enrich it, or iron out inefficiencies; thirdly, they need to look at how the application renders the content into components and layouts. How those pieces of data are managed can easily be missed. Take a simple button; this may have a background colour, a button
text, and a button link. A technical user may define the button text as a hex value, but for a non-technical person a drop down of colour swatches would be more useful. This is easier for the retailer to manage and means only pre-defined brand colours can be selected.
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