Retail Analysis
2) Business workflows This is where systems integrators can help to ensure the technical team understands the ramifications of the content management creation process on, for example, the marketing department. It is useful for all parties to engage in an end-to-end walkthrough of the intended media and content workflows for product media and for marketing or editorial media. Preproduction asset preparation should align with use cases and ingestion workflows should be consistent and work well with automation. In addition, user and vendor permissions must be mapped to workflows. Integrators should encourage the entire team to look at the
intended authoring, approval and scheduling flow to confirm it is working well and consider how it can be adapted based on type of content, channel, market or any other variable. Take a blog post; this may be originally modelled to have a lead
image and an open text field for the blog content. However, that content may be published to the eCommerce site, a social platform, and an RSS feed. If a system integrator understands the full workflow of the marketer and all the locations where that blog will be delivered, they may architect it to have a lead image, a heading, an author, a summary, a publish date, and a text field so each of those individual elements can be delivered and orchestrated separately.
3) Product adoption Continuing the consultative approach, a walk-through of key features and their adoption status allows configurations and permissions to be put in place and content to be organised appropriately. Items such as dynamic imaging and use of
12 | July 2022
applications in workflows can also be explained and understood. Working with these pillars at the implementation phase ensures
that content modelling is treated as an essential element in the retailer’s new architectural stack. For the technical team, it allows them to assess the scalability, reusability and performance of the CMS platform, while on the business user side, there is space and time to learn how to model content most effectively.
The important role of the integrator Integrators are the glue to ensuring the solution is a complete success, including the technical architecture, the tooling, and the overall workflow. By encouraging teams to work together, aspects of content crafting such as the level of technical knowledge needed to understand the effect of some controls on a final render, is revealed. Creating content to deliver digital eCommerce experiences is not
black and white and good and bad practices change from customer to customer, but integrators can aim for some core objectives. The platform should be agile to support content authors, allowing them to make changes on their own. Those controlling the user experience and design should have a strong sense of creative freedom. The platform must also be easy to maintain and use for developers, providing non-functional requirements such as performance and SEO that are essential to the business. We understand that it is not the role of the integrator to
understand every nuance of our product, but where they can make a difference is in enabling retailers and brands to look more deeply inside this platform to extract value, create maximum impact for customers, achieve a rapid return on their investment and boost their growth.
www.pcr-online.biz
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
