inRiver：制造商走向现代化商业成功路线图（2022）（英文版）（13页）.pdf

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1、a manufacturers roadmap to modern commerce successstarting with PIM or commerce?hint:theres no wrong inriver,all rights reserved2/13inriver+Shift7-a manufacturers roadmap to modern commerce successtodays challengesTodays manufacturers face many challenges.Not only are the lasting effects of the pand

2、emic continuing to cause supply chain issues and labor shortages,but consumer habits and preferences have also evolved.“Business as usual”is no longer an option.At the same time,manufacturing marketers are being asked to do more with less.And as a result,many marketers are looking toward product inf

3、ormation management(PIM)solutions to help them wrangle an ever-growing amount of product information and assets across various sales channels.Other marketers,however,are focusing on responding to market opportunities with an owned commerce site.Does it make more sense for your manufacturing business

4、 to take a PIM-first approach or a commerce-first approach?Thats the question this ebook addresses head-on.Weve created it as a data-driven product roadmap to digital success that will help you understand how PIM and ecommerce implemented in either order,but ultimately together are the power couple

5、needed to generate online revenue at scale.As industrial production and capacity utilization surpassed pre-pandemic levels midyear,strong increases in new orders for all major subsectors signal growth continuing in 2022.However,optimism around revenue growth is held in check by caution from ongoing

6、risks.Workforce shortages and supply chain instability are reducing operational efficiency and margins.Business agility can be critical for organizations seeking to operate through the turbulence from an unusually quick economic reboundand to compete in the next growth period.”“2022 Manufacturing In

7、dustry Outlook”3/13inriver+Shift7-a manufacturers roadmap to modern commerce successthe global manufacturing industry:2022 Theres no denying the manufacturing world is experiencing significant change.Emerging technologies impact both what customers need and how manufacturers make and sell products.S

8、ocial trends continue to shift and are doing so even more rapidly than in the past,causing manufacturers to scramble for faster production methods and other solutions that will allow them to gain speed at scale.The COVID pandemic has forever changed manufacturing practices and consumer shopping habi

9、ts,and expectations from a global perspective.Political and economic factors from Russian aggression in Ukraine to rapid inflation in the US and across the globe and historic labor shortages continue to alter the manufacturing landscape.Concerns about climate change and other environmental,social,an

10、d governance(ESG)issues are at the forefront of consumers minds and those same consumers are increasingly pressuring manufacturers to act in an eco-friendly,sustainable way or risk losing their business.From an internal perspective,manufacturing is undergoing a significant technological shift.Manufa

11、cturers have always turned to technology to innovate and become more competitive.Theyre discovering that by digitizing product information via a product information management(PIM)system,they can more quickly respond to market changes and opportunities allowing them to raise the bar for the consumer

12、 experience and transforming business processes.The manufacturing industry is building back fast,undeterred by significant labor and supply chain challenges.To maintain this momentum,manufacturers should navigate elevated risks while advancing sustainability priorities.”“2022 Manufacturing Industry

13、Outlook”4/13inriver+Shift7-a manufacturers roadmap to modern commerce successThis shift in mindset for manufacturers creates a situation filled with challenges and opportunities.Indeed,the unpredictability of the market and challenging economic conditions may make it tempting for manufacturers to ad

14、opt a conservative approach.However,the reality is that to remain competitive and continue to deliver engaging customer experiences manufacturers must constantly innovate,using technology to improve their agility,flexibility,and speed.For some manufacturers,starting with a PIM-first approach that re

15、lies on a digital product information management platform to collect,enhance,distribute and measure product information to many channels makes the most sense.But in other situations,a manufacturer may be advised to embrace ecommerce first,implementing PIM software later.So,whats the best way to choo

16、se which approach is ideal for your manufacturing business?Lets take a closer look at both options and explore why you may choose one over the other.Or better yet,both.PIM is no longer optional;its requiredof marketing decision-makers said,due to the current market situation,they must get products t

17、o market faster than they did in 2020.of businesses have introduced new product information technology within the last year.of respondents say they face more competition than a year ago.99%67%Source:“Driving Digital Commerce in Manufacturing”88%6/13inriver+Shift7-a manufacturers roadmap to modern co

18、mmerce successapproach#1:starting with PIMcentralized hubsingle source of truth easy updatesIf youre considering a PIM-first approach,meaning your focus is on getting product content in order before launching commerce,your manufacturing business will be in good shape.PIM provides a central hub for y

19、our product information,streamlining content creation and distribution across all channels including your commerce site.You can create,edit and update product information in one location and a PIM solution will ensure those changes are reflected on every channel in which the product appears.“Are we

20、using the latest version?”is a question that plagues marketing teams and causes confusion,frustration,and mistakes.PIM ensures everyone is on the same page.The product information displayed is always the most up-to-date information available no more searching through emails,multiple excel spreadshee

21、ts,cloud drives,and messaging platforms for the“official”final versions of product images or spec sheets.Because it centralizes product information in one repository,PIM makes it easy to bulk update product data.Marketers or product specialists can log into one system and perform the update adding a

22、 new image,updating product specs,or even including information about the products ecological footprint then immediately update all selling channels with a single click.7/13inriver+Shift7-a manufacturers roadmap to modern commerce successwhy consider a PIM-first approachThere are numerous reasons wh

23、y your manufacturing business may want to adopt a PIM-first approach:scale fasteruse content differentiation as a competitive advantagechannel-focused sellers should take a PIM-first approachBy including PIM in your technology infrastructure,youll be positioning your business to be scalable,ready to

24、 take advantage of changes in the market and adapt to challenges.Your product content is a huge differentiator for your business-and can be a strategic asset.By ensuring you keep content up-to-date and consistent across all channels,youll be better able to meet your customers needs,reduce returns an

25、d benefit your business.Indeed,a PIM solution ensures youre delivering accurate,up-to-date product information to buyers at the point of sale.But its benefits extend far beyond any single transaction.Thats why investing in PIM is no longer an option its a necessity.Ensuring you plan and implement a

26、PIM system is an investment in your business future proactively.A PIM-first approach makes sense for manufacturers whose primary focus is selling through distributor or dealer channels with a small(or no)direct business.Why?The richer,better updated your product information is,the more effectively y

27、oull be able to market your products on each channels digital shelf.In addition,youll find product information maintenance so much easier,allowing your marketing team to focus on higher-value,higher-reward efforts instead of getting bogged down in constant product updates.approach#2:starting with co

28、mmerceFor many businesses,taking a PIM-first approach makes sense.But what if your business takes a direct sales approach or has already invested heavily in your own“owned”brand channels like your website?If this is the case,or your business has gaps and wants to prioritize owned customer experience

29、s,you may want to build a content and commerce site first.Starting with commerce allows you to get some quick wins and gather insights that will help you make better decisions to lay the foundation for your PIM solution.Weve seen one common scenario for a commerce-first approach because a company is

30、 trying to react to a specific market opportunity and launches commerce quickly.In these situations,the“fastest”way to make this happen is to manage your content within your commerce platform,then go back and put PIM under it when youre ready to solve for scale or efficiency.Some brands get excited

31、about commerce and focus their efforts on providing the richest product experience on their own site.Its always great to offer a personalized,highly-engaging product experience on your site,but dont stop there.The reality is that for many brands,more than 90%of revenue comes through channel/dealer n

32、etworks.Without PIM in place,you dont have an effective cross-channel way to manage content.Having PIM solution is critical if you want to be efficient at scale.building your own commerce experience is important but dont forget about channel saleswhen to add a PIM solution to your technology stackHo

33、w do you know when its time to implement a PIM solution?The breaking point can be a number of things.It could be something as simple as the volume of SKUs is growing,making it impossible to manage via spreadsheets and email.Additionally,as the number of products and channels continues to grow,so doe

34、s the complexity of the data your company tries to gather,analyze,and make decisions based on.Without PIM in place,operating becomes hugely inefficient.the bottom line:scalable businesses need PIM and commerceThink about it this way:If your focus is selling direct,commerce-first is an excellent way

35、to go.If your focus is on channel sales and managing complex product information,PIM-first makes the most sense.Regardless of which approach you take,once youve addressed one element,solve the other.You cannot effectively scale your digital business without both PIM and commerce.10/13inriver+Shift7-

36、a manufacturers roadmap to modern commerce successthe benefits of combining PIM and commerceAt the end of the day,it doesnt matter if you implement PIM or commerce solutions first.What matters is,ultimately,you have both.Regardless of your organizations goals to launch a brand new commerce platform,

37、upgrade your existing commerce solution,or optimize your customers experience product information management will be essential to your success.In todays market,manufacturers can no longer ignore changes in consumer habits and expectations.The pandemic and its continuing effects have only amplified j

38、ust how important it is for manufacturers to be both quick and agile.Manufacturers capable of delivering relevant,engaging,personalized customer experiences will be able to beat their competition those who fail to deliver will lose ground quickly.Dont make the mistake of trying to decide between PIM

39、 and commerce.Invest in the continued success of your manufacturing business by embracing PIM and commerce.Youll be empowering your sales and marketing teams to deliver more engaging and compelling customer experiences by providing consistent,relevant messaging to your customers on your own website

40、and across channels.By harnessing the power of PIM and commerce,youll be able to create and deliver amazing customer experiences with your brand and products,driving revenue across every digital touchpoint.During the COVID-19 pandemic,the e-commerce sector has witnessed spikes in demand.This has led

41、 to increases in demand for product information management software,especially in the retail sector,as it helps in providing manufacturers with the insights pertaining to the online competitive landscape.PIM also provides the tools that enable businesses to control their product appearances on many

42、website properties.”“Product Information Management Market Statistics:2027,”Allied Market Research11/13inriver+Shift7-a manufacturers roadmap to modern commerce successcustomer success story:Hunter Douglascustomer success story:Lincoln ElectricA major manufacturer of architectural products,Hunter Do

43、uglas works with a network of dealers,distributors,and installers to sell and service tens of thousands of customers.And like many manufacturers,Hunter Douglass initial technology focused on its back-end systems like SAP and ERP,ensuring that its internal audiences had access to all of the relevant

44、product information they needed to succeed.But when the company decided to launch an externally facing commerce site,it realized that it needed to present its data differently,helping customers understand the product and all of their configuration options.Hunter Douglas determined it needed to provi

45、de a customer-facing view on data that had previously only been accessed by internal audiences.Hunter Douglas tapped Shift7 to help lead its customer-focused digital transformation.Together,the companies implemented inrivers PIM solution,and are working toward self-service experiences that will allo

46、w consumers,dealers,installers,and designers to quickly and easily browse and order more than 50,000 samples and spare parts.Welding product manufacturer Lincoln Electric serves both B2B and B2C customers,and acquisitions have further increased the companys offerings.But with no roadmap or shared vi

47、sion,its technology had become bloated.And completely disparate customer experiences left customers feeling disappointed and frustrated.Lincoln wanted to engage customers and deliver improved customer experiences more effectively and it tapped Shift7 and inriver to help.Together,the companies worked

48、 to improve the experience for all customers,making it easier for them to reach their goals.They implemented inrivers PIM as a single source of truth for content and product data,then created a single,shared experience for all of Lincoln Electrics customers without the need for additional portals,ec

49、ommerce experiences,or marketing-specific sites.The end result of Lincoln Electrics PIM-first approach meant that the company could scale the solution globally across Lincolns multi-national/multi-brand business,with PIM powering 37 site experiences around the world and counting.Product data not onl

50、y stays in sync around the world on Lincolns owned sites but also with key distributors and direct customers.lets hear what customers have to say about PIM and commerce togetherReady to find out how Shift7 can help you build incredible digital experiences?Get in touchWant to harness the power of pro

51、duct information to transform great commerce experiences into profitable relationships?Contact inriver nownext stepsAs weve discovered,it doesnt matter if you choose a PIM-first or commerce-first approach it matters that you tie both together to achieve scale and efficiency.13/13inriver headquarters

52、 T:+46 40 97 38 80 Sdra Tullgatan 4 Malm,Swedeninriver US T:+1-312-291-8056 125 S Wacker Dr,#1550 Chicago,ILDigital shelf analytics(DSA)takes the guesswork out of digital merchandizing.If you want to learn why digital shelf analytics and product information management are more powerful together,contact us.tell me more