OpenText™ "Experience Matters in Omni-Channel Commerce"
Experience matters in Omni-Channel Commerce, both the Customer Experience and the software ecosystem that supports a buyer’s journey from initial discovery to customer advocate. Just as shoppers see products on display in physical stores, digital experiences have to provide relevant content and compelling interactions to convert browsing to buying. Connected consumers expect convenience and flexibility across channels whether brick and mortar, catalog, print, in-store kiosks, web, mobile and social platforms. Nothing frustrates customers more than dead-end, can’t get there from here experiences. And second chances are rare.
Omni-channel commerce is a complex ecosystem. It involves many interrelated platforms, components and capabilities such as Web Content Management, eCommerce, Digital Asset Management, product catalog, product information, merchandising, inventory, pricing, promotion, order, fulfillment, reporting, analytics and more. Unfortunately, many organizations have disconnected, legacy silos and struggle to bridge the customer engagement, customer experience side with back office and transaction management.
Digital Asset Management is one of the key platforms in the ecosystem, along with eCommerce and WCM. In planning for a successful Omni-Channel Commerce initiative do not assume that DAM will be taken care of within these other platforms.
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