Emeric Koda, Sales Director Southern Europe at Akeneo, a product experience management (PXM) specialist, analyzes the contributions of product information and comments on the launch of the Akeneo App Store.
What does product experience do to enrich the customer experience?
We believe that the encounter between the product and its buyer is part of the customer experience. Product information is a vital element of online commerce and is the key to an optimal customer experience. Akeneo's role is to accompany brands and retailers so that they can offer the best product experience to their customers through the enrichment of product information and its distribution on all sales channels.
Luxury and fashion are by far the most advanced sectors in this respect. Brands tell a story! Take for example the purchase of a Louis Vuitton bag, the emotional component is quite strong. In another style, Internet users who visit the Intersport website consult it for the depth of the catalog, the detailed technical information it contains, the information related to uses, the advice... In the food market, consumers are always expecting more transparency about the products they buy... hence the creation of Nutri Perso, in January 2022 by experts from Crédoc and the MyLabel application, to offer consumers the possibility of having a precise calculation of their daily nutritional requirements.
Is it helping to reduce customer complaints and product returns?
Yes, in fact, some luxury goods companies have measured the decrease in customer service requests. Better information also helps reduce the number of product returns.
In the BtoB sector, a brand like Manitou, which distributes complex machines, uses the Web platform to sell spare parts or accessories at a lower value and thus frees up its travelling sales representatives who can concentrate on selling higher value products.
PIM (product information management) brings value to companies when it is connected to the digital ecosystem: e-commerce sites, marketplaces or paper catalog publishing platforms. This is why we have set up applications to connect in three clicks and make the daily life of brands and distributors easier.
The Akeneo App Store is launched with new applications covering a wide range of categories, such as e-commerce, data enrichment and product catalog publishing. With this tool, Akeneo's PIM customers will be able to easily leverage product data across a wide ecosystem of commerce technologies. Technology solutions such as BigCommerce, ChannelEngine, InBetween, Priint, Productsup, Tradebyte, and Unifai are among the first to launch their application on the Akeneo App Store.
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