Product Data Powers the Customer Experience: A Spotlight on Europe
Forrester anticipates that Western Europe online sales will rise by €37.9 billion (£32.3 billion) in 2021. However, there are multiple challenges suppliers experience in managing product content in today’s marketplace. Dramatic increases in eCommerce usage, difficulties with global supply chains, higher demand for more relevant digital content, and the effects of a pandemic are just some of the issues to manage.
Following global trends, the buyer journey generally involves multiple pre-buy research stages across retail, marketplaces, and brand sites—and that customer journey can vary across Europe, by region and country. What is clear is that old legacy systems and processes are struggling to keep up.
This new research by Forrester Consulting explores the current state of product content management and the key challenges to winning on the digital shelf. While many decision makers understand the importance of product content driving business priorities, we need to ask, do these legacy systems prevent them from delivering growth and results?