We had the pleasure of chatting with Alexia Busser, Marketing Manager for Contentserv. This was an excellent opportunity to learn more about how their PIM solution enables retailers and brands to develop ground-breaking product experiences.
At Contentserv, we want our customers to stay one step ahead of their competitors. Our pioneering software solution brings together product information from multiple sources to help you lay the foundation for multichannel product communication. This makes brands more successful and the end consumers more satisfied.
What does your Company do and what is your USP?
Contentserv, named as Product Information Management (PIM) technology leader by analysts, enables retailers and brands to develop ground-breaking product experiences. Its vision is to make the daily lives of marketers and product teams more manageable by providing them with an advanced, business-focused platform emphasising time-to-value.
A PIM solution is foundational for successful product data management, especially for companies who are dealing with volumes of data daily. With a PIM, all content from product descriptions, technical attributes to images and videos are efficiently managed, maintained in a central repository and published to various online and offline channels.
How does the Company help their clients stay ahead in the complex world of digital transformation?
Creating product experiences is about more than using a PIM to improve data quality, reduce content acquisition costs, and improve time-to-market. A great product experience platform brings together information from multiple sources, gets rid of duplications, and enhances content to create impactful, channel-specific, product messaging.
The Contentserv PIM platform is unique. Its flexibility, scalability, and usability give you the power to deliver a targeted brand message. Contentserv helps you deliver on that promise by helping you present the right products and assortments to each customer individually, adapting to his personal needs and interests.
How is consumer behaviour changing the fashion industry?
Nowadays, consumers expect new items, colours and styles all the time. Speed-to-market has become more and more crucial. As the number of products in one’s portfolio increases, product data that needs to be managed, also multiplies exponentially.
Customers demand personalised offers and are looking for something unique. For customers, personalisation means relevant information, authenticity and exceptional product experiences. This means that customers are willing to give their data for a better experience. Fashion companies need to connect to consumer demands and offer relevant items. Per¬sonalization will be one of the major themes in the fashion industry this year.
How will future trends influence/shape the fashion industry?
Trends come and go, – especially in fashion. The speed, at which trends change, has increased immensely due to digitalization. The fashion industry has lost its original pace of seasonal collections, with a new generation of fast fashion which has replaced four seasons a year with 52 “micro” seasons and counting.
E-commerce is on the agenda for many different industries, and it doesn’t stop at fashion. As the mainstream consumer is running truly digital, companies need to make sure to close the gap and digitalise as well. Online retailing is already an important pillar today, and its importance is growing - especially in emerging markets.
All main trends and themes in the fashion industry come down to data. A PIM System is very often the perfect foundation for managing your product data and creating a great product experience for your consumers.
How do brands address the concerns of customers regarding data to offer more personalisation?
Today’s consumers live in a world of information overload. Every day, they see many brand messages from companies competing to win them over. So, it is essential to know how to cut through the noise to reach the target audience. As consumers become more digitally savvy, companies need to catch up fast and close the gap by accelerating their digital transformation.
Companies need to move from mass reach to mass personalisation. Most companies want to reach vast audiences ingeniously. It is important to understand consumers and their behaviours to build personalised messages.
For companies, personalisation starts with data they can control – their own product data. It is imperative for companies to focus on areas where they can truly stand out. A PIM solution is needed for fashion brand manufacturers and retailers to manage their data successfully.
As Julian Hillebrand said, “Personalised marketing and advertising is not about sales. It’s about building a relationship with the customer.” I think that sums it up quite well.
Download Contentserv latest E-book "Digital Transformation in the Fashion Industry" - Here
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