by: Tracey Aubey, Editor-In-Cheif
Content has become a critical factor when it comes to enabling customers to make an informed buying decision. The content requires strategic copywriting and positioning for both persuasion and convenience to the customers. Yet, poor content management by e-commerce engines continues to cause loss of sales.
Why Most E-Commerce Engines are Poor Content Managers
There is no doubt that leading e-commerce engines such as Magento, Bigcommerce, and Shopify are extremely bulky. They are also extremely cumbersome when it comes to dealing with content. This is simply because they were built-up with a warehouse mentality, not an information mentality.
Thus, to achieve the need for content provision, alternative solutions have to be found. However, to avoid rushing to provide a poor remedy, it is important to critically analyze the challenges that these e-commerce engines face and how to deal with them.
Content Management Challenges Faced by Most Common E-Commerce Engines
So far, Magento is the most implemented e-commerce engine for big businesses – especially when it comes to B2B selling. It grabs almost one-third of all e-commerce sites on the internet today.
However, like most other e-commerce engines, it faces a host of challenges when it comes to providing specific product information that caters for the unique needs of customers across different channels.
- Slow loading speed
- Lack of content customization features
- Poor API integration with the custom content data source
- Lack of product-specific information presentation
Due to these challenges, the following problems become common:
Missing product information – e.g. truncated content or unloaded content.
Misplaced product information – e.g. content of one product being combined with a photo of another product.
Poor positioning of multimedia content – multimedia product information includes a combination of product images, product videos, product animations, and product graphics, among others. Common problem scenarios include product description text not well-positioned to align with the product’s image, video demos not being able to appear with the rest of the product content, etc.
- Slow loading speed is often as a result of the engine laboriously struggling to load multimedia content such as rich product photos and product demo videos directly on the e-commerce system. This direct loading is extremely inefficient. The result is customers disappointedly waiting for a long time to get the crucial information they need to make a quick buying decision. You would be lucky if indeed they wait for that long. Otherwise, it would be a lost opportunity to make a sale.
- Misplaced and misallocated product information is a symptom of poor content management. It simply points to frustrations being encountered by content managers in dealing with a system that was not, for practical intents, designed to manage content. It also shows that the system lacks an internal control mechanism to ensure content completeness. The consequence of this misplaced and misallocated product information is that customers won’t make a buying decision. Instead, they will move to another e-commerce website that is properly managed.
- It is common to find missing information on e-commerce websites. This often happens when there is a lack of an effective Product Information Management (PIM) system. Hence, the engine struggles to collect various pieces of information from different storage points so that it can consolidate it into one package to deliver to a waiting customer. The system relies directly on the cumbersome Digital Asset Management (DAM) system. However, not all sources will be ready to provide this information – especially if the information resides on different servers or different domains.
- Some e-commerce sites integrate the shopping engine with a CMS by simply providing an e-commerce plug-in to a CMS. Most CMS have been designed for general data, not product-specific data. Thus, they are not customized for product information presentation. Poor integration is likely to cause sluggishness, unpleasant presentation, and occasional missing information.
Pimcore’s Integrated Solution
In the above problem diagnosis, what is clear is the problem of integration.
Behind an e-commerce engine is an enterprise. This enterprise has various functions that are carried out to ensure that the product reaches the shop. There is the Enterprise Resource Planning (ERP), there is Master Data Management (MDM), there is Digital Asset Management (DAM), there is Content Management (CMS), and there is Product Information Management (PIM).
When each of these functions is executed independent of the other, confusion arises and a lot of information is lost in-between. Furthermore, there is duplication of effort thus resulting in sluggishness, errors, and inefficiency.
What Pimcore does to address these problems we have already diagnosed, is to integrate these various systems into a seamless flow.
For an e-commerce shop, product information is what matters most. The customer is not interested in what goes on behind the scenes but about the information that can enable him/her to quickly make an informed decision on whether to buy the product presented on the screen or not. Thus, PIM is what serves the customer.
Yet, the PIM system draws from the DAM. On the other hand, the DAM relies on raw data captured through the server-based Master Data Management (MDM) system. MDM system is the first collection point for raw data which is assorted. This data is then sorted and organized using the DAM system. Then, the PIM system draws from the DAM to serve customers across different channels according to their unique needs.
Another system that draws from the DAM is the CMS. It may be thought that CMS is not needed for e-commerce sites, but CMS is crucial for user engagement. It is where the user engagement that potential leads feed into the sales funnel are drawn. While PIM focuses on product information, CMS focuses on user engagement on the site. This user engagement can be in the form of a community. Other than providing a fertile ground for leads, the benefits of a community are many. Thus, CMS is inevitable. The great thing is that Pimcore has an integrated solution that makes it easy to integrate the needs of PIM for buyers and CMS for the community. Pimcore CMS for PIM makes this a seamless integration.
Why Pimcore CMS for PIM is the Ultimate Solution
To address the challenges mentioned above and many others that shop owners encounter, Pimcore came up with an e-commerce-specific content solution. A solution that meets content needs for the community (CMS) and content needs for buyers (PIM). Pimcore PIM CMS makes managing e-commerce websites quite easy and professional.
Benefits of PIM for CMS
- Managing content from a single dashboard
- Optimizing content for SEO
- Easy update of product information
Unique Features That Make PIM the Best CMS for Your E-Commerce Shop
- Product-focused information management
- Customized presentation
- A/B Testing of content
Why Pimcore’s PIM CMS is Unlike Most Other CMS
High-security level – most general CMS are prone to hacking. This is because they are highly standardized and thus their codes have been learned by hackers. All hackers need to know is that you are using a certain specific CMS and they will easily maneuver to break-in.
Custom theming – unlike standard themes provided by standard CMS which are not customized to PIM, Pimcore’s PIM CMS theming is highly customized. Thus, issues of slow loading, sluggish navigation, broken links are not there.
Control over presentation – most CMS have a standardized presentation of data and information. Trying to customize the presentation results in poor positioning of content, erratic truncation of information, and missing or misplaced information. To address this means looking for a programmer to hardcode your presentation – which is not only costly but also cumbersome. Pimcore addresses this by providing features that make it easy for you to customize your product information presentation.