inRiver’s upcoming PIMpoint Summit 2017 is heavily focused on micro-moments, those intent-driven moments in a buyer’s journey when they are deciding where to go, what to do, how to do something, or what to buy.
The challenge is determining how to make all your best and most appropriate product content available to the buyer in those micro-moments – when they need it. Not only does this take skilled marketers who acutely understand the individual buyer journey, but also requires tools and processes that can support what can be a Herculean effort to address micro-moments.
The New B2B Buyer
Manufacturers and distributors may, in some cases, be one step removed from the micro-moments that exist in the retail environment. However, an increasing number of B2B purchases are also being transacted digitally, or, at the very least, being researched in real-time online. It is also important to note that many of today’s Millennial-aged business buyers did not grow up reading catalogs. Making up as much as half the number of B2B buyers, this generation of businesspeople are very comfortable with both researching and buying online.
Thus, we are now in the age of the customer, when empowered buyers can quickly compare product options and make purchases in a single click. They may only contact you when they need to, such as when product information and pricing is only available to the sales rep or when they have a problem or complaint. You need to make the access to information and buying options easy; if you don’t, your competitors will.
Introducing the inRiver PIM Content Store
The Content Store is an functional application within inRiver PIM. Many types of content can be stored in inRiver’s content store, including images, multi-media files, specification documents, user manuals, product descriptions, and safety information. All these content types are available in a simple-to-use portal.
For those of you who are manufacturers, the Content Store allows your distributors to access and download product information. For wholesale distributors that sell to retail stores, dealers, or contractors, you can provide your customers with a simple way of accessing product information. This is a method that avoids the exchange of emails, files, and spreadsheets. Essentially, the content store within inRiver PIM is a repository for content and product information. You no longer need to email, send spreadsheets or marked up PDF or Word documents. You can simply send your partners, dealers, customers, and internal stakeholders to the Content Store for whatever information they need.
So, what is this miracle of miracles – the Content Store?
inRiver PIM is a powerful, easy-to-use solution that encompasses and enables the four key stages of the PIM process – supply, enrich, plan, and publish.
The Content Store is the heart of the inRiver PIM organism – a virtual one-stop shop of product information that users can access for all of their product information needs. Instead of descending into spreadsheet Hades or searching for the latest version of product data within the organization’s “content spaghetti,” users can simply add needed content to a shopping cart for download or create assortments online for distribution internally or externally. In addition, multiple Content Stores can be created based on user need. For example, many distributors have set up content stores for their customer-facing sales teams to streamline content and facilitate the sales process. Simple administration functionality allows for the management of users and granting of user permissions. In addition, the inRiver PIM Content Store provides a single-click catalog creation feature for easy publishing – to multiple channels – of customized assortments, looks, or product bundles in PDF format.
If this concept intrigues you, we invite you to learn more. We recently published a brief data sheet that describes the Content Store in more detail and provides an in-depth look into the functionality. Designed specifically for B2B companies who aspire to sell online, the demo includes real-world data and examples.
It is time to be resurrected from an eternity spent in spreadsheet purgatory. Take a look at inRiver PIM’s Content Store!
Kathryn Zwack, Senior Content Marketing Manager, inRiver Inc