The consumer dictates the rules of omni-channel distributed, digital commerce. Retailers need to adapt these rules or find themselves outpaced by their competition. If unable to deliver perfect product stories across several channels, retailers will lose their ability to capture the consumer in those micro-moments where information seekers are converted into customers. The distribution or syndication of product content is an important success factor but - content is always king. Making sure that product content is in perfect shape helps consumers succeed at their customer journey.