Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

The first step to multichannel commerce

This is certainly not the only step — I need to emphasize that point, up front.  But it is the first step.  Because if you’re going to sell your merchandise consistently across multiple channels, you need to have one master source of product information.

So, the first step is a Product Masterfile.

It should include all the product numbers, descriptions, images, specifications, suppliers, pricing alternatives, internal buyers … everything you know or might need to know about any specific product that you sell.

If you have this unified source of information, then you’ll be able to provide consistent information to your customers, regardless of which channel they are using.

I’ve been surprised, even in the past couple of years, how many of my clients do not yet have this unified, single source of information about their products … certainly, many companies do … but many still don’t.

If you don’t have this, put high on your prioritized to-do-list.

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