In today’s digital commerce environment, businesses are faced with an escalating challenge - the inability to seamlessly aggregate, enhance, version, and activate product data and content across an increasingly complex digital landscape. Websites, Apps, Marketplaces, Social, Agentic, In-store, Marketing, B2B, and even Wholesale.
Today there is a real channel explosion – For us it boils down to the hidden sales cycle: or if you like micro-moments, the consumer pattern has changed forever. The battle for hearts, minds, and dollars is won (or lost) in micro-moment, intent-driven moments of decision-making and preference-shaping that will occur throughout an entire consumer journey. When there is no physical person taking care of or guiding the consumer journey, it becomes all about the product data, all product-related data. The behavioral data, contextual data, in combination with content, transactional data and of course the customer data. You need to have the right capabilities to be able to adapt quickly and orchestrate this data flow efficiently.
Yesterday you needed a mobile app. Today you need a pop-up website, and tomorrow more digitally inspired stores are opening.
What is wrong with the current way of doing things?
Every channel, every touchpoint needs to be different. They need different data and content to drive results - optimized for that channel, for each customer. Enriched, enhanced, curated, contextualized, & accurate. Yet, companies struggle with data silos, rigid legacy systems, and costly, time-consuming manual efforts they can’t scale. For decades, companies have relied on PIMs and other enterprise systems to create central repositories for structured product data and content. These data models and applications have forced businesses into a static, rigid structure for their data and content - one that is outdated in today’s world, if it works at all. Every channel and audience demand a contextualized product experience. These systems were designed for internal consistency, not dynamic activation.
What does the future look like?
We believe that the future of commerce belongs to brands and retailers that can orchestrate product experiences in real time, replacing complexity with agility, ensuring that every product experience is accurate, contextual, and optimized for conversion. It’s about orchestrating product experiences at the speed of commerce.
Stay tuned for upcoming product news from Occtoo…
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