Step 3: Inspirational data management
The best content from brands are often contained on the assortment level rather then on the product level. Meaning, there is great data on Series, Collections, Technologies, Features, Styles, Materials etc. - that are relevant for multiple products in the underlying assortment. This content is however rarely included in the product-level information and is thus seldom included in the retailers content.
A part of the e-optimization process is creating inspirational data entities with true relations to the relevant products. That way, inspirational information such as images, videos and descriptions can be save at a single source of truth, while allowing information to be easily inherited to the underlying assortment for creating richer and more complete product pages.
The e-optimized inspirational data allows retailers to seamlessly create inspirational landing-pages for all dimensions of a brand, while giving them the flexibility to merchandise products using inspirational content in a hyper-flexible fashion.