Tag Archives: SEO

Bringing the “Local Experience” Online: Today’s Farm Store is Data Driven

Today’s Farm Store is Data Driven

Today’s Farm Store is Data Driven

Have you ever found yourself walking into a store to buy one thing, only to leave 2 hours later with enough items to fill 2 mini vans? I certainly have. Now, imagine the same scenario, however this time, you walk in a store to buy ranch supplies, like fencing materials or work boots, but end up leaving with an outdoor fire pit, fancy spurs, a pair of Toms shoes, a ski rack and a jar of pickled egg. If you had no idea these products could be purchased at the same place, you clearly haven’t been to North 40 Outfitters.

Established in Northwestern United States, North 40 Outfitters, a family owned and operated business, has been outfitting the hardworking and hard playing populace of the region. Understanding the diverse needs of its customers, hardworking people, North 40 Outfitters carries everything from fencing for cattle and livestock to tools and trailers. They have gear for camping and hunting—even fly fishing.

Named after the Homestead Act of 1862, an event with strong significance in the region, North 40 Outfitters heritage is built on its community involvement and support of local small businesses. The company’s 700 employees could be regarded as family. At this year’s Thanksgiving, every employee was given a locally raised free range turkey to bring home. Furthermore, true to Black Friday’s shopping experience, North 40 Outfitters opened its door. Eschewing the regular practice of open as early as 3 AM, North 40 Outfitters opened at the reasonable 7 o’clock hour. They offered patrons donuts as well as coffee obtained from a local roaster.

North 40 Outfitters aims to be different. They achieve differentiation by being data driven. While the products they sell cannot be sourced exclusively from local sources, their experience aims to do exactly that.

The Problem

Prior to operating under the name North 40 Outfitters, the company ran under the banner of “Big R”, which was shared with several other members of the same buying group. The decision to change the name to North 40 Outfitters was the result of a move into the digital realm— they needed a name to distinguish themselves. Now as North 40 Outfitters, they can focus on what matters rather than having to deal with the confusion of a shared name. They would now provide the “local store” experience, while investing in their digital strategy as a means to do business online and bring the unique North 40 Outfitters experience and value nationwide.

With those organizational changes taking place, lay an even greater challenge. With over 150,000 SKUs and no digital database for their product information, North 40 Outfitters had to find a solution and build everything from the ground up. Moreover, with customers demanding a means to buy products online, especially customers living in rural areas, it became clear that North 40 Outfitters would have to address its data concerns.

Along with the fresh rebrand and restructure, North 40 Outfitters needed to tame their product information situation, a critical step conducive to building their digital product database and launching their ecommerce store.

The Solution

North 40 Outfitters was clear about the outcome of the recent rebranding and they knew that investments needed to be taken if they were to add value to their existing business. Building the capabilities to take their business to new channels, ecommerce in this case, meant finding the best solution to start on the right foot. Consequently, wishing to become master of their own data, for both online and in-store uses, North 40 Outfitters determined that they needed a PIM application that would act as a unique data information repository.

It’s important to note that North 40 Outfitters environment is not typical to that of traditional retailers. The difference can be found in the large variation of product type they sell. Some of their suppliers have local, boutique style production scales, while some are large multi-national distributors. Furthermore, a large portion of North 40 Outfitters customers live in rural regions, in some cases their stores are a day’s drive away. With the ability to leverage both a PIM and an ecommerce solution North 40 Outfitters is now a step closer to outfitting everyone in the Northwestern region.

Results

It is still very early to talk about results, since North 40 Outfitters has only recently entered the implementation phase. What can be said is that they are very excited. Having reclaimed their territory, and equipped with a PIM solution and an ecommerce solution they have all the right tools to till and plow the playing field.

The meaning of North 40 Outfitters

To the uninitiated the name North 40 Outfitters might not mean much. However, there is a lot of local heritage and history standing behind this newly rebranded name. North 40 is derived from the Homestead Act of 1862. The Act refers to the “North forty”, to the Northern most block of the homesteader’s property. To this day, this still holds significance to the local community. The second half of the brand: “Outfitters” is about the company’s focus on the company ability to outfit its customers both for work and play. On the one hand, you can visit North 40 Outfitters to purchase goods aimed at running your ranch, such as fencing material, horse related goods or quality tools. At the same time, you can buy camping and backpacking goods—they even sell ice fishing huts.

North 40 Outfitters ensures their customers have what they need to work the land, get back from it and ultimately go out and play just as hard if not harder.

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Posted in Business Impact / Benefits, Cloud Computing, Data Governance, Data Integration, Data Quality, Enterprise Data Management | Tagged , , , , , , , , , , | Leave a comment

Will Social Search Replace Search Engines?

More 60% of shopping journeys start with Google. This is what I wrote in one of my white papers on product information and their impact on omni-channel purchasing decisions. But how long will that be true? We all learned that shopping which is influenced by digital can dramatically change, everyday.

Marketing Sherpa reports this week which channels e-commerce companies are investing in. E-mail marketing, social media, SEO and paid search are listed as top 4 invests.

Channels investments due to MarketingSherpa

Channels investments due to MarketingSherpa

Did you notice the phenomena of social product search? We had BBQ with friends last Saturday and my friend Marco told about his new digital radio he can use for playing music from his mobile devices. That made me think about looking for a Bluetooth or Wifi ready and stylish gadget for my living room. Should not be to big, but pound enough and cool. Wifi or Bluetooth is important because I don’t want any visible cable.

This is what I did next: I posted my question to Facebook, not to a search engine.
As you know, the always connected customer is always online, on his “informed purchase journey”. Within minuted I had a series of recommendations from friends and colleagues. Some posted links to products they recommend. As some friends are know for having much more knowledge than me on consumer electronics, and both confirm same brand names…

social search

My snapshot of a “Social Search”.

What does this mean for easy access to product information and omni-channel commerce?

Keep Us Posted

Internet Retailing Conference & Exhibition (IRCE) is around the corner. See something you absolutely love? Let us know! Keep us posted by using @InformaticaCorp #IRCE2014

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Posted in Master Data Management, PiM, Product Information Management, Real-Time, Retail | Tagged , , | Leave a comment

5 Ways to Supercharge Your SEO With Product Information Management (PIM)

As revealed in Ventana Research’s latest Value Index study, any small-to-medium size business (SMBs) can become more efficient and effective if they use Informatica to manage data. As a Product Information Management (PIM) focused MDM vendor, Informatica can help SMBs to maintain and synchronize product information, streamline operations, implement data integration, as well as visualize, monitor, control, manage, and update product information. In addition, it can help them to achieve operational excellence, boost productivity, and increase revenues in sales and marketing.

With a Product Information Management (PIM) solution in place, any SMB will have the tools and ability to efficiently manage their business and serve consumers online. The key to online success is to be found online by consumers. By leveraging your Product Information Management (PIM) solution with proper search engine optimization (SEO), you can increase your chances of being seen by consumers.

Following these top 5 ways to supercharge your SEO with PIM will not only improve your ranking in search results, but it will also give you the ability to publish your product information to multiple channels, target countries, sites, and languages independently, and allow different websites to contain different content; all while effectively supporting your channels’ SEO strategy.

1. Turning Product Information into Searchable Content

A Product Information Management (PIM) solution provides the ability to manage meta-information relating to your products and product categories. The more descriptive and unique your meta-tags are, the more likely it is your product will appear in a search.

2. Manage your Media Assets properly

Media assets, such as images and videos, provide a valuable visual appeal to important content. A Product Information Management (PIM) solution easily enables you to manage names and populate the ALT tags for your assets. These simple and practical techniques provide an efficient way to search for your media assets.

3. Rank Higher with Rich Text

A Product Information Management (PIM) also offers rich text capability in all description fields, creating a more valuable and memorable online shopping experience. Search engines will also take the rich text in HTML into account when weighing your site’s rank in search results.

4. Use Automated Search Engine Feeds

Sending feeds to search engines like Google is just a way of letting them know where your website is and which pages are important. Having a Product Information Management (PIM) allows you to manage all of your product information, media assets, and SEO for all of your sales channels in a centralized location, then feed that information automatically to search engines.

5. PIM + SEO = SUPER Long-Tail Strategy

longtail_SEO_WP

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Posted in Master Data Management, Product Information Management | Tagged , , , , , | Leave a comment