What we're hearing: Brands' biggest challenges
1. Resistance to Change:
“The biggest barrier is people’s insecurities, protecting their own data silos, trying not to interrupt processes that they are very comfortable performing. Fortunately, some recognize it’s not the best practices, but they are entrenched in effective ways of doing business. There is an openness but an unspoken requirement of proof before agreeing to grow with you. Building trust takes time from anyone as a program lead, so having top-down program support encourages adoption of new tools and accompanying processes.”
Jonathan Wear Senior Manager of Digital Assets, Flowers Bakeries, LLC
"Sometimes it is difficult to see the big picture and people have a tendency to go back to the bad habits (if a technology doesn’t work, they go back to excel and SharePoint).”
Laura Hélie, Global Ecommerce Data Lead, Nestlé
2. Building a business case:
“Truly capturing the value in a business case of something that has such a broad and vast impact has been the biggest challenge.”
Nichole Tracy, Sr. Director, Global Digital Experience, Stanley, Black and Decker
3. Setting up for the future needs
“Regarding PIM/PXM/Product Content, the most challenging part is to define the exact need of the business, for now and future, take decision on what should be global / zone or local, and find the right skills to lead this very transversal, cross-functional topic."
Laura Hélie Global Ecommerce Data Lead, Nestlé
4. Being global and serving local
“Regarding Digital Shelf, the most challenging has been to put the playbooks to life, the local reality of retailers requirements and ways of working is very disparate, the maturity varies greatly and the shoppers’ expectations evolve very fast.”
Laura Hélie Global Ecommerce Data Lead, Nestlé
