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Retail web content management should work in all channels, study says
As retailers use web content management tools to differentiate their web sites, they should deploy WCM in a multi-channel environment for consistent marketing, Forrester Research says in a new report.
As retailers use web content management tools to differentiate their web sites, they should deploy web-based content management in a multi-channel environment for consistent marketing, Forrester Research Inc. says in a new report.
The report, “The Forrester Wave: Content Management for Retail, Q3, 2005,” notes that many retailers invest in additional content management technology to drive customized content into separate channels of web, store and catalog. But it can be more efficient and effective to use the same web-based content management system to push consistent content-including product descriptions, images and supplemental information on how to use products-into all channels, it adds. “Firms should think about these activities more holistically to avoid overlapping investments and leverage content and targeting rules,” the Forrester report says.
In addition, retailers can also use web-based content management to push the same content to corporate intranets for employee access across multiple departments, and to route content to international sites. “While commerce platforms handle multi-site management and dual currency and language display, most do not provide the more sophisticated content management capabilities necessary for full-scale international developments,” Forrester says. “Firms can leverage web-based content management investments to help enforce global templates for look and feel as well as manage cross-border collaboration and workflow.”
In a rating of providers of web content management systems, Forrester names the top three as Tridion BV, FatWire Corp. and Interwoven Inc. It notes that Tridion and FatWire offer the most robust catalog and campaign management features along with strong personalization capabilities. It says that Interwoven also provides good functionality, but is best suited for working in conjunction with a commerce platform to enable advanced segmentation and personalized web campaigns. Interwoven is also strong in pushing content to multiple channels, the report says.