Content is what guides a consumer to make a purchase, says Phil Thompson, vice president of digital marketing and operations at Fossil Inc. That means a retailer needs to create a steady stream of content onto its site to spur sales.
But, until two years ago, that was difficult for Fossil because of its content management system, says Thompson. That’s why the consumer brand manufacturer and retailer of watches, accessories and apparel, decided it needed to implement a new content management system.
The retailer was using a complicated system that required technical expertise. For instance, inputting new content, such as product description, required a user to input that information using HTML, which was not user-friendly, he says.
“It was extremely complicated and required us to devote a lot of assets just to update content,” Thompson says.
But since switching to a combination of an in-house system and OpenCMS, an open source content management system from Alkacon Software, updating content has been much easier, which has led to a team-wide effort to expand the amount of content on the site.
“We realize that content is our opportunity to enhance our customers’ experiences,” he says. “Whether it is providing funnels that lead to a particular product, or information for consumers browsing products or details about a particular product, there is a lot of opportunity to improve each step of the shopping process.”
By making the system easier to use, the retailer is saving time inputting content. And employees can devote to more worthwhile ventures, such as creating content, says Thompson.
Fossil is No. 196 in the Top 500 Guide.