Brands that have decided to be pioneers in DTC are winning the market. The direct to consumer trend started in the US and now we see how it is spreading across Europe and Asia. Young companies, just like LoveBonito, use DTC models with great success.
Despite this success, we observe that all DTC brands need to merge their content and commerce. There is a huge need to explain the products’ benefits using digital channels only.
Dollar Shave Club was one of the first DTC companies that found a winning niche on the market (source)
Content management tools for DTC
Until this moment, we saw only a few software tools designed for eCommerce Management or for eCommerce Content Management. This situation was very visible, especially on the enterprise and professional level. Now this state of affairs is changing.
After Adobe acquired Magento, we can see the rise of a super-powerful set of tools for content building and commerce. The eCommerce business based on Magento can now connect it with Adobe Experience Manager for content management, and with Adobe Campaign for marketing automation. Unfortunately, this is not something that every new DTC startup can afford.
A more cost-savvy approach would be to use a solution smaller than Adobe Experience Manager. If your company is not an enterprise yet, I would advise you to use Magento, together with an open-source platform called Pimcore.
Pimcore is quite a unique proposition – the software connects Product Information Management capabilities with Content Management capabilities. When you add Magento on top of that, you get a super-scalable solution for any DTC brand.
Integrating Magento and Pimcore allow building e.g.:
- A content-rich portal which will handle millions of pages generated in different languages, seamlessly connected with products.
- A brand blog that is secure and connected with all your products.
- A social media hub (as we’ve built for T-Mobile – we monitored social media for music artists working with T-Mobile and then aggregate content and show all it in one place).
- Rich product cards with the content of every type.
- Workflow for content production – starting from photos and ending at translation management and content scheduling.
Connecting Magento-based online store with Pimcore provides even more benefits as, by integrating these two platforms, you gain product information management (PIM), master data management (MDM) and a digital asset management (DAM) solution – all in one. Such a combination is vital for direct-to-consumer as catering to users with consistent content and product information across multiple touchpoints can determine who will win more on the market.
As a Magento Partner & Contributor and Pimcore Strategic Partner, we’ve seen that adjoining these two solutions creates an incredibly powerful toolset for any eCommerce, and thus we build a professional and efficient integration.
Pimcore-Magento Connector has been released as an open-source project.
Feel free to try it for your project!
Published April 16, 2019