Interview: Lisa Bowden, Head of Business Development – Solutions, Retail Assist

Lisa Bowden tells RTIH about OMIO PIM, powered by Retail Assist, which was launched in May. 

RTIH: Could you tell us a bit about your background?

LB: I have been working with software solutions for over 20 years. However, before moving into business development, I am proud that my foundation is project and program management.

This has given me a well rounded appreciation of what it takes to justify, implement and be responsible for the success of software projects. 

RTIH: What is OMIO PIM?

LB: OMIO PIM is a product information management solution, which provides a unified place to create, manage and enrich all of a retailer’s products in real-time. It makes it faster and easier to create different product experiences for all commerce channels, resulting in significant sales growth. 

We’ve been working closely with retailers and experts in the sector to bring a software solution to market that overcomes the key frustrations, challenges and delays in getting products to market. We’re confident that OMIO PIM does just that.

RTIH: Why is there a need for product information management?

LB: The retail landscape has completely changed. The balance between physical shopping and digital commerce has shifted. Informed customers are demanding richer product experiences, with retailers needing their product data to suit various selling channels and markets. 

As the data volume increases, it needs to be carefully managed to ensure accuracy and deliver extensive attribution to the channel. It’s data management that provides the ability to swiftly react to changing market influences and trends. By creating rich, accurate content, you can provide curated data to reach increased channels and new geographies quickly.

But it’s not just customers that can benefit. Internal retail teams are often swamped with product data and overwhelmed with an array of spreadsheets. Using software such as OMIO PIM enables a more collaborative way of working for head office teams, turning a linear workflow to concurrent ways of working, providing far greater efficiencies for those working remotely. 

With the “new normal” of disparate workforces being in place now for some time, it’s more important than ever that we join people up, to continue the efficiencies and ensure they feel included in a team style approach. 

“The retail landscape has completely changed. The balance between physical shopping and digital commerce has shifted. Informed customers are demanding richer product experiences, with retailers needing their product data to suit various selling channels and markets”

RTIH: How does a PIM improve the customer experience?

LB: Customers want greater insight. Demand for product information has significantly increased, so it’s crucial that product details needs to be comprehensive. Content needs to be tailored to the wider channels and the demographics you target. 

Alongside technical details of size fit, fabric and after care, customers also want to see more media content, knowledge of where it has been featured recently, who’s wearing it, which complimentary items to wear it with etc. 

By using the relevant language, colloquialisms or tone of voice, you can present your product content in a way in which appeals to the target demographic – and makes them want to buy.

RTIH: What benefits will OMIO PIM bring to retailers?

LB: There are extensive benefits, but I’d say that those most important to retailers right now areincreased turnover and accelerated speed to market, with the right products pushed to the right market. 

Doing this at the right time will achieve fewer markdowns and returns, maximising profitby ensuring that you have correct and complete digital product files provided to concession retailers, which can significantly increase sales and reduce a returns rate up to 30%. That alone means your return on investment can be achieved in months, not years.

There are also reduced costs through the reduction of user errors or even headcount, or by being more efficient with the headcount you have. The ability to quickly test new markets, especially within digital markets, is particularly advantageous, as is the ability to create information rich products that can be tailored to your markets, however complex.

RTIH: Why has Retail Assist developed OMIO PIM?

LB: We have over two decades of specific retail industry expertise. As the retail landscape has changed, we wanted to support businesses through these challenging times. 

Digital commerce is fast moving, and, for many, canbe extremely complex. However, with simple, well thought out tools like OMIO PIM, it really doesn’t have to be.

RTIH: There are other PIM solutions in the market. Why should retailers pick OMIO PIM?

LB: We’ve been working with technology and retailers for over two decades. You can benefit from our years of investment and development of retail solutions to help you to become an instant channel expert. 

We provide the foundation that helps retailers reach their digital trading potential, at a time that is highly relevant and incredibly important.