P2C Management For Dummies Cheat sheet

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To fully grasp P2C management and understand how it applies to your business, we’re taking you back to the basics with the P2C Management For Dummies ebook. In its pages, you’ll learn about how the world got to a state of commerce anarchy, the core elements of P2C management, and guidelines for creating a successful P2C strategy.

Check out the cheat sheet below for a glimpse of the book’s contents. Consider it your unofficial Sparknotes to guide you on your path to becoming a P2C expert.

Summary

If you feel like you’re running in circles trying to keep up with the pace of today’s commerce landscape, you’re not alone. Evolving marketplaces, changing privacy regulations, virtual shopping experiences, economic instability – it’s enough to make your head spin. The build-up of these factors has created a state of commerce anarchy.

Luckily, born out of the chaos, a new framework designed to help you take back control over your commerce operations has emerged: product-to-consumer (P2C) management. It’s a strategic approach to managing how product information flows across the commerce ecosystem, moving between suppliers, buyers, and everyone else in between. P2C management has the potential to completely transform companies’ internal operations and external presence to turn complexity into a competitive advantage.

By identifying where your business lands on the five-level P2C Maturity Model based on your current commerce operations, you can develop a phased approach to implementing a full P2C transformation.

Characters

Who are the actors at play in P2C management? While this doesn’t cover the entire spectrum of P2C players, here’s an overview of the main characters:

Manufacturers

Most product data originates from the ones producing the actual products – think product texture, size, color, etc. – so manufacturers play a powerful role as the main data source in product information value chains (more on PIVCs on pages 15-16 in the book). However, the hundreds of thousands of manufacturers spread out across the globe all use different systems, structures, and formats for housing their data. This means the way color is documented by one shoe manufacturer looks completely different than another, which becomes complicated when trying to present that information to consumers in an aesthetic, consistent manner.

But with P2C management, it doesn’t matter what kind of manufacturer it is, where it is in the world, how it stores its data, what its data looks like, or how much data it has. P2C management makes it easy to source all kinds of product data from anywhere and in any condition, making manufacturers an interchangeable character.

*Note: Manufacturers can also sell directly to consumers, in which they can also be characterized as a brand and/or retailer. *

Brands and retailers

Brands and retailers are also dominant characters in P2C management. They’re the ones sourcing product data from manufacturers, as well as adding their own data to the mix. They then have to sort, clean, and enrich the data to make it suitable for the various marketing and selling channels they use to reach consumers. Considering standards and requirements for product data vary across channels, this is a significant task.

Many companies still do all of this manually, using multiple systems at once. Not only does this weigh heavy on internal processes, but it also slows down time-to-market. However, P2C management streamlines this process by allowing brands and retailers to house and manage all product data in one central location. This makes it easier to distribute high-quality product information across hundreds of channels, as well as make updates to the data in real-time.

Marketplaces

A marketplace is an example of a channel where brands and retailers onboard their product data. Amazon, Walmart, eBay, and Etsy are all examples of popular marketplaces in the commerce ecosystem. These characters have the responsibility of onboarding sellers and vendors to their platform, which includes all of their product data. Similar to brands and retailers, they also have to make sure all of this data is presented to consumers in a consistent, cohesive, and compelling way.

P2C management improves collaboration between marketplaces and their sellers/vendors to simplify how they market and sell products through their platform. It provides greater visibility of their product data ecosystem to evaluate performance, such as which products are selling the fastest and where information gaps exist.

Social networks

Social networks are playing an increasingly important role in P2C management. Platforms like TikTok, Instagram, Facebook, Snapchat, and Pinterest are continuously adding shopping capabilities to increase their commerce potential. This makes social networks powerful channels for brands, retailers, and marketplaces to reach consumers and drive sales.

But product content on social media looks very different than typical commerce channels. It appears among user-generated content, so it needs to have an authentic look. Many social media companies have added features that make it easy to create product ads or listings that are tailored and optimized for their users, such as TikTok dynamic product ads or Facebook Dynamic Ads, but they require high-quality product feeds to pull data from. P2C management empowers brands, retailers, and marketplaces to maintain perfected product feeds, so they can take full advantage of all that social networks have to offer.

Consumers

Consumers are possibly the most significant characters in P2C management, as the framework’s entire purpose revolves around them. They are the ones that all of the other characters are hustling to reach, engage with, and eventually sell to. It’s their expectations and demands that dictate how everyone else manages their product data within the commerce ecosystem.

However, it’s important to note that consumers also contribute to product data. Customer feedback in the form of reviews, ratings, and comments is product information that can’t be overlooked. This data needs to make its way across the product information value chain, looping all the way back to the manufacturers.

This is where P2C management steps in to allow for a multi-directional flow of product data, also known as 3D commerce (more on 3D commerce on page 19 in the book).

Technology providers

And finally, we have the technology providers to round out the P2C story. They serve as the drivers of P2C management, providing commerce businesses with the technology solutions and platforms to carry out a P2C strategy.

Leading P2C platforms leverage automation, integrate well with other systems, withstand high volumes of data, and offer an intuitive user experience. This ensures companies have the tools they need to successfully execute on a P2C strategy at scale. (Learn more about the characteristics of a strong P2C platform on pages 17-18 in the book.)

Top quotes from the ebook

  • “The most successful companies are agile and adapt their strategies to manage change no matter what happens.” (page 1)

  • “It’s no longer just about the products; the most significant change in retail is the need for enhanced in-store and online customer experiences.” (page 4)

  • “Commerce anarchy affects country specialists, regional chains, and even global hyperscalers. And what affects every supplier also affects every customer, business model, platform, industry, channel, location, transaction, and price. It affects every part of the value chain.” (page 11)

  • “The key to succeeding in today’s ever-changing marketplace is managing and controlling the flow of your product information from a single primary platform to deliver exciting product experiences across all your online and offline channels.” (page 15)

  • “Every aspect of the commerce market is somehow connected. There are multiple paths and ways to reach a target audience. Feedback is constant and from many different sources. Knowing how to manage this data adds huge potential value to product information.” (page 19)

Further study

Looking for more P2C study materials to accompany P2C Management For Dummies? For continued reading, check out these resources:

Our latest P2C articles

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P2C Management For Dummies, Productsup Special Edition

In this book, you’ll learn:
  • How increasing complexity in commerce is affecting sales and brand loyalty
  • The origins of product-to-consumer (P2C) management and its benefits
  • How to implement and measure your P2C transformation
Download the book