A P2C strategy is a blueprint used by organizations to plan, implement, and continuously manage their commerce operations with a product-to-consumer framework. P2C strategies look different depending on the industry, business model, and organizational structure, but they are all rooted in the same foundational principles and are backed by some form of P2C software.
What are guidelines for creating a strong P2C marketing strategy?
When developing a P2C strategy, it’s important to keep the following best practices in mind.
- Design a phased approach: To successfully complete a full P2C transformation – one that is implemented department-wide and across all operating geographies – you need to take it step by step. Plan for a phased integration of P2C systems and processes, allowing for employees to become comfortable with the new technology. Have patience in shifting from 2D to 3D commerce, and don’t expect overnight results.
- Expand your boundaries: A lot of companies are timid when expanding to new markets because of the extra resources and local expertise it typically requires. P2C management condenses how product data moves across product information value chains, making it just as easy to reach consumers across the world as it is the ones down the street.
- Integrate P2C company-wide: Marketers aren’t the only ones who benefit from a P2C platform. A strong P2C strategy involves everyone throughout an organization, aligning departments on their individual objectives. Having one central system for product data reduces data silos and increases efficiency.
- Reduce IT involvement: One of the greatest strengths of a P2C platform is that it doesn’t require much technical expertise to manage. IT teams don’t need to play a big role in a P2C strategy, so reserve their skills for other projects, such as technological innovation and security.
- Diversify channels: P2C management gives you access to thousands of marketing and selling channels. New channels to reach consumers pop up constantly, such as new trending social platforms, online marketplaces, or media groups. Don’t just rely on the same export channels you’ve been using forever; experiment with your omnichannel presence as part of your P2C strategy.
- Find the right P2C platform: Every P2C strategy needs a strong P2C platform to drive it. Choose a platform that includes automations to remove manual tasks, can handle high volumes of data, integrate well with other systems, and provide analytics on performance data.
- Pay attention to feedback loops: With a P2C strategy, you’ll need a 3D commerce approach where information flows in multiple directions. This means you’ll have clear access to data on customer feedback, stock levels, returns, and more. Use this information to improve other parts of your business, such as customer service and supply chain management.
- Be agile: Given the pace of change in the commerce space, a P2C strategy should allow you to make adjustments quickly to stay on top of the latest trends, expand to new channels, and follow consumer preferences.
- Innovate: Take the opportunity to be proactive in using advanced technologies and forward-thinking trends. Instead of following what others in the market are doing, use P2C to give yourself a competitive advantage.
- Evaluate your success: P2C management provides clear visibility into performance and insights on shopping patterns. Continuously analyze these metrics to identify areas for improvement.