Marketers in the retail sector understand that delivering excellent and consistent customer experiences is critical. Increasingly they are utilising digital asset management strategies to do so.

At an Aprimo Executive Breakfast event hosted at the ADMA Global Forum, leading marketing professionals discussed the challenges and opportunities facing modern marketers. Following the event Which-50 spoke to Aprimo’s general manager APAC, Steve Beards and Australian Retailers Association executive director, Russell Zimmerman.


The challenges facing retailers today are very different from those of the past and success now requires a more holistic approach, Zimmerman said.

“Those people starting a business now in Australia can’t do it in the same way as what would have happened 25-30 years ago,” Zimmerman said.

Modern retailers need a greater customer focus to remain competitive against international competition, which means integrating online and offline to create seamless and exceptional customer experiences, he said.

“All that has to mix together, you just can’t have it as separate silos. It’s got to be completely integrated. Because if it’s not, it won’t work.”

“If we don’t get our experience right here in the retail stores then those retailers coming in from overseas that have got the great experience will be able to do it, and they will in actual fact eat us up,” Zimmerman said.

It’s the marketing team’s job to get the experience right says Aprimo’s Beards. While there is often an abundance of data, marketers are responsible for determining what really matters.

“What’s important to the customer from a brand perspective? What is the company’s strategy and initiative that they’re trying to drive to that customer? And there, they’re looking at the information that’s actually relevant.”

This task is complicated by the multitude of channels, driven by rich digital content – presenting vast amounts of data to be managed. Something that’s “a big challenge”, Beards said.

“The real solution is Digital Asset Management,” Beards explained.

It helps marketers organise and monitor the assets required to deliver consistent customer experiences, something which is setting leaders apart, he said.

“Having all of that data in one place but keeping the brand message consistent is what digital asset management does and is a key advantage to global enterprises.”

The bad news for laggards is that asset management is moving from competitive advantage to necessity, as poor management is resulting in damaging outcomes, according to Beards.

“If you do not manage that centrally and correctly with the right policies and procedures you’re going to fail as a brand.”

About the author

Sean Campbell is a solutions consultant for Aprimo. He has worked with leading brands in the US, Europe, and APAC, helping them to transform their marketing operations. Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit, of which Aprimo is a Corporate Member. Our members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply.

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