Transforming into an eCommerce Success

Transforming into an eCommerce Success

Bricks to Clicks: Chapter One Summary

One of the driving questions we ask ourselves, and our clients, at Content Analytics is: what does success for brands look like in the 21st century? We know (and they do, too) that leveraging eCommerce is how all sellers need to transform their organizations if they’re going to survive. Our founder and CEO, David Feinleib, has focused his career on the power of data to drive successful eCommerce strategies. This expertise is now the subject of his latest book, “Bricks to Clicks: Why Some Brands Will Thrive in E-Commerce and Others Won’t.”

As part of the recent book launch, we’re also making brief chapter summaries available here. We hope this additional insight helps more and more brands become competitive and successful in navigating the dynamic and disruptive world that is eCommerce.

Chapter 1: Transforming the Organization


What Does it Take to be an eCommerce Success?

As more brands transition from physical to online retail (what we call Bricks to Clicks companies), there are plenty of lessons to learn from those that are doing it well.

Successful online suppliers:

  • Experiment, and adapt, constantly and aggressively
  • Embrace online sales as a part of the future
  • Deploy scalable technologies to assist in their transition

In short: they are not averse to reinventing their processes in all corners of the business to stay relevant with an increasingly online purchasing audience.

“Sometimes we’ll solve a specific point problem, such as an issue with out-of-stock items. Other times, we’ll provide a comprehensive business Dashboard that covers all of a company’s e-commerce metrics and allows users to drill down into specific areas, such as pricing or content health.”
David Feinleib
Bricks to Clicks, Chapter 1

Lessons from Walmart

Many of the lessons that went into developing our platform were learned in conference rooms at Walmart (our first official customer). This chapter delves into those insights in more detail, but the most important takeaway is: the outcome of analyzing over 5,000 product pages led to the evolution of our Content Health Report (a standard now popular throughout the industry).

Also, the simple fact that Walmart was deploying cutting-edge KPI software meant that management from disparate parts of the organization (marketing, technology, buying, merchandising) were getting together in rooms to discuss key insights. As such: working with us in our early days increased the focus and collaborative abilities of the world’s largest omnichannel retailer.

Content Analytics created a technology solution for a scalability problem that helped the hundreds of brands selling goods on large retailers (like Walmart) as well as specialty independent retailers (SIRs), a very quickly expanding area of our market. We built a comprehensive, end to end content and product information management (PIM) system that gives all members of the eCommerce ecosystem (brands, suppliers, and retailers) the real-time oversight they need to manage product content.


Speed and Responsiveness Matters

It wasn’t uncommon for us to hear that brand health reports used to be an annual event. In our world (and with our software): it’s now daily. That’s what the web demands, so it’s what we provide (Dave calls it “operating at web speed”). Millions of new products are available for sale every day, a volume which requires up-to-the-minute insights, reporting interfaces, and digestible data with actionable recommendations.

We built an engine that isn’t just solving the problems brands and suppliers are having today: we are constantly evaluating the needs of our clients to future proof the Content Analytics platform.

Our central mission is making sure brands retain control in a retail paradigm that puts the shopper in the driver’s seat.


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