DAM taxonomy and metadata in retail: From what makes DAM tick to what gets them to click

Jeannine A. Bartlett

Journal of Digital Media Management, 2015, vol. 3, issue 4, 329-341

Abstract: Technology advancement and always-on access have transformed the way consumers make purchasing decisions — information-hungry, price-savvy, empowered customers have heightened shopping expectations. Many retailers are struggling to meet the demand for curated customer experience without also evolving away from the status quo silo-based approach to digital asset management (DAM). The ability to effectively manage the entire supply chain workflow and metadata for digital assets is an often overlooked but critical component of a successful omnichannel retailing strategy. This paper examines six sets of common challenges and emerging trends in the transformation of DAM strategy in retail, both upstream of DAM in the supply chain (‘what makes DAM tick’) and downstream of DAM facing consumers (‘what gets them to click’). The paper is an elaboration of a presentation made by the author at Henry Stewart’s DAM LA Conference in Los Angeles on 13th November, 2014.

Keywords: digital asset management; retail; omnichannel; workflow; metadata; taxonomy; item on-boarding; customer experience; social commerce (search for similar items in EconPapers)
JEL-codes: M11 M15 (search for similar items in EconPapers)
Date: 2015
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