Fortunately, such data integration potential already exists, in systems such as LAGO. Data from multiple, often separately-developed DAM, PIM, and other databases can be effectively automated and coordinated to produce well-designed, multi-version printed pieces, using a plugin for Adobe InDesign. But print is only part of the story. LAGO also automates the output of overlays and XML data required by mobile shopping apps. Digital output for app use is automatic and, for the most part, can reach the consumer far faster than the more familiar printed circular.
This has enormous implications, not just for the immediate crisis but long afterwards. When there’s a sudden change in inventory for a particular household item, the retailer’s marketing team can rely on the mobile app — fed by new digital output — to inform and guide the consumer. Product marketing teams will still need to develop helpful and sensitive campaigns, but these will be aided rather than hindered by the flow of interrelated data.
In other words, the crisis has accelerated a trend that was already well under way: using truly integrated data to connect the needs of retailers and consumers alike. Companies that have already begun the integration journey are simply better prepared for the change in velocity.