Having an active product content strategy is essential to winning in today’s consumer-first marketplace. While many organizations are entering the world of digital transformation, shoppers are already there. One single online entity controls more than $230 billion in sales, across most every consumer product or service – and it’s expanding rapidly. But it’s not enough to take the basic PIM/DAM data that fuels in-store planograms and merchandising programs. Today’s content must work in the way shoppers do – integrated interactively, across mobile, desktop, TV, tablet, and into the physical store (when there is one). Although consumer product images and label content are critical – they provide the bare minimum when it comes to presenting content online.