Ecommerce companies are struggling to deploy content across multiple digital channels, as aligning campaigns and customer incentives across channels is crucial for driving sales. A unified content platform can help retailers control campaigns in a cohesive way, while optimizing content allows them to deliver the right message to the target audience on the right channel at the right time. To combat siloed approaches, ecommerce companies can streamline content operations by creating a single point from which content flows, and building experimentation into their content workflow to improve results. This approach enables retailers to operationalize content across channels and unlock the value of their content, ultimately gaining a competitive advantage in a fiercely competitive retail market.