Customers are seeking greater convenience thus marketing technology and data are increasingly being extended to a variety of channels. To enhance consumer trust and loyalty, today’s great businesses must offer credible information across all platforms. Companies are increasingly shifting from single channel to omnichannel marketing strategies, aiming to provide individualized consumer experiences by easily deploying relevant product information. However, this presents them with the challenge of managing a large amount of product information.
PCM, PDM, PIM- what it is?
PIM stands for Product Information Management and it is a program to manage all kinds of data about products. The PIM system allows you to supervise information about the store’s assortment in a centralized manner.
You can also meet other names like PCM (Product Content Management), PRM (Product Resource Management), PDM (Product Data Management) or PEM (Product Experience Management). Despite what you call it, it has the same job – information management.
Why PIM system is so important?
As your e-store grows, you introduce more and more products to sale. Each product has its own specifications. So you should collect all information in one place whenever you launch new products. You can try to do it by excel sheet but one product has many product information like shipping information, title, description, sizes, files for example photos, PDFs and others. All of these attributes only apply to one version of the item. Therefore this multiplied by several hundred or even thousands of products creates a huge amount of data and manually entering information is inefficient. And then the PIM system can rescue you from wasting time.
We were implementing solutions that had a role of PIM before, and we know it is very helpful for businesses that selling (or plan) on several channels. This solution works well when you use marketplace platforms (check out Case Study Magento 2 Marketplace Platforms). That’s why if you planning a multichannel or omnichannel strategy you should invest in Product Information Management.
PIM system is also a good idea for business that going to build e-stores. And they are aiming to grow. A database can be properly sorted from the beginning, which allows you to build a well-thought-out website architecture. Therefore you can avoid future problems with rebuilding the structure, adding additional attributes or categories and SEO optimizations will be easier thanks to this.
So what exactly PIM can give you?
All product database in one place
As the business grows, so does more and more data must be entered into the system, catalogued, and systematized. PIM synchronizes data from each system (i.e. CRM, ERP) and enters them without the requirement for information to be manually typed. PIM systems also enable the completion of product information in multiple language versions and are integrated with many sales platforms. It makes that distribution on all channels is easier, because after changing in system one attribute, it updates in all places.
The centralization of data eliminates human mistakes. It reduces the chances of introducing incorrect information or leaving outdated information on one of the channels. Remember that every error cost money and stress, especially when we talk about the huge number of products.
Enhanced customer experience
PIM system helps built customer-centric navigation with good filtration e.g. by size or colour.
Information is easy to find hence decrease the risk of cart abandoning, because customer doesn’t frustrate that searching exactly the product lasts forever. It increases client satisfaction and loyalty.
The centralization of information also makes it much easier to translate catalog contents into other languages and adapt them to various international standards and market rules. It makes you reach more potential customers effortless.
Managing various descriptions, as well as improving SEO for hundreds or even thousands of product pages, may rapidly turn into a nightmare. SEO components in the PIM system makes it easier. The marketing team may use PIM to improve the SEO of each product page. Your e-store will have better conversion hence more visitors. PIM also allows you to create good relationships between the backend and articles. It helps make up-selling and create a better customer experience.
How to prepare for the PIM system?
It’s good to define early-stage the most crucial aspects of the project. Knowing what your company need – you and the implementation partner can better prepare to process. A good plan will allow for predict potential issues and smooth work. So you should do a list of every integration, function, language, etc. you expect. Think about your plans for the future, in which directions the company will develop and what will facilitate this development.
Define who will participate in the implementation
In the beginning, it is good to designate people who will take an active part in it from the beginning of the project. They will be introduced to the applied solutions on an ongoing basis. After the launch chosen people will guide others by PIM.
Unify the Product Information
Try to categorize each product according to the key. Do not leave products without appropriate tags in category or size. Make sure that the attachments to the products are in the same format.
Train with sample data in the new PIM system
The first steps with the new PIM system could be difficult for users. They may have to adjust to a new user interface. To help them get familiar with the system, send a sample of your data to your PIM partner and discuss how to get them inside the PIM system for training.
Enjoy organized and accessible data
After launching the PIM system and checking how it works not much left to do. You can enjoy benefits from Information management and focus on important tasks.
Connections to online channels that are automated and synchronized are critical for businesses undergoing digital transformation. PIM is no longer a “nice to have” system but a “must-have”.
Constantly growing of tangle of information requires solutions that will keep it organized. Without it, you will make the work of your employees more difficult and less productive. PIM provide also significant benefits on levels such as SEO and personalized CX.
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