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GUIDE
Product Information Management (PIM) is an invaluable tool for any business seeking to do commerce. Any business that, at its core, is trying to take a bunch of products (or services) to the market can use a PIM.
At its most basic, PIM is the means of managing all the core product information that is needed to market, merchandise, and sell products through channels including e-commerce websites, distributor/wholesaler catalogs, on store shelves, and in advertising circulars, as well as through marketplaces such as Amazon or Google. It is important to note that PIM is not simply technology, but rather a process of collecting, validating, formatting, and monitoring the information that is related to distributing and selling consumer products.
Historically, PIM served as an organizational system and process for documenting and tracking products from manufacturing through inventory and delivery. In recent years, the explosion of e-commerce and the expansion of shopping channels have created a growing need for more data in various formats, each with differing requirements from retailers, which has stretched the capabilities of traditional PIM. PIM evolved to handle more content, more flexibility, and more distribution than before.
E-Commerce was a tiny portion of overall consumer goods sales till recently. Food and household goods were largely shopped for in person. Now, with the growth of third-party delivery services, more online shopping platforms, and a busier-than-ever consumer, the online-first (or online-only) shopper is a major force. According to Forrester, global e-commerce spending is on track to hit $6.8 trillion by 2028.
But today’s commerce needs go beyond data management and distribution. The emphasis is on experiences.
Consumers now have many options for outlets and products, while increasingly expecting seamless, engaging, and informative interactions. The way a product is presented can significantly influence purchasing decisions. This includes everything from imagery and descriptions to personalization and consistency across channels. For brands, this means that delivering a compelling product experience is no longer optional; it’s essential to building trust, loyalty, and lasting market relevance. Brands that invest in creating rich, accurate, and emotionally resonant product experiences stand out, deepen customer relationships, and drive sustained growth in an experience-driven economy. Whether on an eCommerce site, mobile app, or physical shelf, the importance of product experiences is paramount.
And those experiences begin with immaculate product content.
A robust PIM is crucial for providing customers with timely, consistent, and accurate access to the product information they need to make informed purchasing decisions. Without a centralized and well-managed product data system, brands risk losing potential buyers due to incomplete information, outdated specifications, or inconsistent messaging across different channels. Retailers risk lower conversion rates, increased returns, and a weakened ability to control pricing without controlling product information effectively.
Product Experience (PX) strategy refers to the intentional planning and execution of how users interact with a product across their entire buyer journey—from first impression to long-term use—with the goal of delivering a seamless, consistent, and engaging experience. PIM is an essential component of Product Experience Management (PXM).
PIM helps brands streamline product management with seamless data connections to all internal systems to ensure that the product information is accurate and up-to-date. With centralized data in a single platform, automated workflows that integrate seamlessly across channels, built-in intelligence, and connectivity to ensure your information is always accurate, synchronized, and readily available, PIM enables PXM to solve your complex business needs.
For optimal commercial success, PIM should be a part of a larger PX solution that ensures that your product data is accurate and consistent throughout its journey in the organization. Here’s how it interacts with various elements of PXM.
Product content syndication keeps your commercial plans active by ensuring your product information flows to the desired endpoints. For brands, diverse retailer requirements, multiple platforms, and evolving syndication standards make distributing product content a challenge. PIM ensures a standard of data quality and formatting to meet the requirements of the retailer and the channel.
Rich media elements like videos, 360-degree rotations, and interactive hot spots help brands and retailers boost engagement and conversions. Consider a PIM that can manage the breadth and depth of rich content that is tied to the products with all its complexity and ensure consistent, high-quality rich media is seen across desktop, mobile, and app experiences, enhancing omnichannel engagement.
Analytics is the feedback loop that can help to continually optimize product and page performance. You can answer a few key questions like –
While they don’t often come integrated into a PIM, analytics can work with PIMs to gather more information that can allow more real-time updates to manage the process.
Tomorrow’s PIM, today
Comprehensive product information management is the basis for managing product information for commerce. A PIM that works with the capabilities of Analytics, Syndication, and Enhanced Content to deliver a more complete and effective shopping experience for your customers can elevate your commerce and prepare you for tomorrow’s market conditions today.