Why a PIM anyway?

PIM stands for Product Information Management, a system that allows you to manage your product data and integrate it into your sales channels. Channels can be anything that needs to be regularly supplied with data — whether it's a website, catalog, app, printed or digital. This also includes marketplaces such as eBay or Amazon. In principle, product data comprises all information about a product. Take an engine for example: Product attributes include performance, manufacturer, size, version and compatibility with other models, but also images, synonymous attributes, and other control information. The crucial point when managing product data is that it can always be kept up to date and consistent and can be organized in such a way that it can be grouped, sorted and output in a meaningful way. This allows you to utilize the full potential of your data. You might be thinking, “I actually have all my data in my ERP system.” That's true — but only partially.

Why PIM is not the same as ERP, but the two can complement each other

In projects, we often hear from customers that all data is stored in SAP or another ERP system and that it is well managed. However, as you dig deeper, you'll find that it makes sense to differentiate between content and flexibility. About the content: Of course, you have all your products in SAP — that's where they belong. But the product could be called differently on the market. You may need fewer translations or media content in SAP. The technical relationship knowledge in ERP is available, but is usually not designed for sales. It is therefore a good idea to create products in ERP and then transfer them to PIM, where the “refinement” takes place. Because PIM offers the flexibility you need. Once approved in the ERP, a product usually only undergoes minor changes until the next phase of its life cycle. In PIM, on the other hand, even if the product doesn't change, you may want to adjust the description or other details. A good PIM is designed to provide exactly that flexibility.

Your company is growing — so is the amount of data!

Let's say your company sells a product that is in high demand. Sales are going well, and your team is selling to retailers, marketplaces, and across multiple countries. They create flyers, data sheets, sell on Amazon and run their own online shop. Your company is growing so fast that it is difficult to keep track of things: Where and when were changes made? Who was responsible for this? Each channel has specific requirements, and sometimes there are country-specific legal requirements. In addition, data is now also coming back: returns, customer reviews and other information. As business booms, you lose more and more time trying to bring order to chaos — and chaos is expensive. This is exactly where we often come in, analyse processes and data and bring structure to the project.

Get out of the table nightmare!

When talking to marketing managers from large companies, we often encounter the problem of product data management. It takes time and resources when product managers, country managers and marketing teams exchange Excel files and try to maintain the correct data in the latest version. This is not only time-consuming but also risky for your success. Why The team's creativity and motivation decrease, and the risk of working with outdated or incorrect data increases. This will inevitably result in lost sales and you will act more slowly than necessary. Fortunately, there are better solutions: A system that always keeps all product data up to date and consistently available for all channels.

What does “consistent data” actually mean?

Imagine doing some research for a purchase and finding that the data in the online shop is out of date or displays incorrect accessories. Perhaps even important information is missing. Incorrect item numbers cause you to order the old version of a product — annoying, isn't it? Many people are familiar with this problem from the user side. But there is also more to consider from a company perspective: Data integrity and quality are the basis for AI applications and digital processes. Defined standards ensure that you can access the right data in the desired form and selection at any time in order to consistently and correctly use your channels.

What are “attributes” relevant for in the shop search?

Detailed, well-structured product information provides optimal buying advice and generally increases the conversion rate. Attributes and characteristics are decisive here, as they represent the characteristics of a product and thus improve the filter and search function in the shop. For example:

• Which products are compatible?
• Are you using the right types of data (such as inches for market relevance but numeric for sorting)?
• Which attributes should appear in filters (radio buttons, sliders, etc.)? With the appropriate regulations, highly complex product variants can be managed in PIM and displayed correctly in shop systems and on marketplaces.

Search engine optimization with PIM

A website or online shop that only appears on page 5 in Google search results is of little use to you. SEO is therefore of crucial importance — both in terms of content and technology. How does that fit in with a PIM? In the best case scenario, PIM is the central system from which all data that is used on your website, in the web shop and on marketplaces comes. This includes titles, keywords, descriptions, and more. Since every search is based on content and this content should be used multiple times, it makes sense to already store the content in PIM. If you can also flexibly control which content is delivered to which channel, this significantly reduces the effort. If you also manage your product ranges in PIM, you can use this information to plan your SEA campaigns in advance, as you already know when and where a product will go online.

Improve customer experience with PIM

Customer experience is a decisive factor in the buying process. Customers want their needs to be understood and they want them to quickly find what they're looking for. While this is primarily a design and UX issue, PIM also plays an important role. If you know your customers well enough, you can link product-related content in PIM in a targeted manner. Any information that improves the customer experience should be maintained and managed in PIM — whether before, during or after the purchase. This has a positive effect on return rates, referrals and ultimately your turnover.

Your goals determine which PIM is right for you

If you are looking for a suitable PIM system, it is important not only to understand what the system can do, but also what your requirements are and where you want to go with your marketing. The solution should start from the goals. Questions to ask yourself:

• What are the goals of your project?
• Which channels do you want to play on?
• Which sales and marketing measures should be supported?
• Which processes do you want to digitize?
• Webshop, print catalog, marketplace — all or just one of them? Our advice is always: Think of the solution from the point of view of the goal, i.e. from the output. Nobody needs a PIM system without ultimately outputting the data. This focus on purpose is the key to making the right choice.

The special thing about our AdvastaMedia PIM

If you find that you actually need a PIM, it's important to choose a system that really meets your needs. We would like to get in touch with you at this point. Why Because we assume complete responsibility — from product installation to distribution. We are experienced in getting to the heart of complex problems quickly and delivering efficient solutions. Example: You have a company with many brands, different corporate identities, different countries and translation processes. You need a PIM, a website output, interfaces to adjacent systems, and a cloud infrastructure. Our PIM can map all of this. In doing so, we offer you a solution that successfully supports your project from start to finish.