Functionality Matters in a PIM Solution – But Which One is Most Important?

If you’re focused on excellent customer experience, you are likely to need product information management. Especially if you’re an e-commerce company selling across channels and marketplaces.

31 Jan 2019


The rise of e-commerce and the importance of exceptional customer experiences are tightly aligned with the functionality provided by a Product Information Management (PIM) solution. A PIM platform is fundamental for any e-commerce organization with multiple or complex product catalogs that sell across channels and marketplaces.

As more organizations focus on delivering exceptional customer experiences, the importance of using a PIM solution increases. However, with so many PIM solutions available, what functionality really matters? How can product marketers, merchandisers, and PIM managers identify the areas within a solution that are essential?

What PIM Functionality Matters?

PIM Functionalities that Matter:

Supply: PIM solutions act as the central hub for all product data. No more Excel spreadsheet-hell, no more data files stored on laptops, or in ERP systems.  All too often, “Data becomes stored in a variety of formats or is held captive by individual employees and systems,” according to an article in BigCommerce and ends up slowing down processes and impacting time to market.

With a PIM, every piece of content can easily be stored, accessed, and controlled in the platform, saving valuable time and resources. And your teams will thank you. No more hide and seek for those critical assets and data governance becomes a breeze.

Enrich: Once data is stored in the PIM, it’s imperative it can be quickly and easily enriched and updated. The importance of creating contextual product descriptions is significant when selling online. Consumers want to “shop the look “or purchase a “bundle” and images or data out of context not only loses a sale, but also diminishes trust in a brand.

Saving time means marketers and merchandisers can focus on more strategic or creative aspects of their job. There is more to product marketing than data enrichment.

Plan: Strategically plan how and where your product data will be used. PIM solutions must enable teams to plan, schedule and then optimize content across channels. Often each channel or marketplace has unique requirements and formats for product descriptions. Without a solid planning function, teams may be back to square one in recreating content per each channel. Discrepancies can then arise and cause additional production or process issues.

Streamlining production and workflows around planning helps with team collaboration and stops duplication of efforts.

Publish: The publishing functionality of a PIM solution enables teams to utilize the enriched, high-quality product information in any sales channel. This means when publishing content online, in a print catalog, for voice commerce, in an e-catalog, or in-store, you can feel confident knowing your content is up-to-date. Wherever you need or want to publish your content, the right PIM solution can enable this quickly and easily.

Buyers today are omnichannel. This means product content needs to be omnichannel as well. The publishing functionality of PIM solutions enables teams to deliver content easily and consistently to their buyers, whenever and wherever they are.

Implementing a PIM solution not only eliminates the pain points marketing teams and merchandisers suffer from, but it also improves customer experience impacting the bottom line. Just make sure your PIM solution has the functionality you need to support your business objectives and meet customer needs.

Want to learn more about PIM? Download your free PIM Buyers Guide here.