5 Omnichannel gaps that hurt product consistency—and how to avoid them

When product data, messaging, and experiences vary between online and offline touchpoints, customers notice. And that friction affects satisfaction, trust, and sales.

A 2021 study by Wei Gao and Hua Fan published in the Journal of Theoretical and Applied Electronic Commerce Research found that inconsistent experiences across channels significantly lower repurchase intent and word-of-mouth.

Below are five common gaps that create these inconsistencies, and how to avoid them by keeping your product content aligned, accurate, and ready to perform across every customer journey.

1. Siloed product data across teams and systems
2. Inconsistent product descriptions, titles, and attributes
3. Limited localization or market-specific adaptation
4. Manual updates and spreadsheet-based processes
5. Syndication delays between channels

5 omnichannel gaps that disrupt product consistency

1. Siloed product data across teams and systems

One of the most common causes of product inconsistency is fragmented data ownership. When product content lives in separate tools across marketing, ecommerce, sales, and operations, updates are delayed, duplicated, or misaligned, especially when new variants, features, or regional rules are introduced.

The study by Gao and Fan highlights that inconsistencies between offline and online experiences increase customer frustration and reduce satisfaction, especially when expectations aren’t met across touchpoints.

Customers expect seamless, interchangeable experiences, something that’s impossible if teams rely on disconnected systems and spreadsheets.

Why does it hurt consistency?

• Product attributes are updated on one channel but not another
• Images, descriptions, or availability conflict across platforms
• Delays in content publishing introduce version mismatches

How to avoid it

• Centralize product content in a single source of truth, such as a Product Information Management (PIM) system
• Sync updates automatically across all sales channels
• Break down internal silos by aligning teams around shared product data standards

Real-world example: EK (formerly Euretco)

EK, a leading retail service organization in the Netherlands, faced challenges with fragmented product information spread across various systems and files, including ERP, e-commerce platforms, and Excel files.

This siloed structure made it difficult to identify essential data and often led to uncertainties about the accuracy and completeness of product information.

By implementing Inriver’s PIM solution, EK centralized its product data, enabling more efficient management and ensuring that all stakeholders had access to accurate and up-to-date information.

“Through Inriver and the related links with external sources, we are now able to receive data faster and more efficiently. This allows us to make a much wider product range available to our affiliated entrepreneurs. And that also on an international scale.”

– Menno Beren

Omnichannel Manager at EK Fashion Europe

2. Inconsistent product descriptions, titles, and attributes

Shoppers comparing a product on a brand’s site, a marketplace, and in-store signage expect to see the same core details, especially on key attributes like size, material, or technical specs.

Customers view mismatched information as a sign of unreliability, which impacts their confidence and likelihood of buying.

Where inconsistencies show up

• Varying product titles on different marketplaces
• Conflicting dimensions, materials, or certifications
• Descriptions rewritten without shared brand tone or structure

How to fix it

• Define attribute templates for each product category
• Apply governance rules for tone, style, and completeness
• Automate enrichment and validation using a PIM platform

Real-world example: Coop Sverige AB

Coop, one of Sweden’s largest supermarket chains, faced ongoing issues with inconsistent product information across channels. These discrepancies created confusion for shoppers and inefficiencies for the marketing team.

After implementing Inriver PIM, Coop centralized product data, enabling content changes to be made once and published across all platforms in just 15 minutes, ensuring accurate, aligned information everywhere it matters.

“With Inriver, we can now update our product information in one place and publish it across all channels in less than 15 minutes.”

– Jonas Taube

Advertising Manager at Coop Sverige

3. Limited localization or market-specific adaptation

Without proper localization, global brands risk showing incorrect units, untranslated text, or imagery that doesn’t resonate.

While the study by Gao and Fan focuses on consistency between online and offline channels, it reinforces that when experiences fall short of expectations, even in format or tone, customer satisfaction drops.

The same applies across geographic markets: what works in one region may confuse or alienate in another.

Common localization gaps

• Missing translations or poorly localized content
• Incorrect measurements (e.g., inches vs. centimeters)
• Cultural misalignment in imagery or messaging

How to improve it

• Build localized versions of product data, including copy and assets
• Use a PIM system that supports multi-language content and region-specific enrichment
• Collaborate with local market teams for context and accuracy

Real-world example: AkzoNobel

AkzoNobel, operating in over 150 countries, faced the challenge of managing product information across diverse and distinct markets. The company needed a solution that could provide localization capabilities to meet various regional requirements.

Using Inriver PIM, they gained the structure and flexibility to manage localized content while maintaining brand consistency. The result: faster updates, fewer errors, and better relevance in every market they serve.

“We needed a comprehensive solution that can anticipate different local requirements while also fulfilling the needs of the business on a higher, global level.”

– Ramon Delgado

Process Manager for Technical Data at AkzoNobel

4. Manual updates and spreadsheet-based processes

Managing product content through spreadsheets and email may work for small teams, but it doesn’t scale. Manual processes slow down updates, introduce version control issues, and create inconsistency across touchpoints.

Switching between channels that don’t match forces customers to double-check information, often leading to hesitation or abandonment.

Why do manual methods create inconsistency?

• Content updates aren’t synchronized across platforms
• Files get duplicated, edited out of order, or lost
• Teams spend more time fixing errors than enriching product content

How to fix it

• Eliminate spreadsheets for product data management
• Use structured workflows that assign tasks, approvals, and content validation
• Automate updates to reduce human error and accelerate syndication

Real-world example: Yamaha

Yamaha’s previous reliance on manually updated spreadsheets for product information management led to inefficiencies and inconsistencies across its global operations.

With Inriver PIM, they established a single source of truth that streamlined updates and enabled fast, accurate distribution of product content to dealers and partners around the world.

“With Inriver PIM, we can do analytics, create hot sheets on demand, and share product history—all from one platform.”

– Tonya Gooden

Product Information Manager at Yamaha

5. Syndication delays between channels

A product update that’s published on one channel but lags on another creates friction that customers will notice, especially during launches, promotions, or recalls.

Delayed syndication leads to mismatched pricing, missing images, or outdated descriptions, damaging the shopping experience.

Gao and Fan’s study confirms that consistency across channels directly impacts satisfaction and future buying behavior. When customers expect a seamless journey, any disconnect, especially one caused by outdated information, undermines trust.

What delays cause

• Customers see one price online and another in-store
• Channels show out-of-sync product availability
• Campaigns lose impact when messaging or visuals differ

How to prevent it

• Automate syndication to marketplaces, ecommerce platforms, and in-store systems
• Monitor publish status and sync health
• Set up alerts to catch failures before they impact customers

Real-world example: ProDriven Global Brands (formerly WernerCo)

ProDriven, a tools and construction manufacturer, needed a scalable solution to manage diverse data across brands, categories, and regions.

By using Inriver’s Syndicate Plus capabilities, they streamlined data mapping and ensured timely, accurate delivery to every endpoint, eliminating costly delays and improving responsiveness across their entire distribution network.

“Whether we’re growing our business into new products, new brands, new categories, new regions of the world, or new languages, Werner is constantly evolving. And so is Inriver. Together, we’re able to secure a better product management solution.”

– Stacy Gardella

Head of Global Marketing Technology & Operations at ProDriven Global Brands (formerly WernerCo)

Keep product consistency from breaking down

Product consistency across channels doesn’t happen on its own. It requires structure, alignment, and the right technology. The gaps outlined above directly affect customer trust, purchase intent, and loyalty.

Avoiding these pitfalls starts with putting a system in place that supports accuracy at scale. A solution like Inriver PIM gives teams a centralized hub to manage, enrich, and distribute product content across every channel and market. With the right foundation, consistency becomes a repeatable process, not a constant struggle.