Product information management (PIM) software is essential for any brand selling online. It’s an opportunity to centralize inventory and enrich data for marketing.
Today, there are so many ecommerce marketplaces and channels to choose from, and naturally, you want to sell everywhere. But first, get your product information covered. “Everywhere” should provide a consistent brand experience.
And that’s where PIM flourishes.
What is product information?
This term leaves quite a bit of room for interpretation.
It’s not immediately evident what 'product information' entails, and this confusion can be a barrier to PIM adoption. Generally speaking, product information is any data or content that’s necessary for or can help promote and sell an item.
For ecommerce, it's the content that supports merchandising and marketing. It can be anything from the product’s SKU to a video on how to maintain a brand-new hoover. Any information that adds value to the reader should be stored and managed in a PIM system to enhance the customer shopping experience.
Here’s a closer look at five types of product information you can store in a PIM:
1. Basic product identifiers
Product identifiers include data like an item’s name and SKU number. Collecting these in your PIM software helps internal teams, suppliers, or distributors track products in an easier way. They also make it easier for users to find your products online by completing a quick search.
If you’re selling products to international markets, you should include global trade item numbers (GTINs). Since different countries use varying GTIN forms, you may have to include multiple versions in your product information. Your PIM software can provide a single source of truth for these varying codes, enabling smoother sales and shipping between countries.
2. High-quality imagery
The best PIMs combine classic PIM capabilities with digital asset management (DAM). When it comes to visual assets, you can include all marketing imagery that’ll support your messaging. Most spreadsheets allow one product per line, meaning that you’re limited with your visuals. In a PIM, you can store multiple pictures to enhance the quality of your product listings. To add, each channel requires imagery to be displayed in a certain way or size. You can store this variety in PIM, keeping every bit of product information centralized in one location.
3. Marketing messaging
Store your product descriptions and titles in a variety of languages. (Whatever you do, make sure the structural layout is uniform and consistent throughout each language and/or product.) Your product information is crucial for marketing— it’s the story you’re trying to sell. Spend time on your product listing optimization to ensure it is customer-centric and SEO-friendly for search engines.
You can also outline your product taxonomy by organizing your content into categories using filters. According to this article, “ a well-planned taxonomy has the potential to transform your customer experience through improved content discovery, self-service, and digital commerce.”
4. Rich, value-adding assets
When it comes to online shopping, customers cannot experience a product the way they would in-store. They’re unable to see, feel, or smell an item. Therefore, it’s your responsibility to ignite their imagination and help them visualize every bit of information related to an item. By adding more information, such as videos, PDF downloadable guides, user manuals, and more, to your basics, you will be able to enrich the customer experience for each selling channel.
5. Technical specifications
Technical product specifications like size, dimensions, price, weight, color, material, performance data, etc., can be included in the PIM. While it might not seem essential to store such complex information in the PIM for internal usage, it is absolutely necessary when selling on certain marketplaces or channels. By having it all in one place, you can syndicate your content with the relevant platform without having to manually insert any information time and time again. From a customer perspective, it is crucial for transparency and expectations. It helps users get an accurate representation of your product, and how it will fit into their life.
Make the most of your content
While PIM is one of the most helpful ecommerce tools, only 33% of brands are using one. People are still struggling with ERPs, spreadsheets, and website backends for data management. This approach is not efficient, and it affects the quality of content you’re sharing with the world.
It’s time you put more consideration into the data you feed out. Book a FREE demo with Plytix and see how easy it is to get your products in front of the right customers with less effort.