While it’s all fun and games to add new products to your range, it comes with a few headaches. A growing ecommerce brand means more product data management.
For most employees, this is their least favorite task. It requires time (hours, depending on how much data you have), constant updating, and concentration to avoid any costly mistakes. It’s not only tedious for your teams but managing scattered content causes anxiety and leaves room for mistakes to happen.
This is why having a product information management (PIM) tool is valuable.
PIM software helps lessen the load and ensures streamless management of:
- Essential product identifiers and data (SKUs, GTINs, descriptions).
- Taxonomy structures and product relationships.
- Technical specifications like measurements, materials, or ingredients.
- Digital assets such as high-resolution product images and videos as well as various image sizing for your sales channels.
- Marketing data such as localized content, keywords, personas, and SEO.
- Channel-specific information.
- Multilingual content for your web shop when entering the global market.
- Store supplier and manufacturer data.
- Sales information e.g prices, testimonials, and reviews.
This can be exactly what your team needs to simplify their day-to-day work. But, which team benefits from this software the most? Here are the three departments that will benefit the most from having a product data management tool.
1. Sales department
Your sales team is the backbone of your company.
They help foster relationships with your customers or clients (distributors, resellers, etc.). They’re the ones that nurture leads and bring in sales. When the sales department doesn’t have the necessary tools at their disposal, it can cause delays in orders, communication, and dissatisfaction due to a lack of information. For them to always be on top of their game, they need to have up-to-date data.
Without a product content management system, sales teams may distribute incomplete information or have to solve a number of disputes based on the incorrect information shared with your sales channels, resellers, distributors, and customers. This hiccup can have a vastly negative impact on your brand and customer experience. Alongside your ERP system, your sales department can ensure they provide and manage sales information, be up-to-date with data regarding suppliers and manufacturers, and create and publish product sheets and online product catalogs for clients all within the sales department. And fast.
2.) Ecommerce and product managers
In the digital world, competition is tough. Customer attention is seen as the highest commodity, with every business trying to get it ahead of the curve. Nowadays, customers are spoilt for choice online as they get pulled by popular marketplaces, comparison shopping engines (CSE’s), and social commerce.
For instance, a survey done by Statista found that 81% of people in Great Britain are searching for information about goods and services online. Your content accessibility and product listing optimization play a huge role in attracting discovery and search customers. Knowing this, your ecommerce department needs to work on maintaining your website content (and sales channels) and ensure that they continue to deliver the right message regarding your business.
Optimizing your product pages or listings can ensure search visibility and that customers get all the information they need when they need it. (Oh, and don’t forget about the channel they need it on.) Having an affordable PIM tool will make it easier for your team to improve product taxonomy and improve the relationships between products. In the same place, you can format product content for multichannel syndication and manage basic product data.
Those are all things that can help improve your customer experience.
3. Marketing specialists
The more products you have, the more content your team will need to produce. Product descriptions are key to driving sales-just as visuals are important, product descriptions help enhance the customer experience. It tells a story and helps the reader visualize a product. When your customers can resonate with your copy, it gives them the confidence to take action, which is ultimately your end goal.
It gives the customer useful information for when they're thinking of making a purchase. Using the correct keywords can boost your SEO efforts and help you rank better. But, to ensure that happens, you need to constantly maintain your product content, and when done on spreadsheets with over a thousand SKUs, it can be difficult to manage. With a product catalog management tool, you can:
- Enrich product descriptions and specifications.
- Manage upstream data, prepare it for sales channels and modify campaigns.
- Create a centralized database for your team with the information they need on each product.
- Be able to track metrics to see which products are performing well and what needs improvement.
- Speeds up product content syndication to multiple sales channels.
- Ensure an improvement in consumers’ product experience regardless of which channel they use.
Simplify the data workflow in your company
In ecommerce, data quality is important. It’s not only what will set you apart, but it can drive your ecommerce success. While you may have a fantastic team and product, product management is not a one-man job! Managing large volumes of data alone is a lot to ask from your team. So, reduce the manual labor and say goodbye to unnecessary errors that will cost you in sales and productivity.