What is a PIM? And why is it essential for e-commerce? -

The PIM is the acronym for Product Information Management. It designates a technological solution (generally a SaaS software) which makes it possible to centralize and manage all the information coming from Product Pages to distribute them on all sales channels. Here is why a PIM software can allow you to scale your e-commerce …

A PIM solution to accelerate the go-to-market

Selling before the competition is a major issue that generates a race for speed in all phases of the marketing of a product.

Therefore, the time elapsed between the arrival of the product in stock and its availability on the shelf (virtual or real) must therefore be reduced as much as possible. This involves the creation of product descriptions, the linking of products, the choice and integration of visuals, the adaptation of texts to the various sales channels and possibly their translation.

However, these processes often face many obstacles:

  • Difficulties in obtaining information, which is often fragmented or incomplete;
  • A lack of communication between departments leading to cumbersome processes;
  • Problems of adapting information according to the supports and sales channels.

The PIM is a major ally in the face of these complications. It brings together employees, facilitates communication and ensures the fluidity of processes.

  • By automating the transmission of information, the sharing of documents and tasks;
  • By automating work processes between stakeholders;
  • By simplifying the completion and adaptation of product data according to needs, channels, products;
  • By providing data on the progress of each stage to better organize the work of the teams.

The PIM therefore makes it possible to streamline processes to deliver product information to the right place, at the right time, with the right content. Thanks to automated workflows, the Time to market is considerably reduced and the opening of new products or channels is done in a few clicks.

Automate catalog generation

The catalog is dead, long live the catalog! Think again, the catalog still has a bright future ahead of it. It remains an important communication channel, especially in certain sectors such as BtoB. In addition, digital having become the norm, paper has a high-end positioning and can be declined to create differentiating sensory experiences. Finally, let’s not forget that it is available in a digital and interactive version at a lower cost.

A catalog, catalogs …

Whatever version you choose, a PIM solution supports you in the automatic generation of your catalog. All you need to do is create your catalog template: graphic designers can give free rein to their imagination on the charter and layout.

Once your catalog is designated, all you have to do is create rules to tell the PIM what to fill in and how: the contents are then inserted automatically! You can thus generate your catalog in paper format, a product brochure, an interactive PDF or even a mini-site for your partners and distributors.

Perfectly integrated into your omnichannel strategy, PIM allows you to reduce your Time to Market by automatically generating your catalogs. Updates and distribution of your brochures are done in a few clicks, including internationally. Or how to make the Web to Print easy and fun!

Reduce product returns

In The United Kingdom, 45% of consumers returned a product purchased online in 2018 (source: statista). That’s one in two buyers! This proportion is certainly the reflection of a free return policy that has become widely democratized, but it should not make people forget what it hides: many disappointments.

In the customer journey, the disappointment following a purchase is exactly what the merchant should absolutely seek to avoid – his reputation and customer loyalty are at stake. Extending the return conditions to facilitate the exchange is a step. commendable, but the merchant must above all ensure that the product received corresponds in all points to the customer’s expectations. And this essentially involves providing Internet users with accurate and exhaustive product information.

A PIM solution to limit product returns

The PIM stands out here since it clearly facilitates the provision of complete and reliable information. It allows to :

  • Make teams collaborate with each other to enrich the product sheets;
  • Structure the sheets clearly, add illustrations of all types (photos, videos, 3D, etc.);
  • Duplicate or differentiate delivery and return information depending on the product.

If any information is missing, simply add it to the PIM so that it is then broadcast in real time on all communication and sales channels.

The PIM, a key tool in the quality approach

The various stakeholders can thus participate in the development of comprehensive and reliable data sheets in a desire for continuous improvement. Not only does this reduce returns, maximize satisfaction, but also reduce the number of (often repetitive) customer service questions. A PIM solution is therefore an operational tool that is useful on a daily basis, but also a strategic tool to support the company’s quality approach.

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