{"id":10881,"date":"2023-10-26T08:53:23","date_gmt":"2023-10-26T06:53:23","guid":{"rendered":"https:\/\/www.thron.com\/?p=10881"},"modified":"2023-10-26T08:58:17","modified_gmt":"2023-10-26T06:58:17","slug":"pim-ecommerce","status":"publish","type":"post","link":"https:\/\/www.thron.com\/en\/blog\/insights\/pim-ecommerce\/","title":{"rendered":"PIM and eCommerce: 3 things we tell ourselves not enough"},"content":{"rendered":"\n

If you are here, you probably want to put your company’s product data in order<\/strong>.

> Don’t you? Hmm, then you could be many things; a customer, a partner or, why not, a competitor. Either way, stay: we are glad to hear from you.<\/em><\/p>\n\n\n\n

Product data, we were saying. <\/p>\n\n\n\n

There has been a lot of talk about PIM and eCommerce for a long time.<\/p>\n\n\n\n

We too have written an in-depth article on the delivery of Product Information Management<\/a> tools.<\/p>\n\n\n\n

There are at least three things, however, that PIM software<\/a> vendors often forget to mention.<\/p>\n\n\n\n

Why talking about PIM eCommerce is not enough<\/h2>\n\n\n\n

PIM is often narrated on the web as the panacea for product data issues.
Nothing wrong with that, for goodness sake, but it is a partial<\/strong>, limiting and somewhat selfish view<\/strong>.<\/p>\n\n\n\n

This approach, in fact, puts the company’s needs at the centre instead of its reason for existence.<\/p>\n\n\n\n

Its customers<\/strong>.<\/p>\n\n\n\n

\"PIM<\/figure>\n\n\n\n

Changing the usual PIM perspective for eCommerce<\/h2>\n\n\n\n

The jump we want to make in these lines is from the first to the second scenario depicted in the diagram.<\/p>\n\n\n\n

At the top, we start with the problem of managing data and respond with a PIM to publish on e-commerce and reach the customer.<\/p>\n\n\n\n

At the bottom, on the other hand, we start with the customer <\/strong>(and his experience, the CX<\/a>) considering that he ranges across many channels<\/strong> (eCommerce, marketplaces, portals, catalogues) to benefit from a product sheet also consisting of product data<\/strong>.<\/p>\n\n\n\n

This change of perspective helps us reflect on three aspects often underestimated by those who buy and sell a PIM.<\/p>\n\n\n\n

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THRON<\/font>
in the Forrester’s
PIM Landscape
Q2 2023<\/h2>\n\n\n\n
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All details<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n
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#1 Your customers are everywhere<\/h2>\n\n\n\n

The journey that every single customer takes before becoming a customer is long and intricate. Also unique.<\/p>\n\n\n\n

There is only one element that unites the journey of all customers: multichannelity.<\/p>\n\n\n\n

Has it ever happened to you in a store to caress the packaging of a product illuminated by bright promotional screens as you search for information on sites and compare prices on e-commerce and marketplaces? Your customers have.<\/p>\n\n\n\n

A PIM for publishing on eCommerce is a good solution.
A PIM to publish on eCommerce and all touchpoints where your company is present is a good solution.<\/p>\n\n\n\n

\"PIM<\/figure>\n\n\n\n

Consider the Product Information Management tool the means to govern product information on as many channels as possible<\/strong> because your company’s customers are everywhere.<\/p>\n\n\n\n

Even on eCommerce. Also, but not only.<\/p>\n\n\n\n


<\/p>\n\n\n\n

#2 For buyers, data is not enough <\/h2>\n\n\n\n

The name of a product allows one to identify it, the description to understand it, the price to evaluate its purchase.<\/p>\n\n\n\n

But it is often photos, videos and data sheets that make the difference.<\/p>\n\n\n\n

A multimedia content, in fact, has a decisive impact in telling, positioning and exciting a product.<\/p>\n\n\n\n

In eCommerce, as well as between the pages of a catalogue, marketplace, portal or website, there are always two souls shaping the buying experience: product information and digital assets<\/strong> such as photos, videos and documents.<\/p>\n\n\n\n

A PIM is born to manage product information. Most vendors offer tools that merely do this.<\/p>\n\n\n\n

To take a customer-oriented view, therefore, you may also need a Digital Asset Management<\/a> tool.<\/p>\n\n\n\n


Or a single platform<\/a>.<\/p>\n\n\n\n

\"PIM<\/figure>\n\n\n\n

#3 PIM e-commerce is not a silo <\/h2>\n\n\n\n

There are more and more apps and software in organisations. Consequently, the volume of information in circulation is also increasing.<\/p>\n\n\n\n

A Product Information Management tool has the task of centralising product information that is often scattered across many different tools<\/strong> such as ERP, PLM and spreadsheets.<\/p>\n\n\n\n

Data created ad hoc by different teams, such as marketing or technical descriptions, also flow into a PIM.<\/p>\n\n\n\n

The solution for managing product data must therefore be embedded within a digital ecosystem. The PIM, in other words, must be made accessible to the entire company and must dialogue with the entire IT stack<\/strong>, without manual effort or friction.<\/p>\n\n\n\n

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PIM for eCommerce to DXP for the customer<\/h2>\n\n\n\n

Adopting a PIM for eCommerce, therefore, is not wrong but it is a choice to be made bearing in mind that:<\/p>\n\n\n\n