PIM choice for omnichannel success
In a nutshell, omnichannel means using multiple channels. Connectivity has to do with using multiple systems for your information. Both are very important to consider when deciding on your PIM system.
How does PIM help your omnichannel strategy?
The core of an omnichannel strategy is that the customer's journey goes through different channels. You want the brand experience and information to be consistent across each of these channels. After all, if your own information changes from channel to channel, you are not reliable as an organisation.
To manage this properly, you need a central system, or PIM. From a central Product Information Management (PIM) system, you can provide all channels with information. Examples of these channels include:
- Physical shops (labelling, POS)
- Printed materials, including product catalogues
- E-mail marketing, newsletters
- E-commerce platforms
- Mobile applications
- Sales via social networks
- Sales via marketplaces and partner networks (think sales via bol.com, amazon or marketplace)
- EDI (direct link between your systems and those of your suppliers and customers)
More PIM benefits for your strategy
- Central and efficient
All information only needs to be captured and maintained in one place. - Richer information
PIM systems can store complex product data such as product-specific features, imagery and relationships between products. - Better quality information
A PIM offers many tools for managing data quality. - Shorter time-to-market
With a clear workflow in PIM, your article creation runs in an orderly and predictable manner. - Better use of the various channels
PIMoffers specific functions to customise information for each channel, maximising the potential of each channel.
What does a PIM offer in terms of connectivity?
Is the product data in your company fragmented across different systems? If so, you are not alone. It is (still) very common within organisations that basic product information is in the ERP, additional properties in various Excel sheets and images on an FTP server of supplier X. Furthermore, there are often various folders with Product sheets.
When you then want to send the information to different channels, you often have to perform unnecessary duplication of effort. In addition, all product information cannot be found centrally; it is search work.
How does it work with a PIM?
You start with the existing data in your organisation. How should all this data appear in the PIM system and how do we pass it on to other systems? By connecting a PIM system to external systems such as a web shop, mobile app or catalogue, you exchange product information and management remains in one place.
However, not every PIM has the same possibilities for this, so pay close attention to this when choosing your PIM.
Factor this into your choice of a PIM system
- Determine your company's market standards
Find out which standards are relevant and choose a PIM that supports them. - Determine which features are necessary
Determine those tools you really need, and make sure your PIM solution offers them. - Take into account your suppliers
Is the PIM system you want supplier-friendly? - Determine your company's data quality
Can you mandate attributes and generate data quality reports? What are the options for managing the quality of your product data? - Which channels does your company use?
Make sure your PIM solution has the right omnichannel features. - With which other systems does your PIM need to exchange information?
Are specific connectivity capabilities needed for your PIM?