Why do you need a PIM strategy?
That all-important product range is your lifeblood. If you’re like the vast majority of retailers, then it’s likely that your product range is changing (and growing) on an ongoing basis. From fast fashion retailers through to tech gadget sales partners, an ever-expanding product range is a fact of life – especially if you are seeking to expand your markets via online channels.
A bigger shopfront means bigger opportunities – but it also throws up certain practical challenges – especially when it comes to product-related content. After all, investing in a huge new range might make sense from a strategic perspective, but have you fully appreciated what it’s going to take to get those products listed in your online and offline catalogues?
Who’s making sure that the descriptions are accurate from a technical (and legal) point of view? Perhaps most importantly from a marketing perspective, with so many products to list and lots of people involved in content creation, is your central brand message in danger of becoming muddled or diluted?
This is where a product information management (PIM) strategy comes in. At heart, it describes a set of processes and tools to help you stay in full control of the information linked to your product lines. Getting it right enables you to make your whole content creation process much more efficient – and promotes stronger, more accurate and more compelling marketing messaging.
Why do I need PIM?
From your buying or product development department, via marketing and customer queries - and right through to order dispatch, your products are essentially on a ‘journey’ as they pass through your organisation.
Unless the right information about these products is in front of the right people at the right time, that journey can become needlessly protracted. Here’s how…
Governance. Multi-channel marketing and sales is now a fact of life. Tone and content may alter to meet the needs of different channels (e.g. your proprietary Website product listing may differ considerably from your Amazon account listing). With multiple sales platforms to manage, there’s a danger of straying from important product information (especially on the technical side). So it’s highly useful to have a central hub for core information about the product for your people to draw on – along with channel-specific guidelines.
Flow of information through the company. Where information is fed into a single, easily-searchable source, you don’t have the inefficient scenario where marketing teams are waiting for dribs and drabs of technical information from the product development department. This can also be valuable for collaborative working with content creators who may be based remotely.
Flow of information to the customer. Let’s say your product is multi-functional. One section of your customer base values feature X above all else – while another is most interested in feature Y. Having access to expertly managed product information makes it easier for your marketers to tailor product ads, showcasing particular features or particular product variants to different groups – thereby promoting personalised marketing.
The essentials for building your PIM
There are two important elements to this. The first is to consolidate your product information in a single hub – and the second is to provide your people with the tools they need to put that information to work.
Papirfly specialises in helping organisations to cover both of these areas. We can provide not just a central depository of all brand and product information – but also a whole host of tools for your people to transform basic product information into compelling marketing assets. To find out more, speak to Papirfly today.