Ecommerce executives frequently ask about the differences between product experience management (PXM) and product information management (PIM).
While the distinctions can be nuanced, brand leaders must understand PXM vs. PIM to ensure digital shelf success.
Here’s a breakdown of the two solutions with insights on how they help you achieve digital shelf success.
A PIM system acts as a single source of truth and a central repository where brands can store, access, and update product information such as:
The goal of PIM is information organization and accuracy.
Rather than relying on manual processes — often including time-consuming, error-laden spreadsheets — a PIM system consolidates product information and digital assets from across your company into one easily accessible, trusted source of truth.
With a PIM system in place, teams can focus on enhancing content and assets, instead of endlessly chasing the most accurate version.
Once product information and digital assets are loaded into a PIM system, your teams may revise and edit PIM content every day — multiple times a day.
With every new catalog update, the PIM will be updated too. Automated schedules can be established to import or export content to relevant internal and external partners such as retailers.
Remote product content work is also possible because it is cloud-based. Anyone with access rights can view, edit, enter, or export data from anywhere, anytime.
PXM “supports brands in the management, syndication, and optimization of product data to provide enriched, shoppable experiences at every stage of the buying journey.”
It utilizes an expanding list of capabilities, including:
Consumers demand brands meet them where they shop, and that shopping experiences be personalized to their preferences.
They want relevant products and information, and convenience and seamlessness are expected.
PXM allows you to meet consumer demand.
PXM changes in lockstep with the market, consumer buying behaviors, and retailer requirements.
PXM incorporates discovery and conversion analysis and continuously optimizes the consumer experience with brand compliance reports, share of search analysis, and product page assessments, so your brand is informed and equipped to manage digital shifts.
PIM is a system that aids in centralizing product content and streamlining workflows.
PXM is a holistic approach to commerce that incorporates PIM and other tools, such as:
PXM, which includes PIM, is critical for taking digital content to the level consumers demand today. Meeting these new digital shelf demands is crucial: According to Statista, ecommerce revenue is projected to hit $1.5 trillion by 2028.
Consumer journeys are more complex than ever — and will only become even more unpredictable and individualized. This is where PXM shines.
PIM is a foundational component of PXM. Having a PIM system and workflows in place allows your brand to implement a higher form of content creation, optimization, and distribution.
PXM empowers your brand to frequently and continually enhance your syndicated product experiences. It also drives consumer discoverability through search rank and increases conversion, engagement, sales, and loyalty.
A PIM-only approach is restrictive and limits your brand's ability to grow on the digital shelf. "Having a PIM-only approach to ecommerce weakens your brand's ability to continually improve upon the product experiences you are syndicating across the digital ecosystem, which, in turn, can negatively affect search rank and — ultimately — conversions," stresses Rob Gonzalez, Salsify co-founder, and CMO.
Digital shelf success requires continuous effort and optimization. Shoppers must be engaged at every touch point — especially as retailer requirements and algorithms evolve constantly.
Your brand might find some selling channels perform better than others for your products and consumers. Content should be analyzed and updated frequently based on consumer preferences. The experience should remain fresh but consistent.
Essentially, content has become your brand's packaging on the digital shelf, and you need a PIM or PXM solution to ensure that it will resonate with consumers.