Make your product data the centre of attention.

Digital technology has fundamentally changed the buying process and the customer journey. These days, customers have usually made a purchase decision before they have actually contacted a supplier. Meanwhile they have researched all the relevant information, customer reviews, stories and product details on the channels of their choice. The growing number of channels and the autonomy of individual search paths have become a problem for product providers. Studies show that no two customer journeys are the same.

Maintaining control over the creative value chain is essential if you want to stage your product experience to its best advantage.

Experts like Simon Walker, analyst and master data specialist at Gartner, recommend that vendors merge their workflows in order to maintain product data and create and distribute marketing content. This is the only way a shopping and product experience can be designed as a whole and tailored to each individual customer journey. Walker and others call this new approach product experience management (PXM).

Within customer experience management as a whole, product experience management (PXM) comprises methods and technologies for staging product communication as an individual experience. To do this, PXM collects, checks, refines and assembles relevant product information. This is simultaneously personalised on the basis of customer, user and marketing data, before being distributed across all customer-preferred channels and platforms. PXM solutions organise this whole management process. And, thanks to advanced analysis tools they also help decide what product experience and channel mix will best meet customer expectations.

When integrating PIM and CMS, manufacturers and retailers retain full control of their entire product communication, even in omnichannel environments. Integrated tools mean you can combine valid product data and emotive marketing content for effective product campaigns.

Digital tools are designed to reduce routine tasks and bureaucracy so as to ensure the smoothest and best creative process. pirobase’s simple user guidance provides a common platform for collaboration between marketing, shop teams, catalogue management and product management. It puts an end to software silos and eliminates those manual work steps staff in the various departments have to undertake due to media disruptions and system discontinuities.

With pirobase, providers can obtain a more powerful product communication. You can maintain an overview and can market products more quickly, even when dealing with extensive portfolios and complex omnichannel campaigns. The central, quality-checked and automated distribution of data to the various output channels, such as shopping platforms, shortens time to market, giving companies a crucial competitive edge.

Relevance and precision are key to maintaining a consistent and appealing presence in omnichannel markets. With pirobase’s comprehensive PXM approach, providers can eliminate outdated product information, media disruptions and contradictory messages. This allows you to meet buyer expectations, reduce returns and increase conversions to the touch points.