PIM professionals reveal their most frequently asked questions


Product information management solutions are critical to e-commerce success. PIM enables brands to create unified, consistent, and channel-specific product experiences. It also saves your team from the hours of duplicate product information updates. In our PIM conversations, our customers share with us the challenges that kept coming back like a boomerang. Here are the most frequent ones.

How can PIM help us with the customer journey and customer experience?

Borgar Hestad, EVP of Sales and Marketing at Bluestone PIM

Every step of any customer journey has two things in common – the customer and your content – promotional messages, specs, FAQ pages, images, videos, ads, etc. If you realize this, you can clearly see why the often overlooked product information management is a major factor in driving sales and creating an effective customer journey. What is more, for your product and marketing team the task is more challenging than ever before. Today’s customers interact with content and look for products in an ever-increasing number of channels, devices, and contexts. They want to have all the information they want at their fingertips and if they don’t get it, they leave. According to LivePerson, lack of information about the product, service, or delivery drives 56% of people away. There are many companies missing sales growth opportunities because they got stuck in legacy systems and IT solutions that are getting rapidly outdated. We’ve created Bluestone PIM to enable companies to manage their product information in a way that meets the challenges of doing digital commerce these days.

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How can PIM impact our search engine optimization? 

Claudia Martins, International Sales at Bluestone PIM

Better product information in the right place can improve SEO. It means your products are more easily discoverable by potential clients. Everybody knows that content is king, and PIM makes it easy to create original content. Also, PIM eliminates the need to copy dry product descriptions from manufacturers. You have all product content in one place. You can create your own version of product content that suits your marketing and sales. You can even have different product descriptions for your e-commerce store, marketplaces, or whichever sales channel you sell on. In this way, your sales channels don’t compete for search engine rank, they complement each other.

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Put product content at the center of your business, and search engines will reward you with more traffic. #pim #productinformation Click To Tweet

How does PIM affect product experience?

Stian Sandal, Sales Manager at Bluestone PIM

Many businesses have gone through some form of digital transformation, and experts say we are now in the post-digital era. Now, it’s all about unified experience that spans across channels. It’s about creating an emotional connection between customers and products. PIM is a central hub that connects everything. It is the foundation of product experience in the post-digital age. Even the best product in the world will not sell itself. Especially today, in a rapidly changing world of e-commerce where customers are pickier than ever before. Your products, no matter how special they are to you, are competing all the time with similar ones available from other brands. On the other hand, product content, such as descriptions, attributes, or media files is still the number one feature that customers look for on a website. So, in order to create winning shopping experiences, you need to provide your customers with valuable, rich, exhaustive, and accurately tailored content.

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How can PIM make our business more agile?

Borgar Hestad, EVP of Sales and Marketing at Bluestone PIM

The traditional way of dealing with new market requirements — something we like to call ‘legacy systems spaghetti’ — is random and messy, and not efficient. PIM makes you faster, more agile, because it puts things in the right order. PIM brings structure to your product data and puts product information at the center. That way, whenever there is a new challenge or an opportunity, for example a new type of product content, a new sales channel, or different contractor requirements, you are quick to adapt. Why? Because your data is well structured. When others spend time cleaning up their messes, you’re already selling. The PIM investment will make you more agile in your sales and marketing activities and benefit your existing business, so there is every reason to do this now.

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With #PIM you become a #data-driven business, and this gives you a head start against your competition. Click To Tweet

What are the top challenges you see companies have with product information?

Stian Sandal, Sales Manager at Bluestone PIM

The top of my list would be outdated legacy systems or “high-maintenance” open source solutions. Many companies fall for the open-source software hook, line and sinker without realizing that in the end the bill for implementing and adjusting such solutions can be quite substantial. Secondly, it is repetitive, inefficient work on product enrichment, which leads to lower productivity. Thirdly, this would be information confusion as a result of disorganized data flow and inconsistent data structure. Lastly, it is a cookie-cutter approach to creating product information instead of customizing and targeting the right information.

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What are the risks of outdated e-commerce solutions?

Claudia Martins, International Sales at Bluestone PIM

Businesses have been struggling with digitalization for many years. They have been building systems upon systems to cope with market demands. But it’s not possible to continue like this, and legacy systems have to go. At some point, you have to do it the proper way: put product information at the center and create good digital representations of your products that help you sell well, no matter the channel, context or setting. The good news is, you can do this without disrupting your existing business. You can build great product content that makes up your products’ digital twins, and prepare for the future in parallel with what you have today.

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Summary

PIM is a key element of your digital strategy. If your brand experiences similar product information challenges and you would like to receive more extensive advice to overcome such obstacles, get in touch with us. Also, if you would like to see how a PIM platform can solve product information challenges, here you can schedule a free Bluestone PIM demo session.

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