PIM stands for Product Information Management and is software designed to help e-commerce businesses keep on top of their product-related content and support building omnichannels. In simpler words, PIM coordinates managing the product information across all sales channels (websites, social media, print catalogues, ERP systems, online marketplaces), thus ensuring that a business’s entire ecosystem has up-to-date and SEO friendly information.
The concept of Product Information Management roots back to the late 1990s. It all started with few companies, who developed dedicated solutions to help selling companies prepare printed catalogues easier. The concept of PIM gain momentum in the mid 2000s as the Internet and other electronic media became popular and companies started to sell their products across all these new channels. Today, Product Information Management is crucial in the process of creating efficient multi-channel marketing and omnichannel sales.
Why PIM is so important?
Practice shows that, when businesses sell online, they often end up having a very large number of product information displayed on their website. Moreover, product information is usually scattered throughout different departments and held by multiple employees or systems, instead of being available centrally; data may be saved in various formats, or only be available in hard copy form. Updating and editing the information about constantly growing number of products can be overwhelming, but with a PIM solution, it can all be done quickly and efficiently.
How does PIM supports online sales business?
Today, having a good e-commerce platform is not enough. As more and more of the purchase behaviour is moved towards web and mobile devices, it goes without saying that the product experience must be smooth, correct and compelling, if the products are to be sold digitally. Product Information Management is all about faster time to market, operational efficiency, and sales growth by providing a seamless experience across various channels, for example your webshop, online marketplaces like Amazon, comparison shopping websites, or a printed catalog. Having control over product information is a major step towards building omnichannel sales.