In technology, nothing ever stands still. Looking for a way to keep customers satisfied, happy and purchasing is a constant battle for retailers. Having some way of dealing with the various data demands has led to Product Information Management (PIM) becoming widespread; the information needed to sell and market items is organised by PIM centrally and then given out to the various places it is required. Recently, however, many retailers have been altering their position and moving towards Product Experience Management (PXM) as a way to push their business forwards.
What is PXM?
Where traditional PIM systems were purely about managing basic product information within an organisation, PXM allows retailers to create many optimised versions of a product that is applicable and adaptable for every marketplace. It creates the right user experience per channel; buyers and merchandisers can create many optimised versions with data that supplies the customer’s demands.
What’s the difference between PIM and PXM?
The main difference is that whilst PIM is a system that is internally facing, PXM is focused on the customer. Both systems collate information to then push to the marketplace, but PXM is all about looking at what makes a retailer popular with a customer, with optimum levels of product data, photos and SEO-friendly content. It values looking at the product itself, and what experience a consumer has of obtaining that product as its driving focus.
It’s especially successful when a solution mixes PIM’s internal facing view – to create an easier route to market for those working within a company – with PXM’s external observation, ready to support the consumer and how they shop a certain product.
So, that sounds great – where do I start?
When looking for a product management solution, consider whether it has a PXM method: is it created for facing multiple digital channels? Does it allow and encourage you to optimise your content specifically for each channel, improving and refining unique customer experiences? Does its workflow structure ease internal processes, allowing for collaborative working?
OMIO PIM has an ingrained PXM approach. We believe strongly in the importance of digital optimisation in order for modern retail businesses to thrive in an otherwise challenging environment. And, whatever we do, we keep our customer’s customer at the heart of our strategy.
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