4 priority areas for optimising your PIM
Expansion of marketplaces, diversification of sales channels... In 2016, PIM (Product Information Management) will have to adapt more than ever to these fundamental trends in e-commerce. These changes will have an impact on the platform but also on the missions of the people who manage it. These are the challenges that Quable intends to take up with its clients in 2016! The PIM (Product Information Manager) is a collaborative tool that enables all product information to be gathered in a single repository so that it can be easily enriched in the future and then distributed across all channels.
1. From multichannel distribution to omnichannel strategy
In 2015, Internet traffic on mobile phones exceeded that generated by fixed stations. In 2016 this trend will accelerate with the multiplication of interfaces accessible on the move: after smartphones and tablets, it is time for smartwatches, phablets and other connected objects of the IoT (Internet of Things). So many communication and sales channels that e-tailers must manage in addition to their website and paper catalogue. The era of multi-channel, where each medium is addressed via a specific system according to a silo logic, is however over. We need to move to omnichannel, i .e. unified but personalised information for each medium. The cornerstone of this (r)evolution is the PIM, which guarantees the consistency and reliability of product information The cornerstone of this (r)evolution is to make information available on each medium, in shops, on mobile phones and in the company, while managing the specificities of each device, media or web service.
2. From connecting to marketplaces to managing flows
Marketplaces are a real growth driver for e-tailers and will continue to attract more and more traffic in 2016. However, the trend is towards their multiplication with the creation of marketplaces The trend is to increase the number of marketplaces specialising in a product, a sector, a market segment, etc. Faced with this effervescence - and a the beginning of consolidation in the sector As we have seen for example in high tech, e-tailers must choose carefully the marketplaces to which it is important to connect. The rates and commissions, the potential traffic, the target... are obvious criteria of choice, but a PIM makes it possible to refine these choices. It is thus possible to distribute only certain product ranges on certain marketplaces, at certain times of the year, in certain countries only... From a simple technical gateway, the PIM becomes a real tool for the marketing teams of e-tailers.
3. A PIM in SaaS to gain in reactivity
In full growth, SaaS (Software as a Service) offers are more than a business model. It is a particularly business-oriented model, as the service dimension of SaaS makes it possible to a certain extent to free oneself from a long and costly IT project and to have immediate access to the expected functionalities. In a digital world in perpetual motion, SaaS provides the business with tools that are fully integrated into this ecosystem and always up to date.
SaaS also allows you to benefit from a platform that evolves according to the needs expressed by customers and the latest innovations in the e-commerce ecosystem.
An API often included in the offer allows developers complete autonomy in the creation and maintenance of new applications using the product data.
A PIM in SaaS is therefore a sustainable way of accelerating time to market by having product information that is easy to update and then distribute it across all channels.
4. New tasks for a Product Information Officer (PIO)
The primary purpose of PIMs is to centralise, qualify, consolidate and rationalise product information scattered throughout the company or among suppliers. This work involves setting up data validation workflows and appointing a "Product Information Officer" whose mission is to ensure the quality of product information within the company. In 2016, the missions of this PIO will be expanded by being more in touch with what is happening online, outside the company. The consequence of an increased presence on marketplaces (and social networks) is indeed to expose the e-tailer more to the competition. Reactivity on prices, promotions, services offered... product information and its permanent update become strategic for marketing departments making the "PIO" the key to permanent adaptation to the market.
Companies need to adapt to technological developments and the rise of e-commerce. To do this, adopting a powerful and strategic tool like PIM is an asset to boost your sales and offer up-to-date product information to your customers.