How can you enhance the in-store customer experience with PIM?

Delivering the same message and sales pitch whilst maintaining a clear and consistent brand image and positioning is no easy task when you have multiple sales channels. Certain parts of your message may be omitted because they’re communicated through several very different channels: marketplaces, retailers, specialist distributors, independent resellers, your own retail outlets… As a result, the in-store customer experience – and all interactions between your customers and your products – vary.

This was the case for Devialet before the implementation of Quable’s PIM.

The Devialet case

Devialet is an acoustic engineering company operating at the intersection of luxury and cutting-edge technology. The company’s success is based on a series of radical innovations integrated into each of its products. With nearly 400 employees, the brand distributes its speakers, headphones and soundbars through its own shops, on its e-commerce site, via specialist retailers (FNAC, Boulanger) and through smaller independent audiophile retailers.

“One of the key elements of our success is, above all, a well-managed and well-honed customer experience,” says Michael Partouche, product manager at Devialet. The brand’s main objective was to roll out a consistent product narrative from start to finish, from product creation right through to distribution across various points of sale, regardless of the touchpoints or the customer journey.

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Before the PIM was implemented, “the sales message in question was not standardised across the range of stakeholders involved”, which is why Quable was subsequently chosen.

The best customer experience thanks to PIM

Devialet chose Quable’s PIM (Product Information Management) system, initially to standardise product-related data and information. There is a wide variety of product data – from R&D, marketing, field operations and product teams – which was previously stored in various files: Excel, and other files scattered all over Devialet… The fact that all the data is centralised in a single location – the Quable platform – subsequently enabled Devialet’s teams to create specific distribution channels that could match their partners’ data. “For example, for FNAC, we set up a distribution channel with the correct product data so that it could be integrated into their system and to ensure that the customer experience is the same at our partners as it is at Devialet,” according to Michael.

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The quality of the data and product information subsequently has a positive impact on the overall customer experience and on potential revenue growth.

In conclusion

A consistent customer experience is the holy grail for all brands with varying customer journeys, given the multitude of distribution channels involved. Enhancing the customer experience in both physical and online outlets also ensures effective customer relationship management and exemplary customer service. The customer experience and PIM are therefore closely linked, as the PIM, by centralising and disseminating high-quality, reliable data, ensures there are no errors in the sales message. However, whilst we have discussed the B2C customer experience here, PIM is a powerful tool with more than enough resources to deliver the best customer experience in B2B as well.

Interested? Request your free demo.

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