From design to sale, the product data journey.

From design to sale, the product data journey.

In today's hyper-competitive environment, companies are obliged to innovate and create new products on a regular basis while improving their Time to Market in order to remain attractive and meet customer expectations. The stages that mark out the journey of a product from its birth to its marketing can be divided into 3 main moments. It is during these major stages that the product data is shaped, which will ultimately be used to seduce your customers when they buy. Not insignificant, is it? Let's find out together how to work correctly with data and which tools to use throughout this process to obtain product data that effectively meets your needs.

1. From idea to production

Between imagining and producing a new product, there are a few essential steps. Generally imagined by your engineers or designers, the product must be thought out, studied and prototyped before it can be put on the production line. This process includes the various stages from ideation to production and even maintenance: R&D, planning, design, conception and strategy, which will enable the basic idea to be refined and lead to a viable and marketable product.

This stage in the life of a product is managed through a PLM, i.e. a Product Lifecycle Management tool. By facilitating collaboration between the different teams By automating work processes and sharing information, PLM facilitates workflow and teamwork to gain agility and time. But above all, it allows you to centralise your data related to the definition, manufacture and maintenance of your product throughout its life cycle (from BOL for Beginning of Life, to EOL for End of Life). No loss of information, historical management and easy sharing of resources (information, documents, etc.): PLM is a key ally in your product development strategy.

2. Logistics and supply

Once your product has been created and manufactured in record time, other teams take over the logistics part. Many departments are usually involved in this phase of the product's life: accounting, sales and logistics must work together to ensure proper order and stock management.

This phase will be facilitated through the use of an ERP ERP: dedicated to the management of the company, it allows the centralisation of information related to accounting, commercial or stock management. Orders, prices or inventory: all these data can be managed, structured and standardised within the ERP. This allows your company to share a unified view of the data It allows the company to manage all the data related to its activity and to base all its processes on the same information.

3. Product dissemination

You have created a great product in the right quantities at a consistent price? Well done! Now all you have to do is... sell it! It's as simple as that by distributing the product through the various sales channels. The e-commerce and marketing teams then ensure the availability and quality of product descriptions (technical and marketing), translations product associations for upselling and cross-sellingor media (photos, videos, packshots, etc.).

To make this step really simple, the essential tool is PIM (Product Information Management). It allows content, marketing and creative teams to collaborate easily on enriching product information and making it available on the various sales channels, both on and offline. Practical, it allows the information published to be differentiated according to the channel concerned, but also allows the centralisation and standardisation of product data necessary for any marketing strategy.


Now your new product is on sale! By managing the data throughout the life cycle of your product using tools dedicated to each stage, you have optimised the quality of the product data available. Ultimately, the structured and collaborative work around your data allows you to create sublime product sheets at points of sale, on your website, in print or on marketplaces. Your omnichannel marketing strategy is implemented seamlessly, as friction is reduced and your teams' work is optimised. Your processes are automated to free up your employees' added value and allow them to focus on the most important tasks. Look forward to the next product development...

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Aude is passionate about transmission, training and pedagogy. With 10 years of experience in e-commerce and digital marketing, she now specialises in web writing around these subjects but also for the sectors of continuing education, (digital) learning, employability and the equestrian world.