PIM and DAM solutions: why we are reconciling them

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PIM and DAM solutions: why we are reconciling them
Contents

Attention to customer data and CRM is now a reflex in the vast majority of companies. The objective is tocontinuously improve the customer experience. To continue to improve this experience, marketing departments are now focusing on product data and the management of this information (media, marketing data, product life cycle, etc.). Whether it is photos or product descriptions, this data is one of the first elements of contact between a brand and its customers on the Internet. A major point for e-tailers operating on the web.

In a fragmented digital ecosystem, where omnichannel is the law, it has become essential for companies to have effective, cross-functional tools to manage this data directly. In this respect, solutions such as the PIM (Product Information Management),for product data management, and DAM (Data Asset Management), for media file management, are positioning themselves as facilitators in the daily work of marketing or e-commerce teams.

PIM and DAM

The PIM solution is the platform that allows the collection, centralization, prioritization,enrichment, validation and publication of all information related to products (descriptions, characteristics, SEO, translations, etc.), on the various sales and marketing channels. The Quable PIM benefits the various business teams: the IT teams to control data flows thanks to this tool that is perfectly integrated into the IS system, the marketing teams to increase the reliability and quality of the product sheets, the e-commerce teams to accelerate the distribution of product information to all distribution channels, the photo studio teams to manage the repositories (materials, colours, uses, recipes, etc.) within a single platform. 

The DAM is the solution designed to store, manage and easily distribute digital media (digital assets) for marketing use. These visuals, characteristic of a product sheet, are diverse: photographs, sketches, videos, packshots and even pictograms (safety warning, labelling, food indicators, etc.). The DAM concerns the marketing and communication teams (advertising) but also the distribution networks (catalogues, POS elements, etc.).

A unique platform

Faced with the need to put rich and complex information online quickly, the PIM ensures theaccuracy and instantaneous updating of product information shared between the various players (consumers, producers and distributors). The DAM is a response to the explosion of digital content linked to content marketing practices and especially to the need to illustrate this content with images, videos and other media. Its use enables the management of the company's media assets used in marketing and communication activities.

Until now, these two platforms have been opposed by their users because of their differences: intervention of different teams, different approaches to data. However, this opposition between raw data and visual data does not make sense when it comes to feeding a product sheet on the Internet . A web user would never finalise his purchase if the description of the travel bag he wants was not supported by detailed or even 3D photos of the product.

Quable has chosen to combine the PIM and the DAM into a single platform that integrates all product data (raw and visual) into a single interface and streamlines the data enrichment process between the various parties involved.

Benefits of linking PIM and DAM

It's time for reconciliation! Centralising content and media in a single interface allows teams to have a global vision and to manage all the data linked to the products.

When photos and descriptions are pooled, the data enrichment process becomes more efficient and relevant. Very often, the photographer in charge of shooting new samples enters the product references that correspond to the photos by hand, at the risk of making errors (which are human after all!), thus multiplying the number of round trips between the various parties involved, which are extremely time-consuming processes.

Coupling the PIM and DAM overcomes this difficulty by automating the naming of product photos using a barcode generated from the product reference by a Quable application. The photographer scans this barcode when naming his photos and the associated product reference then becomes the name of the photo file. This is then automatically associated with the right product in the PIM.

When it comes to creating effective communication tools based on product data, a solution that integrates PIM and DAM makes sense. Imagine the launch of your new lookbook: at the heart of this impactful medium for your customers, visuals and content are intimately linked. There is also the need to associate products that "go together" to form a look. When content and media are brought together in the same tool, all the data is gathered and already correlated: the creation of a lookbook-type medium becomes much easier.

Finally, a PIM DAM solution avoids the multiplication of platforms and tools, with a view to simplifying the company's internal tool ecosystem.

What uses can be made of this combination?

With a DAM integrated with Quable's PIM, all of the company's players and partners benefit from a unique reference database where each media is updated and linked to each product description.

This makes it easier to put in place a product development strategy that benefits from good, up-to-date sources from the outset:

  • SEO teams optimise referencing by filling in the "alt" of images with the product descriptions directly in front of them,
  • Copyright and expiry dates for models in the photos are managed on a single interface, limiting the risk of overruns,
  • For partners, an extranet portal can be made available to situate the products in the brand universe during exchanges with customers,
  • For sales staff, the web to print materials (lookbooks, catalogues or brochures) that are essential for attachment are quickly available.

In the era of multiple contact points (shops, print, social networks, marketplaces), companies must process product data in a systemic way. Following the example of Quable, interfaces reconciling PIM and DAM save companies from pitfalls such as: erroneous correspondence between media and product content, absence of photos, difficulty in producing updated communication media, etc.

Use cases and benefits

Numerous customers across various sectors and industries have benefited greatly from Quable's PIM/DAM coupling.

The French luggage brand Delsey uses the PIM/DAM combination to upload and manage 25,000 product-related visuals from the DAM. Thus, the PIM/DAM solution has become the reference support for their partners and distributors that allows, in an international environment, to generate directly, quickly, and from a single place, the product catalogues.

In the clothing and ready-to-wear sector, the Gémo brand also suffered from the lack of a solution for creating, enriching and managing product data and the associated media library for the various business teams. Now, with their use of the PIM/DAM solution, the Eram Group brand manages a genuine, ultra-collaborative media library, which has boosted its online sales and smoothed out the workload during peak sales periods (sales, Black Friday, Christmas, etc.).

Conclusion

As the new spearheads of marketing, PIM and DAM combined ensure that information is processed centrally in the background and then distributed omnichronically to best satisfy consumers. Although there are some differences, the combination of these tools provides a real solution for companies in terms of product information management,product experience integration and product lifecycle management. The PIM/DAM couple is becoming the reference solution for data management within companies, and maybe soon within your business?

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Aude
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.