Product data is not an end in itself. Value is only added by transforming it into high-quality content. In the best case, this content is prepared according to the target group. Accordingly, we understand Product Experience Management (PXM) as the consistent further development of Product Information Management. PIM projects focus on the selection and introduction of software.
PXM brackets the processes between supplier (retailer) and customer (customer) that are relevant for product data. Product Experience Management is thus the indispensable basis for a great customer experience, which also contributes to the emotional attachment of your customers to the brand.
Many companies have recognized that the enrichment of product information should already be an integral part of data-driven business processes during assortment and categorization. Later on, this also goes beyond the supply of touchpoints. PXM projects are therefore cross-sectional projects that involve not only IT but also specialist departments such as e-commerce, sales and marketing. Marketers in particular know the requirements that lead to an inspiring customer experience in detail.
Important foundations for the product experience are laid as early as the assortment stage. Structuring and categorizing products should always be thought of from the end, i.e., the customer experience. In this way, product information can already be added during the development process and stored in the optimal structure.
A solid basis for Product Experience Management (PXM) and the digitization of sales and marketing processes is the introduction of a PIM system. PIM is a platform for collecting, enriching and outputting the right content. A MAM system usually complements the PIM solution. In addition to data quality and scope, consistent product information is relevant for the subsequent customer experience.
By classifying your products, you bring an intelligent structure to your product information. Oriented to e-commerce, customer and market, for example, this also creates a data model that maps the requirements of the product experience. New channels and requirements can be integrated quickly.
When it comes to product content, the context in which products are attractively presented also plays an important role in the product experience.
An efficient production of the content is important in the next step. This also ensures the economic interest in the company. With which suppliers can the product data be produced? Which processes are optimal for the exchange of information and product data? What timing must be taken as a basis? The future certainly lies in progressive automation in the creation of product content, such as data mapping, automated text creation or image tagging. The number of solutions established on the market is continuously increasing.
In contrast to the pure introduction of a system, we consider the entire process from product development or the transfer of supplier data, through the enrichment and production of the data, to its use in the channel. The requirements for processes and systems thus take into account users from the most diverse areas of the company. This means that information can be collected across the entire channel. In addition to economic and qualitative aspects, this also significantly influences the time that has to be scheduled for the process in particular.
forbeyond starts where the experience should be created: with the buyers. With the concept of customer clusters developed by us, target groups, personas, style groups, etc. are combined into logical groups. These form the basis for content design. Once it has been defined which images require texts, attributes and other characteristics, they are integrated into the classification. The classification is in turn implemented in the product data maintenance tools. In this way, the team responsible for data maintenance has all the information it needs to quickly and successfully optimize the data that is relevant from the customer's point of view.
With PXM, data quality becomes a challenge for the entire team. Because everyone is pulling in the same direction, interwoven by systems, processes and workflows. Automation supports where possible. The creation, scope and quality of the product content are integrated into the ecosystem. In this way, the maturity of the product, we speak of content maturity, grows continuously. Starting with product development data or supplier data, adding master data and ending with context based creative content. This continuous, organic increase has massive advantages over the still widespread qualification shortly before sales launch.
A mere adjustment in the "engine room" often has no direct impact on sales, earnings or returns. Especially in economically uncertain times, IT projects are often postponed unless there are compelling reasons, such as process reliability, for implementation. Product Experience Management with forbeyond enables you to offer your customers appealing digital content at an early stage. The processes can be quickly adapted to changing impulses from the market or the brand. In this context, an ROI can be calculated relatively quickly, which can subsequently be measured and optimized.
In order to fully leverage the management of product data, we pursue a holistic approach with the domains of experience management (supplier, product, customer) that focuses on the needs of users. Product experience, customer journey and conversion play the decisive role at the end of the process chain. Originally coming from pure PIM consulting, we have significantly expanded the scope of our services and skills to cover the entire value chain between supplier and customer.
PXM is the valid platform to profitably leverage the management of your product information, meet the demands from the market, strengthen your brand and provide your customers with the product experience they expect.
In our references you will find relevant retailers and manufacturers. Talk to us about the challenges your company faces. Convince yourself of the quality of our consulting.
Our bootcamps help in the early phase of the project to align the team on a common goal, to define the project approach and to identify first quickwins for rapid implementation. Develop your PXM strategy now!