PIM for e-commerce: why is it an essential asset?
E-commerce and the challenge of perfect product information
In the ultra-competitive world of e-commerce, the quality of product information presented on your online store is a decisive success factor. Incomplete descriptions, poor quality images, incorrect technical specifications, or inconsistent information between different product pages or compared to other channels can lead to a loss of trust, increased cart abandonment, costly customer returns, and a poor reputation. Online consumers demand rich, accurate, reliable, and consistent information to make their purchasing decisions. Managing this information manually, especially with an extensive catalog and frequent updates, is an almost impossible task. This is why a Product Information Management (PIM) solution has become indispensable for any serious e-commerce player.
What does a PIM bring specifically to e-commerce?
A PIM, like Akeneo, Salsify, Contentserv, or Pimcore, offers crucial advantages for online stores:
- Centralization and single source of truth: All product data (marketing descriptions, tech specs, attributes, prices, stock via ERP link, media…) are managed in one place, ensuring consistency across the entire e-commerce site.
- Enrichment optimized for conversion: The PIM facilitates adding compelling marketing descriptions, SEO keywords, selling points, structured data, and managing translations for multilingual sites.
- Management of complex catalogs: Ideal for easily managing thousands of SKUs, numerous variants (size, color…), configurable products, or bundles.
- Associated media management: Allows easily linking multiple high-definition images, product videos, PDF datasheets to each product.
- Quality control before publication: Ensures only complete and validated information is sent to the e-commerce platform (Magento, Shopify, Prestashop, WooCommerce…).
- Accelerated Time-to-Market: Launches new products much faster because the information is already prepared and centralized.
- Easy syndication to Marketplaces: Allows easily formatting and exporting product data to Amazon, Google Shopping, and other marketplaces.
Beyond the product page: creating e-commerce marketing content with Brandeploy
A PIM perfectly feeds your product pages. But an effective e-commerce strategy also requires a multitude of other marketing content: promotional banners on the site, display and social ads targeting specific products, personalized emails, visuals for acquisition campaigns… How to create this content quickly, consistently with the PIM’s product data and the brand guidelines? This is the role of Brandeploy.
By connecting to your e-commerce PIM, the Creative Automation platform Brandeploy allows you to:
- Automatically generate e-commerce visuals: Create thousands of personalized product banners, social posts, or display ads by combining Brandeploy’s intelligent templates with data (price, promo, image…) from your PIM.
- Ensure visual and informational consistency: All creations are “on-brand” (guideline adherence) and use up-to-date product data.
- Accelerate promotional campaigns: Produce the thousands of banners needed for your sales or special operations in hours.
- Integrate validation workflows: Get your e-commerce creatives approved by marketing and sales teams via Brandeploy workflows.
- Connect PIM, DAM, and Creation: Use assets from your DAM and data from your PIM seamlessly in Brandeploy.
Conclusion: A PIM is fundamental to the success of an e-commerce site by ensuring product information quality. Pairing it with Brandeploy allows fully leveraging this information to automate the creation of all necessary marketing content for promoting these products, efficiently, consistently, and scalably.
Boost your e-commerce: connect your PIM to Creative Automation
Is your PIM in place for your online store? Take the next step by automating the creation of your promotional banners, ads, and product social content. Discover the PIM + Brandeploy integration. Request a demo.
