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PXM for dummies: what is product experience management and why does it matter [+ebook]

Today’s consumers expect a great experience across channels. In every vertical, companies try to differentiate themselves by having the right data and strategies in place to make their products stand out. Small misunderstandings or discrepancies in product attributes, such as inconsistent price, size, or availability across channels, can mean a lost sale, a return, or a negative review. That’s why product experience management – at every digital touchpoint of the shopper journey – is key.

Brands and retailers that sell their products through multiple online channels must quickly and regularly adapt to changing rules to make sure customers get a consistently great experience. A good product experience management (or PXM for short) practice requires the right tools and the right know-how. Once those are in place, you’ll be able to distinguish your products on any channel, in any market.

Together with Akeneo and Tessa, Productsup has put together the most comprehensive guide dealing with PXM to date. Product Experience Management for Dummies is out now, and you can download the free ebook here. For now, though, let’s take a closer look at the meaning of PXM.

What is Product Experience Management?

Being aware of what customers want and expect forms the basis of PXM. A shopper could encounter a product on any number of channels: no matter where they find it, they should get the right information in the right way. So properly managing this means delivering complete and contextualized product information, adapted to channels and locales at every touchpoint, to give each potential customer a compelling product experience.

The technologies needed to put this into practice are a Product Information Management (PIM), a Digital Asset Management (DAM) and a Product Content Syndication (PCS) solution, with even more in between. (We know all these acronyms can get confusing, and we’ve written more about them here.) Before explaining those, though, the importance of PXM needs to be made clear.

Why PXM matters

Consumers have more choice than ever before. The number of online marketplaces is overwhelming. The sheer quantity of products available for purchase online is mind-boggling, and reading through every review of a popular item could take days. Most consumers don’t want that – they want to find information quickly so they can make their decision.

So how do you stand out when brand loyalty is low and you can’t have the cheapest products? By offering compelling product experiences. Obviously, this may change depending on where the customer lives and how they’re shopping: some markets show a greater preference for mobile vs. desktop buying, for example. Therefore, companies must make sure customers are getting the right information, no matter where or how they’re encountering the product.

And to achieve that, PXM is a must. The data and assets from PIM and DAM solutions should be presented in the correct context for each touchpoint. Contextualized product information that tells customers what they want to know will resonate with them, helping products stand out in crowded fields.

Product experience management workflow

The foundations of solid PXM

The technologies discussed below are the three cornerstones for success with PXM. You need a solid DAM, PIM and PCS solution. This list shows how different software comes together to support your PXM practice.

1. Digital Asset Management (DAM) solutions

A DAM solution organizes all your digital assets in one central location. Documents, images, graphics, and more can be stored and accessed by employees, clients, and all other stakeholders, with managed access control. Companies such as Tessa provide DAM solutions to help their clients manage all their digital assets, transferring them onwards to their next step – which brings us to 2.

2. Product Information Management (PIM) systems

In short, a PIM system is your golden record of raw product data, containing the essentials about everything you’re selling. Companies use PIMs to collect, store, and standardize their data, before sending it out to its next destination. Akeneo is a good example of a PIM provider.

3. Product Content Syndication (PCS) solutions

PCS solutions help you manage and structure your product data feeds. Once strong feeds are in place, these syndicate content to major online retailers, such as Google, Facebook, and Amazon. With Productsup, for instance, raw data from a PIM system along with supporting assets from a DAM solution flows into the Productsup PCS solution, where you can manage and customize your product data for specific channels.

Let’s look at an example of how PXM can benefit a brand. If an online shopper is looking for a specific brand of winter coat, they’ll most likely check out multiple vendors. Ideally, our shopper would see a consistent brand story across touchpoints – the same messaging, information, and resonance at every encounter – with all the information they need to make their decision. If that information can be tailored to their city or country, even better, as this will differentiate the product even more.

However, our shopper may not get any of that. Instead, they might see a different product description and mismatched size guides on different sites. This could set off alarm bells for our shopper and cause them to look for alternatives. In this example, poorly managed data has made for a jarring and negative product experience.

Productsup and PXM

PXM helps you create strong, compelling stories and experiences for your products. With the right technology stack in place, you can ensure that a customer has a positive interaction with your brand, wherever they find it. PXM’s power lies in its ability to make buyers see themselves using your products and benefiting from them.

Productsup’s platform for product data feed management and content syndication works seamlessly with PIM, DAM, and other solutions, ensuring that the right information gets to the right channels in the right way, to win over customers and increase conversions.

Want a more in-depth look at product experience management? Product Experience Management for Dummies is out now! For a deeper dive into the origins and foundations of PXM, as well as more information about the major players, you can find it here.

Product Experience Management for Dummies

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