What is PIM: Why Ecommerce Marketers Need PIM Systems


Today's digital marketers have a lot to juggle. They’re managing e-commerce websites, emails, digital catalogs, third-party marketplaces, paid ads, social media, events, and more. They’re always striving to offer the “perfect” customer journey, so they’re continuously digging into their data to identify which campaign elements worked and what didn’t. 

Clean and reliable data is the foundation for successful marketing programs and e-commerce websites. However, oftentimes marketers are up to their ears in data feeds, APIs, spreadsheets, and reports. As a result, for many marketers, day-to-day data complexities are the most difficult aspects of managing today’s omni-channel marketing environments.

Luckily, there are tools to help get overloaded marketers out of the data weeds. A Product Information Management (PIM) system is the busy e-commerce marketer’s secret weapon. Today, we’re covering PIM system basics and benefits, and four reasons why a PIM system is a must-have for marketing teams.


What is a PIM system?

PIM systems help you manage "spreadsheet hell," as we call it around the office. You know, when you’re managing eight different spreadsheets of product data, intended to go eight different places.

A PIM system replaces these moving parts and alleviates data anxiety, with a single, centralized location to store all your product data and images. Quickly search, filter, and update products from one dashboard. This boosts efficiency, ensures consistency, and enhances each product’s data quality, which makes a world of difference when you're managing hundreds or thousands of products.

Reduce Data Management Costs

Data is a nightmare when it’s housed in different locations, outdated, or incomplete. Instead of wasting time and resources tracking down the right data, you could be optimizing it for different marketplaces or coming up with the next great marketing campaign.

This problem is exacerbated when you’re working with multiple team members. If everyone is working on the same product data in different spreadsheets or tools, your team gets out of sync fast.

A PIM system enables your whole team to work seamlessly on the same data in one place. It streamlines team collaboration and reduces organizational costs due to lost productivity.


Improve Data Quality and Reduce Risk Across Marketplaces

A PIM system becomes your database of record. All the changes made to your product data are tracked and can be rolled back in the event of an error.

You update a product in the system one time, instead of having to manually update a series of spreadsheets. You can also optimize your data for different marketplaces from this single location, ensuring that everywhere your products are shared, the details are consistent and accurate.

What's even better is that many PIM systems, like Whereoware’s Product FastLane, alerts you when you have data, images, or links missing in the system, so you can fix issues before exporting.

Share Consistent Data Across Marketplaces

These days, your website isn't the only place customers see your products.

Many brands also sell on third-party marketplaces like Amazon, Wayfair, Zulily, and others. These marketplaces expose your products to a much wider audience, but each has its own data formatting rules and requirements.

Using a PIM system, you can easily map your data to conform with each marketplace's data spec and send it with a click. Since the product data is pulled from one source, you always have consistent and accurate data across all your marketplaces.


Increase Traffic and Conversions

According to Brightedge, organic search leads as the primary channel for website organic traffic, driving 51 percent of searchers to sites.” More than half of your customers are finding you through a Google search, so it’s imperative that you’re optimizing your product data and imagery to return on relevant searches.

A PIM system simplifies this process by laying out important search engine optimization fields. As mentioned, it also alerts you when you’re missing images or other inputs, so you always have complete data. Complete data improves your site's search ranking placement and enables more searchers to find your products.

Free yourself of data headaches: get a PIM system

As the digital marketplace changes, it's important to have the right tools for an evolving landscape. A PIM system ensures your product data is complete, accurate, and accessible across teams.

Get out of spreadsheet hell and take control of your product data. Contact us for a free demo of our user-friendly Product Information Management (PIM) system Product FastLane.

Pharos Team