The explosion in e-commerce sales caused by the pandemic has made product information management (Product Information Management ou PIM) a force multiplier in the commercial strategy of brands and resellers. What are the expected trends for 2022 in this area ? How will PIM allow brands and resellers to improve the customer experience and stand out in a now hyper-competitive ecosystem ? The eleven trends identified by product experience specialist Akeneo reflect the ongoing changes at the PIM level.
Guarantor of the completeness of product information, PIM enriches, contextualizes and unifies data in a transparent and efficient manner while guaranteeing their traceability. “Product information constitutes a vital element of e-commerce and is the key to an optimal customer experience” considers Emeric Koda, Sales Director Southern Europe and South America at Akeneo. The opportunity for Akeneo to lift the veil on emerging trends in the e-commerce sphere, with the common denominator : optimizing the user experience thanks to PIM.
Eco-responsibility and sustainable development
Better and better informed, consumers today attach great importance to the origin and composition of the products they buy. These requirements have also been amplified with the pandemic : between the rise of “local consumption”, the commitment of companies to reduce waste, of their carbon footprint and the recycling of their IT tools, consumers want to be able to easily find this type of information in product descriptions. PIM meets this need, by providing access to detailed and enriched information on the products sought.
Circular economy and second hand
After the boom in refurbished smartphones and computers, it’s the turn of ready-to-wear to launch into second hand. More and more brands and distributors are offering, indeed, buying back and selling second-hand items online. This shift in the circular economy attracts 60% of French online customers (Akeneo survey conducted in February 2021), these being both seduced by the prices charged and by this desire to give a second life to a product. The PIM has, him too, its place in this process, because it allows an item to be reintroduced to the market with a sufficient level of detail to encourage the act of purchase.
Information security and reliability
Have complete product information, It's good ; be sure of their reliability, it's even better ! The distributor must be able to ensure the traceability of the product, before being able to offer it for sale. By ensuring automatic synchronization of product data across different sales channels, the PIM is also the guarantor of product traceability and good information for the consumer.
APIization and interconnection
APIs make transparent and fluid communication possible between business applications. Without API, no dialogue possible with the DAM platform (Digital Asset Management), For example, and other applications from which product data can be derived : ERP, WMS, CRM, PLM, etc. APIs help break down the silos that exist within businesses and ensure the accuracy of the data provided (marketing data, logistics data, technical data, etc.).
Easy to manage and update products
The major role of the PIM is to facilitate management, the enrichment and provision of content (descriptions, visuals, media, normative data, palletizing plan, performances, dimensions, etc.) on all distribution channels. This data must be able to be updated in a few clicks in order to update a product sheet quickly, whatever the sales channel. The PIM is therefore the unique and centralized “source of truth”.
Social selling
With the pandemic, consumers are looking for a smoother shopping experience and are willing to turn to social networks, notably Instagram and now TikTok which allow you to purchase the products highlighted in advertisements in a few clicks. Subject to providing the user with complete product data, precise and reliable, particularly with regard to European conformity and the origin of the product.
Rich media content
Video and all visual elements to contextualize the products – especially those sold online – have been on the rise since the pandemic. Besides, a study conducted by the Alioze agency this year found that the use of videos on product pages would increase purchases by 144%.. Visual content is essential for users. It is up to distributors to find solutions to optimize the image format and thus maximize the speed and quality of page loading.. Indeed, the study also indicates that 40% of Internet users abandon their search if it takes more than three seconds to load.
Seamless connection to marketplaces
Marketplaces now occupy a growing place in e-commerce : in 2021, 45% of global online sales were made on this type of platform. Brands and resellers must exploit all the opportunities offered by these marketplaces while maintaining control of their product data. PIM makes it possible to syndicate this data and thus facilitates the sale of products on different marketplaces.. Who says complete information, said assured sale.
Management of product returns
The “product return” policy of a brand or e-commerce site is now part of the trust criteria for the Internet user. It allows him to buy with the confidence that he will be able to easily return his item., in order to exchange it or get a refund as soon as possible. Extending the return conditions to facilitate the exchange is a laudable step, but above all the merchant must ensure that the product received corresponds in all respects to the customer's expectations. And this first involves providing Internet users with fair and exhaustive product information.. The PIM is once again doing well here.
Emergence of new business models
The Covid-19 pandemic has changed the working habits of organizations. In this context, the cloud has become essential for the majority of them, allowing them to continue their activities while working efficiently and securely for employees. This trend has helped accelerate subscription services for IT equipment. So, after the emergence of rental offers aimed at the general public (large household appliances, Smart TV, smartphones, etc.) by distributors like Fnac-Darty and Boulanger, it is now companies that are targeted with packaged offers including equipment, services, software and storage with a monthly or quarterly financing plan. Thanks to precise data, the PIM is again a facilitator of membership.
In-store shopping experience
Today we are in the era of immediacy. Brands and resellers therefore have no choice but to revise their commercial strategy. The objective is to reconcile the two worlds (the web and the physical store) and create a bridge between them. Especially since according to an Akeneo study, 86% of French people prefer to search for product information online before purchasing directly in stores. This is why some brands have already implemented touchscreen order terminals in stores so that consumers can order the product even when it is not available on site.. Still others have gone further by creating virtual stores where each decor product can be ordered, accessible via an application or website. And this in-store digital shopping trend is expected to last well beyond 2022.
