Publicado en
February 4, 2025

How PIM software improves product differentiation

Estefanía Izaguirre
Marketing Specialist

Every year, thousands of new products come to the market, but only a small part manages to position themselves. To stand out, companies must present their products in a unique and consistent way across all channels.

Product Information Management (PIM) software is a fundamental tool for this purpose. With efficient information management, companies can improve the customer experience, strengthen their market presence and optimize launch time.

In this article, we explore how PIM software helps companies differentiate their products.

What is PIM software

PIM software is an essential tool for companies that want to efficiently manage their product information. Centralize, Organize and Enrich product data, allowing distribution through various sales channels.

The PIM not only Improves productivity, but also strengthens the customer experience by ensuring that product information is accurate and consistently available across platforms and channels. With the PIM, companies facilitate their trading strategy and they ensure a better shopping experience for your customers.

Benefits of PIM software

Implementing a PIM system provides multiple advantages for product management. Its ability to structure and keep data up to date reduces manual workload, saving time and resources. By improving the quality and consistency of information, customer trust and loyalty are strengthened.

With an optimized flow of information, companies can improve productivity, reduce costs and ensure that products are presented consistently across all channels.

Next, we analyze the main Benefits of PIM and its impact on product management.

Data centralization

Centralizing data using a PIM system simplifies the company's internal processes. When gathering product information in a single database, improves cooperation between departments and minimizes errors and inconsistencies.

This approach allows teams to work simultaneously on the same information, optimizing the workflow and the time needed to launch products in new online markets. Centralization also makes it easier to create detailed descriptions and manages multimedia content, which helps to effectively communicate the unique characteristics of products compared to the competition.

Standardization of information

A crucial benefit of PIM is the standardization of information, which ensures consistency and accessibility to product data.

The software collects information from multiple sources such as ERP and PLM, and adapts the data according to the requirements of each distribution channel. This ensures that the information is accurate and relevant to customers.

Standardization improves coordination between departments such as marketing, sales and logistics by providing up-to-date and consistent data. In addition, it allows the easy generation of printed catalogs and brochures that comply with format standards.

Improves data quality

PIM solutions significantly improve the quality of product data. By applying quality rules, transformations and corrections in an automated manner, they facilitate data enrichment.

Not only does this help customers quickly find the right product, but it also increases the visibility and completeness of the available information. The quality of the data managed by a PIM improves the perception of products, which contributes to a better customer experience by presenting clear and standardized information.

Consistent and attractive descriptions

Attractive descriptions are essential for highlighting products and maximizing sales. A PIM system ensures the quality of the descriptions by keeping them updated and consistent.

Facilitates collaboration to develop unique content that highlight the key features of the products. Clear descriptions, combined with high-quality images, provide a positive user experience, helping customers quickly find what they're looking for.

In addition, the PIM allows the creation of dynamic descriptions through the use of text fragments, thus optimizing the process of creating and maintaining content.

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What is product differentiation

Product differentiation is a key strategy in saturated markets. By highlighting unique attributes, more customers are attracted and brand loyalty is encouraged. A well-differentiated product can increase revenues and ensure a long-term competitive advantage.

A critical aspect to achieve this differentiation is the effective use of PIM. This software makes it possible to efficiently manage product information, facilitating the implementation of distinctive strategies.

A lack of differentiation can lead to low sales and weak performance. For this reason, many companies are committed to offering personalized experiences and the ability for customers to configure specific products.

In short, product differentiation not only distinguishes an offer in the market, but it also strengthens a company's competitive position.

What are the types of product differentiation

Product differentiation is key to standing out in the market. This process involves highlighting unique characteristics that make an offer more attractive to consumers.

They exist three types of product differentiation:

  1. Vertical differentiation: It is based on aspects objectives and measurable. This is where price, quality and product performance come in. A product may be presented as more affordable or as a premium option, depending on the target market.
  2. Horizontal differentiation: It focuses its attention on subjective elements such as design, style and specific features. These differences are not always measurable, but they appeal to consumer tastes and preferences.
  3. Mixed differentiation: Combine elements of both above, using both objective and subjective factors. This modality allows greater flexibility when positioning a product.

The objective of any differentiation strategy is to achieve competitive advantage, highlighting unique points that resonate with the consumer and, therefore, drive purchasing decisions.

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How PIM software can help with product differentiation

The use of a PIM system optimizes the marketing strategy and changes the perception of product presentation, ensuring a solid shopping experience.

Here are five ways this software can make a difference:

1-Multichannel integration

PIM software allows for the smooth dissemination of product information across multiple channels. It ensures that the presentation and accessibility of the products is maximized, while maintaining the Consistency of information. This is essential for the target audience's recognition and trust in an omnichannel strategy.

  • Expansion and upgrade: Accelerates the introduction of new products and updates to the market, facilitating international expansion in multichannel businesses.
  • Regulatory Compliance: Ensures that product information is complete and correct, crucial for sectors such as food and technology.
  • Internal collaboration: Centralizes and standardizes information from various sources, improving coordination in the multichannel strategy.

2-Content localization

The PIM software optimizes the process of localizing content by automatically adjusting product descriptions and data.

These adaptations are made according to the needs of each country. Thus, the information is relevant to the local public. A PIM system allows for centralized management of product information. This allows for quick adaptations for both global and local markets.

The updates are made in real time, ensuring consistency in the presentation of the products. This uniformity reduces confusion among consumers globally. In addition, the integration of the PIM with e-commerce platforms ensures that localized content is distributed in different markets in an appropriate manner.

Adaptation to different markets

The PIM software allows you to adjust product information to various languages, currencies and regulations. In this way, it makes it easier to enter new territories.

This system structure information in a coherent and relevant way for international markets, which improves the customer experience. By unifying the distribution of product data across all channels, it ensures brand consistency in different markets.

This uniformity is key to strengthening business identity. In addition, the PIM enriches data and personalizes content, allowing information to be segmented to better adapt it to the needs of each audience.

3-Enrichment of product information

El PIM software It is essential for the enriching product information, ensuring accuracy and relevance. It integrates supplier data, applies quality rules and corrects inconsistencies to ensure accurate and well-structured content. In addition, it optimizes product descriptions with complete attributes and rich digital assets.

PIM tools allow teams manage and validate information on a large scale, reducing errors and improving the quality of the database. With more complete and attractive data, companies can create content aligned with consumer expectations, which improves the shopping experience and customer satisfaction.

A PIM system as well increases product visibility and performance. As a result, companies are watching better conversion rates and higher sales. In a competitive market, data enrichment is a key strategy to stand out, ensuring that products are presented in an attractive and relevant way across all sales channels.

4-Reduced time to market

The implementation of a PIM software simplifies the consolidation of product information and accelerates its launch to the market. Having a centralized repository allows data to be updated quickly before release, minimizing potential delays.

Al reduce redundancy and repetitive tasks, marketing and sales teams can focus on strategic activities, streamlining the process. In addition, the efficient integration of the PIM with e-commerce systems ensures a fast and accurate distribution of information across multiple channels.

Keeping content in a single reliable source avoids the scattered search for data and frees up time for the promotion and marketing of new products. Thus, a PIM not only optimizes internal processes, but also strengthens the marketing strategy by reducing time to market.

5-Personalization and customization

El PIM software It allows companies adapt and customize product information according to the demographic characteristics and needs of each sales channel. By managing data in a centralized manner, it makes it easy to create descriptions, images and specifications aligned with the expectations of different customer segments.

Not only does this approach improve the relevance of the content, but it also enriches the product offering, ensuring that each consumer finds options adapted to their preferences. In addition, the customization capacity of the PIM allows brands to adjust their strategies for different markets, languages or trends, optimizing the shopping experience and strengthening customer loyalty.

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PIM as a differential

A PIM system provides a centralized database which allows companies to communicate the unique characteristics of their products effectively. This facilitates market differentiation by ensuring that product information is consistent across all sales channels.

  1. Detailed descriptions: PIM manages content that enriches the customer experience, using multimedia elements that make products more attractive.
  2. Consistent presentation: Provides consistent information, essential to stand out from the competition and improve the shopping experience.
  3. Reducing costs: By implementing PIM, companies reduce expenses in creating digital catalogs and translations, improving international accessibility.
  4. Unification and enrichment of data: It meets the demand for high-quality information, which strengthens the brand image and helps in making informed purchasing decisions.
  5. International implications: It facilitates the professional presentation of the product to a global audience, increasing the reach and relevance in different markets.

By efficiently managing product data, PIM software not only enhances marketing, but also optimizes marketing and sales strategy and operation.

We're here to help

In Novicell, we can help you find the PIM solution that best suits your business, aligning its capabilities with your specific needs.

We work with some of the main PIM solutions in the market, including Bluestone PIM, Sales Layer, DynamicWeb, Struct, Perfion and STIBO Systems. Each of these tools offers unique features, and we can help you select the one that best fits your business needs.

Talk to our PIM experts and let's find together the best option for your company.