How PIM and DAM Impact the E-Commerce Customer Experience

Ask anyone in the eCommerce customer experience sphere about the world of digital customer experience (CX) today, and they’ll tell you it looks pretty different than it was just a few years ago. Thanks to enhanced data, artificial intelligence, and other technologies, companies are making smart investments in their customer experience based on customer motivation and impressions – and it’s paying off.

The companies that make CX a focused priority can experience as much as an 80% increase in revenue. What’s more, the brands that put the customer experience at the core of what they do end up reporting profits that are 60% higher than the companies that don’t share this same level of focus on CX.

While organizations can make major shifts and tiny tweaks across their entire digital customer experience, one of the most significant ways to enhance the E-Commerce customer experience is to incorporate product information management (PIM) and digital access management (DAM) solutions.

When brands consider product information management and digital asset management solutions, they mostly think about how they will optimize their internal E-Commerce operations, cataloging assets, information, and content while streamlining workflows and aiding in versioning control. It’s a lot like a library card catalog – sure, they help the librarians know where to file the books and what information they contain, but a combined PIM-DAM solution also helps “library visitors” – or, in this case, your customers – in what they are looking for as well.

Let’s examine how combining these two systems can positively impact the customer-facing E-Commerce experience.

A Faster Path to Personalization

One of the biggest perks of a digital asset management solution is that it speeds up – and even automates – asset creation, which makes it simpler than ever to provide a personalized E-Commerce experience for your customers.

Personalization is at the very core of today’s customer experience. When companies prioritize personalized experiences, they can drive a 10 to 15% lift in revenue. DAM empowers simplified workflows to get personalized digital assets like ads and email campaigns ready for use faster than ever.

Additionally, automated approval workflows reinforce brand standards to maintain consistency at scale. In essence, because it frees up time and keeps workflows flowing smoothly, brands that may have yet to be able to provide a personalized experience can do so on a large scale.

Why is personalization so important? Today’s customers expect it. In fact, 71% of consumers expect some level of personalization from the brands they interact with.

With a DAM solution, you can personalize the E-Commerce experience for every customer as you learn more about them. For example:

Improve Product Discovery

Do you want more consumers to find your products when conducting searches? Or do you want to make the experience of locating products on your E-Commerce platforms simpler, faster, and more efficient? A product information management system makes all of that possible.

PIM systems are crucial to optimizing and standardizing your brand’s product data in a centralized location. As a singular database for all product data and metadata, a PIM solution not only makes it easier for your team to run an E-Commerce platform, but it also supports better product discovery and search optimization for consumers, improving the overall customer experience – especially for E-Commerce and multichannel selling.

Shorter Time to Market for Ad Campaigns

In E-Commerce, one of the most important things you can do is speed up time to market for ad campaigns and new product launches to meet consumer demand before your competition does.

The current E-Commerce field is rich with agile producers who act fast, manufacturing and marketing with great flexibility to capture new corners of the market and connect to consumers with shifting and evolving demands and tastes.

A combined DAM-PIM solution acts as a central repository, a single source of truth. It prioritizes fast workflows, which allows your team to create increasingly relevant ad campaigns without sacrificing brand standards. Even for new products in development, assets are available organization-wide, so you can stay current with shifting consumer demands.

For your customers, this means you fill the need for a particular product faster and have your finger on the pulse of what’s happening now. They will come to know your brand as their go-to source for the most updated products in your sector – and likely everything else they need, too.

Personalized Product Recommendations and Bundling

PIM solutions used to be associated merely with corralling and distributing product data. However, with new technologies like artificial intelligence, PIM systems are far more advanced and can empower brands to provide customers with personalized product recommendations across various digital platforms and E-Commerce selling channels.

By unifying product information within a single source, a PIM system also ensures that your brand can seamlessly provide this high level of personalization, connecting consumers to tailored recommendations – and even discounted product bundling – across multiple selling channels while maintaining strict brand standards and consistent product information.

Why does it matter to prioritize this kind of consistent personalization across multiple channels like E-Commerce websites and mobile applications? Because today’s consumers value the multichannel buying experience. In fact, 73% of consumers prefer to have the option to shop across more than one channel.

When you use a PIM solution, it manages all kinds of data that enables your brand to customize product recommendations to meet the needs and tastes of individual customers based on their interactions with your E-Commerce channels for a truly cohesive experience.

Connect with Consumers via Multichannel and Social Media Selling Platforms

It’s no secret that multichannel commerce and social media selling platforms like Instagram and TikTok Shop are becoming increasingly popular ways to connect with consumers – but it may be surprising to learn exactly how successful they are. One study that tracked 135,000 marketing campaigns found that when marketers employed 3+ selling channels, the campaign earned an astonishing 494% higher order rate than those that focused on a single selling channel.

However, for some brands, it may be too much to take on this kind of all-encompassing, multichannel selling approach without the support of a PIM-DAM solution. With a PIM-DAM solution like LAGO, brands can take on even hyper-advanced targeting campaigns via social media commerce platforms and other multichannel avenues like mobile apps and E-Commerce sites.

LAGO employs complex regionalization and versioning scenarios and combines data, assets, and product information from multiple sources, bringing it all together into a single, unified view – and with persistent linking, data, assets, and product information like pricing and quantities are accurate, consistent, and up to date across every selling channel.

Take E-Commerce CX to New Heights with Comosoft

Comosoft’s LAGO combines PIM and DAM in a single system. It is the only solution to combine product information management and digital asset management and provide streamlined workflows and consistent data for your brand’s eCommerce selling and print and digital marketing. While it certainly automates and expedites your work, it also offers a myriad of benefits to your E-Commerce customers.