The Growing Importance of PIM/DAM Systems in Shaping the E-Commerce Experience
Eleanor Hecks • August 8, 2024
As e-commerce changes and embraces new technologies like artificial intelligence, product information management (PIM) and digital asset management (DAM) become more crucial. Balancing more customer data with the need for personal connection requires juggling many moving parts.
Consumers demand quality interactions and excellent customer service, driving the need for PIM/DAM more than ever before.
The History of PIM Systems
While PIM and DAM complement one another, they developed in unique ways. PIM was in existence before computer databases became the popular business tools they are today. Early in digital shopping, brands realized they needed a way to track and share accurate product information.
Some would argue PIM systems date all the way back to the early 90s in Apple’s personal digital assistant tools, which worked like notebooks, complete with a pen to keep track of data. Technology advanced rapidly and soon databases stored and retrieved information at the drop of a hat.
PIM/DAM Systems’ Rapid Evolution
The rapid growth of PIM/DAM over the last five years can be traced to the number of businesses turning to online shopping to increase customer bases. The U.S. e-commerce market is worth $419.9 million and growing 9.3% annually.
The COVID-19 pandemic drove people to stay home and shop online more than in the past. Many realized the convenience of ordering regularly used items and not running to the store as they ran out of products.
With more companies online and more social media chatter, standing out is crucial and driving the demand for high-quality content. Those shopping from home want relevant and multiple images, accurate product descriptions, and interactive content such as videos.
Buyer Journey Improvements
People are on multiple devices and engaging with brands in numerous ways today. Enterprises must ensure product details are the same no matter where the shopper encounters the information.
PIM offers people the ability to have a central database that changes information across multiple channels at one time, creating a more consistent experience.
Visual Consistency
PIM and DIM have evolved to play a large role in ensuring image and color quality and consistency across all product listings. By centralizing and standardizing visual assets, these systems help brands maintain a cohesive aesthetic that enhances their overall visual appeal.
To attract online shoppers, the importance of high-quality images and appealing sharp colors cannot be overstated. The quality of your product imagery is a direct reflection of your brand, and maintaining color consistency in the tones and lighting of your products can indirectly influence consumer buying decisions, as color and lighting both play a psychological role on our moods.
Product Tracking and Integrations
Internet accessibility continues to grow globally, creating an opportunity for retailers to expand their product offerings. Keeping track of more items requires a structured PIM system that integrates seamlessly with other programs the company may already use. PIM development in the last five years has improved the ability to create a relationship between logistics, inventory and product descriptions.
Much of PIM/DAM growth has been in its ability to store enormous amounts of data and sort through it at the touch of a button. PIM systems’ digital asset inventory for each product can track how well each performs and offer suggestions for improvement. As AI continues to improve, expect more enhancements in reporting and analytics that put reports at users’ fingertips in mere seconds.
PIM/DAM Becomes Crucial to the Future of E-Commerce
In the next few years, companies will place more inventory online and expand into foreign markets, making product tracking more complex. PIM and DAM systems help them keep a consistent look and offer accurate, reliable data to their audiences.
The 2020s have seen a surge in the use of PIM/DAM for product management. Expect the trend to continue and more businesses to adopt the software for better and more efficient inventory and product description management.
Eleanor Hecks
Eleanor is the editor-in-chief at Designerly Magazine where she shares marketing and design tips to help e-commerce businesses thrive. You can find her work on numerous business publications including Due and eLearning Industry.
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