How do you organize product content creation for a larger range?

Good product information is made up of various types of data. Such as a description, USPs, images and product features. In the case of larger product ranges, it quickly becomes a lot of work to provide all products with appealing product information that convinces potential customers. I am often asked how an organization can best deal with this. Will a PIM solution solve this “temporarily”? Is it a solution to expand the group of people who deal with product information?

What exactly is the right product content for your brand?

A number of things are important. The first point actually speaks for itself. It starts with looking at what type of data should be part of the product information that is being compiled. Two perspectives are important:

What product information motivates a customer to make a purchase? (Think of a description? What properties. Information about application, etc.). What product information is needed within the organization? (For example, think of product information for logistics and reporting purposes).

When a format for product content (the golden record) is drawn up that meets these requirements, you have a good benchmark for the definition of product information in your own organization.

How do you create that product content?

As a second point, it is worthwhile to map out how the digital product information is created. Is a new product “born” because this product is manually created in a system? Or is a new product automatically created in a system? The latter, for example, by reading a supplier's price list with new products into a PIM system or ERP solution. It is also important to check whether there are other sources available that can help you gather product information in the industry in which you operate. Such as GS1 for food and DIY, CNET / Icecat for electronics and TecDoc for the automotive industry.