Product experience refers to the customer’s journey with a product, from research to purchase and through to use. Product experience management (or PXM) is simply the processes implemented within a business to optimize and maintain this experience.
Product experience can involve digital and physical sales channels, and is incorporated through more and more touchpoints as the ecommerce market continues to grow. With buyers often viewing and comparing multiple channels before choosing a product and making a purchase, the information they receive can play a key role. As a result, retailers and manufacturers need to optimize the product experience they provide by offering accurate, engaging and consistent product data across all channels.
With more and more sales channels to operate in, both B2C and B2B marketing teams can find it a logistical challenge to provide a quality product experience for their customers across all these touchpoints.
But by enriching your product information with a PIM tool, you can turn this challenge into an opportunity and boost your visibility and engagement across these different channels.
With Sales Layer’s Product Analytics, you can enrich your content to win a bigger space on the Digital Shelf, better inform the buying decision and drive a higher level of customer satisfaction with fewer returns. Most importantly, you can do this across all of the following touchpoints:
When researching a product, buyers expect to find consistent information across all touchpoints, with no contradictory details or gaps that leave important issues unaddressed.
These expectations require retailers and manufacturers to provide complete content, translated to the language of the target audience and the standard format of the platform. Alongside product descriptions, key technical details and specifications also need to be provided.
These needs are continuing to evolve as time goes on and has now led to a focus on sustainability for buyers and consumers alike. Therefore, providing relevant ecological and environmental information can go a long way to delivering a positive product experience. Comprehensive and accurate data also reduces the rate of returns, saving time and money for sellers, while reducing their carbon output.
There are 3 stages involved in creating the product experience:
A successful PXM strategy therefore needs to focus on creating content that addresses the following:
PXM tools are designed to standardize, enrich and distribute product content at all stages of the supply chain and the buying process.
The majority of buyers and customers will use multiple ecommerce buying channels as sources of product information. With this in mind, retailers and manufacturers must provide a positive product experience across their omnichannel strategy.
Key to producing product content adapted to every channel and to the growing expectations of buyers are PIM and DAM platforms.
DAM (Digital Asset Management) tools are designed for managing multimedia resources, while PIM (Product Information Management) is a specialist platform for centralizing and enriching product information. Both of these platforms act as a quality PXM system for retailers, suppliers and manufacturers to enhance the experience of their customers and buyers.