Consumers today are omnichannel by nature . Just think about how each of us makes our purchases. Let's reflect on a hypothetical customer journey: we start exploring possible products that meet our needs on Google, then do a search on Amazon, go to the official website of the product we are interested in, view the social channels, and then perhaps compare the price on other marketplaces, and decide only at the end whether and where to make the purchase. This is an example path but there can be many others, different in type and number of channels, order of use of the individual channels and time duration. With the advent of digital, the contact points in which our potential customer could view the product, the famous touchpoints, have multiplied . Having the smartphone always in your pocket, access to online channels becomes constant and immediate, as is expected to be the identification of the information needed to make the purchasing decision.

Each consumer evaluates at their own pace, in the place they prefer, in the channels they deem appropriate. Predicting the exact path and channels in which the user will find out about the product and make the purchase has proven to be very complicated. Precisely for this reason it has become essential for companies to apply an omnichannel strategy , so as to be present in a strong and coherent manner in whatever touchpoint Loan Phone Number List the user decides to learn about the brand. PIM for an omnichannel customer experience As demonstrated by arecent studyconducted in 8 countries including Italy, 2 out of 3 consumers, faced with a negative product experience, lose trust in the brand so much that they stop purchasing it. Poor, incorrect or inconsistent product information between the various touchpoints can actually lead to a failed purchase not only immediately but also in the future.



However, managing a multitude of continuously growing channels, with different specifications but with a harmonious narrative that must be guaranteed to the user, is really difficult for companies. It therefore becomes essential to build a single source of information from which to feed all touchpoints. A PIM represents exactly this. Acronym for Product Information Management , a PIM software allows you to manage the entire product catalog in a single platform, collecting information from different sources (external suppliers, marketing office, purchasing office, ERP, just to name a few), and then organizing it and enrich them to form product sheets. With a PIM, companies can manage and modify information only once, then processing it appropriately depending on the specifications of the individual communication channel to which it is sent.