In a previous blog, we mentioned the opportunity for distributors—who are new or newer to eCommerce—to ‘leapfrog’ over early adopters and learn from best practices in eCommerce. This is no time to tarry since Forrester recently reported that 74% of U.S. B2B buyers research at least half of their work purchases online. In addition, the percentage of U.S. B2B buyers who will execute online purchases will increase to 53% by 2017, a 32% increase in the past three years alone.
We at inRiver would like
to suggest that, by implementing PIM first, or simultaneously with your
eCommerce solution, distributors can more quickly and effectively
leverage future investments in the online sales process.
Product Information Matters
information is a key component for succeeding at online sales for all
B2B companies. Providing consistent, accurate, and comprehensive
information is an essential part of creating a great customer
experience, building trust with customers, and giving them the
information they are looking for where and when they want to connect
By researching product offerings online, customers
can more rapidly detect differences in prices of commodity products and
compare features and differentiated value between products. Therefore,
your reputation for displaying accurate information and delivering
perfect product shipments is increasingly on the hook. Customers will
associate these activities with your company name and your brand. And
you want customers to choose you each and every time.
(Product Information Management) solution supports enterprises with
content creation and distribution by enabling the production and
customization of content for any current and future sales channels—both
online and offline. With PIM, distributors can build a robust foundation
for high-quality content.
One Source for Your Product Information
other systems that are used in eCommerce, a PIM system enables the
creation of product content in a generic way, without restricting the
use of it for a specific channel. With PIM as the product information
engine and single source of “truth,” information can be easily adapted
to any requirement a channel might have. With PIM as the backbone,
product information can be kept up-to-date and consistent across
channels and can be used, re-used, and repurposed at any time—whether
for your eCommerce website, your dealer collateral, or your offline
PIM in the System Landscape
structure to the management of product information within an
organization. By implementing PIM first and setting up an efficient PIM
process, structure, and marketing model, distributors can gain more
flexibility for accepting and supplying product information for their
upstream suppliers and downstream channels. With all product information
stored in a PIM, distributors can quickly populate new channels and
systems with high-quality product information, make changes to the
information in one place, and update all channels with the new
information directly from the PIM system.
By implementing PIM
first—before any other channel investments—distributors can more quickly
leverage future eCommerce investments.
Kathryn Zwack, Senior Content Marketing Manager North America, inRiver