A product is the identity of the manufacturer. Its name, logo, description holds its reputation and perception in the minds of the consumers. Consumers look to manufacturers to provide the original, single true source of information about their products. From concept to design to prototype to finished product, the manufacturer owns every step of the process. Every aspect of the final product derives from the manufacturer — each spec, detail, feature, benefit, part, component or instructions. All of this information is part of the package that is stamped with your brand. The manufacturer’s information is fact. And so, managing the creation, maintenance and dissemination of this information is as critical to the manufacturer as controlling its distribution channels.
B2B and B2C distribution channels have changed dramatically with the rise of the internet and eCommerce. Print catalogs remain viable, but old-fashioned “mail orders” have been nearly wiped out by electronic transactions. Even that reliable field call by your sales rep might end in a customer order placed electronically.
The sales process moves much quicker today. Thanks to global sourcing, the number of products available to customers continues to rise exponentially. So does the amount of product information, especially when the same basic information is replicated and edited through retail, distributor and reseller channels.
A quick search for some of the products on the internet and will show how many times we can find them. Then when we look at the product information. Are these websites providing all of the details manufacturers want to share about the products? And in the way manufacturers would want it to be presented? Just like gossip gets distorted when it passes from person to person, the product information may not survive intact through all of these hands. We’ll find that many sites provide minimal product information and no detail at all.
Manufacturer products — Manufacturer brand — are at risk of being diluted in this electronic stream. It’s one of the reasons smart manufacturers are adopting a Product Information Management (PIM) as the core of their digital marketing strategies.
With this blog we intend to demonstrate how using reliable product information management (PIM) software is both cost effective and efficient.