Using Product Information to Enrich Catalog Creative: Part 1

When it comes to the current retail landscape, every brand is seeking a competitive edge to cut through the noise. With the many hurdles and obstacles retailers have to navigate (shipping, managing inventory, etc.) the advantage boils down to which brand clears or avoids these roadblocks consistently. Here, we’re going to cover how you can gain this advantage using product information to enrich catalog creative.

This is Part 1 of a series created in partnership with creative marketing platform, Marpipe. Jump to Part 2.

1. Introduction

With so many brands selling the same kinds of products, customers tend to return to the one they can trust and that provides an optimal customer experience. These brands typically have the right technology in place to keep a handle on their product information, in turn allowing them to effectively and accurately market their products. 

The technologies used in tandem are a product information management (PIM) solution, which feeds into enriched catalog creative provided by a creative marketing platform. With optimized product data, there are limitless possibilities in the way you can enhance your Dynamic Product Ads (DPA).

2. What is PIM?

Product Information Management (PIM) is the process of managing data required for the marketing and sale of products.

PIM software manages complex product data and digital assets in a central platform. Therefore, brands, manufacturers, distributors, and retailers are enabled to work from a single source of truth. With an agile source of truth, you can comfortably provide accurate data to customers evaluating your products. This includes when it will arrive, how many are in stock, the correct coloration, etc.

Once you have your centralized product info, you can feed it into your creative marketing platform for enriched catalog creative. In essence, with easily accessible product data, you can be as imaginative as possible with how you display your products and your brand as a whole, and know that you’re still being transparent with your customer base.

Optimize your product information with a centralized hub of data, both written and digital, to deal with the obstacles present in today’s retail landscape. Leverage all of your information, from product reviews, pricing and sizing to inventory and coloring/imagery options, to boost conversions and Return On Ad Spend (ROAS).

3. How to enhance catalog creative with the right PIM

With a PIM, brands can connect directly to their creative marketing software, allowing both technologies to perform on a more effective level. Product information and enriched catalog creative are complementary in regard to winning customers’ business. 

A PIM automates the attribute assigning process for brands, providing them incredibly granular product imagery options they can test with. In addition, a centralized hub lets you pull from one location instead of spending time searching for the relevant information.

Here are specific ways a PIM can help address current retail challenges, pre-click:

  • Enriched Data: A PIM makes it easier to collect your current product data and enrich it to make it better suited to the channels you use.
  • A Single Source: If you’re working from many systems, from spreadsheets to ERPs, it becomes too time-consuming to create consistently high-quality information. Consequently, your PIM stores all your data in one place so you can improve existing data and delete outdated, poor-quality information easily.
  • Onboarding New Items: Established conventions simplify onboarding new products, ensuring the quality of information meets your new higher standards.
  • Seamless Marketing: Your marketing experts can enrich product information with descriptions that are brand appropriate and ready for use for all campaigns. They can also create an omnichannel shopping experience across all touchpoints. In other words, customers always see the information they need when they need it.

Customer Experience: Consistent, high-quality information and content improves the customer experience. It also makes it easier to expand to the trusted marketplaces your ideal customers like to shop.

4. Pimberly’s approach to upgrading DPA

Pimberly enables brands to customize all aspects of their feed creative overlay by having your information in a single centralized location. Every possible source of product data is combed for powerful information that can be used to convert more customers. As such, the information becomes especially potent when fed into enriched catalog creative. 

how a PIM & DAM solution works diagram

When looking to create new ads that draw customers’ attention, brands essentially have every ‘hook’ in your arsenal at the ready to bring in as many conversions as possible. Brands have unparalleled flexibility with their DPA and showcasing the right attributes to the right audiences.

Pimberly can help automate the process of creating new ads with the templated text options offered by creative marketing platforms like Marpipe. Tackle social media with the ability to depict your images any way you see fit, and feel confident while you do so that you’re being direct and transparent with customers while appealing to them.

PIM eCommerce Tech Stack Diagram

5. Increase ROAS with PIM and enriched catalog creative

The PIM + enriched catalog creative combo is a powerful, conversion-driving investment for modern retailers.

The whole is greater than the sum of the parts when it comes to these two tools. They both build upon the other to make your product feed work that much harder for you. Operating together, they can help you build a powerful, automated retail marketing machine.

To learn more about the different strategies for enriched catalog creative, click here for Part 2 of this blog series.

For more relevant reads on enriched catalog creative, check out these posts from Marpipe:

8 ideas for redesigning your product feed catalog creative

How to get your DPA ready for the holidays

The product feed stack: building a modern catalog marketing machine