What is PIM?

Product Information Management (PIM) is the centralised management of all product data.

A Product Information Management system helps brands collect, enrich and store product data in a single location. You can then distribute it effectively through multiple sales channels.

Pimberly screenshots: Digital Asset Management

How to know if you need a PIM

Do you…

  • Find it hard to manage thousands of SKUs?
  • Struggle to manage complex product relationships?
  • Have trouble importing and exporting data to feeds and channels?
  • Find it difficult to store digital assets such as photos or videos?

5 Signs you need a PIM

(Part 1)

Key indicators in your business that you should be considering a PIM now.

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5 Signs you need a PIM

(Part 2)

Your growth plans could be crying out for the support of a PIM.

read more…

Uploading PDFs to DAM software

What challenges do companies face with their product information?

  • Disparate systems: Product descriptions stored in multiple systems makes it harder to find the correct information. This decreases productivity and leads to the duplication of work.
  • Manual processes: Uploading quality product data manually is time-consuming and slows down time to market.
  • Inaccurate product data: Maintaining product information in spreadsheets and collating data coming from multiple sources makes it hard to track individual changes. This could lead to inconsistent product data being presented to customers.
  • Ensuring teams are consistent with product data: When different teams aren’t aligned on product data objectives it leads to confusion. Therefore it’s difficult to maintain accurate information.

Where does a PIM system sit in a business?

A PIM system sits between other internal systems, taking in product data from all parts of a business. This could include ERPs, PLM systems and external suppliers or aggregators.

Once cleansed, optimised and enriched within the PIM system, product information can be published directly to sales channels such as:

  • Ecommerce stores
  • Distributors/resellers
  • Product catalogues
  • Mobile apps
PIM - Product Information Management sits between internal systems and external sales channels

What types of product information does a PIM system manage? 

The beauty of a PIM system is that is supports all forms of product information. 

Select items below to learn more (videos will open in a new window).


Categories, relationships and product tags.

The Business Case for PIM

White Paper: The Business Case for PIM

Included inside:

  • What is a PIM
  • Who benefits from a PIM and how
  • Where a PIM fits within your business
  • Growing your business – enablers and barriers
  • Achieving rapid growth via online sales
  • Improve governance, reduce business risk, higher margins
  • Benefits:
    • Improved Conversion Rates
    • Higher Average Order Value
    • Reduced costs
  • When to consider deploying a PIM
Product Information Management - PIM

What types of businesses need a PIM?

PIM plays a key role in industries like:

  • Brands & manufacturers: Manufacturers are the original source of product data. They need to have accurate information to meet the requirements of their customers. PIM lets manufacturers take full ownership of their product information, unlock new sales channels and expand internationally.
  • Distribution: Sitting in the middle of the supply chain, distributors often have thousands of products to look after. They also need to feed a growing number of sales channels with informative product data. PIM gives distributors the ability to rapidly process a high volume of data, expand their product range and be consistent across every channel.
  • Retailers & marketplaces: Retailers have to account for consumers who are shopping online and offline and value a consistent experience across every sales channel. PIM empowers retailers by helping them speed up time to market for their products, generate an omnichannel experience and tell better product stories to increase revenue.

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What can a PIM system do for your business?

Let’s look at some of the benefits of product information management systems:

  • PIM removes the manual uploading of data. This means you can be more productive with how you handle product information.
  • Create new shopping channels and expand into foreign markets. As a result, you will increase ROI.
  • Write detailed product descriptions to reduce the risk of product returns.
  • Develop rich product stories to improve sales.
  • Use PIM to create flexible workflows and assign relevant tasks. In addition, this will improve communication across different teams.
  • Respond to seasonal changes and improve cross-selling opportunities. Therefore, you will be able to increase average order values.


MDM is capable of managing product data, it’s not designed to focus specifically on enrichment.

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PIM-vs-ERP: Product information management vs enterprise resource planning


PIM helps to centralise all disparate data into a single location, working with an ERP to funnel everything into one source.

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They are two sides of the same coin – to create truly great PXM for consumers, having a great PIM system is a must.

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Who does PIM help?

Select your role below to learn more (pages will open in a new window).

eCommerce Managers

PIM helps eCommerce managers by giving them the means to strengthen their strategy for improving online sales. With better product data, eCommerce professionals can drive business growth, improve the structure of an online store and devise memorable marketing campaigns.

Product Managers

Product managers need to be able to source and provide high-quality product data, while acting as a point of call for other departments. PIM makes the life of a product manager easier by providing fast access to product data, streamlining product onboarding and speeding up the introduction of new items across all sales channels.


PIM is an amazing tool for the creative and analytical types that make up a marketing department. Team members can communicate with each other about relevant tasks and work to create exciting campaigns with rich product data. From copywriters to SEO executives, PIM ensures every marketer is on the same page.


For the IT team, product data needs to be consistent across the entire organisation so operations run smoothly. PIM makes sure this happens by effortlessly integrating with other platforms and removing the burden of having to manage data across disparate systems. IT professionals can focus on their jobs with minimal disruption and work with secure software that doesn’t need to be constantly maintained.