What is PIM?

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

A PIM system helps brands collect and store product data in a single location and distribute it effectively through multiple sales channels.

Pimberly screenshots: Digital Asset Management
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What challenges do companies face with their product information?

  • Disparate systems – Product data stored in multiple systems makes it harder to find the correct information, decreasing productivity and leads to the duplication of work.
  • Manual processes – Uploading product data manually is time-consuming and slows down time to market.
  • Inaccurate product data – Maintaining product information in spreadsheets and accounting for data coming from multiple sources makes it hard to track individual changes and 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 and makes it 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, such as ERPs, PLM systems and external suppliers or aggregators.

Once cleansed, optimised and enriched within the PIM, 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

PIM vs other systems..


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What types of product information does a PIM system manage? 

The beauty of PIM is that is supports all forms of product data. 

Key product attributes

Descriptions, titles and SKUs.

Technical specifications

Measurements, sizing and materials.


Categories, relationships and product tags.

Marketing Data

SEO meta descriptions, titles and keywords.

Digital assets

Images, videos and animation. 

Localised data

Translated product descriptions and currency.

The Business Case for PIM

White Paper: The Business Case for PIM

Included inside:

  • Definition of a PIM – what and why
  • 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

Do you need a PIM?

Do you…

  • Find it hard to manage thousand 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)

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5 Signs you need a PIM

(Part 2)

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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 and they need to have accurate data to meet the requirements of their customers. PIM lets manufacturers take full ownership of their product information, unlock new sales channels and expand on an international scale.
  • Distribution – Sitting in the middle of the supply chain, distributors often have thousands of products to look after and need to feed a growing number of sales channels with informative product data. PIM helps distributors by giving them 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:

    • PIM removes the manual uploading of data. So 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 so that you reduce the risk of product returns.
    • Develop rich product stories so that you can 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 value.

    Who does PIM help?

    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.