MOVING FROM PRACTISING TO OPTIMISING
PRACTISING
Whilst multiple teams do use PIM, not all cross functional leaders are invested in the program and growth. Time to show showcase to leadership why they should join forces on the goal to grow the digital shelf using PXM.
Using an SI for technical support has proved successful but perhaps to take you to the next phase you can leverage further expertise in change management to set up the team structure for successful growth of the digital shelf program.
You have dipped your toes into workflow and task automation between one teams users, but you should start to map out further use cases beyond a singular team.
People – Aim to establish a program that provides clarity around roles and responsibilities (RACI models). This will ensure governance, adoption, and a roadmap for the future. A Global Centre of excellence operating model with subject matter experts across eCommerce, Sales, Marketing, IT at a minimum (be it regional, market, or brand) all collaborating and communicating around a joint ambition via regular SteerCo meetings, can be a great way to allow for cross-collaboration.
"Organizational alignment is key to driving the value of PIM. In the absence of a dedicated team or clear governance model, the organization may struggle to keep product data consistent across departments and channels, which undermines the PIM system’s effectiveness."
- McKinsey & Company, Building the Foundation for Digital Transformation with PIM
Process - Engaged users and workflows are in place, with tracking for version history and user permissions to divide the workload. Its time to expand workflows and collaboration beyond eCommerce and Marketing to include Legal and Supply Chain. Position PIM / PXM as a "place of work" with defined processes, not just a system of record. Work with external expertise to leverage best practices, measure workflow impact, and provide regular training and resources.
Technology - Multiple integrations allow for validation and governance of data across all product sales endpoints. Expanding technology use case to feed other data endpoints such a GDSN data pools. With the foundations in place creating Enhanced Brand Content (A+ / below-the-fold) to improve product representation, including features, videos, brand story, and imagery.
You will want to know with quantifiable metrics how your content is performing on the digital shelf, so look to share PXM data with analytics partners to track performance and refine workflows for optimizations, such as SEO keyword change in marketing copy or image enhancements.
