Product Information Management (PIM): who is this suitable for?

The market for PIM software and consulting services has been strongly growing for many years worldwide. Researchers expect growth to continue. For example, Mark Smith, the Ventana Research supervisor, claims that by 2021, 50 percent of product organizations will use a modern, dedicated PIM environment to control product processes and to offer high-quality product experiences.

The popularity of commercial PIM software has been growing for a long time, also here in Finland. We have been helping our Finnish customers in Canter with product information challenges and developing our Adeona software with them for over 15 years. We’ve learned a lot on this journey – also when PIM fits in and when it doesn’t. We have also learned that every organization and its situation is unique, so there is no single truth. Here are a few points of view and my thoughts on why you should at least think of these so that you can use them.

Product information is more important than ever…

Implementing an impressive multi-channel customer and product experience that stands out in a constantly changing operating environment has no longer been a trivial task. This challenge affects particularly commercial operators and the consumer business, where cycles are short and consumer preferences are constantly changing. Manufacturers and brands compete for customer favor and for the money by using, among others, visibility, by launching new, improved products that match consumer trends, and by using new business models (the recent generalization of direct-to-consumer concepts is one example of this). Managing a solid brand and the product experience for manufacturers and brand owners is, at the same time, challenging and important.

Numerous studies tell that an accurate and inclusive product information when shopping online is one of the most critical aspects of the shopping experience.

Retailers and chain stores, in turn, compete for the same customers’ favor with their own strategies and strengths. As online shopping has grown more and more, stores have had to innovate their operating models and develop forms of purchase that meet the needs of their own customer target groups to be able to compete well. Numerous studies show that accurate and inclusive product information when shopping online is one of the most critical aspects of the shopping experience. Effective management and transmission of product information in these equations is key. In addition to their own systems, information must be made available to trading partners, either directly or by transmitting sectoral data banks.

…also, in business to business and internally

Investments in digitalization projects are also rapidly growing in many B2B industries both here in Finland and worldwide. New service concepts, ease-of-use, advanced e-commerce, expansion into new markets, and process automation that extends organizational boundaries, are examples of development targets. Companies aspire to create value, engage customers, and stand out from their competitors using these tools. From the perspective of PIM, in the B2B field, there are additions such as the management of customer-specific selections and pricing. In my experience, efficient production of print and other product communications (catalogs, price lists, offers, documents, etc.), both generally and customer-specifically, is still typically an important part of the sales and customer service toolbox.

However, when we aim for the top-notch customer experience, we sometimes -and unfortunately- forget the perfect employee experience. Why should your own staff settle for any worse user experience when running back-office tasks than the final customers experience in an organization? Or why wouldn’t the seller have the most inclusive information resources available in a service situation because customers know more about products than ever before? The more the members of an organization are able to walk in the client’s shoes and use all available information in an easy and quick way to perform their tasks and serve the customer, the more likely they are to have a positive impact on both employee and customer experience.

Why is the question relevant right now?

PIM systems aim to help with the trends and challenges described above. In my opinion, there are three things that make this question particularly interesting and topical:

  1. Modern, scalable cloud-based solutions have made PIM software platforms available to businesses of all sizes at a reasonable price. What is a quite understandable and a demand-driven consequence when considering how universal the problem we are discussing is.
  2. Businesses have come up with new uses for PIM systems. With them you can address the challenges of efficiently processing and integrating highly structured and unstructured information. On the other hand, this is reflected in the broader concept of the product, which has spread the use of PIM to industries and scenarios where it has not been used before. And on the other hand, PIM has replaced certain processes and use cases that were previously the responsibility of other systems in many companies.
  3. Many things in the digital world rely on high quality data and semantic information. Whether it is the development and usability of information-intensive digital services or the automation of different processes or the teaching of algorithms, high-quality and solid data is invariably needed in the background.

What problem does PIM solve?

The PIM system is designed to act as a central stock for product information, simplifying the process of managing and enriching product information, and speeding up the release and synchronization of high-quality, up-to-date information into different channels.

The main functions of the PIM system could be roughly divided into three parts:

  1. Data flow management: how to import product information from other data sources in a controlled manner, and how to transfer data to other systems and channels in a controlled manner so that different systems understand and interpret the information correctly and do not need to enter the same information in two places.
  2. Organizing and enriching information: how information imported from different sources and manually maintained is classified and organized by selection, product type and product group. How products are categorized, linked, turned over and narrated into compelling content, solutions and packages generating additional sales for sales and marketing, as well as for different customer groups, market sectors and contexts.
  3. Channeling and publishing information: how categories and products are directed to the right selections, how the right information goes to the right channel and target audience in a controlled and timely manner, and how various commercial materials, campaigns and electronic catalogs are created from products and selections thanks to automation.

Why should perfect product information only be available for customers? Your own salesperson is likely to have better results when they have inclusive product information available in a service situation.

Who is PIM suitable for?

PIM can be for your business if some of the following apply to your case:

In general

  • products are marketed and sold in many channels
  • there are at least hundreds of products in your product range
  • impressive product information plays a key role in your business
  • product information is needed to get organized
  • the goal is streamlined PIM and its transmission
  • the goal is to manage, harmonize and make transparent the quality of product information
  • the goal is to optimize and automate content processes

Product information and selections

  • there is a need to manage different products and information related to them. In addition to a physical product, the product may be a service, a recipe, an apartment, a software, material, training, a reference, etc.
  • there is a need to manage different commercial product structures such as product families, assortments, collections, product sets, etc.
  • there is a need to control the links and relationships between products (e.g. spare parts, accessories, replacements, up-sell, cross-sell, etc.)
  • files management (pictures, videos, documents, etc.)
  • there is a need to manage sortiments and sales catalogs
  • there is a need to localize product information: managing content in multiple languages, and managing country/market-specific information and product versions (e.g. currencies, voltage, units)
  • there is a need to monitor the stage of preparation and enrichment levels
  • there is a need to make mass changes to data
  • there is a need to define and grant different levels of access rights to information
  • there is a need to benefit from taxonomies and standards when managing product information

Architecture and integration

  • product information needs to be easily and safely communicated both internally and externally
  • there is a need to get from one part of the truth of product information to one truth across the organization
  • existing systems do not bend or are not worth bending

– managing rich and multilingual product information

– modern goal architecture

  • existing background modes should not be integrated into foreground systems and electronic services
  • there is a need to open up a modern data interface for product information for application developers

Who is PIM not suitable for?

PIM doesn’t necessarily have to be for your business if some of the following apply to your case:

  • our company only sells in one channel (successfully)
  • our company doesn’t do marketing or sell at all through the internet
  • our company is small and in its early stages
  • the product range is small
  • product information is managed in one language only
  • you don’t have to regularly communicate product information with your partners
  • products are so simple that they do not require inclusive information or management of commercial structures to present and sell them
  • the whole business works well enough with existing systems and Excel

Does one size fit all?

It is self-evident that there are differences in software. The strengths of one platform may be focused on certain capabilities and those of another platform can be focused on others. There are also differences in the operating and delivery models of service providers. Some platforms are quickly deployed as cloud computing services through supervised introduction, while others require more boost from their organization, for example, to operate technical infrastructure and systems. Therefore, when choosing a system and a partner, it is important to start with your own (business) needs and to start with at least a current mindset of analysis.

When choosing a PIM system, user experience should be a key selection criterion. It is essentially much easier for people to get interested in incorporating their work into a system that is easy to use.

I believe the importance of user experience can never be overemphasized because, at least in my experience, it usually has a direct impact on the successful implementation and adaptation of the new procedure and system among end users. New generation software usually has an intuitive user interface designed specifically for people responsible for products and their sales and marketing. Many basic use cases are also often commoditized as features. At the other end of the line segment, there are platforms in the true sense of the word that begin to define data modeling and processes at a very low level and may require technical qualification and code knowledge. This means that you can comfortably find the supply for different needs and preferences.

PIM is not an IT project, but a strategic choice

Taking a more holistic view of commercial PIM, the matter is, of course, about a broader set of tools and technologies that are connected to the company’s strategy, organization, management and processes, just like any other function or competence. And accordingly, no three-letter abbreviation is a silver bullet for all the challenges. Each company must face problems like scarce resources, so they look for process efficiency and future critical capabilities in all operation sectors. The most common business benefits (that companies seek through PIM) are better customer experience, increased gross margin of sales, faster time-to-market, expansion to new markets, and intensifying teams and operations.

Contact us if you got interested or if you wish to talk more about this topic from your company’s point of view. I will gladly have a conversation about these topics.

Product information and its management by seven C principles

Product information and its management is much more than just product related parameters. Product information is a very broad concept and can contain anything that makes it easier for the customer to buy and use the product. Product information includes videos as well as instructions for use. Product Information Management is not rocket science, but when managed well, it can produce significant results.

C for Canter. I have collected here seven C’s describing the seven important things that enable successful product information management.


To be able to manage the product information required by the customer, it must first be gathered in one central location. Generally, this centralized location is a so-called PIM, or Product Information Management system. Typically, product information can be found in a variety of Excel charts, Enterprise Resource Planning (ERP) and other systems, supplier websites, web servers, printed catalogs, price lists, etc. With modern interfaces and integration tools, product data collection into a Product Information Management system can be highly automated.


An essential part of Product Information Management is the management of product information flow in the company’s IT infrastructure between different systems. Therefore, product information management should always start by looking at this entity. The first thing to look into is where the product information is and where it should be. Next, phase is to consider what is the optimal way to collect information, how to enrich it for customer needs, and how to publish it to all the channels where customers need it.


Many different people are involved in product information management. Collaboration between different people and making the collaboration more productive, are some of the key themes in Product Information Management. Product Information Management ensures that once a particular content provider has entered content into the correct system, that content is instantly available to all people and channels that need it. The roles and responsibilities are defined together at the beginning in the specification phase of Product Information Management implementation.


Quality over quantity is certainly true in Product Information Management. Everything starts with the question of what product content does our customer need? Deepening the thinking to the next level and thinking about what content a customer needs at different stages of his purchasing journey is also wise. Customer’s attention is awakened with completely different content (eg, a research result that underlines the customer’s need) than when supporting the purchase decision (eg product’s technical performance) or product use (eg maintenance instructions).

Product information management should therefore take into account the customer’s purchasing journey as one dimension when classifying product information. In addition, you should definitely invest in the quality and quality management of your product content.


Business is based on commerce and the ultimate goal of product Information Management is to sell more products. Removing the barriers to purchase will increase sales. An online store where products can be found easily with versatile filters and it is easy to compare them, provides a good platform for buying. This kind of online store needs well-managed product information, whose parameters have been thought to support the customer’s needs.

Another aspect of trading is speed – how quickly new products are ready for sale in sales channels. When the Product Information Management process is designed in such a way that updating data to one place makes it automatically visible in all the sales channels, it is easy for the customer to buy products as soon as they are in stock.


Product information is needed in surprisingly many channels. Over the years, product catalogues and price lists have been complemented with a huge number of other channels, such as various online services, newsletters, price tags, packaging labels, product cards, promotions, store displays and product advertisements.

Each channel has its own purpose, and this is reflected in the required product information. On the shelf edge label, the price of the product may be in the lead and the most viewed information. On the website the most important information may be the product picture gallery. Although different information are being published for different channels, they should still be centrally managed and just filtered per channel. This will save a huge amount of duplicate work and ensure a consistent product experience for the customer between different channels.


The seventh C, to which the list ends, is the Customer in its own right. Product information management is done for the customers. At the product development and manufacturing stage, the company may have PDM and PLM systems in place to manage products more from an internal process perspective. The PIM Product Information Management system is there for the SKUs of these ERP, PDM, and PLM systems to be transformed into content-rich, customer-friendly products that are easy to buy.


With Product Information Management, existing product information is gathered and enriched to serve the customer’s needs in all shopping channels. Product Information Management brings together all the related people, background systems and sales channels to ensure that the customer is always served with the right product content. Product Information Management increases sales and is above all good customer service.

Artificial intelligence, PIM and online stores

When a system works independently without the help of a human and applies the information it has gathered to guide its own activities, we talk about artificial intelligence. There are also other definitions for artificial intelligence, but the previous sentence works as a suitable down to earth expression. There are numerous ways of using artificial intelligence. Self-driving robot cars or automatically generated propaganda videos are not directly related to Product Information Management (PIM), but instead an analysis of e-commerce traffic and product recommendations would benefit almost all our customers.

An online store can thus collect information about which products, product information or videos its visitors have viewed. The information can be combined with a customer profile and purchase history. By combining information, opportunities for additional sales can be found.

Example: A person responsible for product information management may think that a webshop visitor who has purchased a chainsaw also wants to buy a safety helmet. But when the e-commerce data is collected, it may appear that more often a buyer of a chainsaw also buys a small ax. Thus, when artificial intelligence advises an ax to a chainsaw buyer, additional sales opportunity that could not be detected by human resources is automatically utilized.

Similarly, along the path to purchase (= the customer journey from rising awareness to becoming a product owner) it would be beneficial to be able to communicate to the customer exactly the way they want at each touchpoint. At its simplest, one could show a product video instead of a product image on an online store product page or one could highlight the technical features of a product instead of a milieu image.

The design and implementation of such variable content and providing it to different online store user groups has traditionally been laborious and required not only human resources but also interviewing, identifying and categorizing clients. It has been necessary to manually combine this information  with sales figures and customer data.

Thanks to artificial intelligence, no work days are needed for data collection. Instead, the artificial intelligence software is harnessed to collect and organize data. It selects relevant product recommendations for each visitor and shows them in the online store. At present, artificial intelligence is mostly used by large players, but it is becoming easier and cheaper to deploy this kind of solutions. That’s why you should keep artificial intelligence in mind when setting up an online store.

Tips for an e-commerce project

Learn from the mistakes of others – Nine tips for a successful e-commerce project


Over the last few years I have been involved in several projects where the aim was to build a new online store or portal. Considering my profession, my own role and approach has naturally revolved around the integration of product information from our PIM system to the online store, but I have also observed many other aspects of these projects. Also, in my private life, we are embarking upon a housebuilding project. When doing research for that project, I found that there are many similarities with e-commerce projects, even though the end products are very different.

Here are some of my observations – I hope some people facing similar challenges will find them helpful!

1. Know what you want and be prepared to measure your success

  • If you don’t have a clear vision about what it is you’re looking for and why you have started the project in the first place, it will be difficult to achieve satisfactory results. Therefore, you should start by clearly outlining your main goals as well as the reasons for wanting to achieve them. For instance, if your objective is to double your e-commerce revenue, multiplying the amount of products sold in your web store, or improving the customer experience, it is advisable to think about ways to measure these results after the project is completed.
  • Defining the project should be done at this early stage – write down your requirements for the new online shop prior to launching the project. The better your understanding is of what you require from your web store (or even your new house) before you start the bidding process, the more accurate and comparable the quotations you receive will be. This preparation is also directly correlated with the amount of surprises you will have on the way.

2. If you are not yourself an expert, hire a reliable consultant

  • Building a new web store sounds like it’s not supposed to be rocket science, and this may even be true in principle. However, ecom solutions can be tricky in the sense that they often require one, two or even three integrations. Some seemingly small things can become surprisingly large problems, especially when they emerge in the middle of the project.
  • Therefore, before you start your first round of bidding, you should always try to find an expert, preferably a neutral third party who can help you define the project and request quotations. No matter how well you do your homework, a layperson will find it difficult to grasp all the relevant knowledge, particularly in a bit of a rush. A good consultant can help you get on the right track from the start and define the project, which helps you avoid expensive surprises in the final stages. You may end up paying “extra” to a consultant, but in reality this is likely to save you both time and money.

3. Buying a pre-fabricated ‘turnkey’ solution does not mean that you don’t have to do any work yourself

  • Many web store builders (and house-builders, I’ve heard) are surprised by the amount of work required, even if you aren’t coding a single line or hammering any nails into the wall yourself. Therefore, it is important to be mentally prepared and to have the necessary resources, clearly defined roles, and realistic deadlines. An e-commerce project will require at least one internal project manager (who may well spend half of his or hers working hours on the project), IT support for designing interfaces and data flow, and probably some product management support in cases where the data content as such does not support the vision.

4. Have a solid foundation

  • Make sure that your background systems such as ERP/PLM and PIM can support the new e-commerce. It is particularly important to check the quality of product information prior to starting the project. If you want your online store to have the world’s greatest (or even average) search features and filters, as well as comprehensive product information, the data has to be structurally sound and checked in advance. Many people find out only after the e-commerce project is launched that a large portion of their time is spent cleaning up and making sense of old data, as this has to be done if product information is to be presented in a sharp manner. In this stage, at the very latest, you should consider incorporating a Product Information Management (PIM) system, because ERP and the web store are very rarely sufficient if the goal is to have a functioning product information process and comprehensive product information.

5. Invite bids

  • Just like building a house, a new e-commerce solution is an expensive project, and I can’t think of any good reason not have a bidding process. Squeezing the budget is sensible, if not for any other reason than to gain an understanding of the price range and the various implementation options from different suppliers. You might need to spend a bit more time than you would if you gave the project to the first vendor with an impressive sales pitch, but in my experience this is a worthwhile investment.
  • On the other hand, a bidding process will not amount to anything if you don’t know what you want. In the worst case scenario, the quotes you receive won’t be comparable to one another because the definition of the project was too narrow or too ambiguous. Therefore, it is important to focus on the definition now if you haven’t already. A coherent project definition requires that you have completed the steps in Section 1 and that you know what you want and can express it in a coherent and detailed manner. The more detailed the description of your requirements is, the easier it will be to compare bids and to get on with the project.

6. Choose your partner carefully

  • When building my own house, I have obviously collected advice from friends who have already built theirs plus read through various online forums, and this research has helped in eliminating at least a few suppliers – the same can probably be done with e-commerce providers. In my experience, a large supplier is not the best match for a smaller client because a large company is not always interested in devoting resources to a small client, and therefore the project might be poorly managed. For a smaller company each new client is important and your project will receive their full attention. Therefore, you should choose a provider that is similar in size to your business.

7. Demand documentation

  • Just like constructing a house, it is critical for the future maintenance of the online store to know what has been installed, when and where. If you want to make changes to the presentation of information or your integrations, it’s like taking down a wall in your house: you would want to know how things were built and where the electrical wiring is without having to tear down the entire house to find out.
  • Often people get the feeling in the implementation stage of the project that the supplier will take care of things according to your specifications and you can just monitor their progress from the sidelines. However, according to my experience, it is important to stay alert in this stage and demand that all agreed upon actions are properly documented. Anything that is not written in ink does not officially exist, and you are dependent on the good will of the supplier. Often this good will works just fine, but to ensure peace of mind and the ease of future maintenance work, it’s important to demand proper documentation, no matter how tedious this may be.

8. Testing, testing and more testing

  • It would be great if everything went according to plan and the first version was perfect, but unfortunately you can’t count on this. Both software and houses come with some guarantees, but it’s usually easier (and cheaper) to fix issues if they are detected at an early stage. In this stage you should also seriously consider hiring a consultant if you are at all unsure about your own expertise. This will probably save you both time and money (and some nerves).

9. When the project is completed, take good care of maintenance processes and internal role assignments

  • Yes! The project is completed and now we can sit back and relax! Unfortunately not quite – when you finish building your house or your online shop, you should be self-sufficient and capable of getting the best possible returns for your investment. In this stage your own internal division of labour becomes critical – you have to decide who within your organisation is responsible for the proper maintenance of your store (or house) and for making sure that it responds to changes. This may require less work than the development stage, but you should not underestimate the amount of resources you need to devote to it. In addition to these resources, technology is changing so fast that you should also have a budget for constant minor development work to avoid your online shop becoming outdated.

Canter Launches Next Generation PIM Solution 

Product information management specialist Canter Oy is releasing the Adeona PIM software system that is based on the latest technology and challenges its competitors. The system provides product companies with new ways of increasing sales in both domestic and export markets.

Research shows that businesses lose up to 3.5% of sales each year due to product information being poorly managed or inadequately utilized in sales channels. “We have noticed that on average it takes companies four weeks to release new products into sales channels. This is largely caused by inefficient and error-sensitive product information management. Delays in bringing products to market result in missed sales opportunities, but good product information management allows products to be released to market in under a week. This has a direct positive effect on sales”, says Canter’s CEO, Patrik Palatz. “Our client, Oy Perkko, increased sales by 74% using a catalogue that would have been impossible to create without functional product information management”, Palatz continues.

Canter and its key personnel have been engaged in product information management for over ten years. Diverse experience of the needs of Finnish customers and a passion for developing a technically superior product have led to the next generation Adeona PIM system, which can be scaled to meet varied product information management needs without extra tailoring. Goals have been set high throughout the development process. “We decided to create the most user-friendly PIM system on the market, allowing companies to benefit from positively standing out through their customer-driven product contents — both in electronic and print channels”, says Canter’s CTO, Janne Costiander.

However, the software alone is not enough to boost efficiency or remove errors from product data. Upon deployment of the software, the entire process of product information management, as well as its related information flows, will be explained and updated to match the needs of rapidly changing markets. “A sensible product information model and centrally managed product information provide businesses with the ability to make fast changes in direction, for example by opening a new online store or expanding into new market areas”, says Janne Costiander.

Read more

Additional information:
Patrik Palatz
Tel: +358 40 774 1200


Canter is a software and services company with a tight focus in Product Information Management and publishing automation. We design and deliver solutions based on modern technologies which help our clients to grow the value of their digital capital, improve their operational performance, provide consistent product experiences and succeed in multi-channel commerce.

How to create consistent product experiences

I came across McKinsey’s article about the importance of consistency in customer experience. I couldn’t agree more. I have been studying customer experiences from the product experience point of view. Way too often companies focus on creating a great customer experience on a single customer touchpoint but don’t pay too much attention to ten others.

I guess it is very natural that this should happen. After all, companies are usually organised in such a way that different people (and quite often different functions) oversee product experiences in different channels, even within sales and marketing: an ad agency creates content for social media, marketing creates product content for the website, product organisation creates product data sheets and the sales make their own PowerPoint presentations. In this setup, it is very unlikely that the product experience will be consistent across all the sales channels.

I believe the reason why consistency is not appreciated so much in companies is humane. First, consistency sounds boring and secondly, it requires a process that people from different sides of the organisation are willing to stick to. In other words, it requires management. Luckily, there is a technology that can help us there. It is called Product Information Management, PIM in short.

In Product Information Management people from different sides of the organisation maintain all the product related information in a common system called PIM. From PIM, the product information is published to all the sales channels that need it. The product master data in PIM may come from ERP or other such system which is used in internal processes, but PIM is used as a common platform to enrich product data to be used in all the customer touchpoints.

In PIM: ad agencies can add the copy text to promote the products, marketing can add product marketing texts, product organisation can maintain all the technical details and sales can bring in their input from the field. This is beginning to sound like collaboration, isn’t it? And the outcome of this way of working is consistent customer experience. Worth a try, don’t you think?

And as for being boring, I would argue that too. I can think of nothing more boring than copy-pasting content from one place to another. With PIM you can get rid of that altogether. Once you have shared your product information in PIM, it is available for automated publishing in all the sales channels that might need it without any copy-pasting.

A good search generates business


Good search features create an excellent customer experience in online stores and services. For example, conversion in online stores can be significantly affected by the search function of the service. Some studies have shown the conversion rate to be up to 50% higher among site search users. By investing in search functions and making them easily available, conversion can be increased significantly.

Search engine optimization (SEO) involves trying to affect which products are easily found through organic searches, like Google. On the other hand, by developing site searching the ease with which products can be found within a service can be influenced.

What does a good search look like?

A good site search function consists of several things. First, the search function should be easily available for users to use it. Use should be easy, logical and fast.

It is worth using suggestive logic in the search field. Suggestive search works by the service suggesting suitable products when the user has only entered part of the search term. Further typing focuses the search and narrows suggested options. Another much talked-about approach is semantic searching, where the search engine attempts to recognize the user’s intentions and context, thus producing more relevant search results. For the search ‘Men’s work pants 50 black’, for example, the search engine can pinpoint what products the user is looking for – instead of showing all products for men and all work pants.

Faceted classification uses product property information to categorize search results, allowing the user to easily filter products based on their features. A good search engine will offer faceted categories and make using them easy and quick.

It is always worth using product images in searches. The impact of a product image in product presentation and conversion creation generally is very big. When an image is already displayed in the search results, the customer quickly gets a reliable understanding of the product. Product images should also not be forgotten in suggestive searching.

Utilizing searches in product range management and targeting

Site searches should also be saved and analyzed. For example, product contents and keywords, as well as the range of products, can be developed by analyzing how users interact with the search. Search analysis can also be used to support other marketing channels, and results exploited for targeting or personalization of marketing, for example.

Searches and product information are firmly interlinked

Product information, its scope, and its quality significantly affect how site searches work and how relevant results they deliver. The structure of product information, level of classification, and atomicity determine, among other things, what kind of faceted categorization can be created. The search “Show all products from brand X” provides a simple example – searching by brand is not possible without classified product information.

Product information can be fetched automatically from background systems through interfaces. A product information system can also offer the entire search engine as part of a product information interface, which means everything to do with online store searches, for example, does not need to be done within the online store.

In summary, it is worth investing in good search functions. Today’s technology offers appropriate solutions which make constructing a search that benefits all parties effortless. For designing the search logic itself, it is worth consulting someone with experience in building functional searches. Even small actions can significantly improve user experiences and data utilizability.


Five tips for product communications

Product communications are at a turning point. Due to the change in purchasing behaviour and the explosive growth in the array of channels, product communications has a more diverse role compared to what it was before: product communications are a form of customer service that is always up to date and suitable for each usage situation. For the execution of this, the product information management and distribution automation of today offer many tools that product managers and the marketing department could previously only dream of.

Over the last few years, the markets have become clearly more customer-oriented. It can be said that in commerce the power has shifted to the customer. This applies in B2C just as it does in B2B. Customers buy what, where and when they like. This leaves the role of the seller to offer what the customer needs, where and when they need it.
In order to serve their customers, companies have to listen to the wishes of the buyers and identify the quiet signals of the markets in time. In order to cope in the competition, you must be able to react in an agile way to changing needs and meet the customers at the right time in the right channels, with the right contents. Indeed, it’s possible to say that with the help of product communications we want to create even more effective multi-channel product experiences at all meeting points.
So how are these effective multi-channel product experiences created? Here are five tips:

1. Centralising product information management

The favourite saying of data consultants “you put rubbish in, you get rubbish out” is also true with regard to product contents. Good product communications experiences are based on quality content. When there are many distribution channels, it is impossible to produce channel-specific content management with a high level of quality. In many channels, we come up against rubbish or at least product information that is imprecise or out of date. When product information management  is centralised in one place from which all contents are produced for all distribution channels, content management becomes significantly easier. Of course it’s still important that only high-quality contents are entered into the centralised product information management, but good work done once is available for use straightaway in all distribution channels, without forgetting about the channels of the future, for which the contents are already ‘in the bank’.

2. Agreeing on the ownership of information

It’s important that a company has a consistent way of managing the product contents needed in the business. Everyone has to be able to rely on the quality of the information that is available and that it is up to date. It is good to define clearly both ownership of information and the responsibility for its upkeep. Who is responsible for technical product information, who for images, who for product information texts and who for prices? Usually the owners are fairly self-evident, but if ownership has not been agreed on mutually, it’s difficult to rely on all information types and their updating having been taken care of. By specifying ownerships, the risk of ‘rubbish’ ending up in some distribution channel can be minimised.

3. Connecting systems to each other

Marketing and communications are fascinating and full of new possibilities. Every day, we come across new handy, often almost free tools with which we can reach our potential customers with our product messages more effectively than before. The number of marketing systems has been said to have increased twentyfold during the last six years. However, underuse of systems is a common challenge in companies. This is understandable if the systems are disconnected and producing content for each one has to be done separately. So, it’s worth thinking about the architecture of marketing systems as a whole. That is, how the systems can be made to utilise shared data sources and how product information that has been enriched in one place can be used in all channels.

4. Making use of publishing automation tools

Marketing automation is a concept that is familiar to everyone, but less is spoken about publishing automation. In principle, it too is automation of marketing and communications. Publishing automation allows the synchronisation of information from one centralised system into all electronic distribution channels. Also related to publishing automation, there are the tools of sales, with which all the required sales materials from offers, customer-specific price lists and sales outlet materials are created. Correspondingly, the tools of marketing can be employed to automatedly fold product cards, data sheets and even catalogues containing thousands of products. Centralised product information management is utilised behind all of these too.

5. Involvement and facilitation

We are living through the rise of employee advocacy. Employees, partners and even customers are made use of more and more strongly in brand-building and communications. This requires easiness in order to succeed. People are happy to talk about a good product, as long as the necessary contents and channels are available to be used without effort.
All product contents with their language versions can be managed in a centralised way and provided for the use of interest groups, for example to be shared in the social media.

The product communications of today and the creation of more effective product experiences done with it, are easier than before by making use of technology. In fact, the key to success lies in how the technology is used. Even a good system does not help if people are not able to use it in accordance with the needs of the company. In this too, it’s worth turning to the experts. There’s no reason to reinvent the wheel and it’s worth making use of practices that have been found to be good.

Publishing automation in Finland

I have been working with database publishing and publishing automation for little over 10 years now, usually as a part of process development of our clients’ sales and marketing needs. Here are some of my thoughts in regards to the state of publishing automation in Finland currently.
First it’s good to note that despite long-standing transaction printing being based on mostly the same concepts and principles (data from multiple sources to one printer), I will not consider it a part of publishing automation here. Personally I see publishing automation in regards to how the (product) content is being published from one source to multiple channels or medias automatically. Read more on how Canter covers publishing automation here.

High quality data opens new opportunities for full-scale utilization of publishing automation

The use of publishing automation is Finland is very fragmented, and many applications with publishing process automation which could have lots of potential uses within companies do exist. The technology is constantly developing and making new and more modern solutions available.
In my view, the single biggest slowdown in spreading the solutions and getting the best out of the systems within companies is the poor quality of the data available. Typically this is the result of undeveloped information management practices and tools. Many of these companies still lack the understanding on how important a well-organized information management actually is. Luckily the digital tsunami has made many companies and management teams to understand how data and the quality of it are important for the entire business. Publishing automation is also based on high quality structured information, regardless of the channel it’s being used for.

Efficiency via publishing automation

I have noticed that in Finland many small companies have taken the process automation really far, which is quite natural when the business is being developed with small resources and efficiency is always in the center of everything. On the other hand there are also companies which do not think of these things at all, because the knowledge of technical solutions is lacking, or because a third party has always been in hired to supply printed catalogs and similar materials. Fortunately for SMEs, the range of solutions and expertise in the market has become more diverse. Solutions can be found in many price ranges, and every singe euro invested in the development will turn profits faster than before.

Renovation of information logistics is the lifeblood

Medium-sized companies are a mixed bag. There are companies which are still just starting up, and companies which have taken process automation really far. Industry-specific differences can also be significant. For example, many importers and wholesalers have found that maintaining information logistics is their lifeblood with intensifying and globalizing competition. The change in value chains can also be seen in how these companies have had to wake up to the development of information management and publishing automation.

Among the manufacturing industry I still see much work left to do with these things. With export-oriented businesses language version management is a common challenge, which in itself often serves as a powerful driver for optimizing and automating content and publishing processes.
Many of the greatest domestic growth tales involve an aspect where stopping and thinking of internal processes and procedures did simply not happen because all the focus, energy and hands had been caught up in business development and growth control. And at some point it was seen that the scaling and stretching of people was no longer possible or rational.

Publishing automation as a continuation to product information management

At Canter we think that the source of the information in publishing automation is irrelevant, as modern solutions are able to access information from multiple sources. Quality and structure still largely dictate whether automation is rational, what level of automation could be realistic to achieve and what kind of outcome could be achieved. For this reason I see publishing automation as a continuation to product information management (PIM).

Typically the PIM system acts as a centralized publishing database, but sometimes it may also be justified to make separate intermediate storage for different channels and publishing processes. If necessary the information can also be obtained from the company’s partners’ systems. PIM is usually a part of other operative systems, such as enterprise resource planning systems, which provide data that can be further processed and enriched in the PIM system for distribution and publishing. In some instances the product process could be built in such a way that PIM serves as a source of information and as a so-called product master that distributes data controlledly to all systems in use.

Let’s use data from where it already exists

Customer information, as well as other customizable content and variable data needed for printing are not typically replicated to PIM, but are usually read directly from their own sources and connected to the process before printing.
Customization in B2B environments, such as the production of customer-specific contract pricing lists, is usually based on the content of the PIM and ERP systems – sometimes also in the CRM content. For example this includes customer specific product information, price information and contractual or customized product information.

To conclude, there are a number of companies in our country that make use of the publishing automation systems, thus gaining a significant competitive advantage. With publishing automation it is possible to significantly improve marketing processes and improve multi-channel customer experience. There are even more companies that have not yet made use of the opportunities offered by the publishing automation systems for their businesses. As part of marketing automation the use of publishing automation will surely grow in the next few years.

Salesman as graphic designer – when everyone gets annoyed

Often sales personnel spend a lot of their work time creating all sorts of discount leaflets and other product information catalogs. For example they might create or compile price lists, product cards or customer-specific listings as an attachment to offers, because the marketing department doesn’t have the time or the skills to help. The sales personnel get annoyed because this takes up lots of their time and because it is boring copy paste job they wouldn’t really have the time, know-how or correct tools for.

On the other hand the marketing department might receive requests from the sales department to create personalized price lists or lists – which should be ready preferably the same day, or at the very least tomorrow because the offer needs to be sent to the client. Or they get asked to tune the self-made, copy-and-paste leaflets because they didn’t turn out visually appealing. The marketing department gets annoyed because this creates more work than they are able to deal with, because of how boring it is and because the sales personnel do not consider the brand uniformity at all when they create the leaflets.

If everyone gets annoyed, the outcome at worst can be visually appalling and content-wise lacking leaflets which take up lots of work time. If the sales personnel start working as graphic designers, does it make any sense to begin with?

All the time they have to spend on something other than making sales shows up in the profits instantly. And then everyone gets annoyed even more.

Luckily, there is a solution. Sales Tool creates good looking product information leaflets automatically, allowing the sales personnel to personalize them a bit – and then Sales Tool handles the rest. The end result is a ready, brand-related offer leaflet which even the marketing department is pleased with. And now everyone is happier.

According to customer feedback, the use of Sales Tool has helped many of our clients to achieve better results. For example IKH resellers sent us the following message:

Plaudits and big thanks to you for the Sales Tool! It works great, and now our sales space looks great when all the price tags are uniform. This saves unbelievable amounts of our time!

In the video below you can see how IKH uses Sales Tool to create their price tags.

You can have a look at other customer solutions from here.

Should you also free your sales personnel back to sellin? Contact us!