The way customers experience your products isn’t just about what you sell—it’s about how well you present, manage, and optimize your product content. According to Salesforce, 80% of customers say the experience a company provides is as important as its products and services. In the digital-first economy, where buying decisions are made in seconds, you cannot ignore the seamless product experience across channels and platforms. Thus, Product Experience Management (PXM) is no longer optional—it’s essential.
The End-to-End Journey of Product Content
Detailed and consistent product information is the number priority of brands to sell on digital channels. But, brands often struggle to gather, disseminate and optimize the product information customers need in a timely fashion. Traditionally, product content has been scattered across different systems, owned by different teams, and often treated as an afterthought.
Where Does Product Data Live?
Your product data isn’t confined to one system. It’s spread across multiple sources, such as:
- Master Data Management (MDM) – The single source of truth for core business data.
- Enterprise Resource Planning (ERP) Systems – Where supply chain and inventory meet product information.
- Product Lifecycle Management (PLM) Solutions – Managing product development from concept to market.
- Data Pools – Shared repositories that provide retailers with standardized product data.
- Supplier Data & Spreadsheets – Where data is manually managed across partners.
Why PXM Matters More Than Ever
Customers demand rich, engaging, and consistent product experiences across all touchpoints. If your product data is incomplete, outdated, or misaligned across channels, you’re not just losing conversions but damaging brand trust. According to Zendesk, 70% of customers spend more with brands that provide a seamless experience between all points of contact. Leading brands and retailers now understand that product content has a life cycle—an end-to-end process that requires precision, enrichment, and consistency. This is where PXM applications and best practices come into play. PXM organizes and optimizes product content and data that is ultimately used by various channels for presenting products, including:
- Digital Commerce Platform – Enriched and up-to-date product information for product search, comparison, and purchase.
- Marketplaces – Standardized product data in the required format of different marketplaces.
- Social Channels – Engaging product information and digital assets to drive awareness and conversions.
- Print Catalogs – Provide structured and accurate product descriptions and images for offline activities.
- Brand Portals – Centralized product information for partners, retailers, and distributors.
- CMS – Storytelling and educational content that enhances product understanding across content management websites.
- Digital Product Passports (DPPs) – Detailed product data for sustainability, compliance, and traceability.
Key Business Benefits of PXM
As marketing channels, third-party sales platforms, and external product information sources expand, organizations require additional methods to tailor their product data into various formats. This optimization is necessary for each channel in accordance with customer preferences and behaviors. A robust PXM strategy offers the following benefits:
- Accuracy and Consistency – Unified product data across all platforms.
- Speed-to-Market – Faster product launches with fewer errors.
- Personalized Shopping Experiences – Contextually relevant product information that drives engagement.
- Improved Conversions – Better product presentation leads to higher sales.
Product Experience Management (PXM) is not a substitute for PIM or DAM solutions. Both solutions are used as essential components that enhance and enrich the PXM landscape. Together, these systems form a robust foundation that empowers PXM to deliver compelling and seamless product experiences across various channels. Are you ready to take control of your product content lifecycle? The brands that get this right today will be the market leaders of tomorrow.