The digital customer experience is widely synonymous with giving the right message, to the right person at the right time. Contextualisation is the adjustment of assortment and product presentation to a specific audience or an individual known customer, additionally adapted to the situation (e.g. weather, geolocation, device) at the time of interaction.
PIM Managing the contextualization for the homepage and a handful of subsequential pages alongside a well-organized customer journey can be handled just like that. Doing the same for thousands of products is a huge organizational challenge. This is where a contextual PIM comes into play. Seamlessly create marketing products from imported articles, enrich these with valuable content and then differentiate these by creating the variants required for efficient, targeted communication.
¬ Customer Experience initiatives drive the need for contextual product communication
¬ Managing large numbersof products across multiple divisions and regional organizations
¬ Context exponentially increases the complexity in handling product data
¬ Context requires realtime delivery of optimised assortment and presentation
¬ Current PIM solutions are too static for the highly dynamic contextual communication
¬ A new grid-based architecture and new generation of PIM is required
¬ A multitude of channel systems require context-optimized product information