What Is Product Experience Management (PXM)?

PXM is all about creating better product experiences for customers. It centralizes, manages, and optimizes product data to deliver more engaging, tailored experiences across every channel, from social media to third-party retailers.

With PXM, brands can be sure product information is relevant, compelling, and consistent at every customer touchpoint. Shoppers get the information they need to feel confident about their purchase, while brands maintain customer trust and build loyalty.

Here is an analogy to better illustrate the fundamentals of PXM:

Imagine you’re planning a weekend camping trip and need a new tent. You’ve got a mental checklist of essentials: waterproof material, lightweight design, and easy setup. After a quick search, you find what looks like the perfect tent on an outdoor retailer’s website, which boasts all the right features. But when you check a major marketplace for reviews, you find conflicting descriptions and a few complaints about missing setup instructions.

This inconsistency starts to erode your confidence. Is this the tent you want for your trip, or could you end up wet and frustrated? Suddenly, you’re searching for a different option with more reliable information. As a shopper, you’ll find another tent that meets your needs, but for the tent brand, this inconsistency translates to a lost sale and perhaps even a lost customer.

This scenario illustrates the power of PXM. It ensures that every touchpoint, from the retailer’s website to third-party marketplaces, delivers consistent, accurate, and compelling product information, helping brands maintain customer trust and build loyalty.

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The Impact of Product Experience Management

Customers abandon their online cart nearly 70% of the time, often because they’re frustrated by vague product descriptions and lackluster visual experiences. When they leave, they head to another website to purchase a different product—one with more detailed information, better photos, or a more engaging presentation.

That missed opportunity is a big hit to ecommerce brands, representing $18 billion in lost sales revenue annually. But here’s the good news: $260 billion worth of lost orders are recoverable. By simply offering better product experiences, you can recapture customers, increase conversion rates, and boost satisfaction.

PXM makes it all possible, allowing you to provide consistent, accurate, engaging experiences across all platforms.

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Why Is PXM Important?

PXM is a key part of any omnichannel marketing strategy, allowing you to create consistent, engaging customer experiences no matter where shoppers encounter your product.

Customers get the same comprehensive information about your product, whether they’re on your website, social media, or an online marketplace. They aren’t left with questions about sizing, fabrics, colors, or materials. They aren’t hopping from one retailer to another to read reviews or learn more about features. Instead, they enjoy a seamless, confident shopping journey, using the platform most suited to their needs.

As a result, you enjoy higher engagement, customer satisfaction, and conversion rates. You reach customers where they are and increase the likelihood of a sale, regardless of the channel.

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Comparing PIM and PXM

Product information management (PIM) and PXM have complementary but distinct roles. Think of PIM as the tool and PXM as the strategy.

• Product Information Management (PIM) is critical for businesses handling large, complex product catalogs, with a focus on data accuracy and consistency. As a centralized hub, it ensures accurate, consistent, and up-to-date information about products across multiple channels and platforms.
• ‍Product Experience Management (PXM) takes things a step further by focusing on the user’s experiences with the product. It leverages PIM data to create more compelling, personalized interactions that boost user engagement and customer retention.

PXM solutions feature advanced technology stacks, enabling you to personalize experiences to each platform in a way that resonates with individual shoppers.

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How PIM and PXM Differ

In simple terms, PIM handles the what (the data), while PXM focuses on the how (the experience with the data).

For example, if you’re shopping online for eyeglasses, PIM ensures all product details are correct: sizing, color choices, materials, pricing, etc. Meanwhile, PXM enhances how you experience the product online. It might suggest glasses based on your shopping history, show videos of people wearing them, or let you use AR to see how they might look on your face.

Together, PIM and PXM deliver accurate, memorable, relevant experiences that foster customer loyalty.

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How to Leverage PXM and PIM Together

PIM and PXM work hand-in-hand to create engaging, omnichannel product experiences. PIM ensures data accuracy, while PXM adapts and personalizes that data for each platform, delivering a cohesive, engaging experience. 

When combined with AI, machine learning, and personalization tools like AR and VR, PIM and PXM help you meet customer needs at every point along their journey.

This approach goes well beyond a bulleted list of product features and benefits.

Imagine this: you’re a brand selling home furniture across multiple regions and channels. You use PIM to manage product data, including descriptions, sizes, images, and pricing. 

Then you use PXM to customize product information based on where customers see it. 

• On your website, you display products with detailed descriptions, multiple images, and material specifications to support customer research.
• On social media, you resize images and shorten descriptions, encouraging engaging conversation and lifestyle benefits.
• On third-party marketplaces, you tailor descriptions with local currency, measurement systems, and language.

Leveraging PIM’s accurate data, you can use PXM to personalize experiences even further by offering recommendations based on previous purchases, geographic location, or seasonality.

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PIM vs PXM Key Differences

Here’s how PIM and PXM differ in focus, purpose, scope, and more:

Primary Focus‍

PIM is a central repository for collecting and organizing accurate product data. PXM leverages that data to craft customer-centric experiences that make product information more engaging, personalized, and tailored to individual channels.

Purpose‍

PIM is designed to centralize and manage essential product information. PXM optimizes this information for customer interaction, ensuring it’s personalized and appealing at every digital touchpoint.

Functionality‍

PIM structures, stores, and updates product data to keep it accurate. PXM uses this data to shape unique, adaptive content that resonates with audiences on various channels, enhancing brand presence.

Scope‍

PIM is data-focused, ensuring information is reliable, accurate, and accessible. PXM takes a broader approach, focusing on how this information engages customers across different platforms.

Outcome‍

PIM streamlines processes and ensures consistency by acting as a single source of truth for product data. PXM helps improve customer engagement, satisfaction, and conversion rates through customized experiences.

End Goal‍

PIM’s end goal is to maintain data quality and accuracy. In contrast, PXM aims to build brand loyalty and customer trust by delivering personalized product experiences aligned with customer needs.

Channel Adaptation‍

PIM standardizes data, ensuring it’s uniform and accessible to all channels. PXM adapts this data to match the unique needs of each channel.

Customer Impact‍

PIM provides customers with accurate product details across channels. PXM fosters connection and trust by presenting data in an engaging, relevant way that feels personalized and meaningful.

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Customer and Business Benefits to Product Experience Management

Implementing PXM gives you a powerful competitive advantage, allowing you to enhance customer engagement and drive growth with engaging omnichannel experiences.

Take a look at some of the top benefits:

Enhanced Product Visibility: Stand out in crowded marketplaces with engaging, consistent, and optimized content across all digital channels.

Improved Customer Trust: Build brand credibility with consistent, comprehensive, and accurate product information.

Localized Experiences: Delivers personalized, relevant customer experiences with region-specific content.

Increased Conversions: Motivate customers to purchase with engaging, tailored content.

‍Seamless Omnichannel Presence: Delight customers with unified product experiences across online and offline channels.

Faster Time to Market: Quickly adapt to market trends by streamlining product updates.

Efficient Content Management: Reducing duplication and manual updates by automating personalized product experiences.

‍Data-Driven Insights: Improve product experiences and strategy in-depth customer analysis.