Product Experience Management (PXM) is an approach to product information management that focuses on delivering consistent, compelling and personalized product content across all sales channels. Unlike traditional Product Information Management (PIM), which focuses on organizing product data internally, PXM goes a step further - it enriches and customizes data to create engaging customer experiences In other words, PXM is a strategic process for managing, enhancing and distributing product information across all customer touchpoints so that the right data reaches the right audience, at the right time and in the right format
For B2B companies (manufacturers, distributors, wholesalers), the importance of PXM is enormous. The B2B sector often handles a very wide assortment and complex data (technical specifications, variants, customer-dependent pricing, etc.). PXM helps manage extensive product catalogs more efficiently and prepare the company for digital transformation. Studies show that the implementation of PIM/PXM solutions translates into tangible benefits - including higher sales conversions, fewer returns and greater productivity for marketing teams. Importantly, PXM combines data management with customer insights to tailor product experiences to specific audiences. As a result, B2B companies can build a consistent product message across all channels, strengthen brand trust and foster loyalty among business audiences.
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An omnichannel strategy is to integrate all communication and sales channels in such a way that the customer experiences the brand as one - whether they are using an e-commerce platform, a mobile app, interacting with a merchant or browsing a print catalog Omnichannel customer experience is a fully integrated approach that ensures a consistent, unified and personalized customer interaction with the brand at every stage of the purchase path From the customer's perspective, all interactions should create a unified experience, rather than fragmented impressions that vary by channel
In the B2B context, omnichannel takes on particular importance, as today's business buyers expect a level of service and convenience familiar from consumer (B2C) shopping. As many as 73% of B2B buyers want a more personalized experience, similar to B2C, and two-thirds of customers have abandoned a purchase due to poor product information in either channel. This means that inconsistency or incomplete data at one touchpoint can undermine efforts at other touchpoints. Omnichannel is therefore the foundation for building a positive customer experience - every interaction, from initial contact to after-sales service, should reinforce the customer 's trust in the supplier.
There are several challenges to implementing an omnichannel strategy in B2B. Discussed below are the most important of these and strategies on how to address them using the PXM approach.
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Ensure that uniform and up-to-date product information is presented across all channels (online store, mobile platform, B2B marketplace, PDF catalog, partner portal, etc.). Discrepancies in data (e.g., different specifications or prices on the website and in the price list sent to the distributor) undermine a company's credibility and can lead to lost sales. A business customer often checks an offer in multiple places - if he finds conflicting data, he loses trust.
The basis is the implementation of a central product data repository, most often in the form of a PIM system integrated with PXM tools. All product information (descriptions, specifications, prices, inventory, images) should be managed in one place and then distributed to individual channels automatically. This ensures that any change (e.g., specification update) is propagated wherever that product appears Data quality control mechanisms - validations, approval workflows - are also important so that published information is accurate, consistent and embedded in the right context for the channel According to the Goaland study, in an omnichannel strategy, consistency of product content across all touchpoints is a prerequisite for building customer trust Companies should therefore establish clear data governance processes, accountability for maintaining them, and regularly audit channels for consistency in the information presented
B2B customers expect communications tailored to their needs - a different one for the financial decision-maker, a different one for the contracting engineer component. In addition, each market segment (e.g., medical vs. automotive) may require a different way of presenting product value As opposed to a one-size-fits-all approach, it is necessary to personalize the experience even in self-service channels In B2B realities, personalization can mean, for example, customized pricing and discounts, dedicated product catalogs for a specific customer, or product recommendations based on a company's purchase history The challenge is to scale such personalization - with thousands of products and hundreds of business customers, manual customization of content is not feasible
PXM emphasizes contextualizing product information - content should be tailored to the channel and to the audience Practically, this means segmenting B2B customers (by size, industry, location, etc.) and preparing individualized experiences for them At the content level, it is worth creating variants of descriptions emphasizing different benefits depending on the persona (e.g., emphasizing low total cost of ownership for the purchasing department vs. technical details for the engineering department) The PXM system can automatically substitute relevant content elements (e.g., an industry case study, a local version of units of measurement) for specific segments It is also crucial to use customer data from CRM and purchase history to personalize recommendations and marketing messages As research indicates, B2B buyers now expect the convenience and personalization familiar from B2C - they want similar recommendations and a personalized approach. That's why B2B companies are implementing tools to dynamically present, for example, personalized price lists or offers after the customer logs in (taking into account set rates and discounts) PXM supported by AI algorithms can also automatically suggest complementary products based on previous orders (upsell/cross-sell), which increases the accuracy of recommendations for professional buyers
A consistent product experience requires that a company's various IT systems work together in real time In a typical B2B company, product and customer data are dispersed: the ERP system stores inventory and pricing information, the CRM system stores customer and transaction information, the e-commerce platform handles online orders, and PIM/PXM manages product content If these systems are not integrated, it is difficult to ensure that information is up-to-date and consistent across all channels (e.g., displaying erroneous product availability on the website). In addition, lack of integration often means manually transferring data between systems, which breeds delays and errors
The goal should be to create an integrated ecosystem of platforms, where PIM/PXM acts as a central hub for product data, while ERP provides transactional data (e.g., prices, inventories) and CRM provides customer data Integrations can be implemented via APIs, data buses or dedicated connectors This makes it possible to automatically feed front-end channels with current back-end data. For example, when inventory or price changes in ERP, this information immediately updates in the e-commerce system and customer view Real-time personalization - such as showing individual discounts or stock availability - requires just such tight integration of the back-end with the front-end An additional benefit is gaining a holistic view of the data: the flow of information between systems allows product data to be combined with customer and sales data, providing valuable analytical insight In practice, the implementation of an omnichannel strategy is based on linking PIM/PXM platforms with ERP and CRM systems and sales channels (web stores, apps) There are off-the-shelf integrations and middleware to facilitate these tasks - but the key is to plan the data architecture and business processes in advance, so that all systems work cohesively as one organism
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With hundreds of thousands of products and constant market dynamics (new products, specification changes, language localizations), manual content management becomes a bottleneck Keeping descriptions consistent and up-to-date, translating them into multiple languages, or creating new marketing content are time-consuming processes. In addition, customer expectations are rising - they want rich descriptions, guides, reviews, available off-the-shelf So for e-commerce teams, the challenge is to scale work while maintaining high quality and responsiveness
The solution is to automate repetitive tasks and reach for artificial intelligence (AI) where possible.
In the context of PXM, automation manifests itself on several levels:
PIM/PXM systems allow you to define rules that, for example, automatically fill in missing attributes with the default value, send the product for translation after marking it as ready, or notify the category maintainer when data verification is required. This eliminates a lot of manual, routine work.
Modern platforms use machine learning to generate or improve product content. AI today can create product descriptions based on specifications, maintaining a consistent brand style and tone, and translate them into different languages quickly and increasingly naturally. Such functionalities turn tedious work (writing descriptions, localization) into an automated process, something that might have been seen as a luxury in the past, but is now becoming a necessary standard to stay competitive.
Algorithms can analyze huge data sets (e.g., user behavior on the site, purchase history) and, based on that, customize the experience on the fly - e.g., recommending the most relevant products, dynamically sorting the catalog for customer preferences, or optimizing search results. AI is fundamentally changing the way product data is managed, introducing automation, deeper personalization and advanced data analysis. This allows e-commerce teams to catch missing data, errors or trends in customer behavior faster.
Increasingly, B2B companies are deploying AI-backed chatbots that can provide product information to customers (e.g., check availability, advise on a product) based on the PIM knowledge base. This is another part of a consistent experience - the customer gets an immediate response 24/7, while relieving the burden on the sales team.
In summary, automation and AI in PXM allow you to scale your product experience - more channels and more content no longer mean a linear increase in workload.
People can focus on creative and strategic tasks while machines handle repetitive processes, maintaining quality and consistency.
Even the best data and product content won't translate into success if B2B customers struggle to use digital channels. Traditionally, B2B platforms were sometimes designed with functionality in mind, not always interface friendliness. Today, however, UX (User Experience) and UI (User Interface) in B2B channels must match the standards known from the best B2C stores. Business buyers expect quick access to information, intuitive navigation, self-service capabilities and a smooth ordering process If the interface is unreadable, product search cumbersome and the buying process complicated - customers may give up and look for easier alternatives from competitors
Building a positive B2B user experience requires designing user-centered portals and applications. A few proven practices are:
PIM/PXM systems allow you to define rules that, for example, automatically fill in missing attributes with the default value, send the product for translation after marking it as ready, or notify the category maintainer when data verification is required. This eliminates a lot of manual, routine work.
Nowoczesne platformy wykorzystują uczenie maszynowe do generowania lub usprawniania treści produktowych. AI potrafi dziś tworzyć opisy produktów na bazie specyfikacji, zachowując spójny styl i ton marki, a także tłumaczyć je na różne języki w sposób szybki i coraz bardziej naturalny. Takie funkcjonalności zamieniają żmudne prace (pisanie opisów, lokalizacja) w zautomatyzowany proces, co dawniej mogło być postrzegane jako luksus, a obecnie staje się standardem koniecznym by utrzymać konkurencyjność.
Algorithms can analyze huge data sets (e.g. user behavior on the website, purchase history) and adapt the experience on the fly based on this – e.g. by recommending the most relevant products, dynamically sorting the catalog according to customer preferences or optimizing search results. AI fundamentally changes the way product data is managed, introducing automation, deeper personalization, and advanced data analysis. This allows e-commerce teams to catch missing data, errors, and trends in customer behavior more quickly.
B2B companies are increasingly implementing AI-supported chatbots that can provide product information to customers (e.g. check availability, recommend products) based on a PIM knowledge base. This is another element of a consistent experience - the customer receives an immediate response 24/7, while at the same time relieving the sales team.
B2B decision-makers also use mobile devices. Ensuring that the platform works properly on tablets and smartphones (responsive design or a dedicated app) is a must today, especially for sales representatives in the field or customers placing orders on the go.
A well-designed B2B portal allows customers to perform many actions on their own that previously required contacting a consultant. The ability to check the status of an order, download an invoice, track a shipment or submit a complaint online significantly improves the convenience and speed of service.
More and more B2B companies are realizing that excellent UX is becoming the industry standard (so-called “table stakes”) – those who do not provide a level of convenience comparable to the competition risk losing customers.
That is why investing in user research, A/B testing of interfaces and continuous improvement of usability are key elements of an omnichannel strategy. PXM supports this process by providing relevant content and data for interfaces – but it is up to UX designers how effectively they are presented to the audience.
When implementing an omnichannel strategy with PXM in a B2B company, it is worth following several best practices:
Establish a single source of truth for product information. All departments (marketing, sales, product) should use the same central PIM/PXM database that integrates with other systems. This ensures that every data update is globally consistent, and marketing can easily prepare content for different channels from one place.
Before you start sending data across all channels, make sure it is complete, correct and approved. Implementing control processes (workflow, roles, approvals) and data validation tools will ensure that the customer receives reliable information everywhere. Outdated or inconsistent data will undermine credibility - it is better not to show it at all than to risk misinformation.
Design the product experience with different usage contexts and target audiences in mind. In practice, this means creating content variants tailored to the channel (e.g. a different description format on the mobile site, another one in the PDF catalog) and to the customer segment (e.g. industrial case studies for the automotive industry, others for retail). Use PXM mechanisms to personalize content – from language localization to dynamic recommendations. Personalize not only marketing messages, but also the product data itself (e.g. presenting the most important parameters depending on the recipient's needs).
Ensure a smooth exchange of information between front and back office. The customer making an online purchase should have the same information as the salesperson in the CRM system. PXM integration with ERP will ensure up-to-date inventory and prices, while the connection to CRM will allow for individual commercial conditions in the web shop. The goal is a unified data platform serving different touchpoints.
Zmapuj powtarzalne zadania w procesach zarządzania treścią i spróbuj je zautomatyzować. Wykorzystaj silniki reguł w PIM do automatycznego uzupełniania, klasyfikacji czy wykrywania braków. Zastosuj moduły AI do generowania treści (np. opisy, tłumaczenia), co przyspieszy wprowadzanie nowych produktów na rynek. Automatyzacja przyda się także w monitorowaniu – np. alerty o brakujących atrybutach lub spadku jakości danych.
Measure and analyze user behavior across all channels. Indicators such as shopping cart abandonment, product search times, or frequent customer service inquiries can point to areas for improvement. Iteratively implement improvements and test their impact on conversion or customer satisfaction. Remember that user expectations evolve – a flexible front-end architecture (e.g. based on the headless concept, where PXM provides content via API) will facilitate quick changes without rebuilding the entire system.
In the context of PXM, omnichannel is not only about technology, but also about coordinating the activities of different teams. Make sure that marketing, sales, IT and customer service all work according to a common product strategy. Set common KPIs for the customer experience so that all departments are working towards the same goal (e.g. reducing the time it takes to provide information to the customer, increasing the win rate of transactions through better presentation of offers). Regular communication between teams and training in the use of new PXM tools will help build commitment to the omnichannel strategy.
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In order to successfully implement the above assumptions, B2B companies use dedicated PXM technologies that integrate many functions in one ecosystem. The core is usually the PIM platform as a central repository for product data. However, modern PXM solutions extend the capabilities of PIM with additional elements:
There are many solutions on the market that support PXM and omnichannel. These include specialized Product Experience Management platforms as well as next-generation PIM systems with omnichannel functions. Platforms such as Salsify, Akeneo, inRiver, Contentserv and Plytix offer tools for centralizing and distributing product data and enriching it for different channels. The PXM solution is a software that helps companies manage, syndicate and optimize product data to provide enriched, shoppable experiences at every stage of the buying journey. The choice of a specific technology depends on the needs – it is important that it ensures scalability, ease of integration and automation functions, which are essential in a B2B environment.
Although technology is an enabler of the omnichannel strategy, it should be remembered that the implementation of tools alone does not guarantee success. It is crucial to adapt them to the company's processes and to consistently use the opportunities they offer. B2B companies that have successfully implemented PXM usually started by organizing their data (PIM), then gradually added more channels and functions (DAM, personalization, analytics), while keeping the vision of a consistent customer experience as their primary goal.
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Automatyzacja pracy w PIM za pomocą AI: Przypadki zastosowania i korzyści dla klientów
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