With the global shift toward digitalization, the importance of managing product data continues to grow. Are your catalogs and listings not showing your products at their best? If that’s the case, this article will introduce you to cutting-edge Product Information Management (PIM) tools designed to change that.
You will learn:
- The challenges faced by today's manufacturing businesses.
- How PIM Akeneo enables manufacturers to improve product data quality and drive measurable sales growth.
Dive deep into the world of Akeneo and emerge with a strategy that puts your online sales on the fast track.
Manufacturer challenges in product data management
Handling a complex product catalog with a wide variety of items is a demanding task for manufacturers. Products often have multiple characteristics, including size, color, material, and user manuals in different languages. The difficulty grows when this data is scattered across various systems that don’t communicate with each other, like spreadsheets or ERP software. When this happens, the likelihood of errors, inaccuracies, and the publication of incorrect or partial information grows, all of which reduce sales effectiveness.
Let’s explore the main challenges faced by manufacturers by dividing the topic into specific focus areas:
Complexity in product data
The complexity of manufactured goods, with their multiple variations and technical details, calls for precise and structured information handling.
Product variants: Handling different product versions, whether it’s sizes, styles and colors in clothing, finishes and measurements in furniture, or packaging, weights and ingredients in food, should rely on a strong, methodical approach.
Example: A t-shirt manufacturer dealing with 5 sizes, 10 colors, and 2 material types must manage 100 unique combinations.
Technical specifications: The production of machinery or electronics involves the responsibility to deliver precise technical data (power, dimensions, technical parameters, compatibility, power supply, functions), often presented through detailed diagrams, drawings, and certifications.
Logistics-related information: Effective logistics management depends on precise information regarding weight, packaging dimensions, and shipping methods.
Example: A ceramic tile manufacturer must provide the weight and dimensions of cartons so that customers can estimate shipping costs.
Multilingual product content translation: Expansion into foreign markets cannot happen without the translation of product descriptions, specifications, and other vital information, often considering local legal and cultural requirements.
When frequent updates and changes are added to the mix, traditional systems cannot respond quickly or accurately enough to handle the demands.
Data fragmentation
Data locked in separate, unconnected systems: The fragmentation of information across systems (e.g., technical specifications in ERP, product images on a server, marketing descriptions in text documents) hinders cohesive data management. The lack of a central data repository leads to time-consuming searches and verifications, diminishing operational efficiency.
Lack of smooth synchronization between channels: Updating information in one system does not automatically translate to updates in others, resulting in discrepancies and outdated information.
Omnichannel challenges
Outdated data and inconsistent messaging across all channels: Shoppers expect the same trustworthy product information across every channel they use.
Product information must remain consistent in online store, marketplace, print catalog, and mobile app. When product details are incomplete or don’t match across platforms – like differences in product size between your web store and catalog – it creates doubt for the customer and slows their purchase decision.
Struggle to provide the right product content for the right place: Tailoring content presentation to the specific characteristics of each channel (e.g., more detailed descriptions in an online store, concise information on social media) is becoming increasingly vital.
Impact on sales and efficiency
Product data problems create real challenges for companies, such as:
a) Lost chances to sell: Customers are less likely to purchase products when they lack sufficient information.
b) More resources needed for customer support: Handling frequent product-related questions (many of which could be answered through detailed online descriptions) leads to higher costs and puts extra strain on customer service resources.
c) Reduced team productivity: Teams waste time searching for and verifying data instead of focusing on sales and marketing activities.
What is Akeneo, and how does it work?
Akeneo is a Product Information Management (PIM) system, a software solution for the centralized management of product details.
PIM systems allow businesses to effectively collect, store, update, and distribute product data, establishing a single, dependable source of information.
With PIM, you ensure that product information is accurate and up-to-date across all sales channels, eliminating inconsistencies and outdated data. If you change any product-related information in Akeneo, that modification is automatically reflected everywhere the product is offered.
Akeneo's core features and business advantages
Akeneo PIM supports businesses with reliable features for managing and unifying product data:
a) Central product data repository: Akeneo offers a single location for storing all product details, eliminating the need to search through different systems and files.
b) Easier management of various types of product data:
- It lets you define and update product attributes like color, size, or material.
- It helps you quickly group products into categories such as apparel, footwear, or accessories.
- It supports managing various versions of a product, like a T-shirt available in several colors and sizes.
c) Data enrichment and validation: Akeneo allows for adding missing product information and verifying the accuracy of existing data. You can set rules that require the completion of all mandatory fields before publishing a product.
d) Data syndication: Akeneo simplifies the distribution of product data to various sales channels and systems. You can automatically export product data from Akeneo to your online store built on Shopware or Magento.
e) Workflow and team collaboration: PIM Akeneo allows for defining processes (workflow) that specify who and when should add, edit, or approve product information – you can set up a workflow where the marketing department adds product descriptions, and the sales reps approve unique selling points for different product categories. This streamlines collaboration between various departments within a company.
Akeneo: PIM for manufacturers
Product management within the production sector presents unique challenges, stemming from numerous product variants, technical specifications, and the need to tailor information for diverse sales channels. Akeneo offers functionalities that address these particular needs, enabling effective data management and the optimization of online sales processes.
The following outlines Akeneo's core functionalities and its advantages for manufacturers:
Efficient management of product variants
☞ Akeneo supports the management of complex product versions – a key factor in showcasing your products successfully on digital platforms.
☞ Simplifying customer choice: Accurate variant information empowers customers to locate their desired product easily.
Precise management of technical specifications (B2B sector)
☞ Akeneo empowers B2B manufacturers to effectively store and present comprehensive technical specifications (power, dimensions, weight, energy supply, certifications)
☞ Enhancing trust and accelerating the purchase cycle: Access to complete and dependable technical information builds customer trust and streamlines the purchasing process.
Optimization of translations and localization
☞ Akeneo assists with the translation and adaptation of product information to the cultural and legal specifics of a given country.
☞ Adaptation to local specifics: Translation and localization are important for success in international markets – e.g., food producers can manage marketing content and product attributes in various languages, while also adjusting allergen details to comply with regulations of individual regions.
Process automation
☞ Akeneo automates various processes associated with product data management (import/export, validation, updates), minimizing time and error potential.
Akeneo implementation: Tips & best practices
Implementing a new system like Akeneo requires meticulous planning and execution. A precise project is key, along with the careful execution of subsequent stages (from business analysis, through configuration and integration with existing systems, to data migration and user training) and ongoing monitoring.
Below, we present key tips and best practices to ensure a smooth and effective implementation process:
Thorough implementation planning
☞ Identifying the problems Akeneo is intended to address and the company's desired goals forms the basis for successful PIM implementation.
Example: Determine whether the priority is to reduce product launch time, enhance data quality, or boost online sales.
☞ Clearly defining the project scope is essential to prevent miscommunication (product information to be included in Akeneo and the systems to be integrated with Akeneo).
☞ Akeneo offers various plans (Community Edition, Growth Package, Advanced Package, Premium Package), and the choice depends on the specific needs and budget of the company.
☞ Comprehensive preparation of product data before importing it into Akeneo (including completeness and format) directly impacts the implementation's success.
How to prepare product data for PIM? Check our checklist.
Optimal Akeneo PIM configuration and customization
☞ Defining the data model in Akeneo, including attributes, classifications, and product variants, is fundamental to the effective functioning of the system.
☞ Establishing processes (workflow) and user permissions in data management improves work efficiency.
☞ Integrating Akeneo with ERP, e-commerce, and CRM systems ensures data consistency and data flow, removing information silos.
Data migration security
☞ Reviewing data (cleaning and validation) before importing it into Akeneo is essential to prevent the transfer of errors and inconsistencies.
☞ Defining how data from other systems will be mapped to the data structure in Akeneo guarantees the correct transfer of information.
Training and effective support
☞ Targeted training for Akeneo users allows for the effective use of the system's features and streamlines daily tasks.
☞ Detailed documentation, including user manuals and functionality descriptions, offers a valuable knowledge base for users.
☞ Offering technical support throughout the Akeneo implementation and daily use allows for prompt problem-solving and minimizes downtime.
Applying best practices
☞ Implementing Akeneo using agile methodologies (Srum) enables flexible adaptation to evolving project needs and requirements.
☞ Maintaining regular and transparent communication between the implementation team and project stakeholders is essential for a seamless process.
☞ Regular testing and optimization of the system following implementation ensures its performance, stability, and alignment with current business needs.
In conclusion
Akeneo is a robust tool that can transform how manufacturers manage their product information. It helps to bring order to chaos, enhance data quality, improve efficiency, and, most notably, drive online sales growth.
If you are tired of struggling with disorganized product data, wasting time on manual updates, and feel that your online offering does not fully reflect the potential of your products, Akeneo is the solution for you.
At Tandemie, we understand the unique challenges manufacturing businesses encounter and can tailor Akeneo PIM to meet their specific needs. Interested in learning how Akeneo can benefit your company? Get in touch with us. Our experts will help you at every stage of your PIM project – from needs analysis, data preparation and migration, through system integration and targeted training.
