The customer experience is at the heart of every e-commerce company's concerns. To deliver a smooth, engaging shopping experience, two elements are essential: attractive visuals and complete, reliable product information. This is where PIM (Product Information Management) and DAM (Digital Asset Management) come in, two pillars of e-commerce content management.

By combining a PIM like Akeneo and a DAM like Keepeek, you can multiply their benefits. This is what PIM-DAM synergy is all about: unifying product and media data management to boost your productivity, improve your site's performance and, ultimately, boost your sales.

‍

Imagine streamlined workflows, always up-to-date content across all your channels, faster time to market... All by harnessing the power of AI to automate time-consuming tasks and personalize the customer experience.

In this article, we'll explore the challenges of product content management, and see in concrete terms how PIM-DAM synergy addresses them. We'll detail the business benefits you can expect, based on case studies of companies that have adopted this approach.

The challenges of content management for retailers

Companies have to manage a growing volume of content, while ensuring its quality and consistency across all touchpoints. A real headache that can quickly become a drag on their digital performance.

Exploding volume and complexity of content

With the multiplication of product references and sales channels, companies have to manage an exponential amount of data and media. Photos, videos, descriptions, technical attributes, marketing content... These are all elements that need to be created, enriched and updated on an ongoing basis. Inefficient management can lead to errors, duplication and delays. According to Shopify and Website Builder Expert, a PIM-DAM solution can increase the efficiency of digital asset management by 66%, meeting this challenge of complexity and volume.‍

Content quality and web performance

But quantity isn't the only issue. Content quality and relevance are just as crucial. Non-optimized visuals, incomplete or inconsistent information... These content quality issues degrade the user experience and penalize site performance. According to Google, 53% of mobile users leave a site if it takes more than three seconds to load. A slow website can deter customers and increase abandonment rates. What's more, 75% of online shoppers say that product photos influence their purchasing decision (Learn Hub | G2). It is therefore essential to optimize visuals and ensure the quality of product information to deliver an optimal user experience and boost conversions.

Brand consistency across all channels

Another major challenge is brand consistency. With the multiplication of channels and contact points, maintaining a consistent brand image becomes a real headache. Without centralized content management, there is a high risk of conveying contradictory messages that dilute brand identity. Around 20% of potential sales are lost when descriptions and images don't match customer expectations (Nogin). A strong, consistent brand across all channels is therefore an essential performance lever.

Collaboration and creative workflows

Finally, collaboration and content creation workflows are often a sticking point. The creation and validation of content involves numerous players: marketers, producers, agencies... Coordinating all these players without a collaborative tool quickly becomes mission impossible. Manual processes and communication silos can slow down content creation and approval. According to the Content Marketing Institute, 78% of companies cite collaboration as a major challenge in content creation. One of the main challenges in e-commerce lies in the chain that constitutes media retrieval and validation, with a multiplicity of sources to be received (emails, online platforms, supplier DAM...).

‍

Streamlining these workflows is therefore an imperative for agility and time-to-market.

Faced with these challenges, manual, compartmentalized content management is no longer viable. To respond effectively, companies need to rethink their product content management strategy, relying on high-performance, interconnected tools. This is where the synergy between a PIM (Product Information Management) and a DAM (Digital Asset Management) comes into its own.

How does PIM-DAM synergy meet these challenges?

By connecting these two systems, companies can streamline their processes, improve the quality of their content and offer a more fluid, consistent customer experience.

Centralized, harmonized content management

The PIM centralizes product information, while the DAM centralizes associated media (photos, videos, etc.). The native connector between the two systems automatically links each media item to the corresponding product sheet. No more duplicates, inconsistencies or time-consuming updates!

This is precisely what Akepeek offers, the connector developed by Keepeek to integrate its DAM with Akeneo's PIM solution. Thanks to this connector, companies can automate the indexing of new content by synchronizing new media with the product repositories already present in the PIM. This guarantees constant, consistent updating of product information and associated media, while eliminating time-consuming manual tasks.

Workflow automation

Thanks to PIM-DAM integration, content creation and validation workflows are automated and streamlined. Marketing teams can easily collaborate, validate content and distribute it across all channels in just a few clicks. According to Forrester, automating DAM workflows can reduce the time spent on manual tasks by up to 85%.

‍

Keepeek offers several workflow modules adapted to different uses, to streamline the media production and approval chain. Secure, confidential collaborative spaces ensure traceability of all projects and creations, from the creative phase through to distribution. Photographer & director rights, model and music rights, image rights... Keepeek manages all levels of rights, and links media with their contracts and authorizations, guaranteeing secure, compliant use of assets.

Media optimization for the web

The DAM features advanced functions to automatically optimize media for the web: resizing, compression, variant generation...

Dynameek, Keepeek's on-the-fly thumbnail generator, automatically generates all the image formats required for each distribution channel (e-commerce site, mobile application, social networks...), with no processing delay. For a site publishing 50 images per month, this represents a time saving of 30 hours per year! By automating the creation of image variants and optimizing them for each channel, Dynameek guarantees an optimal customer experience while considerably lightening the workload of your teams.

Omnichannel content consistency

With a unified product database between PIM and DAM, the company can be sure that the information it distributes is always up to date and consistent across all its channels. No more risk of finding out-of-date visuals or contradictory descriptions! This consistency strengthens customer confidence and commitment throughout the purchasing process.

By connecting their PIM and DAM systems, companies can efficiently manage their product content on a large scale. This synergy enables them to gain in agility, productivity and quality, ultimately improving their business performance.

But what are the tangible benefits of PIM-DAM integration for companies? How do they translate in terms of ROI, customer experience and time-to-market?

The concrete benefits of PIM-DAM integration

The synergy between a PIM and a DAM translates into tangible business benefits for e-commerce companies. Here's an overview.

Productivity gains and faster time-to-market

By automating workflows and centralizing content, marketing teams can create and distribute product content much more quickly. For example, Keepeek customer La Redoute reduced its time-to-market from 72 hours to 24 thanks to the integration of its DAM solution, while increasing productivity by 30%. Truffaut, for its part, saved 3 weeks on bringing new products online. On average, Keepeek customers report a 20% reduction in the time spent searching for media, and a 40% acceleration in creative processes.

Improved conversion rates and customer experience

PIM-DAM integration enables us to offer customers a superior product experience, with quality media-enriched files and complete, consistent information across all channels.

On the PIM side, a solution like Akeneo centralizes all product information (descriptions, technical attributes, prices...) and ensures that it is consistent and up-to-date across all points of contact. No more inconsistencies between channels, which degrade the customer experience and drive buyers away!

‍

On the DAM side, Keepeek automatically optimizes media (images, videos, etc.) for high-performance web distribution. The result: product pages that display quickly, even on cell phones - a crucial factor in preventing shopping cart abandonment.

By combining these two bricks, companies can offer their customers ultra-complete product sheets, with reliable information and quality media, for a smooth and convincing shopping experience. According to a Shopify study, product pages with optimized visuals have up to 40% higher conversion rates. And according to Akeneo, companies using PIM can increase their online sales by 20-50%.

Strengthening brand identity and omnichannel consistency

In an omnichannel context where customers interact with a brand across a multitude of touchpoints (e-commerce site, marketplaces, social networks, physical stores...), maintaining a consistent brand identity is a real challenge. Yet it's a crucial issue, because according to a Widen study, 64% of consumers say that an inconsistent experience deters them from interacting with a brand.

‍

PIM-DAM integration meets this very challenge by centralizing all product content (information and media) in a single repository. In this way, the company ensures that the same information and visuals are distributed across all its channels, reinforcing the consistency of its brand identity and message.

What's more, thanks to the DAM's rights and validation management functions, companies can easily control the use of their brand assets (logo, graphic charter, images, etc.) and ensure that only validated and up-to-date content is distributed. An effective way to avoid inconsistencies and protect your brand identity!

Enhanced security and compliance

With the multiplication of distribution channels and collaborators involved in content creation, the question of security and compliance becomes critical. How can we ensure that only the right people have access to the right content? That distributed assets respect usage rights and current regulations (RGPD, copyright...)?

‍

Here again, PIM-DAM integration provides an effective solution. Thanks to the DAM's advanced rights and access management functions, companies can precisely define who can access, use and distribute each piece of content. It can also associate rights metadata and supporting documents (contracts, authorizations, etc.) with each asset.

‍

On the PIM side, centralizing product information ensures that only validated and compliant data is distributed. This is particularly important in regulated sectors such as food or beauty, where labeling errors can have serious consequences.

By controlling the entire content chain, from creation to distribution, companies minimize their legal and financial risks. According to a Cognizant study, poor digital rights management can cost a company up to $2.5 million a year.

SEO and Search Engine Optimization

To be visible on search engines and generate qualified traffic, an e-commerce site must optimize its SEO (Search Engine Optimization). This requires high-quality product sheets, with relevant, well-structured content.

Thanks to PIM-DAM integration, companies have all the ingredients they need to create SEO-optimized product sheets: quality media, optimized for the web and associated with the right tags and metadata, thanks to the DAM, as well as canonical URLs and meta tags managed centrally in the PIM, to avoid duplicate content and improve indexing by search engines.

‍

Over the course of this article, we've explored the many facets of the synergy between PIM and DAM, two pillars of product experience management in omnichannel commerce.

But beyond the operational and business gains, the PIM/DAM synergy is above all a formidable lever of innovation and transformation for companies. By placing product data at the heart of their omnichannel strategy, and by automating and streamlining their content management processes, they give themselves the means to be more agile, more responsive and more relevant in their communications and offers.

‍

So, are you ready to take the plunge and make PIM/DAM synergy a cornerstone of your e-commerce strategy? Don't hesitate to contact us to discuss your project and find out how our Akeneo and Keepeek solutions can help you realize the promise of unified, personalized, high-performance commerce!

‍

‍

Discover our infographic

‍

Sources

• "13 Ecommerce Challenges and How To Overcome Them". Shopify. January 17, 2024. https://www.shopify.com/blog/ecommerce-challenges
• Binns, R. "The 10 Biggest Challenges of Ecommerce Today." Website Builder Expert. January 5, 2023. https://www.websitebuilderexpert.com/building-online-stores/challenges-of-ecommerce/
• Natarajan, M."11 Key E-commerce Challenges and How to Solve Them". Learn Hub G2. June 20, 2023. https://learn.g2.com/e-commerce-challenges‍
• "The Total Economic Impact™ of Adobe Experience Manager Assets." Forrester. 2019.
• "How does website performance boost conversions?" Hubspot. December 8, 2023. https://www.e-marketing.fr/Thematique/experience-1295/veille-tribune-2243/Breves/Comment-la-performance-d-un-site-web-dope-t-elle-387028.htm#:~:text=Selon%20une%20%C3%A9tude%20de%20Google,et%20de%20chiffre%20d'affaires.
• "Common E-Commerce Challenges Businesses Face". Business News Daily. https://www.businessnewsdaily.com/
• "The State of Online Retail Performance". Akamai. 2017. https://www.akamai.com/fr
• "The ROI from Marketing to the Individual". Adobe. 2018. https://www.adobe.com/home
• "Digital Asset Management for Ecommerce. ImageKit.https://imagekit.io/
• "Impact of High-Quality Visuals on E-commerce". Dash DAM. https://www.dashdigital.com/aandbc/Store.action
• "Optimizing Media for E-commerce Performance". DemoUp Cliplister. https://www.demoup-cliplister.com/
• "Reducing Cart Abandonment with Accurate Product Information". Catsy. https://catsy.com/