Share this article
by Daniela Köhler
Do you want to provide your customers with an excellent product experience at all touchpoints? Then Product Experience Management (PXM) is the magic word. This lays the foundation for meaningful product descriptions and a seamless omnichannel experience. How can you benefit from this as a trader?
My mother is 78 years old and is not as steady on her feet as she used to be. Longer shopping trips through the city centre – which she used to love – are now barely achievable for her. But this has no impact on her fashion sense. Now she simply shops on her tablet and enjoys the near unlimited range of goods and constantly improving product experience.
The other day, for example, she got the idea into her head to buy a pair of pink jeans. After all – and this is confirmed by all the fashion catalogues and glossy magazines my mother reads – “Crystal Rose” is one of the most important trend colours of 2023. Nevertheless, the initial search for her new favourite item turned out to be rather difficult: although the web shop for her favourite brand had a suitable product on offer, it did not provide any information about the model apart from a simple photo, size and colour. For example, it wasn’t clear from the product description whether they were bootcut, skinny or boyfriend jeans. Therefore, my mother left the digital brand shop empty-handed. It’s a shame, as the manufacturer is missing out on a sales opportunity. And not just that: this poor product experience drove a regular customer away – maybe even forever.
My mother didn’t give up so easily and just kept searching for the product name of jeans. She found what she was looking for in a well-known marketplace. In addition to providing a product image, they also provided photos of jeans on, as well as descriptions of the cut and fit. However, the trousers here were described as pink, the product name did not quite match the manufacturer’s specification and the price was significantly higher than in the brand shop. An excellent product experience looks different. So my mother’s virtual shopping spree continued.
How-to: Cash in with personalised offers
She came across the next online shop after seeing a personalised ad, and this shop had a product page perfectly suited to her needs with a picture of a friendly-looking older lady wearing the pink jeans she wanted. The retailer struck exactly the right chord: a number of photos and a short video clip put the trousers in exactly the right light, a detailed product description provided important information on wearing comfort, virtual fitting rooms, and linked reviews from other customers made it easier to choose a size. In addition, my mother automatically received suggestions for matching T-shirts and a light jacket, which immediately ended up alongside the jeans in the virtual shopping cart.
This shows once again how important complete and meaningful product information is for the product experience. It also shows why PXM is essential to create a consistent and positive customer experience across all touchpoints. After all, providing correct product data on all channels is no longer sufficient for a first-class product experience. Instead, it is more about impressing customers along the entire journey with meaningful product information and personalised content. This is the only way to reliably meet your customers’ need for information at each stage and each touchpoint.
PXM: How product experiences inspire omnichannel commerce
This is all well and good. But what does Product Experience Management mean exactly? And how can you benefit from this specifically as a retailer? Everything you need to know about PXM at a glance:
Do you want to know more about PXM and the possibilities it offers? Then read our free whitepaper “PXM: How product experiences inspire omnichannel commerce”. It reveals how to provide your customers with a first-class product experience through intelligent product experience management. And provides practical information and tips on how to strengthen the competitive position of your business.
Share this article
Let’s get in touch
Select your regionregion
Do you have any questions? Are you interested in our company and services? The novomind team is available to assist you through the channel of your choice.