Product content plays a significant role in the consumer path-to-purchase. Therefore, as brand manufacturers establish direct-to-consumer channels, it is imperative that they make the production and management of consumer-targeted product content a priority. For many brand manufacturers, this can be a daunting task, as consumer-targeted content differs significantly from wholesale product content and management and production thereof requires a different set of skills and processes. This paper explores the importance of product content, how brand manufacturers can optimize product content for the direct channel, and how a PIM solution can help automate and manage the process for consistent and accurate content management for direct-to-consumer channels.

This whitepaper will explore the:

• Importance of product information management in today’s retail environment
• Main differences between distributor and consumer product content
• Methods to optimize product content across all channels
• Ways to effectively use a PIM solution to automate and manage the content management process