What is Product Experience Management (PXM)
Product Experience Management (PXM) is a strategy used by companies to manage and improve how customers experience a product, all the way from first discovering it to buying and using it.
It covers every touchpoint a customer has with your product (though it tends to focus most on digital touchpoints) and involves tailoring your product information and content for each sales channel and audience in order to create a good experience. At its core, it’s about delivering the right product information, at the right time, in the right context.
Good to know
Product Information Management (PIM) and Product Experience Management (PXM) are often confused, but they’re not the same.
PIM is about managing accurate, centralized product information so teams can work on it together. It’s the foundation of PXM, allowing you to easily manage and enrich the product information that shapes customer experiences.
But PXM goes a step further, putting product experience front and center. It’s an evolution of PIM that uses feedback and analytics to tailor product content for each channel and audience.
A brief history
Product Experience Management (PXM) emerged as digital commerce shifted from single-channel selling to omnichannel selling.
When brands sold through a single store or channel, having a consistent set of product information was enough. But as it became normal to sell across multiple retailers, marketplaces, and digital platforms, a one-size-fits-all approach stopped working.
Each channel has its own audience and its own expectations. Companies needed to tailor product content to meet those expectations, which meant having multiple “sets” of product information. PXM emerged to refer to the process of managing these tailored sets of product information, as well as using analytics tools to measure and improve how they performed.
Tools and technologies
There are multiple tools you can use to support a PXM strategy. Some of the key ones are:
- Product Information Management (PIM) Systems: These centralize all your product information and content (the backbone of PXM) and allow you to manage multiple content versions for different channels.
- Syndication and Feed Management Tools: These help you distribute product information and content across marketplaces, retailer sites, and social media.
- Digital Shelf Analytics (DSA) Tools: Track product visibility, pricing, content quality, and competitive standing to optimize experiences based on real customer behavior.
- Product Experience Management (PXM) Software: Some platforms are purpose-built to support a full PXM strategy, allowing you to manage your product information, share it with sales channels, analyze its performance, and optimize your content, all in one solution.
How it's different
| Term | What is it? | How is PXM different? |
| Product Information Management (PIM) | The process of managing and optimizing product information. | PIM is at the core of PXM. However, PXM adds another layer, which is focused on analysing and improving how customers experience your product information. |
| Digital Asset Management (DAM) | A system for storing, organizing, and managing digital media assets. | DAM handles your media files; PXM is about using those files to provide a great product experience. |
| Omnichannel commerce | A sales strategy that delivers a consistent shopping experience across multiple sales channels. | Good PXM relies on having a good omnichannel strategy, but it goes beyond that, too. It covers every touchpoint, not just sales channels. |
| Customer experience | The overall journey a customer has with your brand. | Product experience is just one part of customer experience: the part that’s specifically focused on the product. |
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