Using a PIM system is the most efficient way to manage product data and make it available to relevant channels. Depending on the industry, different categories, attributes and functionalities are required in order to be able to fully represent products and their relationships in a PIM system. The channels and stakeholders that must be provided with current product data also vary.
In the following article, we have summarized which special features in the bicycle industry should be considered when choosing a PIM system and which essential functions should definitely not be missing.
1. Technical specifications
Bicycles are complex products that consist of a variety of components. All technical information and details such as frame size, gear shift, brakes and tire type must be made available to customers via various channels and in several levels of detail. As mentioned above, the most efficient way to manage and distribute this information is via a PIM system. The heart of a powerful PIM system is the data schema.
The data schema can be viewed metaphorically as a tree of relationships between products, attributes, and variants. It should be able to be individually adapted to the respective industry and the product and be flexibly expandable. For example, the data schema for bicycles can specify that a wheelset consists of front hub, rear wheel hub, rim (front), rim (rear), spokes, number of spokes, and various spoke lengths.
A tailor-made data schema for bicycles ensures that a PIM system understands at its core how the product data is structured and how it is related to each other. This saves time during the initial implementation of the system and gives companies the opportunity to further optimize the quality of their data with a fine-grained data schema.
2. Variety of variants
The bicycle industry is characterized by an enormous variety of products and variants. Bicycle manufacturers not only produce various types of bikes such as racing bikes, mountain bikes, city bikes, trekking bikes and gravel bikes, but also numerous models within these categories. With the rise of e-bikes, the product range has expanded once again. The same applies to bicycle parts and components.
This diversity is also reflected in the various variants within the bicycle categories, which differ in size, frame material, color options and other equipment features. Many conventional PIM systems can only display these variants in flat lists. This means that each individual variant of a model must be created as an independent data set. As a result, some data is entered multiple times and must therefore be maintained multiple times when changes are made. This can quickly result in an unmanageable amount of data. At the same time, the risk of input errors increases.
Powerful PIM systems are able to handle multi-level variant structures. In this approach, product variants are derived directly from a main model, which means that the characteristics of the main model are automatically adopted and only the distinguishing features between the variants need to be maintained. Changes to the main model are automatically passed on to all linked variants. This not only saves time when maintaining data, but also minimizes the risk of manual input errors. In variant-rich industries such as the bicycle industry, this is a decisive criterion when choosing a PIM system.
3. Spare parts and accessories
Bicycle manufacturers usually offer a wide variety of accessories and spare parts that are compatible with their main products. Information about the compatibility of the products is decisive for the customer's purchase decision. A PIM system should therefore be able to map cross-selling and up-selling relationships between products in the same way as variant relationships and play them out via various channels.
4. Content creation
The product data stored in a PIM system forms the basis for creating various marketing content in print and digital, such as product brochures, order books, operating and repair instructions, or product data sheets. A PIM system should be able to provide product data to create this content as efficiently as possible via interfaces and exports for downstream systems such as print automation tools (e.g. EasyCatalog) or translation tools (e.g. SDL Trados Studio).
Ideally, customer-specific PDFs can be generated directly and in real time from product data and digital assets. This saves an enormous amount of time, effort and resources. This means that all online PDFs are always up to date and no longer have to be manually corrected when changes are made to the PIM system.
5. Multi-channel sales
The bicycle industry has changed significantly in recent years: Manufacturers no longer sell their products exclusively through traditional sales channels such as brick-and-mortar retail, but are increasingly using various online platforms and direct sales via their own websites. A PIM system should be able to provide product data for the various touchpoints in the appropriate scope and in the right format. In addition to the basic requirement that all relevant sales channels can be seamlessly connected to the PIM system, it is primarily a matter of making relevant information available in the right place at the right time.
Here we are back to the topic of data schema. A well-maintained data set in a PIM system automatically offers more options, for example, to integrate various tools such as filters, color pickers, product finders or decision-making aids into web shops. For example, it is easier to find a bike in the desired color if the PIM system also contains the HEX codes of the colors of a bicycle model. Finding the right frame height is one thing, finding the right bike in the appropriate frame height is another, but it depends on comprehensively maintained data.
It is also important to define whether frame sizes are given in XS, S, M, L, XL and XXL, in cm specifications or in a mixed form. A PIM system should offer both options, but not cause chaos in the online shop's filters. A powerful PIM system can do just that. It can process all data, but it can also only deliver the data that is relevant to the respective request.
6. Localization and internationalization
The sale of bicycles by most brands today goes far beyond their own national borders. A PIM system must therefore support the management of data in multiple languages. By integrating external translation management tools, companies can significantly speed up the adjustment of their product data. The PIM system enables the original texts to be linked directly with the corresponding translations.
In addition, a PIM system should offer the option of adapting the product range on a country-specific basis to meet different customer needs, whether in terms of product features, packaging or price. In addition, various factors such as different currencies, units of measurement and legal regulations must be taken into account. A PIM system should be flexible enough to manage all of these variables and ensure that product information meets specific requirements.
Overall, a PIM system with these capabilities makes a significant contribution to increasing efficiency and quality when localizing and internationalizing product data. Companies can launch their products more quickly on international markets and react flexibly to changing market conditions and customer requirements.
7. Industry-specific exports
In addition to customers, there are various external parties in the bicycle industry who are interested in complete and up to date product data. Brick-and-mortar retail is one of the most important stakeholders of manufacturers. This requires the product data, for example, for pre-orders or to integrate the product range into its own web shops. A PIM system should enable manufacturers to export product data directly from the system and efficiently make it available to various stakeholders.
When it comes to exporting, it should also be considered that there are specific data standards and formats in the bicycle industry that simplify the industry-wide use of product data. These include, for example, BIDEX, BikeCenter or Veloconnect. A PIM system for the bicycle industry should be able to comply with these industry-specific standards or export the product data into the appropriate formats.
8. Implementation
An important aspect of PIM selection, which does not only apply to the bicycle industry, is the implementation of the system. The better the implementation partner knows the conditions of the respective industry, the more efficiently the PIM solution can be set up and integrated into a company's existing system landscape. With VeloPIM, we have developed a PIM system that is designed from the ground up for the bicycle industry. From data schemes to various workflows to data standards, everything is designed to implement VeloPIM within a very short period of time and thus fully exploit the potential of product data management for the bicycle industry.
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