Why your DXP strategy can't succeed without a solid PIM
Linear shopping journeys are a thing of the past. A customer can discover your product on Instagram, check its technical specifications on your mobile site, compare prices on a marketplace, and finally place an order via a B2B portal or in store. For brands, this fragmentation represents a colossal challenge: how to maintain perfect consistency at each stage?
Faced with this complexity, businesses are massively turning to digital experience platforms (DXP). However, investing in a state-of-the-art DXP is not enough if the fuel that is injected into it — the data produced is of poor quality. To offer a truly personalized and fluid customer experience, the winning equation is based on the alliance between a powerful DXP and a robust PIM (Product Information Management) like SolidPepper.
What is a DXP (Digital Experience Platform)?
Before understanding why PIM is essential, it is necessary to specify the exact role of a DXP. A Digital Experience Platform is an integrated software suite designed to manage, deliver, and optimize the customer experience across all digital touchpoints.
Unlike a simple CMS (Content Management System) that focuses on managing web content (articles, pages), a DXP goes much further. Its objective is global orchestration. It connects content, customer data, and business processes to deliver a unified experience. It is the conductor who ensures that the message received by the customer is relevant, personalized and coherent, whether it is on a mobile application, an e-commerce site or a connected object.
Why does a DXP without PIM quickly show its limits?
Imagine a high-performance sports car in which you put adulterated fuel. It would advance, but with failures, without ever reaching its top speed. That's exactly what happens when a DXP attempts to function without a reliable product data source.
The consequences are immediate and have a direct impact on turnover:
- Data inconsistency: A technical description may differ between the mobile site and the web portal, creating doubt for the buyer.
- Labor-intensive maintenance: Without centralization, marketing teams waste precious time manually correcting errors on each channel broadcast by the DXP.
- Unable to customize: To recommend the right product at the right time, DXP needs structured and accurate data. If these attributes are missing, the personalization algorithm runs out of speed.
- Dependence on silos: Information remains scattered in Excel files or unconnected ERPs, making digital agility impossible.
SolidPepper PIM: the foundation of your product experience
This is where PIM comes in. By acting as the guardian of data quality, SolidPepper turns your catalog into a strategic asset ready to be exploited by your DXP.
A single source of truth for product data
The primary role of SolidPepper is to centralize information. Whether it's marketing descriptions, media (images, videos), technical specifications, or logistical data, everything is in one place. This centralization ensures that the information disseminated is always reliable, validated and up to date. No more contradictory versions: the DXP draws on its own data pool.
Data ready to be consumed
Having clean data is one thing; having usable data is another. SolidPepper structures the information so that it is “Dxp-ready”. That means the data is contextual. The PIM makes it possible to adapt information according to the destination channel (a short description for the mobile, a detailed technical sheet for the web). It also manages large and complex catalogs, ensuring smooth and fast synchronization with the experience platform.
DXP + PIM SolidPepper: how does this winning duo work?
Integrating a PIM into your DXP ecosystem allows for a clear and effective separation of responsibilities.
On the one hand, the PIM SolidPepper powers the system. It is responsible for collecting, enriching, translating and validating cold data (the product). On the other hand, The DXP orchestrates the experience. It uses this reliable data to stage it, manage the transaction and personalize the interaction in real time (hot data).
This architecture allows teams to work in parallel without friction. Product managers enrich the catalog in the PIM, while marketers create campaigns and customer journeys in the DXP, without ever worrying about using outdated information.
How do you personalize the customer experience at scale?
Personalization is the holy grail of modern marketing, but it requires extreme data granularity. For a DXP to effectively segment an audience and offer dynamic content, it must understand the product as well as the customer.
With SolidPepper, you can associate specific attributes to each product (seasonality, compatibility, style, use). This metadata feeds the DXP rules engines. For example, a B2B visitor will automatically see technical specifications and wholesale prices, while a B2C visitor will see ambient visuals and customer reviews for the same product. This consistency between the visitor profile and the product data is impossible to maintain manually on a large scale.
Ensuring omnicanality and the coherence of the paths
Omnicanality is not just about being everywhere, but about being consistent everywhere. Your DXP is responsible for distributing the experience on the web, mobile applications, in-store terminals or partner portals.
SolidPepper ensures that if a product characteristic changes (for example, a security standard update), that change is instantly reflected across all channels connected to the DXP. This synchronization protects your brand image and reduces product returns due to inaccurate descriptions.
Improving team collaboration and governance
Product experience management often involves multiple departments: marketing, IT, product, legal, and e-commerce. Without a central tool, validation processes become a bottleneck.
SolidPepper establishes clear governance. Thanks to defined validation workflows, each team knows when and how to intervene on the data. The marketing department writes the sales arguments, the technique validates the dimensions, and the legal department approves the mandatory information. Once the product has been validated in the PIM, it is automatically pushed to the DXP. This considerably reduces the “Time-to-Market” and aligns all stakeholders around a common frame of reference.
Use case: when the DXP relies on the SolidPepper PIM
Concretely, when does this alliance become critical for a company?
- Redesign of the e-commerce experience: When migrating to a new DXP, having a PIM allows you not to start from scratch. The data is already structured and ready to be injected into the new front-end.
- International deployment: To launch a site in five new countries, SolidPepper manages the translations and local adaptations (currencies, standards) before sending them to the DXP, which will manage the local sites.
- Rapid launch of new products: For high-turnover sectors (such as fashion or high-tech), speed is key. The PIM accelerates the enrichment of new references so that they can be sold on the DXP in record time.
SolidPepper PIM, a catalyst for DXP performance
Investing in a Digital Experience Platform is a major step for any company that wants to dominate its market. But to make this technological investment profitable, the quality of the data produced should not be an option.
Product data is the invisible but vital foundation of the digital experience. By choosing SolidPepper as your DXP technology partner, you're not just choosing a data management tool; you're choosing the assurance of a smooth, consistent, and personalized customer experience.
Want to see how SolidPepper can transform the performance of your DXP?
