Product eXperience Management: what is PXM?
In the next few lines we will delve into the concept of Product eXperience Management; we will dissolve the PXM acronym, explaining what is meant by Product eXperience and what are the best software for product experience management.
What does Product eXperience mean?
The term Product eXperience (PX) is a niche of the broader concept of User eXperience (UX).
While the latter encompasses a user’s galaxy of relationships with the entire organization (products, processes, people, brand), Product eXperience focuses on customers’ product interactions along the Customer Journey.
What Product eXperience Management means
PXM, which stands for Product eXperience Management, refers to the set of activities designed to make the customer experience:
- comprehensive: that is, rich in details necessary for evaluation and purchase
- consistent: consistent across any touchpoint, omnichannel perspective
- engaging: dynamic, able to involve any user.
Talking about web experience, it should also be noted that 2025 will also be a hot year on the accessibility front, with the European Accessibility Act coming into force.
Product experience management in the omnichannel era
Until recently, when a potential customer might have been content to find a product online, software such as DAM and PIM might have sufficed.
Respectively Digital Asset Management and Product Information Management, these software centralize and deliver media and product information.
However, in an omnichannel context, where physical and digital are relentlessly intertwined, users do not just need brands present; they expect consistency, engagement and personalization.
Here, the more traditional retailer attentions to the in-store experience-such as visual merchandising strategies and in-store pathway designs-are joined by aspects such as the quality of PDP and PLPÂ of e-commerce and marketplaces or the rapid sharing of B2B digital product catalogs.
In other words, tools such as DAM and PIM that store and publish data or photos are no longer enough.
PXM software: product eXperience management tool
PXM software provides omnichannel control of CX, going beyond DAM and PIM.
They, in fact, allow digital assets and product information to be governed from a single tool and, more importantly, shift the focus from the company’s processes (as DAM and PIM do with media and data creation and publishing) to the customer (focusing on quality of experience tout-court).
Concretely, a Product eXperience Management software acts on three fronts:
- data and media centralization: product (as well as brand) information and media content converge in a single platform, where they are automatically associated with each other;
- product content syndication: digital catalogs and product sheets are updated in real time in omnichannel mode;
- catalogs and PDP experience: in addition to publishing, product sheets are enriched with interactive formats (e.g., 3D), run at peak performance (even during traffic peaks), and each user’s experience is dynamically optimized based on the channel they are in.
Digital Shelf Optimization: benefits of PXM for B2C
From a B2C perspective, Product eXperience Management software operates what is known as Digital Shelf Optimization, or the optimization of brand storefronts and web shelves.
Among the business-to-consumer benefits that a PXM software provides to brands are:
- improved SEO ranking: due to rich information (including multi-language) and media optimization that make web pages more readable
- reduction in returns: more details minimize the chances of erroneous purchases
- time to market: all flows of creation, organization and delivery are boosted
- brand consistency: because a PXM updates every web channel instantly and extensively, without manual data entry and the possible errors that can result.
Store, dealer and sales: benefits of PXM for B2B
A Product eXperience Management solution also benefits the B2B customer experience.
First, by centralizing product-related content, sales agents have a single source of truth, updated in real time and constantly aligned with information shared by other teams, such as marketing and product.
In this way, the relationship between sales agent and B2B customer becomes faster and more effective.
In addition, especially if it can support the creation of customized Brand Portals, PXM software can make the experience of other partners, such as B2B distributors, even more agile and valuable.
With brand portals, in fact, you also provide secure and constant external access to product data and media assets, making each stakeholder’s promotional initiatives seamless.
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