Tohani Wine and Cheese

Product Experience Management (PXM) guide: what it is and how to implement it in your team for a competitive advantage

Nowadays, no matter their budgets, locations, or preferences, consumers have endless options when it comes to shopping. They may go to brick-and-mortar stores or choose e-shops, place an order on a brand’s platform, on a marketplace, or in a multi-brand outlet. They can search for the best price, the best shopping experience, or the best ratio of the two. Whatever it is that they want, they will have it. For brands, this translates into the need to differentiate themselves through more than just products and prices. Needless to say, the situation comes with its share of challenges and opportunities. 

This is where product experience management comes in as the element that enables brands to drive trust and good reputation, create stronger relationships with consumers, increase conversions and overall efficiency. 

At ProductLead, we believe that PXM means delivering meaningful brand messages to your customers that SHOW, don’t just tell how great your products are, via omnichannel distribution beyond the fancy acronym.

A consumer-centric approach to PXM is the secret sauce for successful social commerce.

This article will focus on the tangible benefits of PXM, meant to improve your marketing strategies. You will learn easy-to-deploy tactics to gain your brand the consumer trust it deserves and generate remarkable product experiences in omnichannel ecosystems that speak to the client.

Find out how to leverage user-generated content to drive sales and shorten the path from product discovery & social scrolling to purchase. 

PXM – the art to provide each client a clear and meaningful message of your product 

By definition, (PXM) means enriching products with relevant real-life context exposed through beautiful imagery and reviews. It also means adjusting content to specific channels and touchpoints to increase conversions, build loyalty and generate remarkable consumer experiences. 

These exceptionally complex objectives are challenging to obtain in a world where omnichannel consumers get their product information through various channels. The more complex the product, the more touchpoints are required. To get a clear picture of your product’s features, consumers may use as many information points as web searches, price and feature comparison sites, Youtube reviews, check UGC available on social media, and in-store information.

All these touchpoints are necessary for the customers to make their purchasing decisions. You, as a brand, can create a story around their purchasing process. They expect the experience to be seamless, and they want each channel to complement one another, providing information that connects like puzzle pieces. This is what PXM is all about.

Another aspect you need to understand when considering product experience management is consumers’ attention span that constantly decreases. 

Knowing this means that brand messages have to be short, catchy, memorable, and ever-present across the customer’s buying journey to make an impact. In today’s information-filled environment, consumers need to see a branded message several times before they even notice it and even more times before they consider buying. 

The intensive usage of social media platforms and today’s smart-device user behavior showcase that consumers are spending hours of their days online. This is an opportunity for brands to get their messages across and ensure they go from awareness to consideration in record time. Brand messages must remain relevant for the right audiences, consistent, accurate, and omnichannel. 

The time ProductLead made wine appealing to Millennials (cough) 

A minute on the internet is fast, dynamic, and filled with opportunities. Most of the time, brands only have seconds to deliver their messages. User-generated content is highly influential, as it has become the ultimate organic marketing asset that a brand can leverage to give audiences relevant and relatable product context. 

Tohani, the Romanian wine producer, was challenged to place its SIEL wine as a cool, relatable product that would appeal to Millennials. With help from ProductLead, they managed to source micro-influencers that fueled UGC and created a meaningful product experience for their millennial audience. They enrolled over 100 influencers in the campaign, creating beautiful, appealing content that was then re-distributed in ads.

An essential element of PXM is Product Content Syndication enabling brands to make use of raw, internal data, structure, optimize, and distribute it across channels in a way that appeals to customers and drives conversions.

Understanding this, the wine seller used ProductLead’s PCS solutions to make their newly aggregated UGC visible across the entire customer journey, from product pages to digital ads.

ProductLead enables you to deliver your best brand-owned and user-generated content anywhere, from e-commerce sites and social media to in-store displays and giant billboards. You can create a robust and efficient marketing mix that delivers product experience by automatically adjusting designs to fit any screen and capture consumers’ attention with memorable messages that foster brand growth. 

The three essential elements of PXM

There are three essential elements in PXM: the human, the product, and the experience.  This translates into the question: how relatable the product for the consumer is?

Shoppers are more than just demographics split into age groups, generations, and social preferences. It’s not only about Millennials, Generation Z-ers, or Boomers. People don’t buy dull product imagery or features, so marketers target humans with aspirations and values. These shoppers buy the meta-story of the product and check whether the brand’s values match their own. Once they have all this information, they make buying decisions based on how trustable the story is and how they feel about it.

Brands are responsible for crafting stories and creating and telling narratives that people trust, appreciate, and want to participate in. Product experience management is the glue that connects the human to the product, building loyalty and generating word-of-mouth. 

People buy a story. You, as a brand, are responsible for building the story. It’s in your power to harness trust in your story.

Ways in which PXM impacts and benefits the consumer

PXM fosters emotional connections between brands and consumers

PXM focuses on the “how.” It creates a complex experience that spans across multiple touchpoints and delivers consistency. This way, it attracts shoppers and makes them want to live a specific moment. Product experience management creates strong bonds between brands and consumers by appealing to emotions and the human need for relatability. 

Product Experience Management ensures that content is complete and of high quality

PXM paints a 360 degrees picture of the product, offering information on its features, as well as on the use cases. Consumers get to have complete visibility on the technical details: textures, dimensions, materials also used, on aspects like style, matching products, and use-cases. 
Shoppable content created from UGC paints real-life experiences through inspirational imagery. With this full image, shoppers can decide if the product is right for them.

It customizes shopping experiences

PXM tailors content to the audience and the channel ensuring every audience gets a message that speaks their language. Consumers receive a customized omnichannel shopping experience with seamless access to product details like prices, descriptions, and dimensions without extra effort.

Ways in which brands can leverage and benefit from PXM

Product experience management helps brands stay consistent and relevant

By deploying efficient PXM, marketers ensure all brand channels are consistent and provide both information and inspiration to users. When consumers benefit from all the details required to make a purchasing decision, combining attractive visuals and clear, complete product descriptions, the time from scrolling to buying is significantly shortened. 

PXM offers actionable insights, setting the foundation for sound decision-making

Beyond painting a clear picture for the consumer, good product experience management enables marketing teams to assess their efforts and identify the tactics that drive the best outcomes. By analyzing metrics, professionals can follow the user across their journey and know what tactics work and what content delivers conversions. This data sets a good foundation for sound decision-making, which translates into constant strategy improvement. 

It decreases time to market, adding agility to product releases

This works particularly well for brands that have seasonal items or change their offerings often, enabling them to reach consumers faster. Using ProductLead’s solutions for creative automation, marketing teams free up time and focus on creating new product content that delivers value.

It gains brands the much-needed consumer trust

By creating relevant, relatable product experiences across the entire commercial ecosystem, PXM enables brands to gain their audience’s trust and reach new audiences. This way, they will sell more and increase brand loyalty.

It enhances the product identity

Product experience management brings many opportunities to brands, as it empowers them to offer consumers a more complex view of their product. Traditional, branded content may only take you so far as delivering branded messages. By involving user-generated content and syndication, brands showcase how their products adapt to different lifestyles, what differentiates them, and what fundamental values they represent. This enables marketers to say more about a product than through brand-owned channels and visual assets.

It turns consumers into prosumers, and brands can identify heroes in the process

Consumers need more than product descriptions and company-generated messages in their quest for authenticity, inspiration, and desirability. UGC is of the essence of PXM, in a world where each person is an influencer among their circles of friends, family, or work colleagues. 

Moreover, marketers who understand the actual value of PXM make it their purpose to activate the correct type of influencers for their products. They need to identify the best content that delivers top results in value, engagement, and trust. 

The time ProductLead made ice-cream Instagrammable and Tik-Tok-able through PXM

Alpin57Lux, one of the largest ice cream producers in Romania, was faced with the challenge of switching attention from modern trade to eCommerce.

The team needed to increase their Instagram and Tik-Tok communities to expand their product experience and situate themselves higher on the digital shelf.

To do so, Alpin worked with ProductLead and ran a big giveaway consisting of “ice cream for the entire summer” as a prize. They sourced influencers who created engaging content with massive success on Tik-Tok to raise campaign awareness, where only 12 videos registered over 1.6 million views.

As a result, Alpin improved its Instagram footprint and generated UGC that was tracked and distributed in ads through ProductLead’s content syndication features.

@alpin57lux

@elianmita Savureaza inghetata Ekselence cu fistic, ciocolata si macaroons! #alpin57 #icecream #miami

♬ original sound – Alpin57lux

Why you should implement PXM and syndicate your content with ProductLead

ProductLead helps marketing teams integrate PXM into their strategies by providing all the necessary tools to get them started: aggregate content, organize visuals in one easy-to-use dashboard, and distribute them across relevant channels. 

Clear, concise, and catchy, this is how all product content should be to respond to the needs of today’s omnichannel consumer. Delivering a good, memorable product experience is complicated because marketers need to translate these subjective characteristics into the best visuals, ads, and brand messages for each audience group. UGC is the answer to all these issues because it speaks as many unique languages as the content creators that generate it.

With ProductLead, marketers can aggregate and optimize all this unique content repurpose and adapt it to different touchpoints and channels. This way, our solutions ensure your team of marketing professionals may identify the best visuals and copies that strike a chord with consumers, build trust, generate trial and increase awareness and interest in specific products. 

Also, marketers have access to actionable insights, real-time analytics, and reports that enable them to adjust tactics and strive for success. 

Create relevant product experiences for your audiences to build trust & sell more

In marketing, building desirability is, of course, important, but taking things to the next level and driving conversions is crucial. Nowadays, professionals don’t stop striving to get like and love reactions to their brands’ posts; they aim to implement tactics that go that extra mile and generate sales. 

In this context, social commerce is a unique tool, as it captures shoppers in an inspiring environment, creates a need, and offers a solution: a quick, convenient purchase from the comfort of their screens. 

ProductLead optimizes social commerce by turning branded content and UGC into shoppable galleries and ads. Our solutions enable you to pin multiple products in the same image and distribute the content on relevant channels. 

Show, don’t tell how great your products are. Book a demo with us and learn how to create and manage meaningful product experiences.

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