Product Information Management (PIM) migration is more than just switching tools. It's about transforming how businesses manage and use their product data. To explore this critical topic, we sat down with Stephan Spijkers, co-founder of PIMVendors.com, and Raoul, Product Manager from KatanaPIM. Both are industry experts with years of experience guiding businesses through product information management.

In this blog, we dive into the reasons behind PIM migration, common challenges, and strategies for success. Struggling with spreadsheets or looking to upgrade from an outdated system? These insights will help you navigate the journey effectively.

What drives PIM migration?

PIM migration often stems from frustration with existing tools or processes. Stephan highlighted several common triggers:

1. Increasing Complexity:
   As product attributes grow due to regulations or customer expectations, older tools like Excel or ERP systems can no longer handle the load effectively.
2. Internationalization:
   Expanding into new markets requires managing multiple languages and layers of product information, which many systems struggle to support.
3. Scalability:
   Tools like spreadsheets have clear limits. Managing thousands of SKUs or complex product relationships becomes unmanageable without a dedicated PIM system.

Common starting points for PIM migration

Most businesses begin their PIM migration journey from fragmented setups, where data is scattered across multiple systems:

• Core data in ERP systems.
• Translation data in separate tools or webshops.
• Marketplace-specific enrichments in platforms like ChannelEngine.
• Custom metadata stored in ecommerce platforms.

Stephan referred to this as “spaghetti data,” emphasizing the importance of centralizing product information to streamline operations.

Structuring the migration process

A successful PIM migration relies on organization and governance:

• Centralized Data Governance:
  Establish a dedicated team or department responsible for managing product data. This ensures accountability and consistency across all systems.
• Stakeholder Engagement:
  Migration projects must involve all key players, including IT, marketing, category management, and end-users. Their input during requirement gathering ensures the tool meets diverse needs.

Avoiding misconceptions and pitfalls

Stephan identified some common pitfalls that businesses face:

1. Poor scoping: Failing to identify all requirements upfront can lead to scope creep during the migration process.
2. Lack of user buy-In: If end-users are not involved in the selection process, adoption rates post-migration can suffer.
3. Underestimating PIM’s role: Many businesses view PIM as a simple tool rather than a central component of their IT architecture, leading to integration challenges.

To counter these issues, it’s essential to define the PIM’s role and capabilities early on.

Strategies for a successful migration

• Proof of concept: Start small by migrating a single product category or channel. This allows you to test processes, identify challenges, and refine your approach.
• Building a strong data model: A well-structured data model tailored to marketplace and ecommerce requirements is key. It ensures consistency and scalability as your business grows.

Recognizing red flags in migration

Stephan shared key indicators that a migration may be going off-track:

• Missed timelines: Frequent delays signal deeper organizational or technical issues.
• Unforeseen requirements: Discovering new needs mid-project can derail progress.
• Tool misalignment: Finding unexpected gaps between tool capabilities and business needs.

When these issues arise, it’s better to pause and reassess rather than push forward with a flawed process.

Achieving a smooth go-live

Stephan advised against a “big bang” approach to going live. Instead, gradual and agile implementations are more effective. Start with minimal viable integrations and expand step-by-step, ensuring all tools and processes align.

For instance, prioritize live integrations with high-impact tools like your ecommerce platform or marketplace integrator, and address others in subsequent phases.

Seeking expert help

External expertise can play a vital role in:

• Designing a robust data model.
• Mapping relationships between tools.
• Cleaning and onboarding product data.

While larger organizations may have in-house expertise, smaller teams often benefit from consultants who can accelerate the process and avoid costly mistakes.

PIM migration is a critical step for businesses looking to scale efficiently. By planning thoroughly, engaging stakeholders, and starting small, companies can avoid common pitfalls and achieve long-term success.

Stephan’s key takeaway? Treat PIM as a central pillar of your organization, not just another tool. With the right approach, your business can streamline operations, enhance data quality, and unlock new growth opportunities.

If you're ready to explore PIM migration, KatanaPIM and PIMVendors.com are here to help guide you every step of the way.