Retail is changing fast, and at KatanaPIM, we get how crucial it is to stay one step ahead. That’s why we recently sat down with Chris Jobse, founder of PIMvendors and expert with over 25 years of experience in the product information and retail world. Together with Raoul Straathof, our Product Manager, they discussed how retailers can optimize operations, boost sales, and prepare for the future with the right approach to product information management.

Why product data is a challenge for retailers

Retailers often struggle to manage product information that comes from various suppliers. Unlike brands and manufacturers who create product data, retailers receive it, often in inconsistent formats and varying quality. Chris highlights the need to harmonize this incoming data and adapt it to your internal data model.

Key takeaway: Retailers need a PIM system that can handle data onboarding from many different sources, normalize it, and tailor it for each channel.

Why Excel won’t cut it anymore

Many retailers still manage their product data in spreadsheets. According to Chris, that’s a ticking time bomb. Errors multiply when multiple departments work on the same data in isolation.

A modern PIM system, like KatanaPIM, allows teams to collaborate in real-time, streamlining workflows and dramatically reducing the time-to-market.

Differentiation is everything

If you're selling the same Nike sneaker as 20 other shops, how do you stand out? The answer lies in enriching and customizing your product content—something that PIM enables. While the specs might be identical, descriptions, images, and SEO fields are where retailers can shine.

“Dimensions are always the same, but commercial descriptions can make you unique.”

Common mistakes when adopting a PIM

One of the biggest mistakes? Thinking PIM is only about the tool. Chris stresses that PIM success hinges on people, processes, and governance. Starting with messy or inconsistent data without a strategy will only make things worse.

Start small. Clean part of your catalog. Learn. Then scale.

No internal expertise? No problem.

If your company doesn’t have a dedicated data team, that’s okay. Experts like PIMvendors.com guide organizations through the process. They bring stakeholders together—marketing, IT, ecommerce, supply chain—and help align goals, uncover hidden processes, and map out the ideal solution.

A PIM is more than a marketing tool

Historically, PIMs were seen as tools for marketing. But today, they’re used across the business (supply chain, IT, ecommerce, and more). Chris introduces the idea of starting your tech stack with PIM at the center, rather than ERP. This shift enables better collaboration and content control, especially for multichannel sales and omnichannel strategies.

The rise of the Digital Product Passport (DPP)

One of the hottest topics in retail tech right now? The Digital Product Passport. By 2027, companies will be required to share detailed sustainability data about products, including materials, manufacturing origin, repair instructions, and recyclability.

Chris explains that while this sounds overwhelming, most of this information can be managed and distributed through a good PIM system. Retailers should start now by asking suppliers for this data and preparing their systems to handle it.

Why GS1 matters in modern product data management

GS1 provides global standards for product identification and data exchange—think GTINs, barcodes, and structured product attributes. For retailers, this means:

• Receiving consistent and standardized product data from suppliers
• Reducing time spent cleaning up and mapping incoming data
• Ensuring compatibility with industry partners, platforms, and regulatory bodies
• Simplifying onboarding and collaboration across the supply chain

Chris points out that instead of every retailer asking suppliers for data in different formats, many industries are now moving toward centralizing that flow via GS1. This not only saves time but also helps suppliers manage compliance and quality at scale.

“When suppliers send data to GS1, it benefits everyone—not just you as a retailer, but the entire industry,” Chris notes.

Looking ahead: key trends in PIM

Besides sustainability and legislation, Chris sees two key trends shaping the future of PIM:

• AI-assisted enrichment: AI can help classify products, generate content, and automate tedious tasks.
• Growing teams & roles: As product data grows in importance, companies are starting to appoint roles like Chief Data Officer to oversee governance and strategy.

Final thoughts

Implementing a PIM isn’t just about plugging in a new tool—it’s about rethinking how your entire organization works with product data. As Chris puts it, without the right processes, people, and mindset in place, even the best software won’t get you far.

The good news? You don’t need to overhaul everything at once. Start small. Clean up part of your catalog. Bring the right people into the conversation. And grow from there.

📍 Catch Chris Live!
Join us at Webwinkel Vakdagen, April 2–3 in Utrecht. Visit the KatanaPIM stand and attend Chris’ presentation on Digital Product Passports. Bring your questions—we’d love to chat.

💬 Got questions before then? Reach out to KatanaPIM or PIMvendors to get started.

Watch the full interview

Catch the full conversation between Raoul Straathof and Chris Jobse, where they dive deep into the role of PIM for retailers, the importance of structured product data, and how to prepare for the next big trends in ecommerce.