5 Emerging Trends in Product Experience Management (PXM)

In today’s fast-paced digital world, 75% of customers base their buying decisions on product information as part of the brand experience, not only on product or price. Customers want less complicated, feature-oriented information and more informative product experiences. Therefore, organizations must put more effort into making their Product Experience Management (PXM) strategies more effective, so that clearly defined product information becomes more appealing and relevant across various channels.

Quick access:

• What is PXM and why is it important?
• Extended Product Content
• Market-Specific Product Information
• Meeting the Next Generation of Consumer Expectations
• Transparency and Sustainability
• Artificial Intelligence

What is PXM and why is it important?  

Product Experience Management (PXM) refers to the strategic management of product information to provide engaging and accurate experiences for customers. By organizing and optimizing product data across different channels and locations, organizations can ensure reliable, compelling and relevant product presentations, which improves consumer experience, trust and purchase decisions.

Why does this matter? Today’s buyers demand accurate details, transparency and personalization. Implementing a robust PXM platform allows you to create rich, interactive product content, streamline operations and improve customer retention.

You should keep in mind the following five most significant trends in PXM if you want to stay ahead in this field:

1. Extended Product Content  

Consumers today look for more than just static product descriptions. They want engaging, new experiences that bring products to life. Brands like Adidas and Ikea are incorporating augmented reality (AR), 3D models and interactive product videos to create deeper engagement and boost customer confidence.

By integrating personalized content recommendations and AI-driven visual enhancements (e.g. by putting an armchair in the context of your own living room), you can ensure that potential customers remain engaged, which increases conversion rates and customer loyalty.

Amazon is widely regarded as a leading example of content personalization, with its homepage dynamically tailored to each individual customer. Investing in digital innovation helps you to differentiate yourself in crowded markets.

2. Market-Specific Product Information  

Different markets have unique customer behaviors, preferences and expectations. Therefore, you must adapt your product content to suit market segments and regional needs, while maintaining consistency across different channels.

Using AI-powered localization tools, you can dynamically adjust product descriptions, pricing and virtual assets to align them with market-specific trends. For instance, if you are in the retail industry, you could curate clothing selections and related product content based on local fashion preferences and weather.

The way you present the same suit in Europe will differ from the presentation in the Middle East or Asia. Whereas the product features stay the same, the marketing related content, including images, needs tailoring to local markets. This content contextualization optimizes the customer engagement and increases brand affinity.

3. Meeting the Next Generation of Consumer Expectations  

Gen Z and Gen Alpha are gaining influence on digital commerce. These are the digital natives who discover and interact with brands through social media platforms like TikTok and Instagram, which makes it essential for you to tailor product experiences to their behavior and needs.

To capture the attention of these generations of consumers, you must incorporate user-generated content (UGC), influencer partnerships and short-form video strategies to display your products. In fact, studies show that Gen Z shoppers rely heavily on peer recommendations and visual storytelling to make their purchase decisions. The brands that attend to these elements can build stronger and lasting relationships with these younger audiences.

4. Transparency and Sustainability  

The perspective of modern customers has shifted to becoming more environmentally conscious, considering sourcing and ethical business practices next to the price of a product. McKinsey reports that customers increasingly prioritize sustainability and are willing to spend extra money to support it. They demand authentic and verifiable information about the products they buy. Therefore, you should be transparent about your supply chains, product ingredients and sustainability initiatives.

Given the shifting global regulations, you must also maintain accurate, easily accessible and compliant product data to avoid misinformation and improve your brand credibility. Giving an elaborate description of products - as well as the steps you take to ensure ethical sourcing - helps to build consumer trust and leads to a loyal customer base.

5. Artificial Intelligence  

According to Gartner, PXM solutions go well beyond PIM by providing product data contextualization, personalization and content analytics (called Digital Shelf Analyses), more and more driven by AI.

Artificial Intelligence tools, like PowerSuite.ai, offer significant advantages to companies aiming to enhance the product experience, starting with improving product data quality. As product information becomes increasingly complex, managing its accuracy and consistency manually is both time-consuming and challenging.

AI can streamline this process by addressing inconsistencies and tailoring product data to specific customer segments or personas. It can also enrich product content by adding relevant references, such as variants and accessories, to provide greater context and ultimately enhance the online experience and increase basket value. And also important: AI can do this at scale!

Elevate your PXM Strategy with Squadra

Want to optimize your product experience management? At Squadra, we help organizations create seamless, engaging and scalable PXM solutions.

Get in touch to explore how we can support your business!