Product information team
A product information team is the group responsible for collecting, enriching, checking and publishing product data for every sales channel.
What is Product information team?
A product information team is the group of people responsible for product information management: collecting product data, enriching it, checking its quality and publishing it to every sales channel. The team usually includes a product data manager or PIM owner, data specialists who handle imports and attributes, and copywriters or translators who write content. It works between purchasing, marketing and e-commerce. The difference with a category management team is focus: category managers decide what to sell and at what price, the product information team makes sure every product is described correctly. Our PIM best practices guide covers how such teams set up their process.
Why Product information team matters for e-commerce
Online, the product page is the only thing a shopper can inspect. When nobody owns product information, data arrives from suppliers in different formats, descriptions stay thin and channels show conflicting specs. A dedicated team sets standards, keeps the catalog complete and makes sure new products and new channels launch with correct data.
Examples of Product information team
- 1Role: product data manager, Task: owns the attribute model and the rules for required fields.
- 2Role: data specialist, Task: imports supplier files and maps them to the attribute model.
- 3Role: copywriter, Task: writes and reviews product descriptions and titles per channel.
- 4Role: translator or localization lead, Task: checks translated content for each market.
How WISEPIM Helps
- Product import and scheduled imports via automations bring supplier data into one place.
- AI enrichment drafts descriptions, attributes and specs, and the Review queue lets the team check them before publishing.
- Quality Guard rules and Channel Readiness show the team which products still need work.
- Prompt Library keeps the instructions for AI content consistent across the team.
Common mistakes with Product information team
- Making product data a side task for marketing or purchasing without a clear owner.
- Hiring copywriters before the attribute model and data standards exist.
- Letting each team member use their own naming and units.
- Measuring output in products published instead of products complete and correct.
Tips for Product information team
- Name one owner for the attribute model and the data standards.
- Write a style guide for titles, descriptions and units.
- Agree with purchasing which supplier data must arrive with every new product.
- Track completeness per channel and review it in a regular team meeting.
Trends around Product information team
- AI drafting content, with the team shifting toward checking and editing.
- Product data prepared for AI shopping assistants as a new channel.
- Teams owning shared prompt libraries next to style guides.
- Data quality targets per channel instead of one general target.
Tools for Product information team
- WISEPIM: a PIM system with AI enrichment, a Review queue and Quality Guard rules for product teams.
- Akeneo: a PIM platform for managing and enriching product information.
- Salsify: a product experience management platform with PIM and syndication.
- Shopify: a store platform that often receives its product data from a PIM system.
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