Product Experience Management (PXM) - the evolution of PIM

29.04.2025 | Jochen Muffler

Nowadays, it is no longer enough to simply manage product data in a structured and error-free manner. Customers expect a customized product experience that provides them with exactly the information they need to make a purchase decision - on any channel, at any time and in the highest quality. This is where Product Experience Management (PXM) comes into play.

However, PXM is less of a system and more of a strategic development of the PIM concept. While Product Information Management (PIM) ensures the central administration and consistency of product data, PXM expands this approach by preparing the data in a contextual, target group-specific and emotional way.

What is PXM?

PXM stands for Product Experience Management and describes an approach in which product data is not only centrally managed, but also optimally adapted to different channels, markets and target groups.

Essentially, PXM aims to create a uniform, target group-specific and personalized product experience across all relevant channels. This includes providing personalized and relevant information that is adapted and optimized according to region or target group to ensure a consistent and engaging product experience at all touchpoints.

The goal: each target group receives exactly the information that is relevant to them - in the right language, the right format and on the optimal channel.

PXM vs. PIM - what's the difference?

PIM - the basis for structured product data

A PIM system (Product Information Management) serves first and foremost as a central platform for managing and distributing product information. It ensures that all product data is consistent, complete and error-free and is forwarded from a single source to various channels.

Typical functions of a PIM system:

• Centralized data management: One place for all product information

• Consistency & error reduction: Standardized data across all channels

• Efficient distribution: Automatic provision for web stores, print, marketplaces, etc.

• Multilingualism & localization: Support for international markets

• Integration with other systems: Connection to ERP and/or DAM systems

However, a PIM system alone does not ensure that product information is optimally adapted to the respective user. It only provides the raw data - but more is needed for a convincing product experience.

PXM - enhancement through context and personalization

This is where PXM (Product Experience Management) comes in: While PIM provides a standardized database, PXM goes the decisive step further and ensures that this data is played out in an individual and targeted manner.

PXM takes the following into account:

• Target groups:
  Which information is relevant for which customer group?
• Channels:
  How does product data need to be prepared for different platforms?
• Markets & regions:
  What linguistic or cultural adaptations are necessary

Example:
A kitchen manufacturer can use PIM to ensure that all product data such as materials, dimensions, colors and equipment elements are recorded correctly and completely. With PXM, on the other hand, he can adapt this information specifically for different target groups:-

• Young couples are particularly interested in modern design and smart kitchen appliances.
• Families value storage space, safety and easy-care materials.
• Cooking enthusiasts are looking for high-quality worktops and professional kitchen appliances.

PXM can also ensure that product information is optimized for different channels:

• Emotional images and inspiring cooking scenarios are shown on social media.
• In the web store, the focus is on technical details, variants and customer reviews.
• Comprehensive product catalogs, configurators and planning tools are provided for specialist retailers.

This targeted personalization and contextualization of product information improves the purchasing experience, strengthens customer loyalty and positively influences purchasing decisions.

Why is PXM so important today?

Digital transformation and the rise of e-commerce have changed the way customers discover, compare and buy products. In a world of countless online marketplaces, social media and mobile apps, it's no longer enough to simply manage product data - it's about delivering the right message, at the right time, on the right channel.

The decisive factors for a successful product experience:

• Omnichannel strategy:
  Customers expect a seamless experience across web stores, marketplaces, social media and physical stores.
• Personalization:
  Standardized product information is no longer enough - tailored content increases the conversion rate.
• Speed & scalability: Products need to be launched quickly in new markets and adapted flexibly to new circumstances.
• Emotional purchasing decisions: Customers don't just buy products - they buy stories, values and experiences.

A strategic PXM approach helps companies to meet these requirements and stand out from the competition.

How does PXM work in practice?

PXM is not a single tool, but a combination of technologies, processes and strategies. Existing systems such as PIM, DAM (digital asset management) and content syndication are often combined to create a holistic solution.

The building blocks of a successful PXM approach:

Create a database (PIM)
Capture, structure and standardize product data

Enriching content (DAM & content management)
Supplementing with images, videos, descriptions, etc.

Contextualization & adaptation
Dynamic playout depending on channel, target group and region

Omnichannel distribution
Provision of optimized content for web stores, marketplaces, social media, etc.

This workflow ensures that product information is not only complete and correct, but also targeted and effective.

Conclusion: PXM as the key to the perfect product experience

While PIM ensures the central management of product information, PXM goes the decisive step further: it optimizes the product experience through personalized, contextual content that is precisely tailored to the customer's needs.

PIM provides the data - PXM brings it to life.

PXM ensures a higher conversion rate and better customer loyalty.

Companies that consistently implement PXM gain a decisive competitive advantage.

In a world in which purchasing decisions are increasingly emotional and context-dependent, PXM is not just a trend - it is a must for every forward-looking company.

How crossbase ensures optimal PXM implementation

With the crossbase solution, the requirements for Product Experience Management (PXM ) can be fully implemented. The PIM database ensures that all product information is structured, consistent and error-free. In addition, crossbase enables targeted personalization and contextualization of content for different target groups and channels.

Dynamic data output: Product information can be provided in numerous different formats depending on the channel (web store, catalog, e-commerce).

Target group-specific content: Flexible attribution and filter options allow product data to be prepared specifically for different customer segments.

Media and language variants: Seamless integration with the MAM module allows product data to be linked with suitable images, videos and texts - including localization workflows for international markets.

Omnichannel strategy: Thanks to crossbase's modular architecture, companies can efficiently distribute their content from a single source to all sales channels and use channel-optimized content.

Find out more now!

Would you like to know how you can take your product communication to the next level with crossbase? Contact us for a personal consultation or a live demo - we will show you how to expand your PIM strategy into a comprehensive product experience!