This is Part 2 of a series created in partnership with product information management platform, Pimberly. Jump to Part 1.
The current global landscape has placed some very real obstacles in the way of growth for many retail brands. Shipping has become unpredictable and inconsistent. And managing inventory has become more difficult as a result.
Today’s buyers are feeling the brunt of these hurdles as well — waiting months for purchases to arrive, or placing an order only to be told it won’t be in stock for some time.
Buyers are even holding off on purchasing altogether because it’s just not worth the headache. This, in turn, puts pressure on marketers to find creative ways to accommodate inventory fluctuations or move inventory quickly when the warehouse is full.
Fortunately, there is a simple solution to help you not only overcome these issues but increase buyer intent and ROAS as well: enhancing your DPA by combining a product information management system (PIM) with enriched catalog creative. This allows you to automate the process of addressing shipping and inventory issues — directly inside your DPA.
Enriched catalog creative allows you to optimize your product feed by redesigning the images used for your product SKUs with backgrounds, icons, product reviews, and more.
It does so by using the data within your PIM to identify which images to redesign and how. If you have a PIM and you’re already doing the back-end work to properly tag and organize your inventory, adding this layer is a simple way to help your catalog ads work even harder.
This setup offers some powerful benefits:
All of this adds up to increased purchase intent when customers land on your product page, leading to even greater odds of conversion.
A PIM helps you manage your inventory in real-time, build in logic, and prepare your data set to be applied to other platforms for marketing and sales purposes.
Today’s top PIM systems allow you to make custom, dynamic columns for product attributes and update product information with automatic, rule-based criteria.
When combined with an enriched catalog creative tool, a PIM allows you to apply logic strategically. For example, during a sale, you could enable a formula that adds the discounted price to your DPA creative, automatically.
Here are some ways enriched catalog creative can help address current retail challenges, pre-click:
With Marpipe Enriched Catalogs, you can customize every aspect of your feed creative overlay — by uploading your brand colors, images, graphics, and fonts — and have full access to a wide range of free assets and graphics, too.
Simply plug in your existing PIM, use our drag-and-drop creative builder to level up your product images, and upload the resulting ad creative directly to ad platforms, including Facebook, Instagram, Pinterest, Snapchat, and TikTok.
Templated text lets you insert the right text into the right ads by dynamically linking placeholder text assets to your PIM columns.
And our feed status indicator shows you, at a glance, if your feed is syncing properly with color-coded status updates — Live, Inactive, Ready, and Draft.
See how Marpipe Enriched Catalogs increased ROAS for three distinct retail brands.
The PIM + enriched catalog creative combo is a powerful, conversion-driving investment for modern retailers.
The whole is greater than the sum of the parts when it comes to these two tools. They both build upon the other to make your product feed work that much harder for you. Operating together, they can help you build a powerful, automated retail marketing machine.
For more relevant reads on product information management, check out these posts from Pimberly:
Smashing eCommerce KPIs with PIM
