DAM and PIM – a lead in the customer experience

DAM and PIM in a nutshell

With DAM (Digital Asset Management) you organise and manage digital content such as images, videos and text documents. Marketing is smoother when it’s organised, easy to find and accessible to the whole team. Marketing communications follow the same visual line for each marketing channel.

PIM (Product Information Management) is a tool for managing product information. With PIM, you manage product-specific content and materials and ensure that the product information your customers see is accurate and up-to-date. PIM also creates valuable data that you can use for internal and stakeholder reporting.


Designed for retail and e-commerce needs. Useful in any industry for strategic use of digital assets. Designed for retail and e-commerce. Useful in any industry for strategic use of digital assets.
Includes text and data fields. Contains text and data fields. Contains files and metadata.
Source of product information and text for web pages and product catalogues. Source of images and videos for web pages and product catalogues.


  • Centralisation of data in one place – no need to enter data multiple times, reduces workload and possibility of errors.
  • Can be integrated with other systems to automate processes.
  • Can integrate with each other to automatically deliver data and content to websites and product catalogues.
  • Helps to unify visuals and information on websites, apps and print media

Which is needed?

Preferably both. Both DAM and PIM contribute to the marketing and operational functions of the company.

With PIM, you manage product pricing, stock and distribution, and monitor demand. The benefits of PIM are directly reflected in your turnover. By making it easier to manage and keep up-to-date product information, more time is freed up for sales and marketing.

DAM allows you to implement marketing campaigns flexibly across product groups and geographic locations. Competition has increased in all sectors and there are more options than ever before. With potential buyers’ attention spans becoming shorter and shorter, the importance of insightful marketing campaigns has become even more important.

In addition to a quality shopping experience, it is worth investing in after-marketing through product videos, help videos, and newsletters. Targeted and personalised marketing works well. Thanks to DAM, a growing number of marketing materials, such as newsletter texts, graphics and help videos, are kept in a clear order. Collaboration with your organisation’s external and internal stakeholders also runs smoothly if you use DAM to share the necessary files with your stakeholders.

How do the systems work together?

To get the most out of DAM and PIM, you should integrate them. This way you have an unbeatable duo that is more than the sum of its parts.

For the customer experience, it’s important that product information from PIM is up-to-date and easily accessible. When you want a more holistic experience, DAM acts as a source of data using the information in PIM.

DAM and PIM help both to deliver effective marketing and a polished and up-to-date online store. Together, they enhance the customer experience, a significant competitive advantage in retail and online retail.

What are the benefits of DAM and PIM?

A multi-channel content strategy creates a competitive advantage, increases sales and helps to leverage marketing in a holistic way. It also gives you more customer data.

The implementation of a multi-channel content strategy can be complicated if a company has multiple retail platforms. If each retail platform is different, it is difficult to keep product information and marketing communications consistent across all platforms. PIM and DAM can solve this problem, while maintaining a high level of user-friendliness.

Customer returns are a costly expense for retailers. With an effective PIM and DAM, you can provide customers with more and more accurate information earlier in the purchase path, giving them an accurate and realistic picture of the product right away. When customers select the product they are looking for with accurate product information and visuals, customer returns are reduced.