How B2C-Centric PIMs create challenges in B2B environments

eCommerce Directors of B2B enterprises face their fair share of challenges.

But one of the most persistently irksome issues they have shared with us has been trying to fit complex business needs into a Product Information Management (PIM) system designed primarily for B2C.  While many of these systems boast of their versatility and adaptability, the day-to-day realities of working with such a tool tell a different story.

Here's a closer look at the challenges and "niggles" some of DWS's customers faced before realising the root cause of the problem:

1. Complex product hierarchies: B2B products often have intricate hierarchies, bundles, and configurations. A B2C-focused PIM struggles to manage these efficiently, leading to manual workarounds and potential errors.

2. Bulk data management: Our customers don't buy a single item at a time. They buy in bulk, often with unique SKU variations and custom pricing. The lack of bulk editing and processing features becomes a bottleneck.

3. Advanced pricing models: B2B pricing isn't as straightforward as setting an RRP. We deal with volume discounts, contractual pricing, and member-specific rates. Implementing these in a B2C-centric PIM feels like trying to fit a square peg in a round hole.

4. Inadequate workflow customisation: B2B operations require multiple approval layers for publishing, price adjustments, and product variations. The limited workflow customization options often result in manual approvals outside the PIM.

5. Lack of integration capabilities: B2B ecosystems often comprise ERP, CRM, and custom-built systems. Many PIMs lack the robust APIs and connectors necessary for seamless integrations, leading to data silos.

6. Insufficient data attributes: Products in the B2B world come with an array of technical specifications and documentation. Capturing and managing these in a PIM designed for simpler B2C attributes is cumbersome.

7. Limited multichannel support: While B2B operations are evolving with multichannel approaches, including marketplaces, direct sales, and EDI, many PIMs are lagging. This results in piecemeal channel management.

8. Poor support for custom catalogues: Custom catalogues need to be tailored for purchasing habits. Crafting these manually due to a PIM's limitations is both time-consuming and error-prone.

9. Inefficient user role management: B2B operations have multiple stakeholders—from sales and marketing to technical teams—who need access to the PIM. The lack of granular user role management creates access and editing chaos.

10. Scalability concerns: As we expand our product range and enter new markets, scalability becomes pivotal. B2C-focused PIMs often can't handle the vast number of SKUs and associated data of a growing B2B enterprise.

With the benefit of hindsight:

While it's possible to use a B2C-centric PIM in a B2B environment, it's far from efficient. It's like trying to run a marathon in ill-fitting shoes. Sure, you might reach the finish line, but at what cost?

The constant workarounds, manual interventions, and operational inefficiencies eat into time, resources and ultimately, profits.

For any B2B enterprise poised for growth, investing in a PIM designed with B2B intricacies in mind isn't just a good idea - it's crucial for streamlined operations and competitive advantage.