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20 Data Types You Can Store in a PIM System and How to Localize Them
September 2, 2022
Using a product information management (PIM) system is often essential if you want your company to succeed in the global marketplace.
A PIM system allows you to manage all your product data in one central location, making it easier to translate and localize that data into multiple languages.
There are many data types you can store in a PIM system, from product names and descriptions to images and music. Each type of data will need to be treated differently when it comes to localization.
Let's look at the various data types you can store in a PIM system and how you can ensure you are properly localizing them…
The most important factor when using Product Information Management
A product information management system on its own won't get you very far.
For content translation to be effective, you need to use your PIM system in the right way. This means following best practices, including ensuring that all your content comes from the central repository (i.e. the PIM system itself).
As Rubric’s Global Content Business Analyst Rebecca Metcalf explains:
"The PIM in itself doesn't "do" anything. Translating the content in a PIM system is worthless if the system isn't used well."The key to success with a PIM system is ensuring that all content is used for all channels. The content is worked on once and reused over and over again."This is how a PIM system drives translation savings. For example, say you have 26 products. You only make the effort once rather than 26 times. This single effort is reused for each of your 26 product manuals, 26 data sheets, and so on."
20 data types you can store in a PIM system and how to localize them
When you are using a PIM system, there are many types of data you can choose to store in your system.
Here are 20 common data types you can store in a PIM system and tips on how to localize each one:
1. Categories
Product categories may vary between your international markets, depending on how different people view particular product types. For example, "men's clothing" might be translated differently in a market where gendered clothing is less defined, while other countries may have strict rules on the concept of "unisex clothing."
2. Images
Acceptable images vary across cultures. For example, colors have different meanings depending on the culture of the viewer. It's important to take this into account when you localize images of your products. You may need to edit or replace existing images to ensure they are appropriate for your target market.
3. Ingredients or physical makeup
Your product ingredients or physical makeup will need to be translated into the local language of your international markets. In some jurisdictions, you may also need to make adjustments to these to ensure that they comply with local regulations.
4. Keywords
Keywords are vital for any online product listings as they help the search engine optimization (SEO) of the webpage. But keywords can be tricky to localize. You may need to use completely different keywords for different markets, reflecting how people search differently for the same products. An experienced translation provider should be able to help you with this.
5. Measurements
Different markets use different measurement systems. For example, in the USA lengths are still given in inches, using the Imperial system. In Europe, millimeters are required, using the Metric system. You might even need to provide multiple measurement systems for some markets. Conversion calculators are one way to help customers understand your product specifications.
6. Meta information
Meta information is any information that helps describe or categorize your product. It can include the title, description, keywords, and other data. The metadata is primarily for the purpose of SEO and algorithms, but it should still be understandable by a human reader.
7. Points of sale
If your company has physical locations in your markets, the PIM system can store the points of sale. Accurate data is important for both customers and your employees. Inaccurate data can lead to customer frustration and wasted time and resources.
8. Pricing information
Your customers need to know how much a product will cost them, but pricing can be a tricky issue when localization is involved. In some cases, you may need to adjust your prices to account for differences in the cost of living, exchange rates, and local taxes. You should also be aware of any import taxes or duties that may apply to your product in other markets.
9. Product descriptions
Product descriptions are the first content type people usually think of when we talk about translating PIM content. When you translate product descriptions, it's important to use language that is both clear and concise. Avoid terms that might be ambiguous or difficult to translate.
10. Product features
Your customers in international markets may prioritize different features than those in your home market. It's important to be aware of such preferences when you localize product features. You may need to adjust the order of your product features to highlight those that are important to people in a particular market.
11. Product names
Even the names of your products might need to change to be successful in other markets. There are plenty of stories of companies that have failed to check their product names in local languages and have caused offense or embarrassment. You might need to use completely some product names to avoid any negative connotations.
12. Promotional strategy content
Your promotional strategy may change in across markets to reflect how your international customers purchase products differently. The supporting content for these strategies helps your local sales representatives sell your products. It's often a good idea to involve your local representatives in the localization review process to ensure the content serves their needs.
13. Stock Keeping Units (SKUs)
A stock keeping unit (SKU) number is a unique identifier for a product that helps you to keep track of your inventory. It's important to have accurate SKU information when you are localizing your PIM data. The same product may have a different SKU number in different markets.
14. Technical specifications
Your product's technical specifications help customers understand what your product can do. Technical translation requires more expertise than a simple document translation as your translators need to understand some of the technical details of your products. This is why it's important to work with the right translation provider.
15. Testimonials and quotes
Like customer reviews, testimonials are a great tool to help you sell your product in international markets. When customers see a quote on your website from someone like them, they are more likely to trust your product. Unlike customer reviews — which you may list in, say, order of date — quotes are often more prominent in the web design. You may use completely different quotes in different markets.
16. Variants
Many global companies sell completely different product variants between their markets. This is one way to appeal to local preferences. For localization, it's important to accurately track which variants you are selling in which market. It only makes sense to localize product information for variants that are available in a particular market.
17. Videos
Video content is extremely popular these days and is a great way to show off what your products can do. Video localization can be complex and costly, but it doesn't have to be. There are many good tips for how to localize videos more efficiently.
18. Customer reviews
Localizing customer reviews can be a great way to connect with customers. When translating review content, it's important to stay true to the original meaning of the review, while considering any cultural nuances. Sometimes, you may need to edit reviews to make them more relatable to customers in other markets.
19. Documents
Your products will probably have supporting documentation. Such documents need to be localized for your international markets. This can be quite a simple process if the documents are only text-based. However, the more desktop publishing your documents include, the more work is required for localization.
20. Music
Music is a common and often highly effective multimedia content type. However, licensing restrictions can make it complicated to use music in your online content when you serve multiple international markets. When localizing music, it's important to be aware of these restrictions and obtain any necessary licenses before you use any copyrighted material.
Getting started with the right PIM system
As you can see, you can store many data types in your PIM system. With the right strategy in place, you can reduce the work required to localize this data for your international markets.
It's important to choose the right PIM system. One that supports localization and makes the process as easy as possible.
It's also vital that you choose the right translation provider, ideally one that specializes in PIM system integration. A skilled and experienced provider will be able to help you optimize your localization process and reduce the work required to reach your international customers.
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