In this blog, we explore the importance of Product Information Management (PIM)-driven eCommerce for chemical suppliers and the benefits of a phased approach to digital transformation.
Chemical suppliers operate in a highly complex industry where regulations, product safety, and diverse customer needs are constantly evolving. Today, with growing customer demands, a digital transformation journey for chemical suppliers is necessary to keep up with the need for product information and faster service.
Before we get into the crawl, walk, run model for chemical digital transformation, let's define Product Information Management-driven Commerce or PIM-drive Commerce. PIM stands for Product Information Management, a system that digitizes and centralizes all product information in one place. What does PIM mean for the chemical industry? PIM turns your chemical product data and documents and PDFs (like, TDS, MSDS, etc.) that are locked in spreadsheets into digital information - structured in a consistent format, making it easier to manage and distribute product information across various channels.
In the chemical industry, where products have complex compositions and technical data, a PIM system enables suppliers to manage product information more effectively, ensuring accuracy and accessibility to customers.
For chemical companies, PIM-driven eCommerce means leveraging this system to provide a seamless, online buying experience while delivering comprehensive product information to help customers make informed purchasing decisions.
Digital transformation seems daunting for chemical suppliers, but a phased approach breaks down the process into manageable steps that create faster and more tangible results. As the great Simon Sinek once said, "It's better to go slow in the right direction than to go speeding off in the wrong direction."
Instead of trying to implement all changes at once, a crawl, walk, run model allows suppliers to prioritize goals and milestones. Rather than going all in on a complete eCommerce platform, suppliers can start slowly and evaluate their progress and customer adoption at each stage before moving on to the next.
Digital transformation is about internal efficiency, but more so about the customer. A customer-centric approach is crucial in the chemical industry as customers rely heavily on accurate product information and accurate data for their manufacturing and formulation processes. With a phased approach, suppliers can build customer trust by delivering consistent and reliable data and positioning their brand as a trusted provider.
The first step in a PIM-driven eCommerce strategy is to digitize all product data with a PIM system. This may sound simple, but it is a crucial step that requires careful consideration, planning, and implementation. Focused on the importance of chemical composition, specifications, and safety data, a PIM system is essential for managing and distributing product information.
Digitizing product data with PIM allows suppliers to:
Similar to any transformation, there are challenges to implementing a PIM system. Some challenges include the complexity of chemical products and their data makes it difficult to standardize and automate all aspects of the data management process, product data being locked in spreadsheets, future updates to product data making it hard to have version control, resistance from employees who are used to managing information a certain way, and the list goes on.
It's important to note that during the crawl phase, suppliers should focus on digitizing all product data and ensuring accuracy and consistency rather than trying to implement too many features simultaneously. The ultimate goal is to have a solid foundation for the next phase of digital transformation.
Once product information is digitized, the next step is creating a branded portal to showcase your products. Acting as a “digital“ showroom,” this portal provides an easy way for customers to find relevant chemical products and contact the supplier to learn more, request samples, or more information.
Having a private-branded portal in place allows suppliers to:
While adding a digital portal for lead capture may seem straightforward, several challenges exist. First, suppliers must ensure that the portal aligns with their brand and product offerings and that all product information is accurately displayed.
Secondly, while there are many options for web development for chemical suppliers, only some have chemical-specific expertise and experience in working with PIM systems. Additionally, suppliers must be mindful of compliance regulations when displaying product information online.
Chemical suppliers should find a chemical-focused solution that provides the following for their branded portals:
In the Run phase of the digital transformation journey, companies can implement eCommerce capabilities to enhance their portal and streamline the buying process for customers. This involves offering direct B2B purchasing options through the portal, simplifying the purchasing process, and improving customer satisfaction.
The addition of direct B2B purchasing options allows suppliers to offer their customers the ability to receive private, unique pricing directly on their eCommerce shop. This feature streamlines the purchasing process, creating a better overall customer experience.
With this capability, suppliers can:
While implementing eCommerce capabilities may seem like the ultimate end goal, there are several challenges that suppliers must consider. eCommerce requires seamless integration with existing systems such as PIM, ERP, and CRM and may require additional security measures to protect sensitive customer data.
The chemical industry is subject to a broad range of stringent regulations that must be adhered to when selling and shipping products online. Additionally, the nature of the chemical industry requires a customized pricing approach due to several factors, such as quantity, location, application, frequency of purchase, and other special conditions. This presents significant challenges when adding eCommerce capabilities because the system must be able to handle complex pricing structures and provide accurate quotes for each customer.
Find a solution that is built on deep chemical industry expertise, that can be customized with your business needs wherever you are in the crawl, walk, and run phase of your digital commerce journey. Make sure that the solution you choose can integrate with your existing PIM, ERP, and CRM for smooth communication and data transfer.
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Digital transformation is critical for chemical suppliers who want to stay competitive in the current market. By taking a crawl, walk, run approach, chemical suppliers can break down the process into manageable steps that create faster and more tangible results.
Starting with digitizing product data through a PIM system and adding a portal for lead capture before moving towards eCommerce capabilities, suppliers prepare their business for future growth while building customer trust.
Don’t wait to embark on your digital transformation journey and build a strong foundation today with PIM-driven eCommerce.
No matter where you are in your journey, Agilis can help. We’ve created a solution, ionicPim (in collaboration with SpecialChem), built specifically for the taxonomy and complexity of the chemical industry with the ability to customize and adapt to your business needs.
Contact us today for a free consultation: https://agiliscommerce.com/request-a-demo.
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