Consistency across all channels

Why your customers expect the same information everywhere

Want to take your customer communications to the next level? We'll show you how to provide consistent product data across all channels.

Different data in every channel

Many companies struggle with the fact that their product information varies depending on the channel. The online shop contains different information than the app, retailer portals show different descriptions, and the printed catalog or even the packaging provides its own data. Such data silos often arise from separate systems or manual processes for different channels.
 As a result, customers encounter conflicting information, which is a recipe for confusion and loss of trust. Inconsistent data not only affects the customer experience, but also complicates internal processes.
 Employees have to maintain and check the same information multiple times, separately in the web shop, ERP system, PIM, and for print media. This costs time and is a source of errors. In the worst case, the customer receives incorrect or outdated information, which can lead to abandoned purchases or complaints. In short, inconsistent product data slows down your digitalization and jeopardizes the success of your omnichannel strategy.

Why consistent product information is so important

Today's customers expect a consistent customer experience across all touchpoints. They don't differentiate between “online” and “offline”; for them, it's the same brand they're getting information from. That's why they want to see up-to-date, accurate, and identical product information everywhere.
Inconsistency, on the other hand, can quickly confuse customers.
 For example, if the price on the website does not match the price in the store, or if product details differ between the online shop and the packaging, buyers feel deceived. Trust is lost and, in the worst case, they abandon their purchase. Customers expect the same level of information in real time across all channels. Consistency creates credibility, while inconsistencies fuel doubt.
Furthermore, a consistent customer experience contributes directly to brand loyalty. When customers can trust that they will receive reliable information everywhere, this has a positive effect on brand perception. They recognize the brand's “common thread” across all platforms. Studies show that a coherent brand experience across different channels promotes customer loyalty. Consistency therefore pays off in the long term in terms of customer retention; satisfied customers are more likely to return and recommend the brand to others.

Consistency through centralized data

So how can cross-departmental consistency be achieved? The key lies in a centralized data source, often referred to as a single source of truth. Instead of maintaining product information multiple times and separately, a central product data platform is used to feed all channels. Product information management (PIM) software such as Pimcore enables exactly that, serving as a central content hub where all product-related data is stored and managed in a single location. Pimcore acts as a “golden record” for product data and as a single source of truth, ensuring accurate and consistent information across all channels. Changes only need to be entered once and are immediately synchronized in the web shop, app, marketplaces, print media, or any other output channel.

Price promotions or corrected measurements are automatically updated across all connected channels. This prevents outdated information from remaining anywhere. Pimcore emphasizes that all data objects are linked in the central repository and do not exist multiple times, which means that updates are immediately effective across all channels. The result is consistently up-to-date product data at every customer touchpoint.
Another advantage of such a centralized PIM solution is that it also improves internal processes. Teams in marketing, sales, or product management all work with the same data, which simplifies collaboration. Errors caused by manual copy-paste are eliminated. In addition, content distribution can be largely automated—from CMS to e-commerce to print PDF, data is pulled from the single source of truth. Pimcore, for example, enables consistent and timely publication of the right information in the right channels through central control. In short, a well-thought-out PIM strategy eliminates data silos and ensures a uniform database that everyone can rely on, both your employees and your customers.

Advantages of a consistent omnichannel experience

Implementing consistent product data pays off in many ways, both for the customer experience and for business success. Here are the most important advantages of consistent, cross-channel communication:

Higher customer trust and brand loyalty: Consistent information strengthens brand credibility. Customers trust the information and remain more loyal to the brand. Satisfied customers are more likely to return for repeat purchases – and recommend you to others.

Increased purchase intent and conversion: When all product details are clear and consistent, customers feel well informed and confident, which reduces cart abandonment. Consistency reduces friction points in the customer journey. Companies expect better product data quality to result in higher conversion rates.

Fewer customer inquiries and returns: Inconsistent information often leads to support queries or false expectations about the product. If the data is consistent and correct, customers know exactly what they are getting. The result is fewer complaints, fewer returns, and less effort in customer service.

More efficient internal processes: With a single source of truth, duplicate data maintenance is eliminated. 
Teams save time because information is only entered once in a central location and distributed from there. Updates are made more quickly, which is a huge efficiency gain, especially with frequent product changes (e.g., new models, price updates). Employees can focus on value-adding tasks instead of reconciling data.

Greater competitiveness: In the age of omnichannel commerce, B2C and B2B customers expect seamless experiences. Those who deliver consistently stand out from the competition. The brand experience is recognized across all platforms. According to a survey, all companies surveyed rely on PIM solutions to meet the increasing demands of their customers. Consistency thus becomes a real selling point and quality feature of your brand.

Last but not least, consistent data quality lays the foundation for forward-looking technologies. For example, personalized recommendations or AI-powered chatbots only work optimally if the underlying data is consistent and trustworthy. Data consistency is a prerequisite for modern digital services to reach their full potential. Companies that have their data under control are better equipped for trends such as personalization, voice commerce, or the digital product pass and can roll out innovations faster without being held back by inconsistent legacy data.

Consistency as a factor for success in the customer journey

In today's multichannel world, consistency across all channels is not a luxury, but a necessity. Inconsistent product information costs trust, customers, and revenue. A unified, central data platform ensures that your customers always receive the right information, everywhere—from initial contact to purchase and beyond. Companies that rely on a single source of truth strengthen customer satisfaction and their own efficiency in equal measure. Investing in consistent product data pays off through increased loyalty, higher conversion rates, and lower operating costs. In short, a consistent customer experience becomes a competitive advantage.

Let's work together to make your customer journey consistent. www.asioso.com