Why Product Data Strategy Is Now a Retail Growth Advantage
When retailers have a good product data strategy, it unifies every aspect of their campaign workflow. How do they do that and supercharge growth?
Every retailer knows the value of knowing everything possible about their products, their customers’ buying preferences, and each product’s history of success. The problem is: there’s a huge difference between knowing the value of all that information and knowing how to use it effectively.
One factor is the sheer volume of data that a retailer must handle. In 2025, Walmart reported approximately ten petabytes (the equivalent of 1,000 terabyte drives) of data per day! While retailers are increasingly trying to harness the power of data for
What is preventing retailers from harnessing the power of data for business growth?
business growth and improved operational efficiency, over sixty-five percent of surveyed retailers identified data management as their most pressing challenge.
Making Product Data Strategy a Priority
A retailer’s complex product dataset includes detailed information about each product, often received from the manufacturer and housed in a product information management (or PIM) system. All too often, each product will also have an array of images, videos, descriptions, and reviews in a separate digital asset management (or DAM) system. The list gets longer, with separate, often siloed databases for pricing, inventory, and, of course, campaign and sales history.
How does a sound product data strategy affect a retailer’s competitive edge?
Today, product data is no longer simply a merchandising or e-commerce concern—if it ever was. A sound, comprehensive product data strategy is essential to a retailer’s competitive edge; it affects speed, content accuracy, customer experience (and
trust), and control of complex, multichannel marketing production.
The Results of Data Disconnection
When multiple data sources are disconnected, chaos inevitably ensues. This is not deliberate. As retail operations evolve, legacy systems designed for specific tasks often lack capabilities the developer didn’t foresee—or are incompatible with other systems acquired in a merger. Seismic shifts in technology bring inevitable issues. For example, a specialized catalog production workflow system designed solely for a specific print operation will likely struggle to handle the added demands of digital and mobile formatting and output.
Most of all, when product data and assets lack a meaningful, reliable connection, multichannel marketing becomes prohibitively expensive. Without PIM and DAM integration, the resulting chaos and manual workarounds will reduce each campaign to a
What happens when PIM and DAM systems are not connected in a meaningful way?
painful, very expensive crawl. For example, scattered product information, outdated images, last-minute promotional changes, and manual approval cycles each place an immense burden on a marketing production team. Add multiple regional catalog versions, digital campaigns, and personalization to the mix, and the burden becomes unsustainable.
The Foundation for Retail Growth
The only true basis for a viable data strategy is a system (and a workflow) that embraces a “single source of truth” approach. PIM and DAM systems must be thoroughly integrated, but that’s only the beginning. Planning, production, proofing, and results-tracking workflows must also connect to the data—in real time.
How does a good product data strategy affect retail marketing production teams?
A well-defined product data strategy is how an entire organization manages and uses product information across marketing, merchandising, creative production, e-commerce, print, and digital channels. For retail marketing production teams, such a strategy affects
how well product details, pricing, promotions, images, campaign assets, approvals, and localized versions move from planning to final output.
Comosoft enables this kind of product data strategy for multichannel marketing production. By combining campaign planning, design, automated production, proofing, versioning, and even AI-assisted offer planning, Comosoft LAGO streamlines the entire process. Using a retailer’s untapped wealth of data, it helps marketing teams turn product data into accurate campaign output across print and digital channels with more speed, consistency, and control.
Product data should not lose accuracy once it enters the design and production workflow. With Comosoft LAGO, retail teams can connect product information, creative assets, approvals, proofing, and version control so every catalog, circular, and digital campaign moves from source data to final output with confidence. Schedule a demo to learn how it can work for you.
