Product information value chain (PIVC)
Product information value chains (PIVCs) denote how product data travels across the commerce ecosystem from a seller to a potential buyer. They play a crucial role in any product-to-consumer (P2C) management strategy.
In-depth PIVC definition
PIVCs contain all pieces of information necessary to enable buyer transactions. They represent the path that product data flows as it moves across the commerce ecosystem. Without PIVCs, a product – along with its product information – can’t effectively move from a supplier to commerce channels, and ultimately, to consumers.
In properly managed PIVCs, product data is synchronized across all targeted sales channels and their respective audiences. This means that product information is adjusted according to a platform’s product feed specifications, as well as the target audience’s expectations.
Product information calue chains can contain various types of data, including:
- Supply chain logistics
- Product information
- Social media signals
(Note: PIVCs can sometimes be referred to as Product Data Value Chains (PDVCs) in the ecommerce space.)
Why is PIVC management important?
To not fall victim to the perils of commerce anarchy, a PIVC needs to be managed using the right strategy. Only then, all product information is funneled efficiently and flexibly according to thousands of commerce channels and platforms and their millions of users. In short, neglecting PIVC management means product data can become lost, corrupt, confusing, and/or incorrect, which can lead to consumer ignorance, avoidance, and even frustration. Faulty product data leads to poor consumer experiences, and eventually, lost revenue.
The rising complexity of commerce also means that the number of PIVCs that today’s organizations have to manage are rising. More marketing and selling channels are emerging in the digital commerce landscape and consumers’ behavior and expectations are constantly changing. These inconsistent variables lead to PIVC management becoming increasingly complicated and resource-heavy to maintain.
How do you take control of product information value chains?
Taking control of product information value chains means avoiding faulty, missing, and incomplete product data, and making sure that the data is complete, its flow is secure, and the product information package is perfectly tailored to its destination.
The most effective way to keep PIVCs in check is with product-to-consumer (P2C) management. P2C management provides complete control over product catalogs, product feeds, and ultimately, the crucial syndication of product content.
P2C enables you to cross the otherwise insurmountable barrier of commerce anarchy because it cuts right through the complexity of the ecommerce landscape. In the past, businesses tried to control their product data via manual catalog management, spending hours upon hours manually adjusting bits of product data so they fit a certain channel’s requirements and a complicated audience’s expectations. In essence, the more manual steps you have to take in your product feed management and product content syndication efforts, the greater chance for errors in product listings and ads.
A P2C platform, in turn, automates most of these processes and corrects corrupt product data with ease, allowing you to “take control of your PIVCs” and take an important step in your organization’s P2C maturity.
You may also be interested in learning more about: