How PIM and ERP integration unlocks retail marketing performance

Retailers today are managing more systems, data, and demands than ever before. From inventory and pricing to customer data and campaign assets, the complexity behind daily operations continues to grow. And when systems are unconnected and out of control, it’s your customer experience that suffers.

That’s where Product Information Management (PIM) and Enterprise Resource Planning (ERP) integrations come in. By uniting data sources and business processes, these systems deliver operational efficiency, fuel faster campaigns, and help you achieve brand consistency at scale.

Here’s how PIM and ERP work – and why integrating them with Digital Asset Management and Templated Content Creation tools creates a game-changing foundation for retail brands.

What is PIM?

Product Information Management (PIM) systems enable retailers to manage every detail of their products in one place. This includes:

• Descriptions, SKUs, barcodes, and specs
• Images, videos, and supporting media
• Reviews, prices, certifications, and warranties
• SEO elements and marketing metadata

Whether you’re selling through ecommerce, via marketplaces, or in-store, a PIM makes sure everyone has access to accurate, up-to-date product information – from content creators to ecommerce teams.

What is ERP?

Enterprise Resource Planning (ERP) systems centralize the essential processes that keep your business running – everything from order management to HR to logistics. In retail, they’re often used to manage:

• Inventory levels and product availability
• Shipping, payment, and fulfilment
• CRM data and customer journeys
• Campaign planning and budget trackingd warranties
• SEO elements and marketing metadata

An ERP brings clarity and coordination across departments. It ensures real-time data flows between functions and creates a single operational source of truth.

When connected to your marketing tools, that means fewer gaps, less duplication, and more reliable performance across campaigns.

Why PIM and ERP integration together matters for marketers

In a world where delivering a united omnichannel experience for customers grows increasingly important, the strength of your retail marketing depends on the accuracy and availability of your data. Without integration between systems, marketers risk:

• Publishing outdated or conflicting product information
• Slower time-to-market for seasonal or promotional campaigns
• Increased compliance and brand risk due to manual errors

By integrating PIM and ERP systems, you ensure:

• Consistent product content across every campaign, landing page, and sales channel
• Real-time inventory and pricing reflected in marketing collateral
• Streamlined workflows between planning, production, and performance tracking
• Localized, personalized experiences based on unified customer and product data

Papirfly: the missing link between data and brand

While PIM and ERP systems manage the what and how of your business, Digital Asset Management (DAM) powers the why. It connects your data up with a powerful brand portal, ensuring every asset, template, and campaign reflects who you are and what you stand for.

Papirfly’s Digital Asset Management and Templated Content Creation suite is built to integrate directly with your PIM and ERP stack. That means no more copy-pasting data or hunting down the latest pricing spreadsheet. Instead, your teams can:

• Access enriched product data directly within campaign templates
• Automatically sync stock and pricing across marketing materials
• Build local, seasonal campaigns with brand-compliant content at speed 

Whether you’re managing new product launches, regional promotions, or always-on campaigns, an integrated Digital Asset Management system unlocks faster execution with zero compromise on quality or accuracy.

Creating an effective retail brand ecosystem

Retailers without integrated systems rely on spreadsheets, manual updates, and disjointed approvals. Result? Wasted time, rising costs, and brand inconsistencies. But for retailers with an integrated PIM, ERP, and DAM solution, the opposite is true. They are able to: 

• Reduce production delays and errors
• Empower teams to create content fast without going off-brand
• Keep messaging aligned with availability, pricing, and strategy
• Deliver the omnichannel experiences modern customers expect

Ready to get connected?

A single campaign can involve dozens of people, hundreds of assets, and thousands of data points. When those are disconnected, delays and inconsistencies are inevitable.

By integrating your PIM, ERP, and DAM software, you streamline the entire content supply chain. That means more agility, less risk, and a brand experience that consistently delivers.

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