When working with Product Information Management (PIM) you can divide the different kinds of information to be managed into some levels and groups as elaborated in the post 5 Product Data Levels to Consider.
The 10 groups of product information in this 5-level scheme are all relevant for customization and personalization of product information in the following way:
- A (prospective) customer may have some preferred brands which are recognized either by collection of preferences or identified through previous behaviour.
- The shopping context may dictate that some product codes like GTIN/UPC/EAN and industry specific product codes are relevant as part of the product presentation or if these codes will only be noise.
- The shopping context may guide the use of variant product descriptions as touched in the post What’s in a Product Name?
- The shopping context may guide the use of various product image styles.
- The shopping context may guide the range of product features (attributes) to be presented typically either on a primary product presentation screen and on a detailed specification screen.
- The shopping context and occasion may decide the additional product description assets (as certificates, line drawings, installation guides and more) to be presented.
- The shopping occasion may decide the product story to be told.
- The shopping occasion may decide the supplementary products as accessories and spare parts to be presented along with the product in focus.
- The shopping occasion may decide the complementary products as x-sell and up-sell candidates to be presented along with the product in focus.
- The shopping occasion may decide the advanced digital assets as brochures and videos to be presented.
Personalization of product information is a component of a Product eXperience Management (PxM) solution. You can learn more about this discipline in the post What is PxM?