Why Product Experience Management Is Redefining Market Readiness

In this Story

Being days away from launching a product—and watching everything stall because content across channels is inconsistent, inaccurate or non-compliant—costs brands time, revenue and trust.

It happens quietly. No headlines. Just missed windows, rejected listings and products that never quite land the way they should.

Across fashion, food & beverage, cosmetics, consumer electronics and multi-category retail, this scenario is becoming increasingly common. Not because teams aren’t working hard enough but because market readiness has fundamentally changed.

"Right product, right place, right time” is harder than it looks

On paper, the goal seems simple: get the right product to the right place at the right time.

In reality, that goal is hard to master.

SKU counts are rising. Assortments are expanding across regions, languages and regulations. Marketplaces, DTC, social commerce and physical retail all demand different versions of the same product content, often on compressed timelines.

At the same time, consumers expect richer, more accurate information everywhere they shop: materials, ingredients, sustainability claims, compatibility, imagery and reviews.

The result is growing pressure at exactly the moment products need to be market-ready.

The product works, but content and the process doesn’t

When launches struggle, speed is often blamed. But speed isn’t the real issue.

Fragmentation is.

Product content is spread across multiple systems designed for different purposes: ERP, PLM, PIM, DAM, spreadsheets and shared drives. Each holds part of the story. None owns it end to end.

As a result:

Pricing and product data fail to adjust to shifting market conditions
Content syndication delays keep products from reaching consumers when they’re ready to buy
Inconsistent or inaccurate data creates compliance risk
Teams rework the same information repeatedly, introducing errors along the way

Even strong products lose momentum when their content can’t keep up.

Why product experience management and why now

PXM focuses on turning product content into real-time, engaging, channel-specific experiences that meet consumer expectations wherever they shop. It builds on traditional PIM foundations but goes further, connecting data, assets, syndication and performance insights into a single, continuous flow.

AI-infused PXM platforms enable brands to:

Break down silos between systems
Enrich and validate content before launch
Adapt product experiences by channel, market and locale
Learn from post-launch performance and optimize continuously

Market readiness stops being a final checkpoint and becomes an ongoing capability.

Centric PXM™ enables this approach by unifying product data, digital assets, content syndication and digital shelf analytics on one AI-powered commercialization platform, from pre-launch preparation to post-launch optimization.

When readiness replaces rework, scale follows

Adding more people or more spreadsheets might temporarily patch the problem but it won’t scale.

Transformation happens when the underlying fragmentation is addressed. That’s what Aetrex achieved when it replaced disconnected tools and manual processes with Centric Software’s AI-powered PXM platform.

The results:

100 SKUs on a single channel became 24,000 SKUs across 13 channels
Promotion setup time dropped from 45 minutes to just 10
Revenue jumped 400%

The breakthrough wasn’t volume. It was readiness and product content that was consistent, compliant and channel-ready before it ever reached the market.

Go deeper: The Rise of Product Experience Management

Our latest eBook, The Rise of Product Experience Management: What Retailers and Brands Need to Know, explores how leading companies are moving beyond disconnected systems to deliver consistent, high-impact product experiences at scale.

Discover the core challenges behind launch-day chaos and a practical, AI-driven approach for unifying product content, automating syndication across hundreds of channels and leveraging digital shelf insights, backed by real-world results from brands already doing it.