Who is your product data for?

Ask a room of catalog, e-commerce, and merchandising leaders who owns product content, and the debate starts immediately. Is it marketing? Product? Sales? The PIM team? Everyone has a claim, and most of the friction inside a catalog org is a turf war over that question.

It's the wrong question. The person who owns your product content — the one it actually has to satisfy — doesn't work at your company at all.

It's your buyer.

Everything else is operational

PIM. Taxonomy. Attributes. Enrichment. Syndication. Governance. These are real, and they're hard, but they're all means to an end. Strip them away and the only reason any of it exists is that someone, somewhere, is trying to decide whether to buy your product — and needs the information to do it.

So if the buyer is the stakeholder, here's the uncomfortable follow-up: how could you possibly build product content without bringing the buyer to the table? Most catalogs are assembled entirely from internal and supplier inputs. The buyer — the one person the whole exercise is for — never gets a seat.

What most enrichment actually does

When a typical tool "enriches" a product, it looks at one thing: the supplier's page. Best case, it lightly rewrites the manufacturer's copy — lengthens the title, reformats a spec table, smooths the description. The output is cleaner, but it's the same information everyone selling that SKU already has, pointed at no one in particular.

Take a TV on a distributor's site. The copy reads "elevate your living room with an immersive game-day experience." That's lifted straight from the manufacturer, and it's aimed at a consumer on a couch. But the buyer on a B2B distributor's site isn't shopping for Sunday football. They might be a contractor speccing a commercial install, or a reseller whose first question is the margin and the resale story. The copy that landed on the page never had them in mind, because the enrichment that produced it never looked past the supplier.

Give the buyer a seat at the table

The fix is to treat buyer signals as a first-class citizen, sitting right alongside the supplier data — not as an afterthought layered on at the end.

The supplier PDF tells you what the product is. Anyone can read a PDF. The harder, more valuable question is what's in that product that a specific buyer will resonate with — and how they'd actually search for, compare, and justify it. That comes from a different set of inputs: how buyers describe the category, the attributes they filter on, the use cases they're buying for, the language they type into a search bar or a chatbot. Combine those signals with the source data and you produce content no competitor selling the same SKU has, because no one else built it for that buyer.

That's the difference between scraping-and-reformatting and intelligent enrichment: not just what is this product, but who is this product for, and what do they need to hear.

The buyer is already talking back

You don't have to guess whether you got it right. The buyer tells you, constantly, in the only language that matters: conversion. A flat conversion rate isn't a pricing problem or a traffic problem as often as teams assume. Frequently it's the buyer saying they aren't picking up what you're putting down — the page is speaking a language they don't, or it can't be found on your search bar, on Google, or in an AI answer because it was never written in their words to begin with.

Content, buyer, conversion. They're the same loop. Write for the buyer in their language, and discovery and conversion follow. Write for the supplier, and you get a clean catalog that quietly underperforms.

Bring the buyer in

This is the line we draw at Anglera: your PIM stores the data; Anglera does the work — and the work isn't just gathering and cleaning. It's enriching each SKU against the signals of the buyer it's actually for, so your catalog doesn't just describe the product, it sells it to the person on the other side of the screen.

Before you build another attribute or run another enrichment pass, ask the question that reframes all of it: who is this product data for? If the answer isn't the buyer, you're optimizing the filing cabinet and skipping the sale.