With an abundance of choices for what, when, where and how they buy, consumers are in control of the shopping process. In an effort to meet the expectations of the demanding consumer, retailers are moving toward an omnichannel approach. Superior and consistent product content is a key element in any omnichannel strategy; however, ensuring consistency across all touch points and multiple channels becomes increasingly challenging. In this paper, we will address the importance of product information in omnichannel retailing and how to optimize product content for all channels. Finally, we will explore how a Product Information Management (PIM) solution can be used to automate and streamline the process for efficient, consistent and accurate management of product content.