1.3 What is the “PI-certified” product information initiative (or: PI Standard)?

The “PI-certified” product information initiative, or PI Standard, stands for a communized Standard, for supplying trade partners with product information, yet still recognizing the requirements for clear marketing differentiation. It allows everybody to speak the same language and to make comparisons between different products easy and accessible.

The PI Standard is used by manufacturers to exchange information via an electronic format, or template, which can be filled with the information about products and brands that retailers receive directly from manufacturers or suppliers. The PI Standard is shared amongst all players on the market: manufacturers, retailers, and consumers.