With a large international workforce and an annual revenue of multi-billion euros, this business unit is among the most visible within a global manufacturing group. Its diverse product range is used by consumers and professionals and is present in homes, workplaces and commercial environments worldwide.
But 20 years of growth and expansion into new segments and markets created a series of problems: multiple databases spread across the world, each with its own structure and inconsistent data models. This led to confusion, inconsistency and only partial understanding of what the company sold and what its products could do.
With a sprawling data landscape and no single version of the truth for each product, employees, partners and customers found it difficult to understand, compare and communicate the breadth of the company’s product range.
Challenges
Fragmented data landscape hindering efficiency
Two decades of expansion created an intensely siloed data landscape. There were multiple databases for products, each collecting and maintaining different types of information.
Further issues included inconsistent data models with varying attributes and classifications for the same products. Comparing specifications between consumer and professional product lines was difficult and frustrating. Additionally, the databases were not consistently connected to the ERP system, so data had to be entered manually into multiple databases.
Multiple versions result in inconsistent product data
The lack of integration resulted in inconsistent product specifications, making it difficult for both shoppers and retail partners to compare or integrate product information.
“Exporting data was an absolute pain point for us. The work required high manual effort, and we had key account manager assistants who did nothing but gather data from various sources and provide it to the customer in a digestible format,” said a PIM expert at the company.
Account managers had to manually collect and enter information, leading to repeated effort, multiple versions of the truth, and a risk of reduced data quality.
Finally, data management tasks at the company had been outsourced, creating two further systemic problems. Firstly, there was an issue of multiple databases with no common data model, and secondly, there was a shortage of in-house expertise in the field.
Key challenges summarized:
- A siloed data landscape containing inconsistent data models and no central structure, leading to a lack of shared understanding and communication
- No workflows for entering data in a consistent and complete fashion
- High reliance on manual data entry repeated across multiple systems: Account managers had to manually update and build data sets for customers and retail partners, adding delay and risking errors in data handling and processing
- Lack of internal data management community and institutional knowledge
Solution
Building a data factory with the right tech, correct workflows, and culture
The company chose Stibo Systems Platform for its product information management (PIM) to unify multiple databases and build a centralized platform that delivered consistent and accurate data – a single source of truth for the business.
The company reduced siloed databases by over 60 percent, creating a “data factory” that allows product data to flow easily to wherever it is needed. This consolidation reduced maintenance and operational costs significantly, and the team continues to pursue the long-term goal of establishing a single, central system.
To make the setup effective, the organization also created structured workflows to validate product data and ensure that all necessary information is entered at the beginning of the process, enabling consistent and reliable outputs across channels.
“In the older system we had no workflows, meaning product managers entered the data independently, hoping it was ready in time for launch,” said a PIM Manager at the company. “Now we have integrated workflows following the six eyes principle. The people in the business who maintain the data check it themselves once. So, the engineer checks the product manager and vice versa. And then there is a data quality manager on our side, who also looks at it. We have already achieved a lot, because products are not released if the essential data is missing.”
The outcome is a complete switch for the company, as it moved from a data push to a data pull model for partners as part of its digital content chain.
“We now support multiple ways of publishing product data, for example, via a product API. We no longer export data manually and generate XML files with long run times. Instead, agencies and channel owners can pull the data themselves via the API. We have better control, and our partners can decide what they need and how they process it,” said the Product Owner for PIM.
As a result, the company experienced several benefits:
- A centralized, single version of data – accurate, complete and up-to-date product information is captured at launch and accommodates all users’ requirements
- A data factory built to adapt to customers’ and partners’ evolving needs – the right data, delivered and presented consistently, prepares the company and its partners for multiple and future channels
- Data is entered once and checked, rather than manually duplicated – instead of building a patchwork picture and copying it, data entry and maintenance is simplified and optimized
- Database consolidation – reduced by eight databases so far
- Faster time to market – centralizing and consolidating data under a modern PIM with workflows to match allowed the company to bring products to market faster
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Outcomes
A data-driven operation
The manufacturer transformed the way its diverse product line is presented to end customers and partners. Identifying, inputting and managing data is now easier, faster and more accurate for employees.
By building a central source of product data using the Stibo Systems Platform, the company shifted from prioritizing web presentation first and data second, to treating data as the foundation. This provides adaptability for future changes in how products are marketed and sold. These benefits also extend to the company’s retail partners.
"We can deliver data much more reliably and increase customer satisfaction both with the end customer and the dealers." PIM Product Owner
Better customer experience is an outcome all businesses strive to achieve. Customer loyalty is both highly valuable and a strong driver of growth. By implementing a PIM solution with Stibo Systems, the company has ensured its commercial operations are data driven and ready to adapt to new and emerging digital marketplaces.
