Tiger of Sweden is recognized for its tight, high quality designs. The Swedish fashion brand launches six collections a year, which are sold in 30 countries around the world. The sales channels are a mixture of wholesale and retail in their own brand stores, franchising, shop-in-shops and online.
Customers can meet Tiger of Sweden in several thousand contact points, and the typical customer has many interfaces with the company. It is a demanding task to manage the many contact points for this company. As a consequence, data is on the top of the agenda at Tiger of Sweden.
The company chose the Stibo Systems PIM solution, Product MDM, as a single source of product information to manage a complex seasonal product life cycle with numerous product changes, to maintain uniform data quality and brand and to reduce dependency on other internal systems.
As a result, Tiger of Sweden can:
- Introduce new collections quickly with versioning for language and regional needs
- Reduce the catalog production time from weeks to days
- Protect the brand across all channels
The Business Payoff
“We reap big advantages from gathering all product data onto one single platform. First and foremost, we are certain that the same product information is distributed in all channels, no matter how many changes we make. Second, we can add new systems seamlessly. They just need to be connected to the PIM, then they are automatically integrated into the always-updated data universe. This is an important future-proofing of the platform,” explains Anders Rahr, Head of Group E-commerce at IC Group, which owns Tiger of Sweden.
“This whole data management process supports omnichannel. Today’s customers are used to gathering information and they often buy products based on information. Therefore, product data is often the triggering factor to the customer experience and a sale.”
The Customer Experience
“It is a strategic decision that we want to control everything in order to deliver a consistent customer experience in all sales channels. But quite quickly we realized the whole project depended on an MDM system. Omnichannel demands a professional system which is stable, scalable and efficient. You get nowhere with a small PIM system,” says Anders Rahr.
In the transition to a new ecommerce system, Stibo Systems Product MDM solution ensured that homogeneous product data and photos were published in parallel on the old and the new websites, each with their completely different designs. This way, Tiger of Sweden was able to keep the online business running during the transition period. The implementation time was six months.