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+ Growth
  • Expansion of product personalization capabilities
  • Improved customer satisfaction and loyalty
  • Accelerated international market reach
  • Reduced product returns
+ Effiency
  • Automated data onboarding for new product lines
  • Enhanced accuracy in product attributes across all channels
  • Integrated product information management across retail and ecommerce
  • AI-powered adjustments to tailor product data to regional needs

"Many providers don't integrate with Salesforce Commerce Cloud, but Contentserv does. Knowing they support several eCommerce platforms and marketplaces they give us the flexibility to change our tech stack without disrupting our data foundation, positioning us for success now and in the future."

Rui Kojima
Senior Director of Ecommerce, Aetrex Worldwide, Inc.

About Aetrex

Founded in 1946,Aetrex is a global leader in foot scanning technology, orthotics and comfort footwear. The company’s mission is to help consumers stay active and healthy on their feet, and they believe understanding someone’s feet all starts with a comprehensive foot scan. Over the past 20 years, Aetrex has placed over 12,000 foot scanners around the world that have performed more than 50 million scans.

Aetrex’s unique, premium footwear and orthotic designs are based on learnings and scientific data from their foot scans to ensure maximum comfort, support, and a better overall fit. Their premium orthotics and footwear collection features Aetrex’s Signature Arch Support to provide alignment, minimize over-pronation, and help prevent common foot conditions.

Headquartered in Teaneck, New Jersey, Aetrex also operates offices in Israel, Dubai, and China, promoting foot health globally through advanced software, hardware, and extensive foot health knowledge.

aetrex-customer-story-product-1
Pain

Manual processes, major roadblock to growth

Before implementing Contentserv, Aetrex faced significant challenges with its product information management. A lack of standardized procedures for managing product information resulted in data inconsistencies and operational inefficiencies. Moreover, the previous PIM system lacked data validation rules, leading to frequent errors, and requiring manual data manipulation. Integration with Salesforce Commerce Cloud was a cumbersome, manual process that was time-consuming and inefficient. In addition, scheduling complex marketing campaigns was nearly impossible due to the limitations of their legacy PIM system. As Aetrex expanded into new sales channels and required more custom functionality, its outdated system could not keep up, hindering its growth potential and ability to innovate.

However, with a fast-moving ready-to-wear market, the colossal manual entry of different product data (6,000 color references per season, assortment tracking, product feature updates in different languages, etc.) became extremely challenging. Furthermore, primarily using spreadsheets for this purpose was very time-consuming and error-prone. These files quickly became archaic in the context of Lacoste’s digital transformation and they would often contain numerous data entry errors, which resulted in a slow time-to-market that was harmful to sales. Another major challenge involved variable data such as collections, which must be renewed every six months and had to take into account the difference between the Northern and Southern hemispheres.

Therefore Lacoste needed to adopt a tool that would streamline the creation and distribution of its product catalogs on both its merchant and marketplace sites. This made it clear that Product Information Management (PIM) was the right solution to quickly enrich databases, accurately aggregate content, and shorten time-to-market, all while increasing agility and flexibility.

Facts and Figures

Industry: Technology, Footwear and Orthotics


Target market: Worldwide. Individuals experiencing foot pain, primarily women in their 40s and younger individuals in their 30s for orthotics.

Facts and Figures

Target customers: B2C & B2B


Type of products: Foot scanning technology, comfort footwear and insoles


Number of products: 24.000

Facts and Figures

Sales and marketing channels: Website, online marketplaces, and retail, with planned expansion to social media platforms through Shoppingfeed.


Contentserv solution used: PIM, DAM, and Shoppingfeed for product syndication. Usage model: SaaS

Aim

Centralized data, streamlined operations, future-proof growth

  • Centralized PIM solution: Establish a single source of truth for all product data. Standardized data handling: Implement automated workflows to streamline data entry, validation, and updates, ensuring high data quality.
  • Efficient search functionality: Develop advanced search capabilities with filters and categorization to facilitate access to detailed product information.
  • Automated promotional material production: Streamline the creation of marketing materials, reducing time-to-market for promotions.
  • Direct web shop connection: Ensure daily product data synchronization with ecommerce platforms
  • Foundation for future automation: Utilize AI-supported processes to enhance market leadership.

In addition to these initial objectives, there were two other quantified objectives: the implementation of the PIM solution should make it possible to increase the average value of orders and reduce product returns.

Lacoste evaluated five PIM solutions, and at the end of 2016, they selected Contentserv. Contentserv allows data to be quickly onboarded and adjusted via user-friendly, intuitive interfaces, and for information to be distributed across all sales media. A pioneer in the PIM industry and a leader for 20 years with an international customer portfolio, Contentserv has extensive experience in product information management.

Gain

Ideal customer experience in eCommerce channels

  • Contentserv’s PIM solution seamlessly integrates with Salesforce Commerce Cloud, addressing Aetrex’s need for streamlined and automated data synchronization.
  • The robust data validation rules of Contentserv ensure consistent and accurate product information across all channels, significantly reducing errors and manual corrections.
  • Contentserv allows Aetrex to schedule and manage complex marketing campaigns with ease, providing the flexibility to adjust pricing and promotional strategies efficiently.
  • As Aetrex expands into new sales channels like Facebook and TikTok, Contentserv’s scalable PIM system supports this growth, enabling smooth entry into new markets with reliable data management.
  • The dedicated support from Contentserv’s implementation team has ensured that Aetrex’s unique requirements are met promptly, fostering confidence and reliability in the new system.

The Contentserv PIM solution provides great flexibility in data generation, with users managing an impressive amount of data (2,400,000 attributes, 24,000 references, and 172,000 ean/UPC barcodes). Export procedures integrated into the solution speed up the automatic creation and editing of catalogs and web pages, allowing Lacoste to export up to 40,000 items daily. Users can then assemble images, technical attributes, and prices by simply dragging and dropping them onto dynamic models subject to pre-established rules.

Other significant advances include the ease of creating new attributes such as information that allows consumers to refine their choices and maximize their shopping experience. This process used to take several months and now takes only 2 or 3 weeks. Furthermore, as fashion is governed by seasons, it is necessary to reconfigure entire offerings every six months. The Contentserv PIM solution allows Lacoste to maintain the attributes (about 300 per product) of the models that remain on sale, and thus, avoids rebuilding the catalog from scratch.

Precision in practice — Why (How) Aetrex uses Contentserv

  • Centralized product data management to streamline foot scanner data.
  • Seamless integration with Salesforce Commerce Cloud to enhance customer experience and unify e-commerce workflows.
  • Customizable product data enrichment for their extensive orthotic catalog
  • Scalability of content syndication across multiple digital and retail platforms.
  • Real-time feedback loop to ensure data consistency and high-quality product delivery.

However, with a fast-moving ready-to-wear market, the colossal manual entry of different product data (6,000 color references per season, assortment tracking, product feature updates in different languages, etc.) became extremely challenging. Furthermore, primarily using spreadsheets for this purpose was very time-consuming and error-prone. These files quickly became archaic in the context of Lacoste’s digital transformation and they would often contain numerous data entry errors, which resulted in a slow time-to-market that was harmful to sales. Another major challenge involved variable data such as collections, which must be renewed every six months and had to take into account the difference between the Northern and Southern hemispheres.

Therefore Lacoste needed to adopt a tool that would streamline the creation and distribution of its product catalogs on both its merchant and marketplace sites. This made it clear that Product Information Management (PIM) was the right solution to quickly enrich databases, accurately aggregate content, and shorten time-to-market, all while increasing agility and flexibility.

Ready? Here you grow.

Get in touch with one of our Contentserv experts to discover the Product Experience Cloud.