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+ Growth
  • Expanded market reach with multilingual support across 12 languages
  • Enabled faster entry into new e-commerce channels
  • Supported integration of additional brands and marketplaces
  • Increased data consistency, enhancing brand trust and visibility
+ Effiency
  • Automated data sheet generation, saving significant time
  • Centralized data storage with DAM, eliminating redundant platforms
  • Streamlined daily tasks with inheritance for product attributes
  • Reduced IT overhead via scalable cloud solution

"For companies that take digitalization seriously, a PIM solution such as the cloud-based Contentserv software is now vital. This is because it tangibly simplifies operational processes, enables full control over existing data and provides access to future-proof working methods that can be crucial for long-term success, especially in e-commerce."

Daniel Haushofer
Technical Manager Web Solutions at CHERRY SE

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About CHERRY

CHERRY AG is one of the world’s leading manufacturers of input devices for computers, specializing in the office, industrial and security markets, as well as switches for mechanical keyboards. The high-end products from the core brand CHERRY and other affiliated brands such as Active Key and XTRFY can be found on many office desks and are also firmly established in the gaming sector. The portfolio also includes peripherals for the digital healthcare sector, including card readers for e-health cards and hygienic, washable keyboards. One subsidiary also develops software for card terminals and other application scenarios in the healthcare sector.

CHERRY is represented worldwide in twelve different languages and has around 400 employees. In 2020, the company’s annual turnover was around 130 million euros.

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Pain

From chaos to clarity in CHERRYS’s path to sustainable growth

Before Contentserv, CHERRY managed product information in a fragmented, manually intensive process, with data scattered across local files, shared drives, and outdated distribution methods. This “controlled chaos” led to duplicated, error-prone product data that was challenging to update and share across teams. While a basic DAM supported image data, it fell short of supporting e-commerce needs. Inconsistent, outdated data sheets and Excel files dominated workflows, slowing down updates and limiting growth potential.

In 2015, CHERRY embraced change with Contentserv’s PIM as a central, unified solution, creating a reliable “single source of truth.” By 2020, they advanced further with a cloud migration, powered by SDZeCOM, positioning the company for agile scalability and efficiency—key assets in an e-commerce-driven world.

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.

Aim

Transforming product data for a smarter, stronger brand

CHERRY set out to simplify and upgrade its product data management, choosing Contentserv as a unified, reliable source for all product information. With seamless integration into SAP’s ByD ERP and Magento store, Contentserv's PIM and DAM replaced the outdated Cumulus DAM, introducing an advanced, integrated system that significantly reduced manual processes. Automated workflows and simplified approval steps freed up considerable time, while generating data sheets directly from the PIM/DAM system increased both data quality and control. Additionally, migrating to the cloud helped reduce reliance on in-house IT infrastructure, offering a scalable, future-ready solution to support CHERRY’s ongoing growth in e-commerce.

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

From complexity to control

CHERRY’s transformation journey with Contentserv began with the efficient transfer of media assets into a new DAM, quickly setting the stage for more comprehensive changes. Building a central product database was the next step, integrating with their ERP system and consolidating data into a carefully structured model. By mid-2020, CHERRY migrated to Contentserv’s cloud solution, implementing new templates and workflows that enabled data sheet automation in 12 languages and a successful Magento store integration by the end of 2022.

Contentserv’s impact has been transformative, massively reducing time and effort in data sheet creation while giving CHERRY full visibility into data accuracy. With DAM as a central repository, previous services like Google Drive were replaced, and helpful features like attribute inheritance made routine tasks smoother. The cloud migration not only reduced IT workload but offered scalable, high-performing software that meets CHERRY’s evolving needs, including plans to connect to platforms like Plentymarkets and expand marketplace reach with additional brands.

Highlights include:

  • Contentserv delivers unmatched value, combining PIM and DAM in one integrated solution, linking products and assets for streamlined workflows
  • An intuitive user interface fosters strong team adoption across departments
  • Modular setup allows CHERRY to scale and tailor the solution for rapid ROI and operational agility
  • Cloud-based, low-maintenance infrastructure cuts IT costs, supporting CHERRY’s long-term goals and enhancing partnership opportunities with Contentserv
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Why (How) CHERRY uses Contentserv

  • PIM & DAM integration unifies product and media data, enhancing data quality and control across platforms
  • Cloud migration cuts IT maintenance, providing scalable, high-performance data management
  • Automated data sheet generation in 12 languages accelerates global e-commerce readiness
  • Magento and ERP connectors ensure seamless, up-to-date product data synchronization

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.