<img src="https://secure.leadforensics.com/176401.png" style="display:none;">
+ Growth
  • Expanded online reach and visibility for premium products
  • Enhanced customer engagement through precise product content
  • Increased conversion rates with data-driven, high-quality listings
  • Strengthened brand presence with consistent digital storytelling
+ Effiency
  • Streamlined product data management, reducing manual work
  • Accelerated time-to-market for new collections and updates
  • Improved accuracy across channels, minimizing data errors
  • Enabled quick, adaptable adjustments to meet market demands

"With Contentserv, we were particularly impressed by the extensive and flexible range of features — plus, of course, its user-friendliness. This allows our employees to get up to speed quickly and effectively and then work directly with the system."

Tanja de Bortoli
Head of Marketing and Product Management

About Feiler

Founded in 1928, Feiler is a family-owned company renowned for its expertise in the art of chenille weaving, a technique that produces velvety-soft surfaces that are unrivaled anywhere in the world. As a leading manufacturer of colorful chenille textiles, especially for the home, bath, and personal care sectors, Feiler has continuously refined its weaving techniques and expanded its product offerings over nearly a century. Today, it provides a wide range of high-quality textiles including blankets, scarves, and other textiles for babies and children, as well as home essentials like blankets, hand towels, bath towels, and shower towels. Plus, its elegant beauty collection features hair bands, face towels, and turbans. All collections are characterized by the highest quality materials and workmanship.

These high-quality textiles are manufactured in Feiler's own production facility in Germany. The company has a global reach, with products available through specialist retailers, and in Germany via its own flagship store and a factory outlet. In the future, the company's online store will play a vital role in making it even easier for customers to access its first-class products.

feilter-customer-story-product-2
Pain

Feiler transforms tradition with digital-first product data management

Feiler's expanding digital presence and evolving demands for high-quality data management began to strain its traditional methods. Managing product data through ERP systems, Excel, and a media database worked initially, but the growing number of channels highlighted the need for a more agile, centralized solution. As the brand pursued a larger German market share and launched a new online store, maintaining accurate, consistent data across platforms became critical. With Contentserv’s PIM as a single source of truth, Feiler now meets modern market demands with increased efficiency and streamlined data processes, solidifying its competitive position in eCommerce.

Previously, Feiler managed product data manually, relying on spreadsheets and an internal media database. While sufficient for a smaller database, this approach became unsustainable as demands for data precision grew. Finding and verifying specific product information required labor-intensive searches and manual updates, impacting productivity.

Read more
Aim

Feiler’s vision for future-ready data

Feiler aimed to establish Contentserv as the single source of truth for all essential product information and media data, driving a new level of data quality and accessibility. The solution enables fast, reliable access to up-to-date and accurately prepared product information, with automated transfer of new or revised data directly to the online store. Looking ahead, Feiler envisions creating on-demand digital catalogs through the integrated PIM/DAM, enhancing agility and meeting market needs in real-time.

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

Long-term growth with Contentserv

Contentserv emerged as the ideal choice for Feiler, offering precisely the features needed and flexible scalability to grow with demand. The system’s usability impressed the team, allowing employees to get up to speed quickly and work efficiently. With a fully integrated DAM covering all digital asset needs, Feiler can manage assets seamlessly without additional tools. Extensive integration options and industry experience make Contentserv a trusted partner for Feiler’s ongoing success in eCommerce.

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.

Facts and Figures

Sector: Textile industry


Annual turnover: 18 million euros


Target market: Worldwide


Target customers: B2B and B2C

Facts and Figures

Type of products: Exclusive home, bath, and personal care textiles


Number of digital assets: approx. 1,000


Sales and marketing channels: Specialist retailers, flagship store, online store

Facts and Figures

Contentserv solution used: PIM and DAM


Usage model: SaaS


Implementation partner: Contsult GmbH

"The support was very good right from the start, and we like the fact that there is such a wealth of in-house experience. For us, this is the best way to achieve our next goals: noticeably better data quality and an all-round high-quality, appealing, and sales-optimized new online store."

Nikola Fahlandt
Content Product Manager and Graphic Design at Feiler Germany

Why (How) Feiler uses Contentserv

  • PIM centralizes product data, ensuring accuracy and consistency across channels
  • DAM integration manages all digital assets, eliminating the need for additional tools
  • Automated syndication accelerates updates from PIM to Feiler’s online store
  • Scalability supports Feiler’s growth in eCommerce, adapting as market needs evolve

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.