ROTHENBERGER transforms operations with enhanced data management and improved processes

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.

To kick off this transformation, a comprehensive inventory of the existing system landscape and business processes was conducted. Numerous workshops with Contentserv's partner, Parsionate, evaluated the product information, workflows, and processes across various departments. The evaluation highlighted that the existing PIM system could no longer meet the company-specific requirements, indicating an urgent need for new technologies to optimize inefficient data flows.

ROTHENBERGER decided to replace their outdated system with a modern solution tailored to future market and customer needs. The Parsionate Consulting team supported the selection process, facilitating communication and tendering with software providers. Use cases derived from the PIM health check were presented to aid in comparing vendor solutions. After a thorough evaluation, Contentserv was chosen for its targeted showcases, competent solutions, and user-friendly interface.

As a result, ROTHENBERGER now experiences product data maintenance that is 60-70% faster than before. They opted for a cloud-based implementation of the new PIM system, ensuring long-term benefits like reduced internal expenditure and easy scalability. ROTHENBERGER's brand was the first to go live in Contentserv's Product Experience Cloud, marking a significant step forward in their digital transformation journey.

ROTHENBERGER has also integrated with ecatDesigner from Semaino Technologies, enabling the automatic creation of electronic catalogs based on classification standards like BMEcat and GS1. This proactive approach allows the company to provide data for various channels and specialized trade effectively.

• Contentserv's syndication functionality allows for pooled product data and assets, offering them proactively rather than reactively through a single export.
• Exports for trading partners are now automatically generated in the required classification format.
• Smart Documents are created based on workflow status, ensuring high-quality layouts for product information.
• The semi-automatic print output for catalogs has been implemented, providing the layout team with essential materials in InDesign.

The PIM system was implemented in a record time of just four months. With a collaborative implementation model where ROTHENBERGER contributed significantly to the workload, they began working productively in the cloud-based system right from the start. The "train-the-trainer" concept empowered the ROTHENBERGER team to operate the system confidently early in the project, facilitating independent training and onboarding for employees.

Today, the media-neutral system enjoys high acceptance across departments and is well-prepared for future market demands. Following the successful implementation for ROTHENBERGER, plans are in place to onboard other brands and national companies within the group to the system shortly.

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.