Trust builds strong connections with customers through authentic product engagement

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.

Working alongside XSARUS, Trust navigated their legacy IT landscape and optimized workflows. Initially, detailed planning consumed their time, but as the project progressed, they embraced a Scrum methodology for greater agility. The Contentserv solution was implemented in phase one, centralizing all commercial product data and enabling swift updates to their website.

Phase two ensured consistent sharing of product information across all channels, enhancing marketing campaigns and customer support. The implementation included a comprehensive dashboard to track the content development workflow, allowing Trust’s Online Content team to enrich new product launches effectively.

Before Contentserv, Trust struggled with managing over 9,000 products and assets throughout their development lifecycle. Now, they benefit from centralized product management, enabling consistent advertising, sales, and support while keeping their website content current. By registering products at their conceptual stage, Trust eliminated manual data transfers between systems. Once specifications were finalized, the marketing team created enriching content like story texts, images, and videos, which were then localized through a translation agency. This automation significantly improved efficiency, accelerated time-to-market, and enhanced content quality, reducing manual tasks along the way.

By speeding up their product introduction, Trust has significantly reduced their time-to-market. They can now publish precise, complete, and up-to-date product data while generating language-specific information and distributing digital assets effortlessly.

Looking ahead, Trust aims to enhance their time-to-market further by implementing automatic generation of channel-specific outputs. This new initiative will also upgrade the download portal, ensuring product assets are even more accessible and easier to retrieve.

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.