Companies that revolve around products usually share the challenges of Brand onwers, with some additional specific concerns. Time to market, brand consistency and cost are still main drivers, and globalization and multichannel are equally important here.
Adding to this complexity is product data, that needs to be consolidated or created, localized, and quickly and accurately published in a myriad of technical and marketing driven channels.
Building a repository here combines the requirements for digital asset management (DAM) with that for product information management (PIM, or master data management MDM). Key users are no longer exclusively marketing, but also product management are important stakeholders in the combined DAM/PIM project.
Database publishing such as automated catalogue layout, but also packaging or integration with sales apps becomes increasingly important.
Workflows now no longer exclusively turn around creative and localization, but also around product management.
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