Successful multi-channel marketing
The PIM introduction project was launched to put the product communication processes for print and online media on a modern, future-proof footing.
The PIM system was to be used to achieve consistency in product information, clear structuring of content, efficient media production processes in several languages, simple publication of data and its distribution to retailers.
A further aim was to supply planning software in the lighting industry with technical lighting data on the products.
For 75 years, the Franconian company RZB Rudolf Zimmermann, Bamberg GmbH has dedicated itself to the development and production of luminaires of the highest quality. The two guidelines ‘Smart Technology’ and ‘Excellent Design’ are the core and basis of the development - together with the conscious and exclusive production in Germany, the RZB brand succeeds in significantly influencing the quality, form and future of light. Only when a product is convincing in terms of energy efficiency, functionality, quality and aesthetics does it receive its right to exist at RZB; only then does it become part of the portfolio of interior luminaires, exterior luminaires, emergency luminaires and systems. Every day, over 500 employees dedicate themselves to the one task of developing and manufacturing luminaires to the highest standards.
Visit RZBMulti-channel for the development and production of top-quality lights
Organisation and management of the product range takes place in the PIM component DataManager. DataManager is used to enrich the product data with additional marketing texts, technical attributes and product relationships such as accessories and cross-references. The module's high level of flexibility in terms of data structuring enables these requirements to be mapped by utilising standard mechanisms.
Centralised management of all digital assets takes place in the MAM component AssetManager, which is based on Canto Cumulus. The deep integration into the myview product family enables simple searches in the entire asset inventory and the use of powerful functions such as mass operations for linking images with products.
The myview print server and InBetween are used for print publications. The optimised interaction of these two components enables immediate use of the process chain for the system-supported automated creation of price lists and catalogues. Simple configuration in publication planning and InBetween's powerful template engine mean that there is no need for any customised programming for the print processes.
In addition to the print publications, the RZB website was completely revised. The product data is provided by the ProCAT online catalogue module via web service and integrated directly into the CMS pages.
For planners in the lighting industry (architects, lighting designers), all relevant product data and, above all, the photometric measurement data for the various luminaires are made available directly from the PIM system for the respective target formats (Relux, Dialux).
For wholesalers, RZB supplies the data in BMEcat format in accordance with the ETIM standard. The product data is also assigned to the ETIM standard values in xmedia. Thanks to intelligent mapping rules, the complete ETIM standard can be covered here with standard functions.
As a reliable data source, xmedia now provides the indispensable basis for our print media. Thanks to the flexible data extraction, a wide variety of publication channels can be supplied with up-to-date product data
Use proxy features to map typical values to an ETIM standard value without having to maintain the value twice.
All software modules used are designed as standard components that have been configured for RZB's use cases.
The connection to SAP is made via the ERPort. The article master data is interpreted using configurable rules and is available in the PIM system on a daily basis.
In addition to a large number of attributes for mapping product information, RZB uses proxy characteristics to map typical RZB values to an ETIM standard value without having to maintain the value twice. This attribute type offers the possibility to apply mapping rules or to perform free calculations.
The data is available for use in all print publications. Configurations are created for print publications, which are provided via a print server. This preparation can take the form of summarised texts or tables, for example.
For the website, data is provided via a web service for the CMS. In addition to the high-performance provision of product data, higher-quality functions for search, navigation, product selection, etc. are also provided. The integration of classic CMS pages with dynamic product data can thus be easily realised by the supporting agency medienreaktor, Bamberg.
Centralised management and consistent use of product data in various channels.
System-supported and automated multilingual production of print publications and consistent supply of online systems.
After initially starting with the production of the various print media, xmedia has developed into the central platform for product data at RZB. Both the delivery of multilingual, consistent marketing content and the provision of in-depth technical information down to the individual measured value are handled by the xmedia PIM system. Many of the described provision processes are now automated and relieve employees of recurring tasks.
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