With an increased production rate and increased demands on customer experience, Fagerhult needed a long-term smart solution. An investment in PIM and automated processes created completely new conditions...
Fagerhult develops, manufactures and markets professional lighting systems for public environments, both indoors and outdoors.
They are one of Europe's leading lighting companies with over 4,900 employees across 30 countries.
One of the major challenges for Fagerhult was that the product information was spread among different departments within the organisation. The control was virtually non-existent which meant that a lot of time was spent on administration and searching for the right information.
Fagerhult has completely different conditions and can structure the range, make it searchable and easy to navigate for everyone in the organisation. In addition, relationships are created between the products before they are published to selected channels.
All work to get the information from the ERP system to the web directory was handled manually previously. This will be done automatically in the future through integration between the PIM system and the ERP system. Automation frees up time from the marketing department who can then spend their time on more value-adding tasks.
By implementing centralised product enrichment with streamlined and workflow enabled business processes, we have simplified our day to day tasks.
When introducing the new processes and system support, Columbus has been a really good sounding board for us. They have challenged our thoughts and have guided us from start to finish", says Ida Lindeblad, Product Marketing Manager.
The buyers of Fagerhult's products range widely from architects and designers to installers. The target groups have very different needs when it comes to what information they are interested in.
To offer the groups the right information requires extensive enrichment of the product data that comes from production. Product marketing information has to be created and added to the system. Increased automation creates significant resource gains and time to work to create a better customer experience.
As a result of a high rate of innovation in the lighting segment, new versions of the products are coming at a rapid pace. The product information must be mapped against each new production and since the life span of the products is sometimes as high as 20 years, Fagerhult must provide product information long after the current product has been discontinued. This sets high demands on the system that must be futureproof in order to be part of Fagerhult's infrastructure for many years to come.