Lindex is one of Europe’s leading fashion brands with more than 500 physical stores in 18 markets. Its online platform, Lindex Online Shop, currently serves 28 countries.
Lindex has in recent years been characterized by expansion, and Maria Skutberg, Project Manager at Lindex, says that they are in an exciting growth phase.
- Some time ago, we realized that it was a great challenge for us to communicate with our customers across our channels holistically. We had product and campaign information stored in different places, in Word, Excel, PDF, and in different folders, and it was a challenge to keep track. The risk of error and duplication of work was too high. We needed a major change to drive our multi-channel strategy, and we were looking for a reliable solution, says Maria Skutberg.
“The new system has streamlined our work and simplified our processes a lot. There was even applause in the marketing department when they had their first training session!”
- Lindex Marketing Team
- The new system has streamlined our work and simplified our processes a lot. There was even applause in the marketing department when they had their first training session!
Lindex collaborated with Columbus to build a PIM solution based on inRiver software.
According to Maria, the most significant benefits of Columbus PIM Service are:
The system ensures that the product information is always up to date and available to everyone in the marketing department. When everyone has the same information, communication with the customers becomes clearer – across all channels.
Lindex operates in 18 different markets, which means that there are many languages to deal with. Both the production and translation process has become much easier, and we save a lot of time. With our integrated solution, we no longer need to send emails to our translation agency, reducing the risk of errors.
Columbus implemented a new module in the PIM system to manage Lindex’s campaigns, which enabled them to scale and expand to other regions. Before this, the company was using an Excel-based solution, where the planning process had become cumbersome.
Maria says: We wanted to create a scalable and expandable process for other countries without placing an increased burden on planning.
Usually, the products are in focus when you start working with PIM, but Lindex’s strategy is based on campaigns, which connect texts, images, marketing, and products with all the product information.
- We can take our jeans campaign as an example: Our central marketing department creates the campaign in planning tools and uses various media channels that follow our plans, such as email, a TV campaign, outdoor advertising, social media, and other media platforms. We can also add offers, for example, a 20% discount on jeans for a week, says Maria and continues:
- Once we have laid out a plan centrally, the other countries are invited to decide which media platforms they should be found on and whether they want to use the offers we have proposed. The system gives us an overview of the different platforms used in different countries, simplifying our work and communication.
-- Maria Skutberg, Project Manager at Lindex