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Feiler takes off in eCommerce with high-quality data powered by PIM

With the help of the PIM/DAM solution, the leading manufacturer of genuine, color-woven chenille optimizes its processes, improves product data quality, and thus ensures a strong position in ecommerce.

Feiler takes off in eCommerce with high-quality data powered by PIM feilter-customer-story-header

About Feiler

Founded in 1928, Feiler is a family-owned company renowned for its expertise in the art of chenille weaving, a technique that produces velvety-soft surfaces that are unrivaled anywhere in the world. As a leading manufacturer of colorful chenille textiles, especially for the home, bath, and personal care sectors, Feiler has continuously refined its weaving techniques and expanded its product offerings over nearly a century. Today, it provides a wide range of high-quality textiles including blankets, scarves, and other textiles for babies and children, as well as home essentials like blankets, hand towels, bath towels, and shower towels. Plus, its elegant beauty collection features hair bands, face towels, and turbans. All collections are characterized by the highest quality materials and workmanship.

These high-quality textiles are manufactured in Feiler's own production facility in Germany. The company has a global reach, with products available through specialist retailers, and in Germany via its own flagship store and a factory outlet. In the future, the company's online store will play a vital role in making it even easier for customers to access its first-class products.

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© 2024 Ernst Feiler GmbH – Bright animals, blue leo orange, cheetah beautytuch

Facts and Figures

Have a look at a few key facts about Feiler.

Sector:

Textile industry

Annual turnover:

18 million euros

Target market:

Worldwide

Target customers:

B2B and B2C

Type of products:

Exclusive home, bath, and personal care textiles

Number of digital assets:

approx. 1,000

Sales and marketing channels:

Specialist retailers, flagship store, online store

Contentserv solution used:

PIM and DAM

Usage model

SaaS

Implementation partner:

Contsult GmbH

The challenge

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© 2024 Ernst Feiler GmbH – BEN BÄR

With a clear and, above all, largely consistent product range, the effort required for efficient product data management at Feiler had always been kept within reasonable limits — and could be managed by the team using conventional methods such as an ERP system, Excel spreadsheets, and a media database. However, as the number of marketing channels grew and demands on data quality — a decisive competitive factor — increased, this approach began to reach its limits.

The strategic decision to expand the company's presence on the German market and launch a new online store highlighted the need for more streamlined, efficient, and technologically advanced product information management processes.

A central PIM system as a single source of truth was required to manage product and marketing information in one place, increase data quality, and distribute it to all relevant channels at lightning speed.

With Contentserv's cloud solution, Feiler has found the perfect basis to achieve this vision. This central system provides the foundation to strengthen its market position, particularly in ecommerce, meet growing requirements, and successfully navigate digital transformation.

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The situation

  • Product data was traditionally managed in Excel spreadsheets, supplemented by an internal media database for images.
  • The manual process was previously sufficient for entering new product information into the relatively small database and for occasional updates. However, new channels and massively increasing demands on data quality made automated process support unavoidable in the future.
  • Finding and verifying specific product information, such as for new sales partner campaigns, often required manual searching and daily accuracy checks, which was time-consuming for the team.
  • New product data was managed in Excel lists and then uploaded to the company's online store. Changes or corrections to the master data had to be entered manually.

feilter-customer-story-product-3
© 2024 Ernst Feiler GmbH – FEILER Panthera Stay Wild

Objectives

  • Contentserv as a single source of truth for all relevant product information and media data
  • Optimization of data quality — with fast access to up-to-date and accurately prepared product information at all times
  • Automated transfer of new or updated product information to the online store
  • Long-term: on-demand creation of digital catalogs directly via the PIM/DAM solution

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© 2024 Ernst Feiler GmbH – FEILER Secret Garden

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"With Contentserv, we were particularly impressed by the extensive and flexible range of features — plus, of course, its user-friendliness. This allows our employees to get up to speed quickly and effectively and then work directly with the system."

Tanja de Bortoli, Head of Marketing and Product Management

Why Contentserv?

  • During the search for suitable systems, Contentserv stood out with the exact features Feiler needed.
  • The flexible scalability was a major advantage: start small with the features currently required and expand as demand grows.
  • The team was highly impressed by the system’s usability. Employees can easily be trained and work efficiently with the new system in just a short time.
  • The fully integrated DAM offers all necessary digital asset management features, so all requirements can be completely covered by Contentserv, without an additional tool.
  • The numerous integration options and extensive experience across various industries make Contentserv the ideal partner for long-term successful business development in ecommerce.

"The support was very good right from the start, and we like the fact that there is such a wealth of in-house experience. For us, this is the best way to achieve our next goals: noticeably better data quality and an all-round high-quality, appealing, and sales-optimized new online store."

Nikola Fahlandt, Content Product Manager and Graphic Design at Feiler Germany

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