Nussbaum transforms its customer reach with innovative digital solutions

To tackle this challenge, Nussbaum opted for a modern, flexible, and scalable SaaS-based PIM solution to optimize workflows and information flows, ensuring they stay at the forefront of technology. They chose Contentserv's PIM/DAM solution for its extensive configuration options, integrated DAM functionality, and efficient cloud access. This strategic decision enables Nussbaum to refine internal processes, cut costs, and strengthen their position in the growing B2C market.

With this upgrade, Nussbaum is set to continue delivering excellent products and services to their customers in the future. The previous PIM system, while maintaining accurate product data, proved inadequate to meet increasing technical demands and required excessive manual effort—particularly for frequent updates and targeted extraction of product information. Critical data was often stored in lengthy text without precise attribution, making it unusable by machines and hindering optimization efforts.

To enhance their product information, Nussbaum had to redefine the entire product data cycle as part of the system upgrade. Previously, there was no centralized and standardized filing system for media data, leading to silo structures and high maintenance costs. Adjustments to the old system necessitated special IT expertise, resulting in significant time and financial investments.

In addition to these initial objectives, there were two other quantified objectives: the implementation of the PIM solution should make it possible to increase the average value of orders and reduce product returns.

Lacoste evaluated five PIM solutions, and at the end of 2016, they selected Contentserv. Contentserv allows data to be quickly onboarded and adjusted via user-friendly, intuitive interfaces, and for information to be distributed across all sales media. A pioneer in the PIM industry and a leader for 20 years with an international customer portfolio, Contentserv has extensive experience in product information management.

The Contentserv PIM solution provides great flexibility in data generation, with users managing an impressive amount of data (2,400,000 attributes, 24,000 references, and 172,000 ean/UPC barcodes). Export procedures integrated into the solution speed up the automatic creation and editing of catalogs and web pages, allowing Lacoste to export up to 40,000 items daily. Users can then assemble images, technical attributes, and prices by simply dragging and dropping them onto dynamic models subject to pre-established rules.

Other significant advances include the ease of creating new attributes such as information that allows consumers to refine their choices and maximize their shopping experience. This process used to take several months and now takes only 2 or 3 weeks. Furthermore, as fashion is governed by seasons, it is necessary to reconfigure entire offerings every six months. The Contentserv PIM solution allows Lacoste to maintain the attributes (about 300 per product) of the models that remain on sale, and thus, avoids rebuilding the catalog from scratch.

However, with a fast-moving ready-to-wear market, the colossal manual entry of different product data (6,000 color references per season, assortment tracking, product feature updates in different languages, etc.) became extremely challenging. Furthermore, primarily using spreadsheets for this purpose was very time-consuming and error-prone. These files quickly became archaic in the context of Lacoste’s digital transformation and they would often contain numerous data entry errors, which resulted in a slow time-to-market that was harmful to sales. Another major challenge involved variable data such as collections, which must be renewed every six months and had to take into account the difference between the Northern and Southern hemispheres.

Therefore Lacoste needed to adopt a tool that would streamline the creation and distribution of its product catalogs on both its merchant and marketplace sites. This made it clear that Product Information Management (PIM) was the right solution to quickly enrich databases, accurately aggregate content, and shorten time-to-market, all while increasing agility and flexibility.