{"id":1,"date":"2019-11-04T09:00:15","date_gmt":"2019-11-04T15:00:15","guid":{"rendered":"https:\/\/atomic.dev.comosoft.de\/?p=1"},"modified":"2023-05-11T13:06:02","modified_gmt":"2023-05-11T18:06:02","slug":"pim-point-accuracy","status":"publish","type":"post","link":"https:\/\/www.comosoft.us\/lat\/blog\/pim-point-accuracy\/","title":{"rendered":"PIM-Point Accuracy"},"content":{"rendered":"

When a retailer has hundreds of thousands of SKUs and over 2,000 stores, how can it leverage all that data effectively \u2013 and profitably \u2013 in its public marketing efforts?<\/h2><\/div>

Enterprise databases are not built from scratch. They certainly do not spring into existence fully-formed, complete with a high-profile launch event. Rather, these dinosaurs of the IT world evolve slowly \u2013 and successfully \u2013 from their primordial ancestors. Engineered to handle huge volumes of complex data, such systems are powerful enough to support large, complicated businesses<\/a>.<\/p>\n

This awesome power comes at a cost, however. Because they have evolved from previous, often arcane systems, enterprise databases are notoriously slow to adapt to changing market conditions and disruptive new technology.<\/p>\n<\/div>

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So Many SKUs, So Little Time<\/h3><\/div>

Such is the case with Product Information Management<\/a> or PIM systems<\/a>. When a company manufactures or sells a product, data from a PIM are used to keep track of every aspect, from colors, size variants, and part numbers to serial numbers, optional accessories, and specifications. Each item, known as a Stock Keeping Unit or SKU, also has pricing information, inventory levels and locations, manufacturing details, and a host of marketing data. The latter, usually product descriptions, photos, and even videos, are kept in a separate but somehow related database called a Digital Asset Management<\/a> or DAM system<\/a>.<\/p>\n

That\u2019s a lot of data. For each SKU, there may be dozens or even hundreds of data points. Usually, these not all in the same database but spread over several related but very different systems. Each has its own, important business purpose and each much share information in order to manage that particular product. One particular department \u2013 product marketing \u2013 must access almost everything related to a particular SKU.<\/p>\n

Now, multiply that problem by 400,000.<\/strong><\/p>\n

Home improvement retail giant Lowe\u2019s<\/a> handles that number of products and more, selling them from any of its 2,000 stores \u2013 plus its online sales portal. To market this vast array of products successfully, the company must find a way to leverage millions<\/em> of data combinations \u2013 and do so in a way that guides the shopper to just the right product at just the right price.<\/p>\n<\/div>

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Up to the Challenge<\/h3><\/div>

In August, Multichannel Merchant<\/em> published a case study<\/a> describing how Lowe\u2019s and PureRED (Lowe\u2019s digital agency) were able to solve a complex, data-intensive marketing problem \u2013 the retail circular. Using the LAGO<\/a> system from Comosoft, product marketing managers and designers were able to identify and prioritize SKUs for a campaign and, using data from both PIM<\/a> and DAM<\/a> systems, import each product into a well-designed Adobe InDesign template.<\/p>\n<\/div>

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\"LAGO<\/span><\/div>
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Much of the detailed circular production work<\/a> (e.g., formatting and populating tables, finding the right product image) became highly automated. Pricing and other data were linked to the original data source, so a last-minute change to the latter would automatically update the former \u2013 right up to the moment the file was generated for the printer. The potential for errors was greatly reduced.<\/p>\n

The massive data juggling act at Lowe\u2019s is even more impressive when you consider that each individual store circular, although similar in overall design, is unique in terms of featured products and sale prices. Multiply each data-intensive printed circular by the over 2,000 Lowe\u2019s stores that use them on a daily basis.<\/p>\n<\/div>

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Estudio de caso LAGO<\/p>\n<\/div>

Descubre c\u00f3mo Lowe’s automatiz\u00f3 la producci\u00f3n de sus anuncios circulares para agilizar el marketing digital y en las tiendas.<\/p>\n<\/div>

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\"DESCARGAR\"\/<\/a><\/span>