Read this article to find out how SICK AG relies on INFOLOX for the global standardisation of its omnichannel communication, thereby completing the transition from a decentralised to a centralised synergy approach.
SICK AG was one of the first companies ever to introduce a central product information management system for international use more than 15 years ago.
Thanks to a decentralised approach across business areas and countries, the system was quickly adopted and, within a very short time, a large number of publications and data connections to the central system were created. However, responsibility for the structure and content of the product data on the one hand and the structure, navigation, content and layout of the publications on the other lay entirely with the business areas and national subsidiaries respectively.
This led to a rapid succession of print publications in various languages and diverse online outputs.
However, the homogeneity of the data model and consistency in terms of attributes, units, terminology, spelling, presentation formats, etc. were somewhat neglected. In addition, the SICK Group grew considerably, and with it the need for product communication. The potential of the PIM database was recognised, and it was clear that a centralised approach to all product communication would increase efficiency and quality.
For this reason, the marketing department at SICK AG initiated a project to standardise all these aspects across business areas and countries, with the evocative name "Golden Record".
This was no easy task, considering that the challenge was to convince decision-makers and product managers in various departments that it makes perfect sense for a cover page, product description, order table, technical data table, application scenario, etc. to always have exactly the same information architecture and identical layout, regardless of the product or language. In other words, the only freedom lies in the combination of modules and content. Everything else is predetermined. The project was driven by the marketing departments of SICK AG and INFOLOX GmbH. The consolidation of master data such as attributes, text modules, images, graphics, etc. was just as important as the standardisation of the publication modules and the associated processes. The initial effort was focused on standardising the data models, attributes and text modules on the one hand, and the output display modules and associated templates on the other.
The procedure
In an extensive concept phase, all affected areas, under the direction of central project management, jointly standardised and clearly defined the future structures and content modules. Interface systems such as development databases were also considered. Based on this, implementation methods for the various areas, including export and import tools for the PIM database, were developed in collaboration with infolox. This was followed by implementation in all departments. Several hundred product families with thousands of orderable products had to be reworked and optimised. In addition, there were thousands of accessory products and numerous solution and industry information items. Corresponding translations, including country reviews, were also required.
The result
But the results are already clearly foreseeable:
- Massive quality and cost advantages with every subsequent publication
- A consistent data model has been established in the PIM system, which now enables quick and easy cross-channel publication planning in omnichannel marketing.
- Content research in the PIM system is now also easier to carry out.
The full strength of the new approach is increasingly evident in the SICK Group's pre-sales publications. Almost all new publications are now based on the Golden Record processes. These publications include product catalogues, product information, price lists, distribution catalogues, top product catalogues, industry and solution information, electronic exchange formats, electronic product finders, and trade fair applications. The new online and print media are characterised by a uniform appearance. There has also been a noticeable improvement in content quality. Additional successes have been achieved in internal production. A significant increase in efficiency in production and a common understanding of the PIM processes for creating product communication are just a few examples. Processes and documentation ensure a uniform approach. With the support of infolox, hundreds of different print publications and apps have now been produced from the PIM system. Since 2014, the website and the new B2B e-commerce portal www.sick.com have also been supplied with product information from the PIM system based on the "hybris Commerce Accelerator for B2B".
SICK feels ready for future requirements in the areas of omnichannel commerce and product communication – thanks to Golden Record and infolox.
