Over its more than 130-year history, Tintometer GmbH has established a wide range of analysis methods and devices. Under the Lovibond® brand, the Dortmund-based technology company, with development centres in Germany, the UK and the USA, offers innovative products in over 140 countries for the precise analysis of different types of water, such as drinking water, groundwater, wastewater, industrial water and swimming pool water.
The product portfolio of this long-established analytics specialist is correspondingly comprehensive and complex. The same applies to the requirements for omnichannel marketing.
After a brief and intensive analysis and conception phase, the first step was to select the PIM/MAM system and the second step was to define a suitable CMS/shop system. The omnichannel potential analysis by INFOLOX (see also http://opa.infolox.de) served as the basis for the analysis and conception in advance.
After recording the most important personas and use cases for print and online publishing, the choice fell on the PIM/MAM system from Contentserv, the enterprise CMS and e-commerce framework eZ Platform, and the leading print publishing solution priint:comet from Werk II.
In the following pilot project, the data model for the PIM/MAM was developed in collaboration with an international Tintometer team, and the product data and relationships for the master languages German and English were implemented in the system.
Alexander Pircher, Managing Director at infolox, emphasises: "The core challenge was to develop a multi-level, flexible data model for combining devices, measurement methods, reagents and accessories. Depending on the application situation, almost any device with different measurement methods, reagents and accessories can be combined into a system product."
As a pilot publication from Contentserv PIM, the first print price list was published just twelve weeks after the system was introduced. Parallel to the expansion of the PIM/MAM system and further print publications, the new global website is currently being designed: Tintometer goes infolox.
The new database allows the entire relationship between device, measurement method and reagents to be mapped in the PIM/MAM system. This opens up completely new possibilities for Tintometer in the online area in terms of navigation and user guidance – and thus also completely new possibilities for designing the most important customer journeys.
