State of Brand Management Tools 2024

Hansgrohe: Faster on The Market With a Constant DAM – PIM Data Stream

The Hansgrohe Group, the leading manufacturer of fittings and showers for kitchens and bathrooms, has been relying on the CELUM software since 2010. There were two deciding factors, which the CELUM content supply chain platform has effortlessly implemented: on one hand, the management of thousands of images and marketing materials in various languages, and on the other, simple distribution of data to add to Hansgrohe’s many websites.

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THE CHALLENGE:
Efficiently Organize Marketing Processes

Based in Germany, Hansgrohe has 34 companies and 21 sales offices in 143 countries worldwide. With around 5,600 employees, the company achieves a turnover of over a billion euros, 77 percent of which comes from abroad. This global company structure requires to be sophisticated and efficient marketing and communication processes.

Hansgrohe covers two product brands, approx. 19,400 product types and around 50,000 product variants. A new digital structure was needed for their diverse data (images, drawings, publications), which had reached an amount which did not allow a clear overview anymore.

The solution for Hansgrohe has been the CELUM content supply chain platform, which meets the following requirements, among others.

  • Marketing: provision of various image formats for the websites, electronic replacement part catalogue, mobile websites and architect platform
  • Technical documentation: maintenance and management of assets for product information management (PIM) and their attachments
  • Customer service: export options for large data deliveries, downloading and sending the assets associated with the product to customers
“With CELUM, our digital architecture has been expanded by an integral component, and it is no longer possible to imagine life without it. As a result, the efficiency of our digital content supply chain has increased enormously.”
Stefan Vollmer
Business Processes & Digital Media

THE SOLUTION:
SAP COMMERCE & CELUM SEAMLESSLY INTEGRATED

In 2010, Hansgrohe replaced its existing multimedia database with the CELUM content supply chain platform, which has evolved into the central content hub for marketing, PR, customer service as well as engineering. Today, the CELUM solution manages more than 200,000 assets.

Over the course of the implementation, the company introduced a total of 14 asset types and various information fields. This allows better tagging and simplifies the finding of assets for internal product searches.

2010
CUSTOMER

14
ASSET TYPES

Integration

SAP COMMERCE
INTEGRATION

>200,000
ASSETS

50,000
PRODUCT VARIANTS

The CELUM content supply chain platform fits perfectly into Hansgrohe’s digital architecture. CELUM is directly integrated into the PIM System SAP Commerce to tag product visuals as well as attachments in CELUM and link them automatically to the right product/SKU. This is a great advantage e. g. to prevent copyright infringements.
The provisioning of images in different formats on the websites, the electronic replacement part catalogue and the in-house architecture platform now run smoothly and efficiently.

Hansgrohe’s marketing and public relations departments benefit enormously from the CELUM content supply chain platform. With the help of the CELUM PIN Link tool, Hansgrohe can provide journalists with specific assets for relevant press releases. In addition, the management of videos was simplified, and other systems were significantly relieved.

Hansgrohe
Leader in innovation, design and quality within the bath and kitchen industry.

With 34 companies and 21 sales offices all over the world, Hansgrohe is one of the few global players in the sanitation industry. In 2022, it employed roughly 5,600 staff and achieved a turnover of more than 1.5 billion euros. Alongside “AXOR”, “hansgrohe” is one of the brands owned by the Hansgrohe Group.

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5 December 2023 @ 16:00 CEST

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Guest Speaker:

Mia Rasmussen

Senior Product Owner at Danfoss

OVERVIEW

Streamlining content creation and management of assets, simplifying online proofing and collaboration, to facilitate a content exploration experience that wows your audiences.

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Why CELUM

A platform for global brands to manage their digital content, deliver omnichannel, personalised marketing strategies, and overcome complexity in product assets, audiences, integrations and more.

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High-End Digital Asset Management

Specialised in mastering the complexity of assets, audiences, integrations and more.

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Centralise, connect, manage in bulk product assets.

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Give concise feedback. Create workflows. Collaborate efficiently.

Integrations

100+ applications and extensions accessible via integrations.