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Efficiently Organize Marketing Processes
Based in Germany, Hansgrohe has 34 businesses and 21 sales offices in 143 countries worldwide. With around 4,800 employees, the company achieves a turnover of over a billion euros, 77 percent of which comes from abroad. This global company structure requires sophisticated and efficient marketing & communication.
Hansgrohe covers 2 product brands, around 19,400 product types and at least 48,500 product variants. A new digital structure was needed for their diverse data (images, drawings, publications), which had reached an amount where a clear overview was no longer possible. For Hansgrohe, the solution was a DAM system to fulfill the following requirements.
- Marketing: provision of various image formats for the website, electronic part replacement catalogue, mobile website & architect platform
- Technical documentation: maintenance and management of assets for product information management (PIM) and their attachments
- Customer service:
- export options for large quantities of data
- download and send the assets attached to the product to the customer
A system that integrates DAM and PIM
In 2010, Hansgrohe replaced their existing multimedia bank with CELUM DAM, which fulfilled all their requirements. Today, the CELUM solution manages 163,000 objects with a total data volume of around 1.6 terabytes. 120 users work with CELUM DAM to manage data and search for products internally.
Over the course of the implementation, the company introduced a total of 14 asset types and various information fields. This allowed better tagging and simplified the finding of assets for internal product searches. These assets can now be automatically transferred to the websites and removed again via a web service. This is especially advantageous in the case of image rights that are running out, in order to avoid violating copyright law.
Hansgrohe’s Marketing and Public Relations departments benefit enormously from the introduction of CELUM DAM: with the help of the CELUM Pin Link tool, Hansgrohe can also provide journalists with specific assets for relevant press releases. Video management was also simplified, and other systems significantly relieved.
CELUM DAM fits perfectly into Hansgrohe’s digital architecture. The connection between the PIM system SAP Commerce and CELUM DAM facilitates the flexible and simple exchange of product data. The presentation of the related assets on the websites, the electronic replacement part catalogue and the in-house architecture platform now run smoothly and effectively.
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