Client overview
Our client is a leading provider of specialised tools for the forestry and agriculture sectors. With a portfolio exceeding one thousand products, they operate through an extensive global network of more than 45,000 importers and resellers across 160 countries. As a product-focused manufacturing organisation, they faced the critical challenge of ensuring seamless alignment between product information and product content. This was essential to support their global distribution units, who localise content to meet the specific requirements of specific markets.
The Challenge
Fourteen global distribution units, responsible for preparing sales and marketing content for diverse markets—from Germany to Brazil, Argentina, the Philippines, China, India, Bulgaria, and beyond—were struggling to align accurate product information with the content they were producing. This disconnect severely impacted their time-to-market, making it difficult to deliver the necessary materials for product launches, events, and marketing campaigns on schedule. Employees were approaching burnout, while importers and resellers voiced concerns about lacking the resources required to meet sales targets. The consequences were clear: missed deadlines, inconsistent brand messaging, and lost revenue opportunities.
THE Solution
To overcome these challenges, our client needed to complement and integrate their Product Information Management (PIM) system with a Digital Asset Management (DAM) solution. Crucially, this DAM had to go beyond storage: it needed to enable collaborative workflows, streamline approvals, accelerate content distribution, and empower their global network of retailers, resellers, and importers to deliver market-ready content at scale.
Key solution components included:
PIM Integration: Product information and structures are synchronised from the PIM to CELUM using the CELUM PIM Connector. Any relevant product information is automatically mapped to the product content in CELUM at regular intervals. This enables searching for assets using product information in CELUM as well.
Collaborative workflows for content creation: Content creation workflows are clearly defined to ensure that each person, team or external partner has access only to the stage of the process relevant to them. Once approved, the content is enriched with channel-specific metadata, enabling effortless distribution.
Product content distribution: Seamless integration with multiple systems facilitates the smooth delivery of product content to various destinations, including websites, commerce storefronts and the PIM system.
Tailored Frontends for Multiple Audiences: Product images and documents can be easily shared with resellers and importers around the world. Each country has its own frontend with localised content, as well as templates that partners can use to customise price sheets, marketing materials, and any other relevant content, all without compromising the brand presence defined by headquarters.
Key features
High-End DAM
A single source of truth for all digital media assets, improving brand consistency and streamlining product content creation and distribution for an optimised digital shelf experience.
Product Content Studio
A powerful toolkit designed to manage and control the flow of critical or regulated content, ensuring it is always aligned with the products it represents and compliant with regional requirements.
Tailored Audience Frontends
Comprehensive, engaging frontends leveraging CELUM DAM capabilities such as version control, licensing, and validation dates, ensuring optimised content delivery.
CELUM Headless Hub
Built as an API-first, headless hub, CELUM enables effortless injection, updates, or removal of content at scale across connected systems.
the outcome
By integrating CELUM with their PIM system, the client achieved faster time-to-market, consistent brand messaging across 160 countries, and streamlined workflows that reduced manual effort and employee burnout. Global partners gained instant access to localised, market-ready content, improving collaboration and campaign execution. These efficiencies unlocked new revenue opportunities and strengthened the client’s ability to respond quickly to market demands.
“With CELUM Product Content Management, we have a central platform for all product-related content. This allows us to create high-quality product catalogues, which serve as the basis for our online presence.“
“With the NovaUI, CELUM has achieved a great success, especially in the area of usability. Acceptance among both editors and users is high.”
Thanks to the integration of CELUM, a central content hub for the RM Group was established across company boundaries and our content supply chain was optimized.
“Thanks to CELUM, we could save time and money by optimizing the usage of assets across the content lifecycle. We have a clear overview and employees love how easy it is!”
“CELUM Portals empower us to deliver customised content to stakeholders through multiple channels. Every day, our sales teams in 13 subsidiaries and 16,000 retailers worldwide profit from these benefits. This saves us valuable time and enhances our sales activities.”
With CELUM and SharePoint, we can easily manage the digital assets of our diverse, highly technical products without starting a digital fire.
With CELUM it’s possible to uncover and access hidden content treasures for research, teaching as well as public enjoyment of our heritage.
Unlock the power of your content today.
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