Case Study: Central Information and Service Platform for Tableware Manufacturer
BHS tabletop AG is the world market leader for professional porcelain. Since 1998, it has focused entirely on the B2B business with its three house brands Bauscher, Schönwald and Tafelstern, and acts as a trendsetter in the gastronomy scene. The goal was to develop a Global Communication Center as a central data hub. All data of the three house brands should be registered and maintained here. At the same time, the GCC was to function as an output platform that all stakeholders could access order to obtain product information.
In order to strengthen its leading position, BHS wanted to push ahead with the digital transformation of the group of companies.
As the basis of the BHS digitization strategy mds has set up a central data management system based on Pimcore. It consists of three components: a PIM, a MDM and a data hub. In the PIM all product data is managed centrally and media-neutrally. Via a data hub, the PIM system is supplied with relevant product information, e.g. order numbers and prices, from SAP. The MDM organises all digital image and video files. Via interfaces, the master data can be exported to all national and international channels, formats and media.
Access to the central service and information platform is via the GCC frontend. Customers can create a user account here. The release and rights management is carried out by BHS.
Essential for the project is the data output to all channels. A very decisive advantage of Pimcore is the combination of data storage and data extraction in one solution. Using the mds export module, assortments can be made available to specialist dealers from the GCC very easily in flexible output formats (Excel, csv, BMECat). Alternatively, data can be exported directly to online shops via flexibly controllable web services or prepared for e-commerce activities. The integrated Pimcore CMS module provides target group and theme-specific content for marketing users. Communication templates, storytelling input for social media campaigns or editorial guidelines help users to find "food" for their marketing projects.
Individual print-ready sales documents can also be created via a Web2Print module. Integrated graphic templates and modules ensure that the corporate designs of the individual BHS brands are adhered to. Configurators make it easy to create individualized offers or target group-specific brochures in PDF format. The extraction in InDesign works according to the same principle: Users select the desired information from the GCC database. A plug-in is then used to fill a print-ready InDesign template with the information.
The decision to implement the digital transformation in PHP with the Digital Experience Suite Pimcore has already paid off for BHS tabletop AG several times. Since Pimcore is an open source solution, the customer lifetime cost is very low and there is no dependence on a fixed provider. In addition, the large developer community ensures an incredibly high innovation speed and system security. Last but not least the modular structure of Pimcore offers a future-proof basis for flexible extensions. With the current solution, BHS is optimally positioned to further expand its market leadership position.
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