OSRAM GmbH
OSRAM, one of the world's leading lighting brands, has a firm foothold in the automotive sector, for which it manufactures and sells a wide range of innovative, high-performance lamps.
We have developed a QR code database which enables OSRAM to collect and store important product information digitally. The advantages: Reduction of complexity, savings on packaging - and a future-proof basis for cross-media product communication.
Mio. Euro Turnover
Employees
In the automotive sector, OSRAM sells a wide range of lamps for different applications worldwide: from headlights and indicators to lighting inside vehicles. Due to different legal requirements in different countries, the information architecture for the packaging of these lamps has become increasingly complex and extensive over time. In most cases, however, the space on the packaging remained the same. To remedy this situation, i.e. to simplify the process, save costs and gain space for design elements, mds was commissioned to find a solution for "outsourcing" the required legal information digitally via a QR code.
As a solution, we have developed a QR code database based on Pimcore. All relevant product information and the legal requirements of the individual markets (pictograms, texts, etc.) are collected in this database. A text database, which contains the current legal and marketing texts in all languages, and the customer's PIM and CRM system were connected via interfaces. The information is organized according to specific product families, each of which is assigned its own QR code that can then be printed on the packaging. All relevant assets can also be automatically enriched via a direct DAM interface. When the consumer scans the QR code, they are directed to a website. After selecting their country, they are immediately shown all relevant product information in their national language, sorted according to marketing-relevant information and legal information. Naturally, this also includes images of the product.
Thanks to the QR code, OSRAM saves a lot of time when creating packaging – and space that can be used for the design. At the same time, the accuracy of the data is always guaranteed as the database is automatically updated in a set rhythm. And much less packaging needs to be produced overall, as the QR code takes over the differentiation of the various markets. This has enabled OSRAM to reduce the number of artworks from over 1,500 per year to around 900, cutting its costs by over 60%. What's more, if there is a change in the labeling requirement, such as a new test seal for a particular market, it is now sufficient to make this change in the database without having to reprint a single package. And the Pimcore plus: because the database is based on Pimcore, it is open to any number of extensions. As in a modular system, further applications can be added on a modular basis as required.
Shortened Time to market
Time saved in data maintenance
Reduced Packaging Production Costs
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