A product information management system (PIM) is at the heart of every (omnichannel) e-commerce application, or at least it should be if you want to manage it effectively. For the B2C sector in particular, the amount of relevant detail on any product is key to sales generation. For 95% of online shoppers, their purchasing decision is based on having the right information to hand at the right time. Three or four pieces of product information are usually sufficient for the B2C segment in order to trigger interest or to initiate a sale, but it’s a totally different story when it comes to the B2B sector. Dealers generally need to supply their customers with myriad amounts of data, product features and descriptions to satisfy the high level of information exchange that is required. These can include specific dimensions, instructions or guidelines for use, DIN norms, images, and advice on product disposal or recycling.
If product data is to be used effectively across all channels and media, its capture, processing and management, as well as ensuring that it is flexibly available, is even more crucial, and this can prove to be a real challenge for many companies. HolzLand GmbH is an excellent example of how a company managed its millions of pieces of product data from various manufacturers for its nationwide network of timber dealers using a PIM. This enabled it to create a unique selling point in the sector whilst offering a very specialist service for its users.
The customer: HolzLand GmbH – the first choice for timber trade
HolzLand GmbH was established in 1985 by 41 timber trading companies. It is one of the largest federations of timber dealers in Europe with partners in Germany, Austria, Norway, Benelux and Czechia. Over 450 outlets of all sizes now belong to the network - ranging from large timber wholesalers for trade clients to smaller branches for domestic end users.
HolzLand operates as a service provider for its members, focussing on all aspects of business that can be improved by joint collaboration. As a buying syndicate, it is in the position to negotiate bonus agreements, higher purchasing volumes and better terms. The ability to centrally manage framework agreements with manufacturers, initiate marketing promotions or advise on areas that require specialist knowledge such as data protection, health and safety or certification offer wide ranging advantages. “We look after these types of issues so that our members don’t have to”, says Christian Haltermann, Authorised Officer and Head of Digital Services, who has been with the company for 11 years. He is responsible for the creation and development of those services which are becoming ever more profitable for HolzLand members, namely e-commerce in the B2B and B2C segments, and all that this entails. He adds: “we have been pioneers of digitisation in our sector for years now and we consider our company to be a digitally transformed one.”
One of the most important services of HolzLand GmbH is the provision of qualified product data for its affiliated timber dealers. These now number more than 270 – six times more than when the group was established. There’s good reason for this increase, which is directly linked to the digital offering.
