Product data for multichannel commerce prepares for expanded product offering

Product data for multichannel commerce prepares for expanded product offering

The Direct Group Germany has announced it is expanding its multichannel strategy with Heiler Software.

With the expansion of the central product information management (PIM) platform, the media club and direct marketing company supplies its future web shops, catalogues and retail stores with the latest product launches. As a partner of Heiler Software, Germany’s subsidiary Nionex, controls the management of Direct Group's project.

The Direct Group Germany has joined in the so-called 'short head' and 'long tail' strategy for business; current bestselling titles and a full range of media products.

One version of truth about products

To prepare for a sales range of about 800,000 articles to date growing to data on more than 10 million items, different suppliers are managed with high-quality data in the PIM system.

With the large amount of product data and the updating of an increasing frequency of individual product groups required an advanced system of architecture with high flexibility. The objective was to supply all sales channels – stores, catalogues, and web sites – with product data from a common, centralised system.

"With a central product database, we make the introduction of the PIM for product data quality consistent over the various sales channels," said Till Faber, chief information officer of Direct Group Germany.