FLEX-Elektrowerkzeuge GmbH is a manufacturer of power tools. The company was founded in 1922 and made industrial history in 1954 with the first high-speed angle grinder, the DL 9. The brand name FLEX is still used colloquially by users for angle grinders today. The term "flexing" has even become established as a general term for cut-off grinding. The company, which belongs to the Chervon Group, has subsidiaries and sister companies in France, Great Britain, Belgium, the Netherlands, Italy and the Czech Republic.

Initial situation

FLEX had already been using a PIM for many years and was therefore aware of the importance of a central database for global product communication. The decision in favor of crossbase was made by the specialist department in consultation with IT, the Management Board and the corporate group. The decisive factor was that crossbase delivers a fully integrated system - with PIM, MAM, print (price list, catalog, data sheets) and diverse provisions of data for website, BMEcat/ETIM, nexmart, loadbee, Excelexports, etc. The convenient web-based data maintenance and translation process also played an important role: with the integrated translation management and online translation, more than 10 countries are directly connected.

Replacement of the existing PIM system

There can be many reasons for replacing a PIM system. Requirements often increase and the existing system can no longer meet them. Or the system is simply no longer being developed further. In the case of FLEX, the latter was the case.

The challenge:

Numerous applications were to be replaced or newly implemented in a short space of time

The existing PIM solution was to be replaced. To this end, the data was migrated and the data quality optimized, i.e. consolidated and standardized, prior to import. A broad spectrum of output channels should be made possible in a short time. An external agency was connected for the automation of print productions. The provision of data to online shops and portals was carried out for 21TORR, nexmart and loadbee. Finally, trade partners are individually supplied with BMEcat/ETIM catalogs and Excelexports.

The solution:

PIM and MAM from crossbase.pim

At FLEX, the modular crossbase.pim standard software with Product Information Management (PIM), Media Asset Management (MAM) and cross media publishing system was implemented. Modules are used for the interface to the Oracle ERP system, translation and provision of data for online stores, portals and trade partners as well as print automation.

The procedure

It always starts with the question of how the data can best and most efficiently be transferred to the crossbase database. In the case of FLEX, the decision was made to seek professional support. This saved the company's own resources and the know-how ensured that the data migration ran smoothly. The process now runs as follows:

Items with master data are continuously imported via the standard interface to the ERP system. In crossbase, the newly imported items are classified in the product structure by Product Management. In addition, technical features and product relationships are maintained, e.g. scope of delivery, accessories and spare parts.

The media elements (photos, pictograms, drawings, operating instructions, videos, etc.) are managed in the integrated MAM on a product or publication-specific basis. The image conversion function integrated in crossbase.print automatically prepares images for print and the Internet (jpg, webp, svg, etc.). The texts, including product descriptions and marketing descriptions, are entered as continuous text or generated from text modules and features. The content is translated into 17 languages.

The result

Print media

The country-specific catalogs and price lists are created automatically by an external agency. Data sheets for the products are also produced fully automatically. In order to keep the effort here as low as possible, crossbase has developed a process together with FLEX in which a layout template of the data sheet is created in crossbase. The data sheets are then automatically updated and the language variants are produced.

There are also plans to create (promotional) flyers and brochures in future using the InDesign plug-in from crossbase. This offers maximum design freedom while at the same time using the content from the crossbase database. This ensures that changes to the data source are automatically reflected in the creative print media.

Digital channels

The data for the online catalog and the media portal is made available via a REST API. Building on this, partner 21TORR has created an appealing application with the Prismic CMS. The focus is on an application-oriented product and service world, intuitive user guidance, proximity to the target groups and a "mobile first" strategy. You can find a detailed case study of 21TORR here: https://www.21torr.com/work/flex.

FLEX uses various formats to output product information to other sales channels. These include BMEcat 2005 with additional fields in nexMart format, BMEcat 2005 exports with ETIM classification and EXCEL exports. The latter involves simple EXCEL lists as well as so-called merge exports, in which predefined EXCEL lists from trade partners are supplemented with the information from crossbase.list and output.

FLEX offers its products in numerous online shops. The loadbee platform is used for this purpose. The optimally adapted REST API interface from crossbase is used to provide the product information. You can find more information here: https://www.crossbase.de/DE/DE/news/news-flex-loadbee-2023.

Translations

Translations and corrections into the required language variants are carried out directly in the country branches via the crossbase web application.

Conclusion:

More automation with better data quality, standardized data maintenance and translation process

By using the crossbase software solution, FLEX now has a fully integrated system that is permanently synchronized with the ERP system. The processes have been improved and harmonized. The modular structure of crossbase enables FLEX to successively expand the system and thus work even more efficiently.

Over 15 people from marketing, product management, media production and translation management are integrated into the process via a finely tuned authorization system. Data maintenance is supported by workflow tasks and reporting.