Efficient Product Data Management – Flexible Communication

The hunting and traditional clothing specialist Eduard Kettner now manages its product, marketing and company information in Germany and Austria using a unified data basis with the flexible standard software Viamedici EPIM

It is rather exceptional: At the end of last year, the construction and insulation material specialist, Schmid Industrie Holding, took over the hunting equipment and marksmanship dealer Kettner. Friedrich Schmid is not just the owner of one of the largest private building material corporations in central Europe, he is also a passionate huntsman. That is why Kettner, the traditional Cologne-founded operation with 13 branches in Germany and Austria in addition to a flourishing mail-order business, now belongs to the Austrian holding - alongside companies like  Baumit, Murexin, Wopfinger and Austrotherm. 
Not only the integration of the renowned hunting outfitter was a challenge to the corporation, but also the integration of product and marketing data. At the outset, the German and Austrian branches of Kettner had completely different system architectures and a different data structure. A link had to be formed between the companies, their systems and their data.
The corporation based in Wopfing had already successfully implemented Viamedici’s standard software EPIM (Enterprise Product Information Management) at their subsidiary BAUMIT. This powerful solution enables company-wide product information to be managed at a central location, but to be maintained de-centrally. This offers enormous advantages. Among other things, documentation in multiple languages is simple. Markus Kopecky, head of the department for new media, Internet & eBusiness, explains: „Using EPIM, already 16 languages are being maintained.  One significant advantage is the short reaction time. We have built-up internal knowhow in order to meet standard requirements on our own. That saves time and money.”
Based on this positive experience, Kettner decided to entrust EPIM with the management of its product, marketing and company information. An important aspect of this decision was the sheer diversity of product data. “The product data were stored in the ERP systems, in differing file systems, in print and in the heads of employees. But there was no central location where these files could be deposited. In such a situation, if changes are made, a very complicated process begins which is ultimately susceptible to a high rate of error”, says Markus Kopecky. A unified database is an important basis for avoiding such redundancy. In addition, Viamedici focuses on the smooth integration with software in existing IT structures. This also enables the users to use the product data directly from the existing ERP systems. That way possible sources of error are reduced to a minimum.
At the other end of the data flow, an excellent connection of EPIM to professional typeset and layout programs enables a completely automated print export. For this, Kettner’s first step was to unify the data basis and process product information to prepare it for export to diverse channels such as online catalogue, price lists and print catalogues. This is not a simple task and is often underestimated, as Markus Kopecky states: “This requires that product information be broken down into very fine pieces, because a granular construction is necessary for efficient use in many publications in many languages.”
A clear data structure is the foundation of effective communication management. EPIM uses this structure to communicate product information via different communication channels quickly and precisely. In the meantime, both BAUMIT and Kettner have created a unified central database from which their Internet sites are realized. The next step is multiple languages.

About Kettner:
The long-established company Eduard Kettner is a leader in the area of hunting and outdoor products. The traditional firm was founded in 1884 in Cologne. At the beginning of the 20th century, Kettner was already active in catalogue selling and is amongst the first mail-order business in Germany. Today, the company offers one of the most extensive online shops for traditional fashion, hunting equipment and functional clothing.

About Schmid Industrie Holding:
Schmid Industrie Holding is an Austrian holding company with headquarters in Wopfing. In 2007, the company generated a turnover of 1.1 billion Euros with 100 locations, subsidiaries and commercial units and approximately 4,000 employees. Amongst others, the companies Austrotherm, Baumit-Wopfinger Baustoffindustrie, Lorencic, Ortner and Murexin belong to the group.

About Viamedici:
With locations world-wide and a multitude of renowned and enthusiastic customers, Viamedici is the leading software company for product information management (PIM) and cross media publishing (CMP). The product suite Viamedici EPIM allows product information to be administered centrally and published in diverse target media such as catalogues, brochures, operating manuals, Web-CMS (content management) or online shops.