Tag Archives: Webshop

How EDE conditions its members for omnichannel with PIM and eDC

Creating a real overvalue for their members – with the electronic Data-Center (eDC), EDE, made this vision become reality.

The E/D/E (Einkaufsbüro Deutscher Eisenhändler GmbH) is Europe’s largest purchasing and marketing association in industrial B2B, with almost 1320 medium-sized trading companies.


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Unlimited shopping – omnichannel makes it possible!

Shopping without stress and with comfort – that is what every one of us is looking for. But in our days it is not done with the visit of the shopping street.

Before entering the shops, people do research at home. In the Internet, on their way by using an app or in a settled advertising material like the catalogue, information is gathered. Doing research about brands and finding the most important facts, has meanwhile become an essential part of the customer journey. Many companies know that they are not up to date with their sales bound to stationary commerce and an online shop. So what do we have to do, to increase the customer’s retention in the long run?



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How could an extended PIM approach help you improve the success of your cross- and upselling efforts?

> Required:
Flexible solution that enables the marketing team to create virtual product sets (‘Sets’, ‘Bundles’ or ‘Lookbooks’), not only on SKU or Style-Level, but also based on variations (e.g. blue shoes might not fit a red dress with white stripes so well, while they might be perfect for the same Style in another color combination). Not a fashion-retailer or selling consumer electronics? Doesn’t matter! This is as relevant for any other segment and could even become a core business topic in areas you wouldn’t obviously expect. The example of one of the world’s most innovative manufacturers for process automation technology shows this impressively.

> Reason:
Many shop systems support the creation of bundles internally, but in centralising this action in the PIM-System you will benefit from using the already existing reference-mechanisms between items to find parts and components and additionally have information about margins, pricing levels etc. at hand. An example from the consumer electronics sector: nobody buys a high-end HiFi-Receiver and a low-budget-NF-cable afterwards. So combining cross- and upsell in one step is more useful than referencing the low-budget-cable as a cross-sell and from there doing an upsell to the high-end or medium-range cable instead.
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