PIM in a multi-brand context

PIM in a multi-brand context

75. That's the number of brands in the LVMH group, a nice score if ever there was one! Although not all companies have 75 different brands, many of them operate in a multi-brand context within the same group. Whatever the history that leads to this context - historical marketing strategy or successive acquisitions and investments - this often results in teams with disparate methodologies and tools coexisting.

But to accelerate the distribution of products from the brands of the same group and to gain internal efficiency, unifying product information is an unavoidable and virtuous prerequisite. And this presupposes that methodologies and tools are also unified. What are the steps to be followed to correctly anticipate these changes? How can PIM help companies manage multi-brand products and teams?

Collect and centralise multi-brand product data

Suppliers generally vary according to brand and product. This is especially true in the case of a takeover, as the companies involved are unlikely to have common processes. Each supplier usually sends flat Excel files which are then integrated by the brands, each of which has an ERP and its own IS. The effort to rationalise these processes can then seem insurmountable: changing an entire information system is a considerable investment that proves too heavy for many companies. Instead, the solution is to invest in a single product content management platform, the Product Information Management (PIM) to which each team can converge its information. The data will then be collected and centralised in a single, reliable tool. The PIM's role will be to integrate and align this data to unify the processes and supplier information used across the group, regardless of brand.

Organising the work of the teams

Once the collection of supplier information has been automated, it is time to consider their enrichment and the organisation of work between the different marketing, product or e-commerce teams. However, a multi-brand context generally means teams split by brand, or even by product, sometimes followed at group level by departments which are themselves multi-brand. The advantage of the PIM here is that it allows user rights to be managed according to the needs of each entity: for example, an employee can be given editing rights to enrich only the products of his or her brand, but will be able to view all the other product sheets to draw inspiration from them. The administrator, on the other hand, will have access to the validation of all the content of the brands he manages. In this way, each brand can retain its own processes and organisation, while ensuring the overall consistency of the content produced at group level.

Create a multi-brand dashboard

The content is integrated, each team is assigned its own work: it's time to start monitoring! To monitor the status and progress of your content production at a global level, a complete and clear dashboard is the key. Thanks to the PIM, you can define your own dashboard with, for example, a "common core" of indicators shared by all the brands while retaining specific indicators according to the needs of each brand (practical or even essential when the sectors or end customers diverge).

Monitoring the quality of product data, anticipating deadlines and organising the day-to-day work of your teams becomes easier. Reports can be viewed by brand, country, distribution channel and even by cross criteria (by country by brand). At a glance, you and your employees know exactly where you stand!

Each brand has its own omnichannel sales strategy

Does your sales and marketing strategy differ from brand to brand or even from country to country? No problem for PIM, which allows you to connect different on and offline sales channels in a differentiated way for each brand. Once a channel is connected, you can choose to open it for another brand whenever you want: if you distribute your sofas on the La Redoute marketplace, it will only take a few clicks to supply the retailer with your bedding brand's products. The PIM becomes a distribution hub for all your products and brands. All you have to do is control it!


Historic umbrella brands, start-up acquisitions, diversification opportunities: there are many ways in which a company can manage a multi-brand portfolio. Unifying the management of product information linked to this portfolio is a step that must be managed intelligently to optimise the company's processes while keeping employees involved. The PIM is the ideal tool to federate data and teams around the same issue: quality content distributed on the right channels. Managers and employees see their daily lives simplified around unified processes. Each brand and each product can deploy its own identity while being fully linked to the global strategy of the group. Managing a multi-brand portfolio has never been easier!

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Aude is passionate about transmission, training and pedagogy. With 10 years of experience in e-commerce and digital marketing, she now specialises in web writing around these subjects but also for the sectors of continuing education, (digital) learning, employability and the equestrian world.