Success story
EFALOCK: PIM and DAM with OMN – plus a B2B shop
EFALOCK centralised its product data and media in OMN and automated the production of its advertising materials. Convinced by OMN, the company also commissioned apollon to build a Shopware shop for its business customers.
At a glance
Industry
Professional hairdressing supplies
Founded
1950s
Range
Hair dryers, straighteners, curling irons, brushes, scissors, trolleys
Solution
OMN – PIM, DAM, Channel Management (CM), AI Translate
Shop
B2B shop on Shopware 6, built by apollon
ERP
SAP
Data volume
around 20,000 assets and 15,000 SKUs
“We were actually only looking for a PIM and DAM. However, after seeing how powerful OMN is and how easily the product information maintained in it can be played out in other channels, we also commissioned apollon to set up an online shop for our business customers.”
Stefan Pokinskyj, Managing Director Salon Professional Carts, Tools & Accessories at EFALOCK
Initial situation
Product data in Excel, layouts by hand
Before OMN
- Product information in Excel spreadsheets
- Catalogue of around 260 pages and flyers with high manual effort
- 20,000 assets and 15,000 SKUs without a central system
- Connecting new markets required a lot of effort
EFALOCK was founded in the 1950s with the vision of supplying hairdressing salons worldwide with high-quality tools and equipment and promoting creativity and craftsmanship in the hair care industry. Today, EFALOCK is a brand for professional hairdressing supplies and a partner to stylists: the range extends from hair dryers, straighteners and curling irons to brushes, scissors and trolleys – with a focus on ergonomics, technology and design.
All product information was managed in Excel spreadsheets. It appeared in the annual catalogue of around 260 pages and in various flyers produced throughout the year. Data management and layout creation involved a great deal of manual work, and the data pool had grown to 20,000 assets and 15,000 SKUs.
EFALOCK therefore decided to introduce a Digital Asset Management (DAM) and a Product Information Management (PIM) system. The new system was also meant to support expansion, for example by allowing additional markets to be connected without great effort. In its search for a suitable provider, EFALOCK came across apollon and its in-house development Online Media Net (OMN).
Project objectives
Four goals
01
Media-neutral data management
Introduction of PIM and DAM for media-neutral management of all product data.
02
Support expansion
The new system should support the expansion strategy.
03
Automated layout design
More automation combined with design flexibility.
04
Optimise processes
Improve internal processes and workflows.
The solution
OMN for data and media, Shopware for B2B sales
With OMN, EFALOCK manages product data and media centrally and publishes them to print and other channels. In addition, apollon built a B2B shop on Shopware 6 as an agency.
OMN PIM and DAM
Product data with more than 350 attributes and around 20,000 digital assets are held centrally in OMN.
Automated advertising materials
OMN CM fills advertising materials and channels automatically. The catalogue is produced via print output with InDesign and Xactuell; the catalogue index is generated from OMN as well.
AI-based translation
AI Translate automatically translates the product texts into English, French and Spanish.
B2B shop with its own design
For its business customers, apollon built a shop on Shopware 6 with a dedicated EFALOCK theme and custom content elements, such as service tiles in the product listing.
SAP connection with customer prices
Prices come from SAP via a conditions file – per item or item group and per customer or customer group. Orders from the shop are passed on to SAP.
Dealer locator
A dealer locator shows dealers on a map; customers can use their billing address to create their own dealer entry.
In figures
20,000
assets managed centrally in OMN DAM
15,000
SKUs
350+
attributes in OMN PIM
3
languages via AI Translate: English, French, Spanish
Results
One data basis for print and shop
OMN PIM
Single point of truth for product data, including more than 350 attributes.
OMN DAM
Central management of all digital content – around 20,000 assets.
OMN CM
Automated filling of advertising materials and channels.
AI Translate
Automated translation of product texts into English, French and Spanish.
B2B shop
Business customers order in the Shopware shop at their conditions from SAP. apollon continues to develop the shop, for example with product data sheets as PDF, references to successor products and free-shipping thresholds per country and customer.
Success Story
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