Leading branded client items enterprise, PZ Cussons, has improved product lifecycle productiveness to ship enhanced product experiences as a part of its market and wholesale technique, partnering with Akeneo, the worldwide chief in Product Experience Management (PXM) options.
Best recognized for its core classes of Beauty, Baby and Hygiene – from Carex and Imperial Leather to Charles Worthington, Original Source and St. Tropez – PZ Cussons is house to a few of the world’s best-loved and most trusted brands. In 2021, it reported a +7.1% rise in natural income development across its worldwide markets and core classes, with an unprecedented development in demand for its hygiene brands prompted particularly by the pandemic.
With a renewed and accelerated deal with marketplaces and resellers as a part of its go-to-market technique, PZ Cussons needed to digitally rework its enterprise to ship distinctive digital experiences to drive development each on- and off-line, whereas additional strengthening its relationships with retail market and wholesale companions.
As a part of this technique, PZ Cussons recognised the necessity to overhaul its Product Information Management (PIM) programs to enhance gross sales and develop model loyalty, in addition to centralising knowledge and data to enhance productiveness in lifecycle processes and cut back operational silos. It additionally sought to assist its market and reseller companions ship distinctive, partaking and compelling content material on the level of sale to meet the advanced wants of more and more digital-first consumers.
Following a aggressive RFP course of, PZ Cussons chosen Akeneo’s PXM Platform, with Akeneo not too long ago named as a ‘Strong Performer’ in Forrester’s newest PIM Wave and as a ‘Leader’ in IDC’s ‘MarketScape: Worldwide PIM Applications for Commerce 2019-2020 Vendor Assessment’ report. Akeneo was chosen for its ease of use, serving to allow faster and stronger adoption by PZ Cussons’ model and advertising and marketing groups, and its intensive connectivity, with open APIs in a position to combine seamlessly with the platforms used throughout the CPG’s present programs infrastructure. This, alongside with its world scale and performance – particularly when localising and translating content material across worldwide markets – mixed with region-specific help groups to supply experience and recommendation, made Akeneo the right alternative.
Deployed first amongst its beauty class, Akeneo’s answer was rolled out across PZ Cussons’ St. Tropez, Sanctuary Spa and Fudge haircare brands, with the implementation delivered at velocity and going stay in beneath 3 months. Now, with a devoted platform for all product data, PZ Cussons can cut back time to market, and increase productiveness whereas streamlining inner processes and eradicating siloes. And, as a result of its centralised product data platform creates a single supply of reality, the CPG can now rapidly consider the standard and consistency of product knowledge, higher enabling it to drive compelling, constant and personalised product experiences across all of its gross sales channels and shopping for journey touchpoints.
Michael Cornwall, head of company providers at PZ Cussons, commented: “Our brands are beloved by our prospects not just for the product high quality, however as a result of each has its personal distinct model id and character, making it much more essential that we create constant, brand-immersive experiences at each shopper touchpoint. In choosing Akeneo, we had been assured we may obtain this constant, prime quality product expertise across all channels to drive improved gross sales and drive long-term loyalty, all while making the operational course of for our groups to ship to these excessive requirements far more seamless.”
Frederic de Gombert, CEO at Akeneo, commented: “Shoppers anticipate the brands they love to ship wealthy, correct and constant product data – this not solely helps them validate their rapid buying choices, but additionally offers them a cause to hold coming again to a model, turning first-time browsers into long-term model advocates. With market methods, it’s all too simple for model id to change into diluted – or worst, misplaced – so by investing in a PIM answer, PZ Cussons could be assured the standard and accuracy of its product data continues to ship the identical brand-immersive experiences its consumers now anticipate across all gross sales channels.”
PZ Cussons will roll-out the Akeneo answer to 3 extra brands by the June 2023.