YOUR ERP WAS NEVER BUILT FOR THIS
A lot of manufacturers are using their ERP as a de facto product catalog. That's the wrong tool for the job. ERPs handle transactions. Accounting, production, assembly. They're not designed to manage the kind of rich, searchable, experience-driven product data that modern B2B buyers expect.
Ted Wichman, CIO at Superior Communications, figured this out the hard way:
“Our internal PIM was not geared towards marketing information. It was a manufacturing PIM with tiny descriptions in ERP which work for production and assembly, but not our website. When I looked at the attributes available, the navigation menu hierarchy — they just weren’t web ready.”
If your product data can't power a website, it can't power growth.
Ted Wichman, CIO at Superior Communications, figured this out the hard way:
“Our internal PIM was not geared towards marketing information. It was a manufacturing PIM with tiny descriptions in ERP which work for production and assembly, but not our website. When I looked at the attributes available, the navigation menu hierarchy — they just weren’t web ready.”
If your product data can't power a website, it can't power growth.
WHAT AI ACTUALLY DOES HERE
When you connect an AI-powered PIM like Pimcore to your existing data sources, the extraction process becomes automatic. Engineering specs come in from
datasheets and PDFs. Structured, marketing-ready product data comes out the other side.
For shooting sports brands, that means handling not just physical specs but also regional compliance data, buyer personas, and channel-specific attributes — all without a human manually translating technical documentation into web copy.
The result isn’t just faster. It’s more accurate and more consistent than anything a team doing manual entry can produce at scale.
datasheets and PDFs. Structured, marketing-ready product data comes out the other side.
For shooting sports brands, that means handling not just physical specs but also regional compliance data, buyer personas, and channel-specific attributes — all without a human manually translating technical documentation into web copy.
The result isn’t just faster. It’s more accurate and more consistent than anything a team doing manual entry can produce at scale.
THE VISIBILITY PROBLEM NOBODY TALKS ABOUT ENOUGH
Getting your data structured isn’t just about your own storefront. It’s about where buyers are starting their searches. AI assistants like Claude and Gemini are now part of the buying journey. If your product data isn’t clean, well-structured, and rich enough to surface in those results, you’re invisible before the conversation even starts.
Rob Neumann, CDO at NETFORMIC, puts it plainly:
“Incomplete and poor product information is the greatest obstacle on the path to e-commerce success. Finding something inside a million SKUs is really hard. Having better data, better descriptions with fast retrieval is really important. Setting up your hierarchy and master data structure will lead to a lot of success.”
Structure your data once. Win visibility everywhere.
Rob Neumann, CDO at NETFORMIC, puts it plainly:
“Incomplete and poor product information is the greatest obstacle on the path to e-commerce success. Finding something inside a million SKUs is really hard. Having better data, better descriptions with fast retrieval is really important. Setting up your hierarchy and master data structure will lead to a lot of success.”
Structure your data once. Win visibility everywhere.
30 DAYS VS. 12 MONTHS
Mergers and acquisitions in this industry used to mean 6 to 12 months of data mapping before a new product line was ready to sell. Legacy system to legacy system, field by field.
With PIM middleware and REST API integrations, that timeline collapses to 30 days. Pull product data from the acquired company’s system, run it through the AI layer for optimization, and deploy it across channels.
Multilingual, multi-currency, market-ready. The ROI on an acquisition used to take years to realize. Now it can start in the first month.
With PIM middleware and REST API integrations, that timeline collapses to 30 days. Pull product data from the acquired company’s system, run it through the AI layer for optimization, and deploy it across channels.
Multilingual, multi-currency, market-ready. The ROI on an acquisition used to take years to realize. Now it can start in the first month.
