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Le PIM, levier d'une transformation digitale réussie et efficace (Akeneo + Eram)

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Retour d'experience d'Eram sur la mise en oeuvre du PIM Akeneo dans le cadre de leur replatforming e-commerce.
Conférence donnée à l'occasion du salon Ecommerce One to One Monaco 2017

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Le PIM, levier d'une transformation digitale réussie et efficace (Akeneo + Eram)

  1. 1. Le PIM, levier d’une transformation digitale réussie et efficace. Retour d’expérience d’Eram & Akeneo
  2. 2. #PIMforAll @akeneopim @Eram_shoes Nous NOUS Renaud Montin Directeur Marketing & Digital ERAM Frédéric de Gombert CEO / Co-fondateur Akeneo #PIMforAll @akeneopim @Eram_shoes
  3. 3. #PIMforAll @akeneopim @Eram_shoes ERAM 300 points de ventes Entreprise française depuis 1927 N°1 chaussure en CV et CCO #PIMforAll @akeneopim @Eram_shoes
  4. 4. #PIMforAll @akeneopim @Eram_shoes 40 000+ Installations Open Source 120+ Clients 165 Pays AKENEO Boston – Düsseldorf - Nantes
  5. 5. #PIMforAll @akeneopim @Eram_shoes PARLONS TENDANCES !
  6. 6. #PIMforAll @akeneopim @Eram_shoes OMNICANAL
  7. 7. #PIMforAll @akeneopim @Eram_shoes PERSONNALISATION
  8. 8. #PIMforAll @akeneopim @Eram_shoes CHATBOTS
  9. 9. #PIMforAll @akeneopim @Eram_shoes SOCIAL SHOPPING
  10. 10. #PIMforAll @akeneopim @Eram_shoes UN POINT COMMUN : L’EXPÉRIENCE PRODUIT
  11. 11. #PIMforAll @akeneopim @Eram_shoes PAS D’EXPÉRIENCE CLIENT SANS EXPÉRIENCE PRODUIT
  12. 12. #PIMforAll @akeneopim @Eram_shoes 94% DES MARQUES UTILISENT EXCEL POUR GÉRÉR LEUR DONNÉE PRODUIT
  13. 13. #PIMforAll @akeneopim @Eram_shoes LE PIM, C’EST LE CRM DU PRODUIT
  14. 14. #PIMforAll @akeneopim @Eram_shoes LE PROJET ERAM
  15. 15. #PIMforAll @akeneopim @Eram_shoes LE CONTEXTE Digitalisation de l’Enseigne Re-platforming global Reprendre le Contrôle de la donnée #PIMforAll @akeneopim @Eram_shoes
  16. 16. #PIMforAll @akeneopim @Eram_shoes LES ENJEUX Structurer la donnée Réduire le time-to-market Expérience Shopping Omnicanalité #PIMforAll @akeneopim @Eram_shoes
  17. 17. #PIMforAll @akeneopim @Eram_shoes QUELQUES ELEMENTS DE DIMENSIONNEMENT… 3 mois 3,500 REF 18 000 SKU 2 Sources 2 Canaux #PIMforAll @akeneopim @Eram_shoes
  18. 18. #PIMforAll @akeneopim @Eram_shoes eram.fr eram.be/fr eram.be/nl ERP Marketing XLS COLLECTE DES DONNÉES ENRICHISSEMENT ET CONTRÔLE DE LA QUALITÉ DE LA DONNEE PRODUIT DIFFUSION VERS LES CANAUX1 2 3 AKENEO AU CŒUR DU DISPOSITIF DIGTIAL
  19. 19. #PIMforAll @akeneopim @Eram_shoes LES DEFIS A RELEVER
  20. 20. #PIMforAll @akeneopim @Eram_shoes #1 – La qualité des données De quelles données disposons nous ? Qui est maître de cette donnée ? Est-ce que le PIM doit rester connecté à ces systèmes ? Données techniques VS données clients ?
  21. 21. #PIMforAll @akeneopim @Eram_shoes #2 – Délégation de la contribution Faciliter la délégation Suivre l’avancement des processus d’enrichissement Travailler par lots de produits Segmenter les responsabilités (droits & privilèges)
  22. 22. #PIMforAll @akeneopim @Eram_shoes #3 – Interagir avec la plateforme e-Commerce Utiliser le e-Commerce uniquement comme frontal Où mettre le curseur entre PIM et Merchandising ? Interagir avec la plateforme Magento
  23. 23. #PIMforAll @akeneopim @Eram_shoes LES BENEFICES Amélioration de la qualité des données Maîtrise de l’information Adoption rapide Gain fort de Productivité
  24. 24. #PIMforAll @akeneopim @Eram_shoes Et demain?
  25. 25. #PIMforAll @akeneopim @Eram_shoes TRUCS & ASTUCES Pour une mise en œuvre réussie
  26. 26. #PIMforAll @akeneopim @Eram_shoes #1 – Ne pas sous-estimer la phase de conception Où sont les informations ? Quelles sont celles dont j’ai besoin ? Quelle est la qualité de cette information?
  27. 27. #PIMforAll @akeneopim @Eram_shoes #2 – Pas de projet « big-bang » Privilégier une mise en œuvre progressive Prioriser le time-to-market à l’exhaustivité Un projet PIM n’est jamais fini !
  28. 28. #PIMforAll @akeneopim @Eram_shoes #3 – Marquer les frontières Un PIM n’est pas un ERP Un PIM n’est pas un outil de merchandising Un PIM n’est pas un outil de pricing Un PIM n’est pas un outil de gestion d’entrepôts
  29. 29. #PIMforAll @akeneopim @Eram_shoes #4 – Sensibiliser & éduquer Impliquer les équipes dès le démarrage du projet Nommer un chef de projet dédié
  30. 30. MERCI

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