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How Rommelsbacher centralized its product data and can therefore serve all channels faster, more consistently and more efficiently
Rommelsbacher is a traditional family company from Dinkelsbühl and has specialized in high-quality small electrical appliances since 1928. The “Made in Germany” products are sold through specialist retailers, our own online shop and international export markets.
Rommelsbacher is working closely with our partner to introduce the new Business‑Central‑ERP system Cosmo Consult together.
Sector: Small electrical appliances for kitchen and household as well as electrical engineering
Company size: Medium-sized family business with around 110 employees
Sales channels: Retailers in Germany and Europe, own online shop and worldwide export, particularly in Europe and the Far East.
Project partners: Cosmo Consult (ERP integration and Business Central)
With the growing number of sales channels — including Shopware, Amazon, Media Markt Saturn and various retailer portals — product data maintenance became more and more complex. Different systems, parallel Excel lists and manual reconciliation led to delayed publications and inconsistent data sets.
At the same time, the introduction of the new Business Central ERP systems on. This time offered Rommelsbacher the ideal opportunity to fundamentally modernize product data processes and create a central, sustainable database.
Fragmented data management across multiple systems
Product data had to be maintained in Shopware, Amazon, Media Markt Saturn and various Excel tables in parallel. The lack of central data storage led to different data levels and made maintenance ever more time-consuming and prone to errors.
High manual effort when making changes
Changes to product information had to be made separately in several systems. Especially with major updates such as technical data or product texts, this led to noticeable delays and extensive coordination processes between departments.
Complex onboarding of new sales channels
For new retailers or marketplaces, product content, media and data sheets had to be manually compiled and individually prepared. As a result, the onboarding process was significantly slowed down and made it difficult to quickly expand sales channels.
Delayed time-to-market due to complex processes
Since several departments were involved in product data maintenance, queries, correction loops and waiting times were frequent. As a result, new products or updates could only go live on the channels late, which unnecessarily extended the time-to-market.
Together, Rommelsbacher, Cosmo Consult and ainavio defined three central goals for future product data management:
1. Development of a central database for all channels and departments
Product data, media, documents and channel-specific information should be maintained completely centrally. Changes should be automatically transferred to Shopware, Amazon, Media Markt Saturn, Business Central and retailer portals without having to maintain content multiple times.
2. Reducing manual work and speeding up product data processes
Care processes should become faster and more efficient, for example by being able to process many products at the same time and avoid unnecessary entries in multiple systems.
3. Seamless integration of all relevant systems and sales channels
The new Business Central, Shopware, retailer portals and marketplaces should be automated and provided with up-to-date product data without intermediate steps. At the same time, a central structure should be created that can connect new channels faster and without additional effort.
Saving time in day-to-day business:
Central maintenance in ainavio PIM reduces duplicate and unnecessary entries, which means that product data can be updated and published significantly faster.
Productivity increase:
Many products can be edited at the same time, regardless of how many channels are connected. This significantly speeds up internal processes.
Cost reduction:
Automatically generated retailer and marketplace exports replace time-consuming manual compilations and significantly reduce data preparation costs.
High data quality:
Central data management makes consistent product information available in all systems, which reduces errors and improves information quality for all channels.
Reliable system integration:
The seamless connection between Business Central and PIM ensures that master data, prices and inventories are in correct harmony with each other at all times.
Better internal collaboration:
Clear workflows and defined responsibilities ensure that departments can work more transparently and faster, reducing coordination.
Scalability for new channels:
Since all product information is centrally available, additional retailers and platforms can be connected without additional maintenance costs.
The introduction of the ainavio PIM system has sustainably modernized Rommelsbacher's product data processes. Thanks to the central database, clearly structured workflows and automated provision in all sales channels, manual effort was significantly reduced. Product information is now available consistently and up to date, which significantly shortens the time-to-market and makes everyday operations easier for everyone involved.
Close integration with Microsoft Dynamics 365 Business Central and support from Cosmo Consult creates a robust and future-proof system landscape that optimally enables further growth. New channels can be connected more quickly, automations can be continuously expanded and the company has a scalable basis for efficiently and flexibly developing its product data processes over the long term.
