Alfa Laval
About Alfa Laval
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Enterprise PIM Solution
With a strategic investment in PIM, Alfa Laval provides their customers with a digital experience where, regardless of industry and location, they gain the same high level of confidence in product recommendations online as they have had with the sales team. Alfa Laval, one of Sweden’s leading global industrial groups, is located in an industrial district in Lund. The company was founded in 1883 with a focus on the development of separators for pasteurization in food production, but today they are also active in the business of heat exchangers and liquid handling. Alfa Laval has more than 17,000 employees, of which over 4.500 work in Denmark. They operate in more than 100 countries and have an annual revenue of more than 40 billion SEK. The challenge “Historically, Alfa Laval has been characterized by engineers who have developed technical, market-leading solutions. At the same time, our global personnel of skilled, technical salespeople have been good at supporting customers with customized solutions based on local requirements and utility expectations. Over time, this has resulted in a myriad product combinations and recommendations for specific use and setup for our products.” Hans Troiza Head of On-line Sales, Alfa Laval In other words, it is a large, knowledge-heavy, international company that Immeo consultants moved in with in with in October 2017 . It required close collaboration and the proximity to both the business and IT was crucial to the success of the project. The project involved the implementation of a PIM system that would gather and digitize knowledge about Alfa Laval’s industrial products to support the digital customer journey. Alfa Laval chose a strategic investment in PIM. The key challenge was that the specific knowledge of product usage was only briefly documented in a mixture of stand-alone documents and databases. This very important knowledge was, in some cases, found only in the minds of individual salespeople, which is difficult to transfer to the digital customer journey. Consistency across the entire value chain Alfa Laval’s PIM solution has become a transverse Product Marketing HUB, which means they now control the full product assortment and can target their messages. They can combine the commercial, customer-oriented product range with the entire underlying setup of factories, manufacturing systems and logistics. It gives them new opportunities to build digital applications to guide the individual customer and thus strengthen the position of Alfa Laval’s products in an increasingly globalized market. The Hub creates consistency in data throughout the entire value chain and collects all requirements for images, industry standards, marketing texts and technical documentation, so that a product update quickly takes effect in the digital sales and customer channels. Previously this was handled by manual processes and excel spreadsheets, but now it provides Alfa Laval with the opportunity for digital execution and targeted, value creating services for the customers. “PIM has streamlined our internal processes, but more importantly it enables us to scale our business digitally, transforming the knowledge our sales teams have stored in their minds or which existed in printed catalogues into something that creates value for our customers. It requires a targeted focus to create a digital buying experience where customers, regardless of industry and location, gain the same high level of confidence in our online recommendations as they have had with our salespeople. We have now, by and large, realized that ambition.” Hans Troiza Head of On-Line Sales, Alfa Laval https://www.immeo.dk/