{"id":77343,"date":"2025-09-21T02:46:00","date_gmt":"2025-09-21T06:46:00","guid":{"rendered":"https:\/\/syndigo.com\/success-stories\/virtual-supply-2\/"},"modified":"2025-11-27T08:20:29","modified_gmt":"2025-11-27T13:20:29","slug":"obi","status":"publish","type":"post","link":"https:\/\/syndigo.com\/pl\/success-stories\/obi\/","title":{"rendered":"Fixing the Foundation: OBI\u2019s Digital Reinvention with Syndigo PIM"},"content":{"rendered":"\n
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SUCCESS STORY<\/p>\n\n\n\n

Fixing the Foundation: OBI\u2019s Digital Reinvention with Syndigo PIM<\/strong><\/strong><\/h1>\n<\/div>\n\n\n\n
\n
\"OBI\"<\/figure>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n\n\n
\n

For more than 50 years, OBI GmbH & Co. Deutschland KG <\/strong>(OBI) has been an iconic part of the international “Do it Yourself” (DIY) landscape, helping customers create a more beautiful home. As a friendly, family-oriented retailer, they support home improvement projects ranging from garden design and bathroom planning to repairs, tool selection, and year-round flowering plants. They operate in 644 locations (with 348 stores in Germany) and employ 40,000 people across 10 countries. The company generated \u20ac8.2 billion in revenue in 2024 (\u20ac4.2 billion from Germany) and enjoys 93% brand recognition in Germany.<\/p>\n\n\n\n

\"Syndigo<\/figure>\n\n\n\n

Building Better Data: How OBI Streamlines Product Information Management<\/h2>\n\n\n\n

OBI\u2019s needs grew beyond the capabilities of its in-house built Product Information Management (PIM) solution. The existing solution increasingly reached its limits: manual processes caused inefficiencies, long processing times delayed time-to-market, inconsistent product data affected quality, and country-specific requirements made it difficult to ensure compliance with internal and external standards. The DIY retailer wanted a more comprehensive, automated, and flexible PIM to improve product data accuracy and reliably manage a growing catalog of product information data across multiple countries.<\/p>\n\n\n\n

Their priorities for a new PIM included:<\/p>\n\n\n\n

    \n
  • Establishing efficient workflows and data quality consistency.<\/li>\n\n\n\n
  • Maintaining data quality consistency while scaling their product portfolio and product assortment.<\/li>\n\n\n\n
  • Reducing manual tasks with automation to increase efficiency and speed throughout the entire product information management process.<\/li>\n\n\n\n
  • Providing a better customer experience through improved product data.<\/li>\n<\/ul>\n\n\n\n

    The Syndigo PIM Selection Process<\/h2>\n\n\n\n

    The review process included two stages. It began with a demo involving the future users of the system, giving them a chance to experience it firsthand. This was followed by a technical review to see how well the solution could be integrated into the existing infrastructure, how it performed overall, and whether it met the company\u2019s long-term requirements for scalability and future readiness.<\/p>\n\n\n\n

    During the review, the team identified several key improvement areas to enhance their operations and adaptability. They focused on:<\/p>\n\n\n\n

      \n
    • Making their processes more efficient.<\/li>\n\n\n\n
    • Getting classification updates faster so they could revise the product data structure model and classification in the first implementation stage.<\/li>\n\n\n\n
    • Ensuring the system is flexible enough for further development according to market requirements.<\/li>\n\n\n\n
    • Addressing workflow topics and workflow automation.<\/li>\n<\/ul>\n\n\n
      \n\t\t
      \n\t\t
      \n\t\t\t\"OBI\t\t<\/div>\n\t\t

      Our goal is to streamline and accelerate our product information management processes by implementing Syndigo PIM \u2013 supported by the proven and long-term expertise of Advellence as a reliable Syndigo implementation partner.<\/p>\n<\/div>\n\t\t

      Thomas Hennen <\/div>\n\t\t
      Head of Product Information Supply Chain<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

      Building Momentum: OBI\u2019s DIY Guide to Faster Market Entry<\/h2>\n\n\n\n
      \n
      \n

      In today\u2019s fast-paced market, having efficient and well-coordinated processes is essential to respond quickly to emerging trends and changes. At OBI, staying ahead in a competitive retail environment means ensuring that product data processes are perfectly timed and highly efficient.<\/p>\n\n\n\n

      From a process standpoint, certain product categories require specific steps completed at specific times. For example, if there’s a new trend in the market, such as acoustic panels, the OBI team wants to be able to react quickly. If they still needed to enhance product data before listing, posting of the new product would be delayed, and a competitor that already has optimized data will surpass them with SEO and campaigns for faster visibility.<\/p>\n\n\n\n

      This is where their internal processes sometimes lag\u2014the team first has to enrich product data. Their goal is to be more market-driven, more reactive, and move faster to act as needed, when needed, because new trends emerge constantly.<\/p>\n<\/div>\n\n\n\n

      \n
      \"OBI\u2019s<\/figure>\n<\/div>\n<\/div>\n\n\n\n

      Building Understanding: How OBI Localizes at Scale<\/h2>\n\n\n\n

      To succeed across different countries, OBI focuses on clear, linguistically precise communication tailored to the local needs and expectations of its customers. They always use local languages across the 10 countries they do business in. There’s a strong emphasis on German, but it\u2019s very diverse. In Switzerland, for example, they also offer product pages in French and Italian.<\/p>\n\n\n\n

      When it comes to product data, the DIY retailer makes sure the local language pages don\u2019t appear as if there\u2019s a central German administration behind them. Depending on the country, the setup is more centralized or more decentralized. But for product data \u2014 what customers use to make purchasing decisions \u2014 they ensure that it is linguistically accurate.<\/p>\n\n\n\n

      Building a Unified Catalog: OBI\u2019s Blueprint for Growth<\/h2>\n\n\n\n
      \n
      \n
      \"OBI<\/figure>\n<\/div>\n\n\n\n
      \n

      Another major challenge the OBI team needed to manage was the complexity of their product catalog.<\/p>\n\n\n\n

      Their customer-facing product data \u2014 the products they want to present \u2014 goes into the OBI product catalog. The catalog doesn\u2019t distinguish between retail and partner products; it shows everything OBI can sell. Then there are differentiations in the distribution: some products are only available online, others only in stores and some assortments are specific to certain countries. They also have hybrid models for both physical and digital channels.<\/p>\n\n\n\n

      Managing this complexity requires a robust, flexible, and centralized solution that can handle diverse data sources, support different distribution models, and ensure consistency across all channels and countries.<\/p>\n<\/div>\n<\/div>\n\n\n\n

      How OBI Expands Its DIY Product Partner Network<\/h2>\n\n\n\n

      One of the greatest potential areas for added value is their partner network. OBI has placed a new emphasis on their product partners, which is helping them to expand their assortment of products. It\u2019s important to them to include partners in this product information strategy to define quality standards across different levels and transition them into the new system. These will be supported by workflows and automated processes, enabling them to benefit from the strengths of market solutions, especially in areas like AI and product data management.<\/p>\n\n\n\n

      By deepening collaboration with their product partners, OBI is not only expanding its assortment but also ensuring high-quality, localized product information. The new Syndigo PIM system plays a central role in this effort: it enables the definition and enforcement of quality standards across different levels and supports the seamless integration of partner data into the central system, where they take over maintenance and control.<\/p>\n\n\n\n

      This approach not only guarantees data accuracy but also maximizes growth potential for both brick-and-mortar stores and digital marketplaces. With this solution, OBI can quickly respond to market changes, improve customer experience, and free up resources for innovation and strategic growth.<\/p>\n\n\n\n

      Together with Syndigo and Advellence\u2014an experienced implementation partner\u2014OBI is building a future-proof, scalable, and flexible IT architecture. This forms a solid foundation for sustainable digital transformation and successful expansion both domestically and internationally.<\/p>\n\n\n

      \n\t\t
      \n\t\t
      \n\t\t\t\"OBI\t\t<\/div>\n\t\t

      Our partner expansion requires us to manage significantly more SKUs in the product catalog. With Syndigo PIM, we can create a centralized, customer-oriented product catalogthat seamlessly consolidates data from a variety of sources.<\/p>\n<\/div>\n\t\t

      Thomas Hennen <\/div>\n\t\t
      Head of Product Information Supply Chain<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

      Navigating Compliance and Sustainability Data Requirements<\/h2>\n\n\n\n

      Meeting compliance requirements is a priority, followed by product information completeness and accuracy for the customer to make informed decisions and product comparisons for high customer satisfaction. They want to leverage this trusted product information to use in their product data in campaigns.<\/p>\n\n\n\n

      As the regulatory landscape becomes more complex, many of these compliance requirements are absolutely necessary and product-data relevant. Having confidence that their data is compliant offers reassurance \u2014 and a competitive advantage.<\/p>\n\n\n\n

      At the same time, sustainability is a growing concern. More and more consumers actively seek out environmental and ethical product details. As a result, sustainability compliance is a rising priority for OBI. They need to be able to measure, structure and report sustainability-related data in a way that enables action and continuous improvement.<\/p>\n\n\n\n

      With Syndigo\u2019s PIM as the foundation, OBI gains the ability to centralize and govern all product information, including sustainability data, across categories and markets. Syndigo\u2019s platform supports transparency and traceability of sustainability attributes, helping OBI to align with evolving ESG requirements while building consumer trust through reliable, data-driven communication.<\/p>\n\n\n\n

      Step by Step: How OBI Builds Its Future PIM Framework<\/h2>\n\n\n\n

      OBI\u2019s journey will stretch over several years. They\u2019re starting now with phase one, which is focused on laying the foundation for a unified product catalog that consolidates their different business models: retail, wholesale, and partnering. This includes creating integrated international views for their global catalog and rolling out supporting processes across their country locations.<\/p>\n\n\n\n

      Phase two will focus on optimizing the processes of their content managers and data managers by leveraging Syndigo PIM features. Their goals are increased efficiency, better data quality, improved compliance handling, and gaining more control and insight into their product assortment and data.<\/p>\n\n\n\n

      Additional phases are still being defined, but they\u2019ll focus on continuous improvement, automation, and the kind of iterative, inspect-and-adapt cycles they need to build intelligent enrichment workflows. They\u2019ll also look at how they want to handle onboarding in the future, as well as how they manage lifecycle and time-to-market data \u2014 important processes when working with hybrid models that span partnering, retail, and wholesale.<\/p>\n\n\n\n

      Building One DIY Data Home<\/h2>\n\n\n\n

      OBI plans to continue reviewing the best ways to manage their product information and explore opportunities to optimize master data management and syndication for a more unified approach to their data management. In the meantime, they remain focused on shaping the future of DIY retail while solidifying their position as Europe’s first port of call for home and garden products.<\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"

      For more than 50 years, OBI GmbH & Co. Deutschland KG (OBI) has been an iconic part of the international “Do it Yourself” (DIY) landscape, helping customers create a more beautiful home. As a friendly, family-oriented retailer, they support home improvement projects ranging from garden design and bathroom planning to repairs, tool selection, and year-round flowering plants. They operate in 644 locations (with 348 stores in Germany) and employ 40,000 people across 10 countries. The company generated \u20ac8.2 billion in revenue in 2024 (\u20ac4.2 billion from Germany) and enjoys 93% brand recognition in Germany.<\/p>\n","protected":false},"author":2,"featured_media":77345,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","_page_status":"","footnotes":""},"categories":[11],"tags":[17,34],"class_list":["post-77343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-success-stories","tag-pim","tag-product-content"],"acf":[],"yoast_head":"\nOBI\u2019s Digital Reinvention with Syndigo PIM<\/title>\n<meta name=\"description\" content=\"See how OBI modernized its product data with Syndigo PIM to boost efficiency, compliance, and scalability across 10 countries.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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