How do you effectively manage over 2000 product references and 4600 media from 6 different brands? This is the challenge taken up by the Optic 2000 Group (Optic 2000, Audio 2000 and Lissac) thanks tothe alliance of the PIM Akeneo and Keepeek DAM.
Through the testimonies of Cédrine Montagne - Head of Brand and Operational Communications - andAlexandre Jourdan - Digital Manager - discover what goes on behind the scenes of a successful digital transformation: data centralization, process automation and optimized media rights management.
A transformation driven by the need to centralize content
In 2021, Groupement Optic 2000 faces major challenges in managing its digital content. "We had a huge amount of content coming in via different information sources and different partners. The question was: how could we bring all this content together in a single, harmonized, unified tool?" explains Alexandre Jourdan.
"On the communications side, we were confronted with a very wide dispersion of media on internal servers. Each team used its own server to store its media," adds Cédrine Montagne.
Product media management reflected the difficulties faced by many companies:
- Scattered files: data produced in Excel files and media scattered on internal servers;
- Manual processes: exchange of information and media by e-mail and lack of centralized workflows;
- Difficult compliance: lack of visibility on media usage rights.
To meet this challenge, the Optic 2000 Group has deployed a strategy based on two pillars: the Akeneo PIM to structure product data, and the Keepeek DAM, called Babil, to manage media.
This initiative has enabled the company to benefit from a unified view of all product data, simplified collaboration between internal teams and partners, and accelerated product time-to-market.
The key role of PIM in product information management
Why was Akeneo's PIM chosen?
Akeneo, a leading PIM solution, was chosen for its robustness, maturity and rich ecosystem of integrations. For Groupement Optic 2000, it was essential to centralize all product data, whether it came from ERP, Excel files or third-party suppliers.
"We were looking for a robust, mature solution to meet all our needs in terms of immediate functionality, but also in terms of a roadmap for future developments," emphasizes Alexandre Jourdan.
Akeneo was the obvious choice for several reasons:
- Clearly structured product information (titles, descriptions, images);
- Customizable workflows to meet specific team needs ;
- An ergonomic, intuitive interface, accessible to contributors with different technical backgrounds.
Concrete results following the implementation of the Akeneo PIM
Today, the Akeneo PIM centralizes information on over 2,000 product references, spread across 2 brands. This data includes detailed descriptions, quality visuals (packshots, shootings) and SEO data.
The results are convincing: "Today, we manage over 2,000 product references with a completion rate of over 90%," explains Alexandre Jourdan.
Thanks to PIM :
- Product processing time is considerably reduced;
- Teams can work autonomously, without depending on other departments;
- Rights and version management made easy.
A DAM for product media management
Babil, the Keepeek DAM at the heart of the Optic 2000 Group's product visuals
Groupement Optic 2000's DAM brings together all the media for the group's 6 brands. This includes logos, videos, campaign images, communication materials and technical documents.
"To give you an idea, I have around 160 requesters a year who come to my team to retrieve existing content or to create new content. Rights management was a major issue for us. Babil enables us to be more alert to the management of media at the end of their rights, and to better manage distribution to our users" explains Cédrine Montagne.
Key features of the Babil DAM :
- Media centralization by brand: Optic 2000, Audio 2000, Lissac, etc. ;
- Rights management: alerts on the end of validity of media rights to ensure compliance;
- Customized access: manage user rights to adapt access for each user or group of users according to their needs;
- Usage statistics: tracking of media viewing and distribution.
Simplify product media management processes for teams
Before Babil, in-house teams wasted time searching for files or requesting them from colleagues by e-mail or instant messaging. Today, thanks to the DAM, project managers have direct access to validated media and visuals, without having to rely on graphic designers. Business contributors can upload media and visuals via a controlled workflow, validated by a documentalist.
"We've gained one day a month in my team. It may not sound like much, but this day corresponds to a certain number of regular requests to send a logo, an image or a video link. The press team can now find a media outlet in 15-20 minutes instead of waiting several days," emphasizes Cédrine Montagne.
A personalized user interface
The Babil DAM has also been designed to reflect the Optic 2000 Group's visual identity:
- Interface in Group colors ;
- Simplified navigation with a tree structure adapted to users' habits;
- Powerful search engine with advanced filters.
"Think of it as a search engine, like an Internet browser. You don't have to ask yourself 'where am I going to find the information?' but rather ask Babil directly, and it will do the searching for you," explains Cédrine Montagne of Babil's user interface.
PIM/DAM integration: a performance gas pedal
The integration between Akeneo PIM and Keepeek DAM, made possible by the Akepeek connectorconnector, has transformed product media management for Groupement Optic 2000.
Major benefits :
- Time-to-market reduced from several weeks to just 20 days;
- Media transfer: large files are hosted on the DAM, reducing the load on e-commerce servers;
- Workflow optimization: data and visuals are automatically synchronized.
A concrete example: media added to the Babil DAM are regularly synchronized with the Akeneo PIM to enrich product sheets. This guarantees fluid, consistent, real-time updates on the group's e-commerce sites.
"Our aim is to achieve a 20-day time-to-market for our products," says Alexandre Jourdan.
This optimization is made possible by :
- Automatic synchronization between PIM and DAM ;
- Smooth transfer of bulky media;
- Optimizing validation workflows ;
- Centralized management of user rights.
Find out more about the Akepeek connector that connects the Akeneo PIM to the Keepeek DAM.
Ongoing digital transformation to meet future challenges
"Changing habits takes much longer than you might think. We really need to integrate this aspect through documentation, meetings and information. This is an integral part of the project, and doesn't stop when it enters the run phase," shares Cédrine Montagne.
Groupement Optic 2000 is pursuing its digital transformation with several projects: "We're looking into the possibility of connecting Babil to our intranet for certain media elements" reveals Cédrine Montagne. "On the digital side, we're aiming for more fluid processes and automated content management," adds Alexandre Jourdan.
The team is also considering the use of AI to automatically check the quality of visuals produced before they are published.
Discover how AI automatically checks media quality at Intermarché.
What are the advantages of PIM/DAM integration?
The experience of the Optic 2000 Group is a good illustration of the benefits of a combined PIM/DAM strategy:
- Content centralization: a single, secure repository for data and media produced ;
- Improved collaboration: marketing, digital and technical teams work in synergy;
- Time savings: processes are optimized to accelerate product time-to-market;
- Guaranteed compliance: media rights management is defined in complete transparency.
Do you have a DAM project and are wondering about the benefits of PIM/DAM integration? Contact us for a personalized demo.
The success of the PIM/DAM duo in a multi-channel content management strategy
With Akeneo PIM and Keepeek DAM, Groupement Optic 2000 demonstrates that a successful digital transformation depends on a clear strategy and the right tools. The combination of a PIM and a DAM, supported by a powerful connector like Akepeek, offers effective leverage for high-performance product media management and optimal customer experience.
This success shows the way forward for all companies wishing to optimize the management of their product media while gaining in agility.
