PZ Cussons to create product experiences for all beauty brands with Akeneo’s PXM studio – Retail Times


Leader in branded consumer goods, PZ Cussonsimproved product lifecycle productivity to deliver enhanced product experiences as part of its go-to-market and wholesale strategy, in partnership with Akeneothe global leader in Product Experience Management (PXM) solutions.

Best known for its main beauty, baby and Hygiene – from Carex and Imperial Leather to Charles Worthington, Original Source and St. Tropez – PZ Cussons is home to some of the world’s most beloved and trusted brands. In 2021, it reported a +7.1% increase in organic revenue growth in its international markets and main categorieswith unprecedented growth in demand for its hygiene brands, notably caused by the pandemic.

With a renewed and accelerated focus on marketplaces and resellers as part of its go-to-market strategy, PZ Cussons wanted to digitally transform its business to deliver exceptional digital experiences to drive growth both online and offline, while further strengthening their relationships. with the retail market and wholesale partners.

As part of this strategy, PZ Cussons recognized the need to overhaul its Product Information Management (PIM) systems to improve sales and increase brand loyalty, as well as centralize data and information to improve productivity. lifecycle processes and reduce operational silos. It also sought to help its market partners and resellers deliver exceptional, engaging and compelling point-of-sale content to meet the evolving needs of increasingly digital shoppers.

Following a competitive tender, PZ Cussons selected Akeneo’s PXM platform, with Akeneo having recently been named ‘Strong Performer’ in Forrester’s Latest PIM Wave and as ‘Leader’ in IDC’s’MarketScape Report: Worldwide PIM Applications for Commerce 2019-2020 Vendor Assessment. Akeneo was selected for its ease of use, enabling faster and stronger adoption by PZ Cussons brand and marketing teams, and its extensive connectivity, with open APIs able to integrate seamlessly with platforms. -forms used in the existing GC system infrastructure. This, along with its global scale and functionality – especially when localizing and translating content in international markets – combined with region-specific support teams to offer expertise and guidance, has made Akeneo the perfect choice.

Deployed first in its beauty category, Akeneo’s solution has been deployed across PZ Cussons hair care brands St. Tropez, Sanctuary Spa and Fudge, with rapid implementation and go-live in less than 3 months. Now, with a dedicated platform for all product information, PZ Cussons can reduce time to market and increase productivity while streamlining internal processes and breaking down silos. And, because its centralized product information platform creates a single source of truth, the CPG can now quickly assess the quality and consistency of product data, enabling it to better drive compelling product experiences, consistent and personalized across all of its sales channels and purchase journey. touch points.

Michael Cornwall, Head of Business Services at PZ Cussons, said: “Our brands are loved by our customers not only for the quality of their products, but also because each has its own unique brand identity and personality, which makes it even more important that we create consistent products. , immersive branded experiences at every customer touchpoint. By choosing Akeneo, we were confident that we could achieve that consistent, high-quality product experience across all channels to drive sales and build long-term loyalty, while making the process operational for our teams to consistently meet those high standards. much more transparent. ”

Frédéric de Gombert, CEO of Akeneo, commented: “Buyers expect the brands they love to provide rich, accurate and consistent product information. This not only helps them validate their immediate purchase decisions, but also gives them a reason to keep coming back to a brand, turning first-time browsers into long-term brand advocates. With go-to-market strategies, it’s all too easy for brand identity to get diluted – or worse, get lost – so by investing in a PIM solution, PZ Cussons can be confident that the quality and accuracy of its product information continues to deliver the same immersive branded experiences. its buyers now expect through all sales channels.

PZ Cussons will deploy the Akeneo solution to 3 additional stores by June 2023.


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