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Diager manufactures screwdriving and drilling tools for professionals. Based in France’s Jura region, this family-owned company produces twenty million parts a year, distributed in 80 countries worldwide. With 50% of its revenue generated internationally, Diager exports its French manufacturing know-how to many countries. To become more efficient and meet its partners’ needs, Diager decided to adopt new digital tools. The goal: structure and optimize its product data management, improve efficiency and support its growth. Against this backdrop, in 2024 Diager brought in Synolia to support its Product Information Management (PIM) project and the structuring of its product data, a mission that led us to implement the Akeneo solution.
For more than 70 years, Diager has been manufacturing and selling tools designed exclusively for professionals. Screwdriving, drilling, diamond core drilling, sawing for concrete, metal or wood… The Jura-based company offers a complete range of professional tools and produces more than twenty million parts every year, distributed worldwide through its extensive distributor network. In 2024, Diager took a new step in its digital journey by adopting a PIM. It was an opportunity for the French company to rework its data, centralize its files and automate their processing.
To support the teams through this transition, Emmanuelle Cour joined the marketing team in 2023 as Digital Marketing Manager. The creation of this new digital unit kicked off the PIM project, a strategic initiative for Diager. From day one, Emmanuelle worked with the teams to identify Diager’s key digital and data challenges. The Product Information Management (PIM) project was then launched, covering the centralization and structuring of data to respond ever faster to distributors’ growing needs.
“The need to centralize our data was twofold: an external requirement from distributors for structured data models, and an internal realization that we needed to modernize and automate.”
A PIM solution to centralize and structure product data, modernize data management, improve efficiency and meet distributors’ growing requirements.
To kick off the PIM project, the team began with an internal audit of the departments involved with product data, their tools and their processes. Following this audit, Diager issued an RFP to select a PIM solution and project management support.
Diager was looking for a solution with a PIM core and APIs enabling easy connections with third-party solutions, for example to automate the publication of multilingual catalogs or map complex customer databases.
The company naturally turned to Akeneo for its scalability and its ability to connect easily with other tools. Akeneo’s market leadership and its compatibility with Diager’s ERP were also reassuring and decisive criteria in the final choice.
At the same time, bringing in Synolia as integrator was essential to support the Diager team. Synolia stood out with its expert vision and senior profiles to ensure the project’s success.
Our scope: technical specification workshops (data model), configuration and integration of the tool into the IT system, support.
The project’s specification workshops brought together the product managers, the digital marketing manager, the database manager, the methods and ERP manager, and the IT manager. Together, with Synolia’s support, they modeled the product data and product variants in Akeneo. It was long, demanding work, especially for extensive ranges with many SKUs, but essential to build a structured database capable of meeting the various business needs.
The result: all of Diager’s SKUs were loaded into the PIM, and a new product hierarchy was designed along the lines of an e-commerce catalog, to meet the digital needs of its sales partners.
“Sandrine and Axel (Synolia) were there to guide us through the workshops, support our marketing and IT teams and bring us a method. They helped us structure our product information and set up an efficient product hierarchy. They also acted as intermediaries between Akeneo and us to clarify the most technical points.”
Emmanuelle Cour and the database manager were the first to get hands-on with Akeneo to manage product information, before training the Product team. Today, five people in the marketing department manage and use the PIM. A graphic designer handles the DAM (Digital Asset Management) component built into Akeneo. This feature centralizes all of Diager’s media assets.
By modeling and structuring their product data in Akeneo, Diager’s teams are now more productive. The PIM limits data entry errors and makes day-to-day product administration easier.
“Now, thanks to Akeneo, a piece of information can be entered once and applied to the entire range, which considerably reduces the time spent.”
To push efficiency further, Diager’s teams also chose to connect their Akeneo instance to EasyCatalog, a solution that automates the layout of the print catalog using information from the PIM. This integration makes it possible to generate catalogs faster and to automatically apply any product data update before printing.
To distribute its product catalogs, Diager chose to rely on Akeneo’s Shared Catalog tool. Shared Catalog generates personalized product catalogs in the form of a connected portal. The tool is designed for Diager’s teams and its partners.
Diager also chose to connect its PIM to the Daiteo solution. This tool is dedicated to mapping complex data matrices, such as FABDIS. Diager will thus be able to structure its data more easily and respond quickly to each sales partner’s standardized file formats.
Beyond considerable time savings in updating product records and keeping them consistent, Akeneo provides better visibility into information completeness through a score that quickly shows which data is complete and which needs updating. Diager uses the PIM to standardize product names and descriptions, while leveraging AI features to optimize the copy.
Today, everything is managed in French, but for Diager, the PIM will speed up the distribution of information in every language.
Finally, for product managers, the PIM made it possible to rework the product hierarchy, providing more precise handling that adapts more easily to different sales needs.
“I recommend Akeneo because it’s very easy to get started with. Easy, user-friendly and able to connect to other solutions. That’s no small detail! It’s a criterion you really shouldn’t overlook. We’re also very satisfied with the Synolia team. We communicated a lot and the team proved very agile.”
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