Pettenon Cosmetics' trick to cut IT costs and act instantly on every touchpoint

The dawn of digital transformation

Pettenon Cosmetics approached digitisation several years ago with a triptych of needs, relating to the B2B market, the B2C market, and the operations resulting from the launch of new campaigns.  

Firstly, sharing up-to-date content and information with the very dense network of distributors in Italy and abroad was time-consuming for the marketing and product teams at headquarters.   

The onus was also on the B2C channels: delivering digital assets and data on over 2,000 products on marketplaces absorbed a huge amount of resources.  

This is an essential aspect, given the general tendency of users to conceive of online shops as digital agora in which to deepen their knowledge of products, rather than as virtual purchasing spaces. 

Last but not least, the issue of responsiveness to business needs.  

From conceiving a new product launch, penetration into a new market or a new marketing campaign, the media creation, approval and distribution flows took too long.   

It was in this context that the company approached the worlds of Digital Asset Management and, in particular, Product Information Management, adopting one of the market’s leading PIM vendors.  

At the moment of go live, however, something goes wrong. 

Why THRON? 

Based on three totally different systems, the digital ecosystem for content and product information management was very fragmented. 

In particular, the PIM software that Pettenon Cosmetics had trusted turned out to be over-structured with respect to business needs. 

The partial use of the solution, coupled with the costs of integration and maintenance with the rest of the IT stack and the resulting rigidity, minimised the benefits of digitisation, prompting the company to seek new levels of effectiveness and efficiency. 

It is in this context that Pettenon expands the THRON ecosystem in the company, adopting – in addition to THRON DAM – the entire platform to govern and optimise the digital management and distribution flows of content and product information.  

With the occasion, the client also adopts Brand Portal, discontinuing the previously created ad hoc tool. 

With THRON PLATFORM, the company adopted a single platform that allowed it to halve IT costs and cut operations by two-thirds, as well as achieve a 70 per cent increase in the web performance of marketplace pages and sites (institutional and brand).  

Benefits undoubtedly fuelled by THRON’s constant symbiosis between each piece of content and the product data it represents, which not only accelerates workflows and the responsiveness of the IT stack, but also enriches the user experience throughout the customer journey. 

THRON’s favourite features at Pettenon Cosmetics  

“The symbiosis between the content and the data of the product it represents has made everything immediate: the back-end searches, the distribution on e-commerce and markeptlace, the navigation of our customers on the web”.

Pierpaolo BironiHead of E-commerce

The Group takes full advantage of THRON’s ‘three-in-one’ approach, reaping the IT budget savings as well as the instantaneous information asset management and distribution flows provided by THRON DAM, THRON PIM and THRON AI MediaBoost.  

Pettenon Cosmetics goes even further, ensuring the consistency of its many brands (thanks to THRON Brand Portal) and relying on THRON Connectors to populate the back-end and front-end of the marketplaces where it markets its products in real time. 

Here are the main features most appreciated by the company’s teams: 

• The taxonomy, which allows a single language to be defined to classify assets
• The automatic association of a piece of content with information about the products it represents  
• The automatic tagging of assets using AI which, thanks to the semantic engine, extracts the main concepts of each media and enriches it with information that makes it more easily searchable
• The ultra-fast search of products and their variants, enabling instant access to multi-language descriptions 
• The Brand Portal media centre, with which it is constantly assured of sharing up-to-date media content with its entire network of B2B partners. 

And the digital journey does not stop here

That of Pettenon Cosmetics is a digital journey that will continue and evolve hand in hand with our platform. In addition to an interface that is increasingly fluid, fast and powerful, release after release, features useful for all customers, first and foremost those in the cosmetics sector, will be added to the platform. 

A couple of examples? The Web to Print (for instant printing of product cards) and the generative AI engine which, from a snapshot of a product and certain attributes, creates engaging descriptions.