Oticon makes the product experience more personal

Intro

Oticon creates a personal product experience across sales channels with a new PIM-system

Oticon is the leading brand in the William Demant group, which is a global leader in the development and manufacturing of hearing aids for children and adults. Oticon manages all phases from product development to sales and distribution in more than 30 countries.

Challenge

A hearing aid is typically sold through advice and professional counselling in a hearing center, where an audiologist helps the customer to find the right hearing aid. It is a process that requires great insights regarding options and product offerings.

In recent years, the hearing aid variants have exploded, and it has emphasized the need to be able to manage, enrich and target the product experience. One of the initiatives has been the creation of a new B2B webshop for all retailers of hearing aids. The webshop must support a user-friendly configuration and the possibility to order the often highly specialized hearing aids.

We have been extremely satisfied with our collaboration with Immeo so far. Immeo’s ability to quickly comprehend our business and our complex products, truly has been essential for the success of the project.

Anne Merete Plougmand Director of E-business, Oticon

A process of change

Immeo customer case, Oticon, PIM B2B online store

Oticon has chosen inRiver PIM to connect a complex product assortment with an ever-growing number of digital touch points and services.

Oticon started out with making a prototype to create security for the solution while also provide gradual insight and learning, as an alternative to a large analysis process. This was done in an agile process involving all relevant stakeholders.

During the project, there has been a close relationship between IT and Marketing, where Marketing early on took ownership of the project. In the future, marketing will own the product marketing hub, where all the elements and options for the hearing aid are gathered.

PIM create overview

PIM – a tool that creates overview

With inRiver PIM a common tool has been created that provides an overview, as well as efficient tools to manage the many relations in the complex product model.

The solution has given Oticon Sales & Marketing new opportunities to take responsibility for the digital product experience.

The PIM-solution works as a central “product marketing hub”. It connects product data from the configuration platform Configit with the webshop across markets and catalogues. PIM can define a partial variant that permits enriching products with relevant descriptions, translations, and pictures across millions of variants.

A further complexity has been that the individual markets and retailers have their own assortment that must adapt to the right product variants, marketing texts and the visibility of related products in the purchasing process. It has been solved by PIM creating customer specific assortments that afterwards are organized and enriched in a coherent work process. A “single point of truth” has been created for the display of products in the digital channels.

Oticon, Immeo customer case, PIM solution

Immeo very quickly got the project anchored in the organization, i.a. by organizing the project team in situ at Oticon during a large part of the process. This allowed us to respond quickly to changes in the project and to have a close relationship to the many stakeholders on the project, which made anchoring the project in the business easier.

Anne Merete Plougmand Director of E-business, Oticon

Result

Personal product experience

Oticon has achieved a much better and more personal product experience for the end user with PIM. The solution gives an improved overview when ordering and ensures that the customer receives the correct product. Overall, not only does the solution improve the customer experience, but also the internal workflow and the subsequent flow in the process.

Oticon has achieved an optimized product experience across channels and will continuously work on making the user- and product experience more personal and relevant. All fundamental tools are implemented and now they can scale to further channels and services.

Do you want to know more?

Contact

Simon Aisen Partner, Strategic Advisor

+45 2222 0260

sai@immeo.dk

Oticon makes the product experience more personal

Intro

PIM – a tool that creates overview

Personal product experience

Contact

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