We had the pleasure to interview Juliette Gamez, General Manager and Chief Digital Officer at Safic-Alcan, one of the leading distributors of specialty chemicals. We have explored the company's journey to create its Product Master Data, its benefits at multiple levels and the role of SpecialChem in this project.
Juliette, can you tell us more about your Product Master Data project?
Our project aimed to create an extensive and rich online catalog, not only to showcase our product offerings but also to improve search engine referencing, making it easier for customers to find us online.
A key part of enhancing our online catalog was offering a seamless self-serve experience to our customers. We recognize that, especially in the early stages of material exploration, customers prefer to conduct their own research before engaging directly with a salesperson.
Having access to an online catalog allows them to navigate and gather information at their own pace, 24/7. The PIM system ensures consistency and clarity across multiple touchpoints, allowing users to easily navigate through product information, technical data sheets, and relevant documentation. It not only enhances the convenience and accessibility of the catalog but also improves the overall customer experience by enabling them to find what they need faster. As a direct result, we've seen significant uplift in the number of leads, which continues to increase month after month.
Of course, managing an online catalog with thousands of products requires accurate and comprehensive Product Master Data (PMD). Without this solid foundation, we’d risk poor customer search experiences and inaccuracies in our data. This is why structuring our PMD was critical to the project’s success.
What changed with the PMD project ?
One of the biggest issues we addressed was product complexity. We manage a large number of SKUs across various subsidiaries and by centralizing our data, we now operate more efficiently and with greater data accuracy.
Additionally, considering chemicals' natural complexity we needed to consider different applications, properties, values, units, and regulatory requirements for various markets.
Now, data about our products is standardized, making it easier to coordinate across subsidiaries and report to our principals. With PIM, product details, such as description or documents, can be automatically updated in real-time across our digital ecosystem, saving our teams a lot of time.
What are the internal benefits of centralizing and standardizing product information?
The PIM serves as the single source of truth, ensuring consistent and accurate product data across all platforms and channels. It automates repetitive tasks, reduces manual work, and enhances cross-team efficiency, saving significant time throughout the product lifecycle.
It has also allowed our sales teams to make faster and more relevant product recommendations, and the catalog has become an integral part of the sales process, becoming a powerful tool to better assist customers.
We now have better visibility into customers' behavior. It is easier to understand what they searched thanks to the filters they select, which is making product recommendation more accurate.
Additionally, our market trends and sales analysis have become more detailed. We have a much clearer understanding of which products we are selling, and what customers are searching for the most. This level of granularity is something we didn’t have before.
How have Safic-Alcan's teams responded to the project?
The setup phase was, understandably, a lot of work. Gathering all our product documentation and organizing it within the new system was a meticulous process.
There were also questions about transparency, as a Product Information Management (PIM) system and online catalog make it very clear which products we sell, which principal they come from, and in which country. This has increased trust with our principals, as they can now see how and where their products are being represented.
On the sales side, adoption has been positive. First, the teams immediately saw the benefits of having a centralized, up-to-date product information connected to the entire digital ecosystem (CRM, Website, ERP). Then, once the teams saw the valuable leads we were generating thanks to the catalog, they quickly embraced the tool.
What role did SpecialChem play in the creation of your Product Master Data?
SpecialChem was a critical partner in this journey. They helped design our data model, which is an essential foundation for the success of our PIM project. Their two decades of experience really showed.
They provided invaluable insights and standardized taxonomies, classifying products into families, functions, applications, and performance categories. This was a significant accelerator for the project, as these taxonomies have been tested and refined on their platform for years. They also took responsibility for editing and validating our product data, saving us considerable time and resources.
SpecialChem essentially created the global PMD for the specialty chemical industry, and we were able to leverage that expertise from day one.
What’s next for your data management?
Looking ahead, there are several possibilities for how we want to use our data. We are considering capturing product knowledge from our tech and sales teams, ensuring their insights are integrated into the system.
Additionally, we see great potential in cross-selling and product bundling. By understanding how different products are searched for and used together, we can create better customer offerings.
Finally, another step will be hosting formulations and seamlessly linking them with our products, giving our customers more comprehensive resources at their fingertips. This will empower them to not only explore individual products but also access relevant formulations and application insights, all in one place.
What advice would you give to distributors who haven’t yet created their Product Master Data?
My advice would be to prepare for change and secure full support from top management. A project of this scale requires careful planning and dedicated resources. It’s also crucial to assemble a multifunctional team with the authority to make decisions and drive the project forward.
And, of course, talk to SpecialChem! Their experience and expertise will save you a lot of time and help ensure the success of your Product Master Data system.
Juliette Gamez, General Manager and Chief Digital Officer at Safic-Alcan, plays a pivotal role in driving the company’s digital initiatives. Under her leadership, Safic-Alcan has embraced digital transformation and strategic innovation.
