Triumph Motorcycles

Triumph's digital team faced a significant challenge: to decide whether to continue developing on their existing systems or to switch to a completely new, modern composable platform architecture. The primary challenge was to preserve many years of business logic while simultaneously creating a digital infrastructure that was more flexible, scalable, and future-proof. This decision required an in-depth understanding of both the technological possibilities and the business needs.

In addition to the immediate decision-making challenge, Triumph faced general issues associated with not having a dedicated PIM solution:

• Data inconsistency: Without a centralized platform, product data was scattered across multiple systems and databases, leading to inconsistencies and errors in product information.

• Reduced market responsiveness: The inability to quickly update and distribute product information limited the company's ability to respond to market trends and customer needs.

• Efficiency loss: Employees spent unnecessary time on manual data management processes, reducing efficiency and increasing the risk of errors.

• Potential growth impediments: The existing infrastructure could not easily scale up to support the company’s growth ambitions, limiting the launch of new products and expansion into new markets.

Before the implementation, we initiated a vendor selection process. Here, we developed a clear specification of the technical and business challenges a PIM should be able to handle and solve. This resulted in the selection of 6 platforms that we believed could meet our short-term and long-term needs, after which we entered a process with each vendor to further evaluate the individual software.

The choice fell on Akeneo PIM.

Akeneo PIM was chosen for its ability to seamlessly integrate into the new digital architecture, which is based on a best-of-breed strategy, where systems and services work together in a loosely coupled architecture.

• Centralized product data: The PIM platform serves as the central source for all product information, enabling a uniform and accurate presentation of Triumph's extensive product portfolio across all digital channels.

• Improved efficiency: Triumph's team should be able to update product data more efficiently, reduce manual labor, and increase productivity.

• Future-proofing: The platform should support Triumph's ambition to develop a global omnichannel commerce ecosystem that offers inspiring and personalized shopping experiences, while reducing hosting and scaling costs over time.

• Faster time to market: The modular and agile nature of our PIM implementation, along with the overall technology stack, should ensure a faster time to market for new products and offers, giving Triumph greater competitiveness, and hopefully supporting increased sales.

1. Defining business objectives & tech objectives Before this process, we have aligned which parts of the business should be included in the implementation process, ensuring that the project is brought to life in the departments that will work most with it, and which will be our ambassadors before, during, and after the project is launched. It is also with this group that we define the business goals prior to implementation, so we can look back and assess if we are on the right track and if the project has been a success. Here, we also define our technical plan and clarify roles and responsibilities in the project, so it can be driven as efficiently as possible.

2. Process assessment Here, we identify and evaluate the different work processes that currently exist in the business, which systems are used, which data and information are collected and where they are located, and which departments work with which types of data. Then, it involves identifying where we currently work inefficiently and where we can optimize the processes to work more lean.

3. Definition of data model In this process, we work on defining the data model itself. It involves looking at the products, which attributes, categories, product relationships, etc., are there and using some of our previous information to make it smarter.

4. Identifying relevant data sources In this process, it's about defining which data sources we have, and identifying where they are and who manages them. Here, it involves finding Excel sheets, Google Sheets, the ERP system, the commerce platform, marketing platforms, etc., so we can have a comprehensive overview.

5. Integration to defined channels Here, it’s about getting connected to the right channels, both in terms of data in and data out. It involves integrating it so that we optimize and streamline our data flow, and ensure that we can activate our product information in the channels where we want it activated.

6. Data enrichment Here, data is fed into the PIM system and begins to connect all our data together and add the missing information.

7. Internal enablement and training on the platform This process is one of the most important steps in the entire implementation. It's about ensuring that the people involved know how to work with the solution. It is important that they have and gain ownership so that the processes we have built are also executed in everyday life. As with all other platform projects, this is often where things can go wrong if the right people are not enabled and trained early.

The implementation of a dedicated PIM solution has transformed Triumph's business operations in several key areas:

Improved data management:

• Centralized management of product information has eliminated previous inconsistencies and ensured uniform and accurate product information across all platforms and sales channels. This has not only improved the customer experience but also the efficiency of internal processes.

• The automation of data entry and updating reduced the need for manual processes, freeing up valuable resources for other strategic tasks.

Increased flexibility:

• With the new PIM solution, Triumph can quickly adapt to changes in market conditions, such as launching new products or adjusting existing product information. This has increased the company's agility and competitiveness.

• The ability to easily integrate with digital sales channels and e-commerce platforms has opened up new sales opportunities and improved the online customer journey.

Future-proofing:

• By choosing a scalable and flexible PIM platform, Triumph has laid the foundation for continued growth and innovation. The platform can be easily adapted to meet future business needs and technological advancements.

• Investing in a modern PIM solution strengthens Triumph's position as a leading player in the motorcycle industry, ready to leverage digital technologies to create value for both the company and its customers.

Kenneth Ryle Thorsson

kth@kruso.dk

+45 40 25 66 30