Gühring and crossbase - precise data management

Gühring KG is a family-run company and one of the world's leading manufacturers of rotary precision tools for metal cutting with headquarters in Albstadt. The company is represented worldwide with over 60 production and service centers and 44 national subsidiaries.
The product range includes drilling, threading, milling, countersinking, reaming and clamping tools.

A customized PIM and cross-media solution was implemented for Gühring on the basis of the crossbase standard software. Approximately 90,000 articles, including product structure, prices and almost 30 features, are continuously imported per article via the XML interface from SAP to the PIM. The so-called variety, which groups items with an identical shape and cutting material, plays an important role in marketing-specific communication. Other features as well as images and texts are maintained in the grade and passed on to the articles. The integrated image database is used to manage and link product photos, application photos, icons, graphics, drawings and diagrams.

The graphics converter automatically generates additional image formats. To minimize the effort required for text maintenance and translations, enumeration texts are automatically generated from reusable document modules. As the SAP designations for attributes and attribute values are often named according to internal aspects and not marketing-oriented, "marketing translations" are stored for the individual values in the PIM. These are then used for the derivations to the print and online media.

In order to be able to use articles as standard articles in the printed catalogs, on the websites or in the stores, these are referenced in marketing-specific product views and catalog assortments for the corresponding sales channels. For the SAP store, the data is provided in a coordinated XML format with the required image files. Similarly, the data is provided to trading partners in BMEcat format in the eClass and UNSPSC classifications. The API server enables IT to retrieve data from the PIM at any time and use it for internal information systems.