Branded consumer goods business PZ Cussons is designing enhanced product experiences in partnership with Product Experience Management (PXM) specialist Akeneo.
PZ Cussons is home to beauty and hygiene brands including Carex, Imperial Leather, Charles Worthington, Original Source and St. Tropez. With a renewed and accelerated focus on marketplaces and resellers as part of its go-to-market strategy, PZ Cussons wanted to deliver exceptional digital experiences to drive growth both on- and off-line, and recognised the need to overhaul its Product Information Management (PIM) systems. Following a competitive RFP process, PZ Cussons selected Akeneo’s PXM Platform.
Deployed first among its beauty category, Akeneo’s solution was rolled out across PZ Cussons’ St. Tropez, Sanctuary Spa and Fudge haircare brands, with the implementation delivered at speed and going live in under 3 months. Now, with a dedicated platform for all product information, PZ Cussons can reduce time to market, and boost productivity while streamlining internal processes and removing siloes.
Michael Cornwall, Head of Corporate Services at PZ Cussons, commented: “Our brands are loved by our customers not only for the product quality, but because each one has its own distinct brand identity and personality, making it even more important that we create consistent, brand-immersive experiences at every shopper touchpoint. In selecting Akeneo, we were confident we could achieve this consistent, high quality product experience across all channels to drive improved sales and drive long-term loyalty, all while making the operational process for our teams to deliver to these high standards much more seamless.”
Frederic de Gombert, CEO at Akeneo, commented: “Shoppers expect the brands they love to deliver rich, accurate and consistent product information – this not only helps them validate their immediate purchasing decisions, but also gives them a reason to keep coming back to a brand, turning first-time browsers into long-term brand advocates. With marketplace strategies, it’s all too easy for brand identity to become diluted – or worst, lost – so by investing in a PIM solution, PZ Cussons can be confident the quality and accuracy of its product information continues to deliver the same brand-immersive experiences its shoppers now expect across all sales channels.”
PZ Cussons plans to roll-out the Akeneo solution to three additional brands by summer 2023.
