The Future of Catalog Management Systems
The term "catalog" has undergone a major transformation over the last 20 years. Until recently, catalogs were always associated with printed, physical catalogs, but today it is often understood that "catalog" often refers to product presentation on a website or a digital catalog (e.g., a BMEcat file). As different as the understanding is, the more unique are the systems used for this purpose. In this blog post, I will focus on print catalog systems- where "print" does not mean that the catalog is always printed. This can also be provided digitally as PDF or HTML.
I am asked repeatedly: Is the priint:suite a catalog system? My answer is: YES, however, it is not a classical system, but instead is embedded in digital communication strategies. The difference is not visible at first sight, because the output often looks very similar. So what are the differences?
A Classic Catalog System vs. an Omnichannel Publishing System, Such as priint:suite:
| Classic Catalog System | Omnichannel Catalog System | |
|
Product Data Maintenance |
Product data maintenance is an essential functionality, especially to create catalog-specific product content |
The omnichannel content systems are integrated (MDM, PIM, DAM). Catalog-specific data maintenance should be avoided as much as possible AI-based text generation services are integrated |
|
Content Compilation |
Single / double page oriented, product data is compiled |
Single / double page oriented, product data is compiled Support of stretch set, compilation of documents with a dynamic number of pages Rule / AI-based composition |
|
Page and Layout Generation |
Server-based generation of layouts Generation of layouts via DTP |
Server-based generation of layouts Generation of layouts via DTP Automatic generation of 100 different layouts |
|
Supported Touchpoints |
B2B and B2C catalogs |
An omnichannel catalog system supports all "print" touchpoints that are relevant to the customer journey: B2B and B2C catalogs Personalized direct mailings Personalized 1:1 catalogs and magalogs |
|
Digital Catalogs like BMEcat |
Export option |
Functionality is covered by a PIM system |
The Classic Catalog System... A Drag?
When introducing a new PIM system, the guideline of "digital first" applies. Existing print catalog systems are left out and, at best, supplied with data. In the short term, this approach makes sense. However, in the long term, it manifests silo thinking and the potential for the digital transformation of print remains untapped.
Why Implement an Omnichannel Catalog System?
Why invest in the priint:suite - particularly if you have a catalog system is already in use? From my point of view, there are several reasons:
- Traditional catalog systems are not designed for targeted, personalized, on-demand communication:
The focus of the catalog business is changing. Print runs are falling, and segmentation and individualization are being driven forward. This means more pages have to be produced instead of fewer. - More pages force higher automation
The level of automation and efficiency must be increased. This means, for example, not only the automated creation of InDesign documents, but the entire process must be digitized. Creation of print-specific content should be avoided as far as possible. The various data sources in the company must be made usable for the catalog process. - Individual print communication improves digital communication
Statistically, it's proven: individualized to personalized print addresses increases the success of digital communication. Print has becoming part of digital communication. This means not just direct mailings, but also individualized brochures and catalogs.
Summary
At first glance, there appears to be few differences between a traditional catalog system and an omnichannel publishing system such as the priint:suite. When you take a closer look, however, the fundamental difference in orientation becomes very clear: the traditional catalog system is a specialized system for the print silo, while an omnichannel publishing system supports the content-first strategy and provides additional resources for content work by avoiding print-specific data maintenance. Automation becomes a central factor in being able to create economical, fast, targeted group-oriented and personalized print output.