Introduction: A Brand Full of Brilliance and Tradition
The CHRIST Group consists of the retail brands CHRIST, VALMANO, and BRINCKMANN and is the leading supplier for watches and jewelry in Germany. Today, the company is part of the Morellato Group, an Italian jewelry and watch manufacturer. From a humble jeweler in Frankfurt with 2,000 employees, CHRIST advanced to the leading multichannel supplier among jewelers in German-speaking regions. The company combines tradition and service, setting new standards in the jewelry and watchmaking industry.
With an assortment boasting more than 37,000 articles out of which 16,000 are available in the online shop, CHRIST proves their diversity in an imposing fashion. The strong portfolio of home brands that make up 60 % of the sales encompasses CHRIST X YOU, FAVS, Guido Maria Kretschmer, GUIA, GMK, ESPRIT, YAMOKO, and Jette. The more than 200 physical stores, in particular, demonstrate their strong and successful presence in the retail sector. It is this diversity that enables CHRIST to address a wide target group and always serve the most recent trends on all channels. From premium rings and sparkling necklaces to noble watches and a wide range of other such products.
CHRIST ranks among the companies that have managed to unify the online and offline world, offering their customers a purchasing experience second to none. Be it in stationary business or online shops – CHRIST always stands in close relationship with their customers and knows how to satisfy their needs.
Challenges: The Journey to Efficient Multichannel
To secure its position as the leading multichannel jeweler in a sustainable manner, CHRIST has strategically realized important measures. This includes the implementation of a Product Information Management (PIM) system. Since 2019, the company has been utilizing the PIM solution by ATAMYA. The expansion and growing proportion of home brands required a central solution. Before, product data was maintained in a decentralized way, resulting in flawed data and inefficient processes. Given the evolving assortment and developing brand portfolio, however, the management of product data has also become increasingly more complex because a unified process for assuring data quality was missing. These challenges lead to the fact that important Information got lost in the information chain from the article creation to the publication in the online shop.
CHRIST’s jewelry expertise concerning the specific material constitution of their products made it necessary to define and maintain data accordingly during the implementation of the PIM system. In the jewelry sector, numerous detailed product attributes such as materials (gold, silver, stainless steel, pearl, diamond, and gems) and their subcategories including carat, optics, color, and quality had to be collected in a precise manner.
A consistent and high-quality data management should serve as the basis for translations into seven different languages in order to meet the standards of international customers. To this end, adaptivity was crucial since the company must be quick to respond to market developments and always provide up-to-date and exact information.
