Key Challenges in Digitization: PIM Systems for Sanitary Segment
Highlights from the 3rd Convention of the Heating, Plumbing, and Sanitary Market.
How are the sanitary, heating, and plumbing industries tackling the critical challenge of digitization? Find out how product information management (PIM) software can streamline processes, ensure data accuracy, and empower businesses to organize and distribute product information effectively.
Digitally Saturate Existing Processes, But Don't Change Them
In the heating, plumbing, and sanitary industry, a three-step distribution model prevails: manufacturer - wholesaler - installer. Shortening or bypassing either the wholesaler or the installer is not feasible. Therefore, the goal of digitalization is not to reshape the business model; it is to enhance the existing formula by improving efficiency through digital means.
“Digitalization is based on digitally saturating existing processes, not creating new ones”.
Examples of Product Information Management
Digitalization makes product information more easily accessible and organized. With the help of PIM (Product Information Management) systems, warehouse employees can quickly find all the necessary data about a particular item on their own. This automates and simplifies their daily work.
“The most crucial area of digitalization is the availability of product information”.
Facilitating access to product information has four dimensions:
- Storing key product data (i.e. Master Data Management, or MDM).
- Utilizing Building Information Modeling (BIM).
- Comprehensive product catalog management, integrating data from multiple sources, and distributing information (i.e. Product Information Management, or PIM).
- Presenting organized product knowledge in an attractive manner to users via Content Management Systems (CMS).
The Digitization of Knowledge Transfer
Digitalization encompasses more than the assortment of data. It also encompasses knowledge: the industry relies on expertise and up-to-date information. Digital tools can significantly improve the knowledge-sharing process, primarily through e-learning and webinars. This enables manufacturers to easily share technological advancements, inspirations, and instructional materials while empowering wholesalers and installers to expand their competencies.
The Consumerization of Installers
The needs of customers (i.e. installers) are also changing, thanks to demographic shifts and the growing role of the Internet and mobile devices in our daily lives.
Installers – accustomed to convenient applications and intuitive shopping experiences in their personal lives – bring these expectations and habits into their professional realm. They want to find information about a specific product in a manufacturer's catalog as easily as they find product information in a user-friendly online store. In other words, their needs are similar to those of B2C consumers.
“We are witnessing the increasing consumerization of installers”.
Of course, it should be noted that wholesale customers constitute a highly diverse group; this group also includes large corporations with a bidding process that remains stringent, structured, and less prone to changes associated with new installer habits.
The Increased Role of the Investor
The end customer has a growing influence in the decision-making process today. Although the 3-step distribution model is still holding its ground, there is an increasing need to communicate with the investor and provide them with the necessary information in their language. Furthermore, we need to communicate with them in a way that resonates with them and is easily understandable.
The Internet is the ideal tool for this purpose.
"The end customer needs to be enchanted in the digital realm".
Hence, when planning digitalization processes, it is crucial to consider both the installer and the investor.
The Issue of Digital Competencies
The barrier to digital transformation often lies in competencies and habits, not in the technologies themselves. Despite the availability of digital tools, employees and/or customers prefer to stick to familiar, traditional methods. They often choose to call the manufacturer instead of using an online catalog.
Changing habits and beliefs takes work. It is essential to consider the needs of conservative users; during the digitalization process, we must provide the option to continue performing tasks in the previous, traditional way if desired.
At the same time, during the design phase we should also consider the needs of those who will be using digital tools in their daily work. This can be achieved by incorporating user testing into creating a new solution.
"Research shows that there are user groups who do not use computers but are eager to use smartphones".
About the 3rd Convention of the Heating, Plumbing, and Sanitary Market
This article is based on a panel discussion held during the 3rd Convention of the Heating, Plumbing, and Sanitary Market. The panel featured the participation of:
- Przemysław Powalacz (Geberit)
- Tomasz Tarabura (Rettig)
- Jakub Kasperek (Sanpol)
- Maciej Górny (HBH)
- Zenon Kosicki (e-point)
The panel was entirely dedicated to the challenges associated with digitalization.
Over 180 people attended the Convention.
We would like to express our gratitude to the Polish Employers' Association of Wholesale Trade in the Heating, Sanitary, Plumbing, Air Conditioning, and Ventilation Industry for the invitation and to the participants for engaging in inspiring conversations.
