Each month, our Martech Insider newsletter introduces you to the best software for optimizing the work of marketing and communication teams. In November 2020, we are pleased to highlight Afineo, a comprehensive Product Experience Management (PXM) platform dedicated to retailers and e-commerce professionals. For more details, explore the PXM guide on our dedicated page.
We had the privilege of interviewing Armelle Allegret, Associate Director at Afineo, to gain in-depth insight into their solution's positioning and benefits.
Hello Armelle, could you describe Afineo’s positioning?
Afineo is the pioneering French independent provider in Product Information Management, a field we have been exploring since 2004. Our platform is specifically designed to address business and operational needs, combining our extensive experience in print production and e-commerce with our expertise in data and media management. Our mission is to help our clients tackle the omnichannel challenge and deliver exceptional product experiences throughout the customer journey.
Why is the product experience so crucial?
The presentation of products is essential, especially online where the seller has only one chance to make a good impression. The online product experience replaces the in-store sales advisor: it is the first point of contact between a brand and a customer.
A successful product experience is crucial to positively influence the purchase decision.
Consumers now expect comprehensive, up-to-date information, and high-quality visuals. The success of the Yuka app, used by over 14 million French people in 2019, highlights this demand for transparency.
Who is the Afineo platform aimed at?
Afineo targets organizations that manage a large number of product references or have complex product data management needs, including:
- Retailers
- Merchants
- E-commerce professionals
- Brands or brand portfolios
- Manufacturers
- Distributors
- Suppliers
- Producers
What problems do you solve, and what benefits do you provide?
- We eliminate errors, duplicates, and incorrect information by providing a single source of product data accessible to marketing, communication, e-commerce, and purchasing teams.
- We ensure a consistent brand image across all channels
- We optimize SEO with data versioning,
- We deliver clear and attractive product offers,
- We accelerate time-to-market, and facilitate smooth relationships between suppliers and purchasing managers.
- Additionally, our platform promotes collaborative work and delivers significant time and productivity gains.
What solutions do you offer?
Afineo offers a modular PXM platform tailored to various business needs, including:
- PIM (Product Information Management): Management of product information through a single repository
- DAM (Digital Asset Management): Management of media related to products (images, videos, technical documents)
- MDM (Master Data Management): Management of reference data across multiple domains with various repositories
What are the main features of the Afineo platform?
Some of our key features include:
- Collection and dissemination of information and media across multiple channels
- Unlimited attributes for different product types
- Powerful and interconnected PIM-DAM ETL
- Automated processes and dynamic views by department
- Multilingual and multi-currency management, and various import/export flows
- Automated catalog creation
Our clients particularly appreciate the combined use of a PIM/MDM and a DAM within a cohesive system that delivers consistent performance on both sides.
What is the “Killer Feature”?
This depends on your specific needs, market, operational context, and business requirements!
- If you frequently produce large catalogs, you’ll benefit from our Publishing and online proofing modules.
- If you need to structure your business processes, our configurable validation workflow and implementation of your specific rules are ideal.
- For effective promotional operations based on product data, use our Product Performance and Commercial Operations module.
- If your activity involves feeding data to marketplaces, our configurable templates will be advantageous.
- For international groups with multi-currency and multilingual requirements, our MDM platform is designed to meet the challenges of such organizations.
What types of software can your platform connect with?
Product information is used by various business functions and services. We can natively integrate with a broad range of software, ensuring interoperability:
- Centralized Product Information: Import from any ERP such as SAP, PLM software, CRM tools, inventory management systems, import/export via Excel, XLS, CSV, TXT, JSON files, or via web services.
- Digital Distribution: Afineo natively manages import/export data models for e-commerce sites and numerous marketplaces, including Amazon, Google Shopping, Proximis, Mirakl, PrestaShop, Magento, Lengow, Cdiscount, Wizaplace, Shopping Flux, OroCommerce, etc.
- Point-of-Sale Distribution: Technology supports sending synchronized product data to interactive kiosks and tablets in-store to enhance the in-store experience.
- Printed Catalogs: Automated catalog creation within the platform based on templates, with content and visuals directly integrated into Adobe InDesign.
How do you support your clients?
The use of our platform is considered within the context of digital transformation.
Depending on the client's needs and internal team maturity, we can:
- Conduct an opportunity audit
- Work with relevant departments to define the project
- Identify all constraints (such as technology stack)
- Configure the platform to meet business and operational challenges
- Provide tailored training to transfer essential skills for autonomy
- Facilitate practical workshops
- Ensure maintenance and support
What are your goals for 2021?
- Tackle new technological challenges to further empower our clients: our CTO, Emmanuel Monbrun, is constantly seeking new problems to solve. Each year, the platform is enriched with new features.
- Educate clients on the use of new technologies that may disrupt traditional workflows.
- Elevate our clients’ understanding: demonstrate the power of our PXM platform and encourage the full exploitation of its potential to create compelling product experiences.
Recruitment has also accelerated to better serve both current and future clients and to enhance the company's visibility among decision-makers. Numerous exciting projects are in development behind the scenes!
How do you see the evolution of your market?
Digital expansion is no longer an option but a necessity.
More than ever, the current crisis has shown that e-commerce via home delivery, drive-through, and click-and-collect has become crucial for the survival of all retailers, regardless of size. This digitization requires collaborative software like ours; businesses can no longer rely on Excel and must organize to rapidly and efficiently disseminate product information while providing real tools to frontline employees.
Our users typically experience an 80% productivity gain. This agility allows for anticipatory market launches with context-specific product offers based on sales channels.
About Afineo:
- Founded: 2004
- Funding: 100% French, 100% independent
- Location(s): Voiron, France
- Number of Clients: Over 30 clients – using our solutions in French, English, Spanish, with multilingual and multi-currency management.
- Major French Clients: Millet Mountain Group, Promod, JouéClub, Groupe Nature, Agapes Restauration, Total, Botanic, BUT, Alliance Marine, Baron Philippe de Rothschild, etc.
- Main Competitors: Contentserv, Akeneo, Riversand
Thank you, Armelle, for your time and detailed responses.
At SaaS Advisor, we have successfully assisted large corporations with PIM/DAM tools. Interested in learning more?
Want to continue reading? Discover our comprehensive dossier on Digital Asset Management.
