The Hoffmann Group, a long-established leader in quality tools, factory equipment and personal protective equipment with over a century of experience, skillfully navigates between the worlds of printed media and modern data strategies. This article highlights the journey from "Hoffmann 4.0", to internal challenges, to data-driven decisions and personalized customer experiences.

The Hoffmann Group was faced with the task of integrating and incorporating various data sources in order to obtain a comprehensive customer picture and provide content in a targeted manner. Here, automation in terms of data is particularly important to enable efficient data processing and personalized customer targeting in order to remain competitive in the digital age. This dynamic landscape reflects the metaphor of the race between rabbits and hedgehogs: the "rabbits" are deeply immersed in the world of product data and continue to chase it, while the "hedgehogs" are strategically positioned and put their burrows in different places to be more agile in responding to market and customer demands.

Unified Commerce: more than just product data

A central aspect of digital transformation is unified commerce. This is not just about making products available via various channels, but also about the intelligent use and integration of data. Products, customers and master data are woven into a harmonious interplay to enable a true holistic data strategy.

Intelligent Data Management Cloud from Informatica

Effective data strategy for Hoffmann 4.0: the key factors

In the past, data quality was often not at the desired level at the Hoffmann Group. A key objective was to create clarity about the existing data and to ensure that the data in different systems was consistent and correct. Questions about reconciling data in SAP and PIM, data content and responsibilities became dominant issues. This type of change challenges companies to ask themselves the following questions, among others:

• What rules should apply to the data?
• What are the defined workflows?
• How can automated processes ensure that data is transferred to a high-quality state while still allowing the user to put the finishing touches on it?

The structures must be designed so that they can be used in a variety of ways - a challenge that forms the basis for a successful data strategy.

Within the framework of the "Hoffmann 4.0" project, the Hoffmann Group addresses precisely these questions about the handling of product, customer and master data. Today, the task is to reform the PIM project that was launched 10 years ago. Informatica's cloud solution IDMC (Intelligent Data Management Cloud™) plays a central role in this. Relying on CLAIRE, Informatica's in-house AI, IDMC links, unifies, and democratizes data to drive better results.

Internal hurdles and the importance of change

The introduction of new data strategies is often met with resistance and internal hurdles. Employees must be convinced that the change is not directed against them, but that it will bring long-term benefits. In addition to clear communication, this also requires a step-by-step approach. It must be communicated clearly that the change is not primarily about the coolest technologies or the best artificial intelligence tools. It is about creating potential solutions in order to be able to survive successfully in the market for the long haul. This is precisely where AI and automation can provide support by making processes more efficient and optimizing data management.

The role of print: using data to create personalized offers

Print continues to play an important role in Hoffmann's communications mix. However, it is not just about a high degree of automation in the production of their classic 3,500-page catalog. It is also essential to transform complex content into personalized offers in a very limited space.

"The race for the future: Hoffmann Group on its way from rabbit to hedgehog with a data strategy edge"

Hoffmann Group strives for the holistic integration of data, the use of artificial intelligence, and the creation of clear structures to improve the customer experience and ensure long-term competitiveness.

• Data silos must be broken down
• The cloud is here and data integration is key to success
• AI strategy must always be used in combination with user acceptance
• No proper data management without rules
• (Not only) ERPs need an efficient data strategy
• Understanding the customer and personalized offerings as a competitive advantage