Hartman, a supplier of durable and stylish garden furniture, wanted to improve the digital accessibility of their products to better support both consumers and dealers. As an international brand with a wide product range, Hartman was looking for a solution that was both scalable and flexible. Together with Cube, they created a new digital landscape that meets these requirements while handling the local specifications of different markets.
Hartman manufactures and sells garden furniture, cushions and parasols in almost 40 countries. Their head office is in Enschede and they have branches in Germany, England, the Czech Republic, Spain and Norway. Each of these markets has its own collections, prices and conditions. The biggest challenge was to properly manage all this product information and build a platform that can always give both consumers and dealers the right data.
Hartman needed a flexible and scalable digital system that was easy to use and allowed them to quickly update their product information. The previous system was not centrally managed, which made for inefficient management. They were looking for a solution that could easily interface with their current systems while working well with different requirements of international markets.
An integrated digital ecosystem.
Cube developed an integrated digital ecosystem for Hartman that centralises thedata management platform (DMP) and connects it to key systems for efficient business operations. The current PIM system, Beeyond, is already used to manage product information. In the future, this will be linked to Netsuite, the new ERP system that will support order processing, among other things.
Within the DMP, Cube has developed functionalities for Digital Asset Management (DAM), such as automatically linking uploaded images to the right products and product sets. This ensures streamlined management of digital assets without manual allocation. In addition, the ecosystem is enriched by integration with ActiveCampaign for marketing automation. This allows Hartman to run targeted and efficient marketing campaigns and personalise customer communications, contributing to higher customer engagement and better conversions.
Inspire customers with a consumer website.
Hartman's consumer website is designed to inspire customers with its extensive range and provides an easy way to navigate between products and categories. With the user-friendly store locator, consumers can directly find local outlets or webshops. Moreover, collections, prices and conditions can be easily updated per country, so everything is always up to date. To improve findability in Google, a handy SEO tool has also been integrated.
Save complete sets in a personal list.
Users via the wishlist function save products or entire sets to a personal list. This wishlist can then be shared via e-mail or printed out to take to physical shops. This ensures a smooth transition between online and offline purchases, allowing customers to easily keep track of their preferences and discuss them with sellers. This creates greater engagement and loyalty among consumers.
Instant access to up-to-date product information.
Hartman's brand portal offers partners instant access to up-to-date product information and high-quality marketing materials. Dealers can easily download commercial texts, high-resolution product photos and additional sales information. This allows them to personalise and tailor their own marketing materials to their local market, while maintaining the consistency of Hartman's brand message. Using their login details, they can instantly find all product details such as commercial titles, dimensions and sales support based on an item number. Practical materials such as leaflets are also available through the portal.
"We actually see the whole system (read: everything Cube has built) as a Lego cube box, which we can continuously expand and adapt to new needs."
The digital ecosystem developed by Cube for Hartman has significantly improved both internal processes and reseller relationships. With improved accessibility to product information and the user-friendly brand portal, dealers can easily access and download up-to-date data and marketing materials. This ensures a consistent brand experience and effectively supports dealers in their local markets.
Integration with Google Shopping and efficient management via EAN numbers have also increased referrals to outbound dealers, contributing to higher sales results. The platform is built on the scalable and flexible Silverstripe CMS, allowing Hartman to easily respond to future developments without modifying its core infrastructure. This future-proof solution allows Hartman to realise its growth ambitions and respond flexibly to changing market demand.
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Roy has made his hobby his profession, with a passion for programming and an eye for detail. A quiet, extremely thorough developer who has his work cut out perfectly.
Roy has made his hobby his profession, with a passion for programming and an eye for detail. A quiet, extremely thorough developer who has his work cut out perfectly.
A creative and curious professional with a passion for design and FC Twente. Cheerful, enthusiastic and always up for a good conversation, she brings both atmosphere and quality to her work.
A creative and curious professional with a passion for design and FC Twente. Cheerful, enthusiastic and always up for a good conversation, she brings both atmosphere and quality to her work.
A social Front-end Developer who loves structure and always keeps an overview. A valuable colleague within our team - not only on the shop floor, but also at Friday afternoon drinks!
A social Front-end Developer who loves structure and always keeps an overview. A valuable colleague within our team - not only on the shop floor, but also at Friday afternoon drinks!
