PIM enhances the product experience at Oticon

The challenge

The number of product variants has grown significantly in recent years, highlighting the need for better control, enrichment, and personalization of the product experience at Oticon.

One key initiative was the development of a global B2B webshop for all hearing aid retailers. This webshop needed to support a user-friendly configuration and ordering process for highly specialized hearing aids.

The sale of hearing aids typically takes place through consultation and guidance at a hearing center, where an audiologist assists the user in selecting the right device. This model requires in-depth knowledge of available options and product offerings.

The solution

Oticon selected Inriver PIM to connect a complex product portfolio with a growing number of digital touchpoints and services.

Rather than conducting an extensive analysis, Oticon developed a prototype, allowing them to validate the solution gradually while gaining valuable insights and learnings. This was done through an agile process involving key stakeholders.

Throughout the project, there was close collaboration between IT and marketing, with marketing taking early ownership of the Product Marketing Hub - the central platform where all product elements and options are managed.

Behind the solution

With Inriver PIM, a shared tool has been created that provides overview and efficient tools for managing the many relationships within the complex product model.

The solution has given Oticon's sales & marketing department new ways to take ownership of the digital product experience. Where this previously happened in parallel workflows, it can now happen in one cohesive process.

The PIM solution functions as a central product marketing hub. It connects product data from the configuration platform Configit with the webshop across markets and catalogs. PIM can define a "partial variant," making it possible to enrich products with relevant descriptions, translations, and images across millions of variants.

An added layer of complexity has been that individual markets and retailers have their own assortments, which need to be matched to the right product variants, marketing texts, and visibility of related products during the purchase process. This has been solved by having PIM create customer-specific assortments, which are then organized and enriched in a cohesive workflow. A single point of truth has been established for how products are displayed across digital channels.

The result

With PIM, Oticon has achieved a better and more personalized product experience for customers. The solution provides a clearer overview during the ordering process and ensures that customers receive the correct product configuration.

This has not only enhanced the customer experience but also improved internal workflows and optimized operational processes.

Oticon has successfully optimized product experiences across channels and will continue to focus on further personalizing the user and product experience. With the foundational tools in place, Oticon is now ready to scale to more channels and services.

The collaboration

The collaboration with Oticon was characterized by a close and integrated working process, allowing for rapid response to changes and strong organizational buy-in.

By embedding the project team on-site at Oticon for much of the process, we ensured deep engagement and understanding of the many stakeholders involved.

Oticon makes the product experience more personal

Oticon is a global leader in the development and production of hearing aids and hearing technology. With their new PIM system, they have created a personalized product experience across sales channels.

The challenge

Hearing aid sales require expertise and insights

The solution

Behind the solution

We have been extremely satisfied with our collaboration with Immeo. Their ability to quickly understand our business and complex products has been a major factor in the project’s success.

Anne Merete Plougmand

Director E-Business, Oticon

The result

The collaboration

Immeo quickly anchored the project within our organization. this allowed us to react swiftly to changes and maintain close relationships with key stakeholders, making adoption much smoother.

Anne Merete Plougmand

Director E-Business, Oticon

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