STAEDTLER - market leader for writing tools with specialist dealers in 150+ countries

STAEDTLER is one of the oldest industrial companies in Germany and is one of the world’s leading manufacturers and suppliers of writing, painting, drawing and modeling products. With its products, the company inspires the creativity of its customers for a lifetime: from the first crayon in early childhood to products for creative design, the stationery and creative goods manufacturer offers a wide range of products for all age groups and demands, while also rethinking tried and tested products against the background of digitalization. The company has its headquarters in Nuremberg and employs 3,000 people in 26 affiliated companies worldwide. More than 1,200 people are employed in its home market of STAEDTLER. In production, the company remains true to its roots and focuses on quality “Made in Germany”: Almost two-thirds of all STAEDTLER products are manufactured in Germany.

Challenge - Upgrade from celum IMAGINE to CELUM ContentHub 6

The DAM manufacturer CELUM is not without reason one of the leaders: the powerful system is constantly being expanded in terms of technology and functionality. CELUM IMAGINE DAM, which was implemented at STAEDTLER in 2011 and has been used successfully for many years, had to be replaced due to expiring software maintenance. As with solutions that have grown over the years, there were good reasons for a complete renewal – both technologically and functionally, but also the data stock and structure had to be revised and brought to a new, more effectively usable level. In addition, external parties (especially dealers) were to be connected more intelligently.

Solution - Upgrade to CELUM ContentHub 6 and connection of DAM United DAMaccess

The basis for the big move was developed in workshops: In close cooperation, folder structures, keywords, user roles and rights, assignments etc. were renewed and many detailed questions were clarified (for example the automatic DAM export according to Amazon guidelines). DAM United created a tool that automatically assigns nodes/keywords to assets via mapping Excel lists: e.g. Asset X is a red pencil sharpener and has the item number 123456

One focus was the optimization of the dealer portal: Through the integration of DAMaccess, dealers no longer have to be created as users in CELUM ContentHub. They do not need a separate login, can easily find desired assets and work more effectively. DAMaccess is able to display assets and their organizational structures via a modern, responsive HTML5 interface. The intuitive interface is immediately understandable for everyone. Neither STAEDTLER nor the specialist dealers have to worry about compliance with Amazon guidelines when naming images.

Furthermore:

Almost 13,000 assets were sorted into new folder structures and provided with new metadata
The 2,500 EPS files in the system were semi-automatically converted into TIFFs
A preview generator was developed to still allow thumbnails on zip files
The PIM interface was adapted and extended
Over 465 GB of data were migrated from STAEDTLER servers to the CELUM hosting platform

Result - effective DAM solution based on CELUM ContentHub 6 and DAMaccess

"We and our resellers benefit from a cutting-edge CELUM cloud solution, an optimal database and tailor-made processes. DAMaccess is a great relief, because we no longer have a jumble of external DAM users and specialist dealers really only see what they should have access to. This makes work a lot easier. The experts at DAM United have done an excellent job in all phases. We have always felt well advised and secure."

Marion Weigl, Staedtler Mars GmbH & Co. KG