Lamello and crossbase - a perfect combination

At the beginning of the 20th century, chipboard came onto the market in Switzerland. Hermann Steiner, founder of Lamello AG in Liestal, was looking for a way to join this new material without any problems. In 1956, Steiner launched the flat dowel on the market under the brand name Lamello. Today, Lamello tools and products can be used to join wood and wood-based materials at a wide variety of angles. Lamello products are marketed around the globe - with an international sales network consisting of four subsidiaries, representatives in 50 countries and over 400 sales partners.

Based on the crossbase standard software, a PIM, MAM and cross-media solution was implemented for Lamello, the SAGE ERP system was connected and marketing data was initially transferred to the database.

The articles are continuously imported with master data and prices via a standard interface to the SAGE ERP system. The newly imported articles are classified in the product structure in crossbase. Technical characteristics, including product-specific characteristics for connectors, tools and accessories, as well as product relationships are also maintained, e.g. spare parts lists for motors and machines with the corresponding exploded view, item number and number of parts.

The media elements, including product photos, application photos, key visuals, pictograms, CAD drawings, operating instructions, videos and end user reports, are managed in the integrated MAM for each product or publication. The image conversion function integrated in crossbase automatically prepares images for use in print and on the Internet. The texts, including product descriptions, claims and USPs, are entered as continuous text or generated from text modules and features. The content is translated into 5 languages.

Marketing-specific product views and product ranges are maintained for the relevant sales channels so that products can be used in printed catalogs, e-catalogs (BMEcat / ETIM, nexmart, Excelexporte) and online media in all countries. The e-catalogs are created automatically with database support, e.g. to communicate prices to retail partners or to exchange product data.

More than 15 people from marketing, product management, media production and translation management are involved in the process according to their authorizations.