Brico Depôt: Implementation of PIM, DAM and integrations with ERP, CMS, POS and Marketplace.


Orchestrate different MarTech tools to enable a successful multichannel relationship with customers.


Implementation of PIM and DAM and necessary developments for integration with ERP, CMS, POS and Marketplace. with Consulting and project management, in the definition of content quality with the content team.


The implementation of PIM and DAM, along with integrations, was completed on time and to the level of quality required for customers to have a seamless online and offline shopping experience. Reduced resources in the creation of the product sheet.


Brico Dépôt, a chain of stores specializing in decoration, DIY and construction materials with a presence in Spain, began its digital transformation through the implementation of a first level technological stack, to be able to sell through any channel.

How to orchestrate different technological tools

The definition of a marketing technology (martech) suite is not an easy task. The specific functionalities of each tool, the ease of integration with the set, the dependencies between them, the cost of the solution, the equipment… and not forgetting the quality of the data. The challenge was the implementation of a PIM (Akeneo) and a DAM (Cloudinary) that will be properly integrated with the ERP (SAP), the CMS (Magento), a Marketplace (Mirakl) and a POS (Comerzzia).

Implementation of a PIM and a DAM

For most e-commerce businesses, these two pieces of the marketing technology stack seem essential.

PIM (product information management) is a solution that provides a single place to collect, manage and enrich your product information, create a product catalog and distribute it to your sales and e-commerce channels. A PIM makes it more efficient, faster and easier to create engaging product experiences. Akeneo was chosen for this project.

DAM (digital assets management) is a solution that stores, manages, organizes, processes and distributes digital assets (photos, videos, graphics, audio…) from a centralized platform. Cloudinary was chosen for this project.

Road-map of the project:

  • Initial situation (as-is): Identification and assessment of the initial content related to the products (texts, images, videos…). Knowing the current processes for obtaining product information, the tools used, as well as the team in charge.
  • Final situation (to-be): Definition of PIM and DAM configuration, integrations with other tools, initial migration of product information. Definition of new processes related to the creation and maintenance of product data, as well as establishing roles and functions in the Content Team.

Key success factors:

  • Involve the Team: engage and understand the needs of the team that will be using the tools.
  • Tools that “work”: Implement the tools that fit your needs. Learn from the experiences of a good partner.
  • Data quality: There is no point in implementing the best tools on the market and not taking measures to ensure data quality.