On The Way To Uniform Content

TomTom was aiming to have customer perception facilitated by omni-channel. This is conditional on having consistent product communication in all channels. That becomes more difficult as the number of customer contact points increases. A Product Information Management system (PIM) provided a solution and IntoAction helped TomTom to make full use of it.

Bridging the gap between IT and business

A PIM system is the ultimate central environment for all product data. It is ideal for product managers and marketers, but in practice there is often a considerable gap between IT and business. It was important to connect these two islands to successfully implement TomTom’s new PIM system.

An important question for TomTom was: how can we create product content in a better and smarter way from now on and how will we deal with it after that? To answer these questions, we first mapped the current editorial process and then investigated how we could convert it into a process that would work perfectly in the new PIM system.


Nine steps to optimum product information. We set up an editorial process for TomTom that could be broken down into nine separate steps, from product marketing briefing to publication. All the relevant roles were involved in this, including engineering, product marketing management, legal and translation.

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