Cras Woodgroup partners with The Reference for cutting-edge PIM and commerce solution

December 12, 2024 | Philip Achten, Director Account Management at The Reference

News

The Reference, a leading B2B digital agency, is thrilled to announce its strategic partnership with Cras Woodgroup, a pioneering family-owned enterprise in the wood industry with roots tracing back to 1878.

This collaboration started with the implementation of a Product Information Management (PIM) system using Akeneo, aimed at enhancing the efficiency of Cras Woodgroup’s product data across sales and marketing channels. And in 2025, the roadmap continues with the implementation of the commercetools e-commerce platform.

As an Akeneo integration partner, The Reference has worked closely with Cras Woodgroup to design and launch a Minimum Viable Product (MVP) for their PIM system. This system centralizes all product-related information, creating a single source of truth that allows seamless access and manipulation of data across various platforms.

Kristof Mortier, Digital Project Coordinator at Cras Woodgroup, expressed his enthusiasm about the project, stating, "This collaboration with The Reference signifies a major leap forward in streamlining our processes. Integrating Akeneo's PIM solution enables us to enhance the synergy between our sales and marketing efforts, significantly boosting our operational efficiency."

The MVP phase of the project includes a select number of Stock Keeping Units (SKUs) and serves as a precursor to the e-commerce and other digital projects. Key aspects of the design focus on enriching product data with marketing insights to bolster daily operations within Cras’s sales and marketing teams.

Philip Achten, Senior Consultant at The Reference: "Our goal was to create a robust data model set-up, tailored to Cras's intricate product specifications and diverse operational needs. By leveraging Akeneo’s capabilities, we have constructed a PIM that not only addresses current demands but also scales for future expansions. Meanwhile we collaborated with Cras to define the design and scope of the e-commerce project and are ready to start the Commercetools implementation in January. "

Cras Woodgroup and The Reference are committed to continuing their successful partnership, optimizing digital experiences, and driving innovation in the wood industry market.

About Cras Woodgroup

Cras Woodgroup, a family-owned business established in 1878, is a leader in sustainable wood management and distribution. With a strong commitment to quality and sustainability, Cras Woodgroup offers a wide range of wood products catering to diverse market needs, operating through its extensive network of outlets and production facilities across Belgium.

About The Reference

The Reference is a full-service digital agency based in Ghent, Belgium, known for delivering custom digital solutions across various sectors. With a focus on creating impactful user experiences and strategic digital transformation, The Reference helps businesses thrive in the digital age.

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