Norganic returns to feed PIM – orchestrating the entire ecosystem around new e-commerce
Norway's leading wholesaler of organic goods has learned from history. After a few demanding years with product data collected in Magento, Norganic AS is now bringing back feed PIM as the central hub as the company builds new online store together with Digitroll AS for both norganic.no (B2B) and Økoland.no (B2C).
For Norganic, product data is fresh produce. The assortment changes with the seasons, suppliers around the world and new organic trends – and every single product update must go quickly from purchasing to the customer, whether the customer is a bakery chain, a large household or a private individual shopping on Økoland.no .
From feed to Magento – and back again
Norganic was a feed customer for many years, but was advised by its previous e-commerce partner to collect product information directly in Magento. On paper, it sounded simplistic: one system, fewer integrations.
In practice, it became the opposite. What used to be fast, agile updates suddenly became heavy, old-fashioned and inflexible. Product data enrichment, image management and publishing to various channels became a bottleneck instead of an engine.
– We noticed the difference quite immediately. We went from having a work tool that helped us, to having a system we had to work around, says general manager Jarle Rossavik.
New online shopping required a new approach
When Norganic started planning a new online store together with Digitroll AS – which will deliver one modern platform that covers both the B2B market at norganic.no and the consumer market at Økoland.no – it quickly became clear that product information needed its own home again.
The choice fell on feed PIM. Not just as a product archive, but as the orchestration point in the entire ecosystem. In practice, this means that feed connects ERP, PIM, InStock WMS and the new e-commerce solution, ensuring that the right data flows to the right place at the right time:
ERP delivers basic commercial and logistical information.
feed PIM enriches, structures and quality assures product data – and acts as a "single source of truth".
InStock WMS keeps track of the goods physically in the warehouse in Klepp.
Digitroll's online store retrieves enriched product data and presents it optimally for each target group – wholesaler or consumer.
The result is an architecture where each system does what it does best, and where Norganic regains the pace of product work.
A range that requires flexibility
Norganic imports organic products from producers all over the world, and supplies everything from industry and bakeries to stores, large-scale households and private customers. This means products with complex information: certifications, origin, allergens, nutritional content, images, recipe suggestions and channel-specific marketing text.
With feed PIM as a hub, Norganic can maintain this in one place, and publish channel-specific content to both B2B and B2C – without duplication of effort.
"We learned an important lesson. When we moved our product data into Magento, we lost something that was most important to us – the speed and agility of our daily lives. What was supposed to make things easier, made things harder, and we felt it every day in purchasing, sales, and marketing."
"When we are now building a new online store together with Digitroll – for both norganic.no and Økoland.no – it was absolutely crucial for us to put product data first. Feed PIM is the backbone of what we do digitally, and will be the very orchestra that plays together ERP, InStock WMS and the online store. Then we will have an architecture where each system can do what it does best, and where we at Norganic can spend our time on what we actually need to do – be Norway's best at ecology."
— Jarle Rossavik , CEO of Norganic AS
A recipe many people recognize
Norganic’s story is one we see often: a company is persuaded to consolidate everything into its e-commerce platform, only to find that flexibility disappears when product work needs to scale. A dedicated PIM system frees up e-commerce to be e-commerce – and lets product data live its own, agile life.
With feed PIM back in the center, Digitroll in online shopping and InStock WMS in warehouse, Norganic has laid the foundation for the next growth chapter – both towards the corporate market and towards consumers on Økoland.no .
