KARL STORZ SE presents its portfolio of over 15,000 products in an attractive and intuitively searchable way with the newly developed digital product catalog.
The family-owned company KARL STORZ sells its product range of endoscopic instruments for human medicine, veterinary medicine and industrial endoscopy worldwide. As a system provider, the company combines its expertise in endoscopy with software solutions for integration in the operating room and to support clinical process and resource management as well as digital documentation systems. Regular innovations make the product portfolio successful and innovative, but also pose great challenges in terms of presentation and searchability in digital channels.
Challenge
The previous version of the online catalog already provided a clear presentation of the products, but used an outdated technology stack and had to be maintained manually in some cases.
The new version needed to incorporate current best practices in terms of technology, UX and visual design, as well as use the Product Information Management (PIM) system introduced at the same time as a database.
Our approach
In close coordination with the parallel project, the PIM connection of the digital catalog was connected and abstracted using the proven Intentive middleware architecture concept.
In addition to the editorial texts, the delivering CMS only uses structured data from the PIM: detailed product texts, images, associated documents and films are consumed by the CMS on an API basis.
Solution
Customers and interested parties use the full feature set of the on-site search in the digital product catalog: filtering by area of application, product category and a variety of specific properties meet the requirements of trade visitors and occasional users alike.
A shopping cart function and recommendations for products required for use and preparation offer convenience and exploit the cross-selling potential of the portfolio.
CONVENIENCE FOR USERS AND EDITORS
The large number of products available from the long-established company in the endoscopes, medical instruments and devices sector makes an efficient search indispensable. Based on the metadata model available in the PIM, filters are created dynamically depending on the product category and made available to the user without the online editors having to configure this explicitly - the properties stored in the PIM are used, which minimizes the editorial effort.
By using the structured PIM data, the quality of the search results reaches a high level that would be difficult to achieve on the basis of editorially maintained full texts and metadata. The decoupled architecture also allows the digital platform to be flexibly expanded with additional functions and channels in the event of future requirements.
Andreas DeckersCTO at Intentive
Highly specialized products and the regulations for medical devices place particular demands on the technology stack. With the new online catalog, we have combined a variety of best practices in the digital platform for KARL STORZ.
