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Product Data Drives Automotive eCommerce

Case Study: Learn how PDM Automotive helps to drive Restoration Parts Unlimited, Inc. (RPUI) digital transformation.

PDM provides a behind-the-scenes look at how RPUI, a company specializing in automotive restoration products created a fully automated, structured product data management solution to drive all sales channels including eCommerce.  Starting from scratch, PDM helped RPUI convert product data into a manageable process that helps them save time, money and improve sales.


Kyle Pfirrman, Director of Marketing & Digital Strategy met PDM Automotive founder Johannes Crepon at the 2018 SEMA/AAPEX tradeshow and that is when the two discussed Pfirrman’s desire to create eCommerce websites for each of RPUI’s brands.  Pfirrman indicated his desire to adopt industry standards for managing their product data.  The timing for both Pfirrman and Crepon to meet was kismet and they embarked on RPUI’s digital transformation.  Crepon explained, “that a successful eCommerce website starts with clean, streamlined product management.”

The Problem:

In the early stages of RPUI’s digital transformation, the company was struggling with building product data within a structured process.  Their product data management consisted of paper catalogs and spreadsheets.  New product releases were delayed, product updates for new vehicle releases were slow and the only way to send and receive data was antiquated.  As RPUI continued to acquire companies/product lines, it was clear that they were lacking structured, consistent, clean product data information.  Each brand had their own individual way of managing product data making the website integration challenging.

Pfirrman felt that RPUI’s goal to create new eCommerce websites for each of their brands and integrate product data for easy application look up seemed daunting given their current data structure.   Pfirrman also wanted to expand into new markets and distribute product data to all their automotive retailer sales channels.  The problem – RPUI did not have usable, structured data to feed their website let alone distribute consistently.  They had to start from scratch and did not know to start the process.  With PDM’s PIM solution, the task of converting their product data into a manageable solution was not only easy but it was quick, efficient and manageable on a consistent basis.

The Process:

Together RPUI and PDM created a roadmap to build their data governance strategy.  Starting with loading all the raw data into the PDM platform and providing the ability for the teams to collaborate throughout the process.  They were able to create a fool proof structure to create, maintain, and distribute high quality data for all sales channels to utilize.  PDM’s PIM solution provides a fully transparent product data management tool, so that RPUI’s sales, marketing, IT and executive teams can collaborate and manage their product data.    Each team member took responsibility for creating product data that would drive sales, marketing efforts, and custom export reports in real-time.  If a product does not appear on the website, they can go to their PDM account management tool, make the necessary updates and the information will become immediately visible on the website in real-time. Let’s face it, if a customer can’t find the product online, that is forever a lost sale.  Product data management should mirror the product development process.

The Results:

After incorporating PDM’s robust PIM solution, RPUI began seeing immediate results.  The sales and marketing teams began collaborating with the product development teams to sell new products as soon as they are available.  “We are now able to distribute product information to our retailers quickly and efficiently, provide real time updates to product listings, and create organized workflows for continuous improvement,” stated Kyle Pfirrman. “The process of RPUI implementing PDM’s PIM solution for all of our brands was incredibly fast; in less than a week we were able to integrate product data into our new website.,” Pfirrman went on to say. Johannes Crepon added “the process of setting up RPUI’s brands at the beginning of the eCommerce website creation was the perfect time to help them create a product data management solution.  This is when we establish the goals, create the internal process, and build a roadmap for success.”  Although the immediate goal was to feed product data to RPUI’s websites, Pfirrman quickly realized that PDM’s PIM solution and collaboration helped RPUI to build an internal corporate data governance process for all brands and set them up for success when they add new brands to their corporate portfolio.

About RPUI

RPUI is the parent company, for a group of restoration specialty companies including Trim Parts, PUI The Right Stuff Detailing, SoffSeal and Flatline Barriers. Each company serves a specific niche by manufacturing restoration components for classic GM, Mopar and Ford applications from the 1950’s through the early 2000’s

For more information about RPUI family of products please visit

About PDM Automotive

PDM Automotive is a technology company, based in Seattle, Washington, that provides a cloud-based, data management platform for the automotive aftermarket parts industry.  Connecting suppliers, resellers, and service providers with integrated analytics and tools to assure real-time availability and accessibility of product, inventory, and pricing data for all sales and e-commerce channels.

To learn how you can undertake a fully automated product data management system contact us at



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