Atlas Concorde's unique management of content, products and go-to-market strategies

Modernity implies control

Managing a vast and complex catalogue such as Atlas Concorde’s requires advanced tools to ensure consistency, speed and control over all content. In the past, the lack of a centralised platform made it difficult to manage product information and digital assets, with the risk of additional costs, misalignment between departments and obsolete versions in circulation. 

Product data was stored in Excel files shared among marketing, sales, engineering, and R&D teams, resulting in lengthy and complex search and sharing operations. Images and digital materials were distributed via email, shared folders, or file transfer tools, reducing the potential impact of the company’s digital strategies. Furthermore, the difficulty in finding updated files directly impacted time-to-market, slowing the launch of new products and collections.

The retailer network struggled to obtain up-to-date content for product presentations. The fragmentation of information made it difficult to ensure clear and consistent communication across all channels, with the risk of misalignments between paper catalogs, the website, and physical showrooms.

The dawn of a single source of truth

The implementation of THRON marked a fundamental turning point for Atlas Concorde, allowing them to centralize the management of all content and product information in a single ecosystem, overcoming the difficulties of the past. Thanks to THRON, every digital asset is now archived, organized, and accessible in a structured way, eliminating the need to manually exchange files and the risk of duplication. Now all teams, both internal and external, can work on the latest version of the content.  

Product images, renderings, and technical documents are directly associated with the relevant products in THRON, greatly simplifying the management and distribution of materials. Every change is synchronized in real time across all channels, continuously ensuring maximum consistency and quality of information.

A further step forward is given by the adoption of Brand Portal, which allows us to simplify content distribution for retailers, guaranteeing them immediate access to constantly updated materials. 

A new experience, more immersive than ever

One of the most innovative projects enabled by THRON AI MediaBoost was the development of an interactive digital showroom, which allows us to overcome the physical limitations of traditional exhibition spaces. The goal was to offer visitors the opportunity to explore the entire product catalog through digital walls and large screens directly connected to the platform, even for collections not physically present in the showroom.

“Thanks to THRON, we can link images to each product and vice versa, offering a more immersive and complete experience within our showrooms.”. 

Riccardo BarbieriDigital Marketing Specialist of Atlas Concorde

This innovation has significantly improved the shopping experience and brought enormous benefits to the sales force, which can now customise presentations in real time by showing customers settings, technical data sheets, colour variations, formats and finishes without the need to manually manage paper materials or scattered files.

In addition to the digitalization of the showrooms, THRON has also made Atlas Concorde’s website and B2B e-commerce more immersive and functional. Thanks to a double mapping between products and spaces, the platform allows you to explore the collections not only by searching for individual items, but also through inspirational areas of the site. Every digital space, from the living room to the kitchen, from the bathroom to the outdoors, is perfectly connected to the products used.

This means that visitors to the website or B2B e-commerce platform are no longer limited to viewing simple images, but can interact with them and discover in real time which ceramic surfaces have been used, with detailed information on formats, finishes and possible combinations.

Ceramics deserves digitisation that matches its quality

Thanks to THRON, Atlas Concorde now has a scalable platform, ready to be extended globally and integrated with other brands of the group, such as Marca Corona and Infinity. The company is leveraging this infrastructure to further automate processes, reducing management times and improving operational efficiency. The goal is to extend the use of the platform to all the group’s brands and various departments, also involving customer service, logistics and product development, to create a fully integrated ecosystem.

Atlas Concorde has transformed the way it manages content with THRON, accelerating time-to-market and offering a more innovative and engaging product experience.