Case study
Two brands, one product source, one website.
A manufacturer sold the same products under two brands, through different sales channels. Every spreadsheet, catalogue and retailer page described them a little differently. This is how that became one confirmed source of product information, and one website built on it.
At a glance
- Company
- A manufacturer with several brands
- Sold through
- Its own website, dealers and retailers
- Rooms used
- Product knowledge, product content, websites, AI search visibility
- Handed over
- One product source, one website, catalogues and retailer content
The company asked to stay anonymous, so names and figures are left out.
Before
The same product, in many versions.
Several versions of every fact
Sizes, finishes and options lived in spreadsheets, spec sheets, old catalogues and retailer portals. Each copy said something slightly different.
Two brands, twice the work
The same product was written up twice, once for each brand, and the two versions drifted apart over time.
Catalogues built by hand
Every new catalogue started with weeks of searching for the latest information.
AI filled the gaps
When buyers asked AI about the products, some answers used a definition from a different market, because the official pages did not say it clearly.
What was done
Built the way a treehouse is built.
- Survey the land
Every source found, every gap listed
Every place product information lived was found and compared. Gaps and conflicts were listed, each with an owner on the company’s side. Buyer reviews and AI answers showed which questions mattered most.
- Sort the timber
One structure for both brands
Products, variants and specifications were arranged in one clear structure that both brands share. The team confirmed each fact in a simple “yes, or correct this” format, and nothing unconfirmed was used.
- Raise the beams
One website, built from the source
A fast, secure website was built from that one source, with product pages written around the questions buyers ask before they pay. Catalogues and retailer content were written from the same confirmed facts.
- Hand over the keys
A launch with nothing lost
Launch day was planned in detail: email protected, old addresses forwarded, accounts moved into the company’s name and backups kept in more than one place. The team received a plain English handbook.
What the company has now
One basket, wherever buyers look.
One confirmed product source
Shared by both brands. A fact is changed once, and every place it is used follows.
A website built on it
Product pages that answer real buyer questions, clear for AI to read and quick on every phone.
Catalogues and retailer content
Written from the same facts, so the website, the catalogues and the retailer pages agree.
Everything in its own name
Domain, accounts, code, content and backups belong to the company, with no lock in.
Product information in too many places?
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