Master Data Management at Glasses Direct

Glasses Direct chooses hybris PCM to support multichannel sales

hybris, a leading multichannel commerce software vendor, has today announced that it has won the contract to provide Glasses Direct (, the world’s largest online prescription eyewear store, with the hybris PCM (Product Content Management, previously known as PIM*) solution to underpin its new eCommerce strategy. With expanding sales and a product information management system that was struggling to keep up and support the business, Glasses Direct needed a new PCM system to support a complete revamp of its multichannel sales infrastructure and strategy.

Matthew Pontefract, CTO of Glasses Direct; “Our bespoke PCM solution was in many ways holding our business back, it was slow to set-up with new processes and data. In addition, publishing data across our various channels such as catalogue, website and telesales was cumbersome and time intensive, especially given an expanding and fast changing inventory.

“We chose hybris because its PCM solution covered all the bases in terms of where and how we needed to publish data, as well as its ability to scale and integrate with our plans for growth. Other solutions we looked at came from a print background and we didn’t feel they had hybris’ depth of expertise in providing a truly multichannel PCM solution.”

The solution will be implemented by one of hybris’ Platinum UK partners, Portaltech, and will go live in Q4 2010 as part of the launch of Glasses Direct’s new website.

Speaking about the new contract, Ariel Luedi, CEO of hybris, said: “Having built our reputation in the PCM space, we are delighted that a leading UK eTailer such as Glasses Direct has chosen our PCM solution. The issue of easy and correct publishing of data is still a huge concern for many businesses, and having a ‘single source of truth’ is something only a market leading solution such as ours can bring to help support an integrated multichannel strategy.”

*PIM (Product Information Management) is now referred to as PCM (Product Content Management). The hybris PCM solution gathers together all product-relevant data, such as large product catalogues, images and product descriptions in one place and stores it in a standardized format, simplifying data maintenance and helping the website to remain up to date and performing well.

About Glasses Direct
As the world’s largest online prescription eyewear store, offer the same high quality glasses you’ll find on the high street at much more affordable prices online. They are transforming the eyewear industry through operating on low overheads and passing the saving back to the public. A recent customer survey established that they save an average of 68% compared to their last pair bought from a high street optician. Glasses Direct make choosing glasses fun and convenient through leading ecommerce innovations such as their Free Seven Day Trial where they deliver 4 pairs to try on at home. Whether it’s the massive savings in their Designer Outlet, the thousand plus glasses range, being able to phone a dispensing optician or the speedy delivery or their money-back guarantee, there are plenty of reasons why customers keep returning. Selling a pair of prescription glasses every few minutes, round the clock, Glasses Direct is on a mission to make fashionable eyewear affordable to everyone…even if the high street competition would rather it stayed quiet!

Jamie and Kevin are the duo behind Glasses Direct. Jamie Murray Wells is Chairman and Founder of the company which he started back in 2004 while still at university. Jamie’s passion for customer service and entrepreneurship has been recognised by a host of awards, including Shell Livewire Young Entrepreneur of the Year Award and Entrepreneur of the Year in the HSBC Start Up Stars. Kevin Cornils was recruited in as CEO of the company in 2008 with world class ecommerce experience from successful roles as Managing Director of and Managing Director, Europe at Glasses Direct is backed by leading venture capitalists Index Ventures, Highland Capital Partners and Acton Capital Partners.

About hybris
hybris is a leading vendor of next generation agile multichannel commerce software. Its clear vision about the need for consistency, co-ordination and personalisation of information across all channels and throughout all phases of the customer lifecycle has resulted in the development of an integrated, agile solution which supports the industrialisation and automation of operational marketing and sales processes. It is spearheading innovation in this field, enabling businesses to communicate and sell across all channels in a consistent and effective way.

Established in 1997, hybris has a proven track record of profitability and growth, with ambitious expansion plans for the future. Headquartered in Munich, it has offices in the U.S., UK, Netherlands, Switzerland, Austria and Sweden. Its international presence is extended via a dedicated network of business and technology partners across Europe and the USA. It has over 200 customers worldwide running more than 1,500 websites “powered by hybris”. Customers are global brands from retail and manufacturing industries, including: Toys ‘R’ Us, Adidas, Pirelli, Conrad, Norgren, Lufthansa, Reebok, Grundfos, Demag, Sika, Bunzl UK & Ireland, Phonak, Waterstone’s and Rexel.

About Portaltech (
Portaltech is a business and technology consultancy that focuses on the design, implementation, integration and support of eCommerce and mCommerce solutions. It works with its customers to gain a deep understanding of their market space and business challenges so that it can develop transactional applications and web sites that deliver real business benefits. Portaltech measures its success through the delivery of an on-time on-budget solution and on the increased revenues and cost savings that these solutions generate.

As an eBusiness consultancy with unique cross sector experience gained in online and multi channel environments Portaltech’s proposition is un-rivalled in the UK. It works on business and technology initiatives for a range of leading brands and companies both large and small, such as The Body Shop, Long Tall Sally, The Royal Mail, Premier Farnell, Sony and Vodafone.

For further information please contact:
Julie Kirby or James Cooper
Ascendant Communications
Tel: +44 (0) 7956 955625
E-mail: /


About Andy Painter

A passionate Information and Data Architect with experience of the financial services industry, Andy’s background spans pharmaceuticals, publishing, e-commerce, retail banking and insurance, but always with a focus on data. One of Andy’s principle philosophies is that data is a key business asset.
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