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Visual Comfort taps PIM + DAM integration for faster digital growth

PIM projects often start with the goal of consolidating product data. For Visual Comfort, a global manufacturer of premium home fixtures, the process led to something greater.

Beneath the surface of their systems was an untapped opportunity—one that would ultimately place them among companies seeing 33% greater ROI.

Uncovering a hidden opportunity for digital growth

Visual Comfort set out to modernize its ecommerce experience as part of a larger digital refresh. Their product data, however, wasn’t up to the task. Scattered across multiple ERPs and spreadsheets, information was hard to find and difficult to manage.

The manufacturer needed a single source of truth to support their digital growth. So, they selected Inriver PIM and partnered with Ntara to lead the project.

PIM was the priority. But during analysis, we also asked questions about digital assets, which are key components of any product experience.

This revealed untapped potential—an existing, modern DAM that they barely used. With a few tweaks, they could get far greater value. The discovery became a catalyst for a smarter content ecosystem.

Integrating PIM and DAM to strengthen product experiences

With the PIM model complete, we tackled the next opportunity: connecting the systems that power product stories.

Our team built a bi-directional integration between Inriver PIM and Adobe Experience Manager (AEM) Assets Cloud, their existing DAM.

Here’s how the data flow works:

Product information from PIM feeds into the DAM automatically.
Digital asset metadata syncs back to PIM, keeping both systems aligned.
Asset records were also imported into PIM, so every product now has a visual reference tied directly to its information.

The PIM–DAM connection gives marketing and ecommerce teams confidence that every image and detail is in sync. That way, they can enrich content faster and deliver a more consistent experience across every channel.

Solving the tricky DAM details

Every integration has its hurdles. For Visual Comfort, one of the biggest was missing CDN URLs.

Visual Comfort had been using its DAM mostly as a simple repository. Without public URLs for their images, the team couldn’t easily share assets outside the system.

We collaborated to enable Adobe’s Dynamic Media add-on, giving every asset a unique CDN URL. That simple fix opened the door to seamless sharing between DAM and PIM. It also made it easy to deliver assets to ecommerce and other digital channels.

Ntara also suggested adding new metadata fields to help with search. Product details like color or style were previously only available in PIM. Now, they flow straight into DAM, giving marketers better ways to sort and filter assets by product traits.

It’s especially useful when building campaigns or catalogs. For example, a marketer can search “bronze” and instantly see every related image. Smart updates like that save time and make it easier to maintain a complete, consistent brand experience.

Customizing PIM for global ecommerce

With the MVP in place, Visual Comfort tackled new opportunities, such as customizing its global ecommerce.

They wanted to provide their China website with a specific set of products, powered by PIM. To make it happen, Ntara wrote an integration and built a pair of extensions—a channel listener and an outbound extension. The extension outputs data in JSON format and place it into a hot folder ready for ingestion by other systems or sites.

There are two ways this extension really shines. First, we wrote it in a reusable way. Visual Comfort can scale it for any country, channel, or even data visualization tools like Power BI.

Second, it’s super efficient. When running in delta mode, it only outputs channel changes—not the entire channel. That means faster turnaround for updates to appear online.

If a marketer notices a data entry mistake, they can fix it directly in PIM. The update automatically lands in a hot folder, where the website picks it up. No waiting or IT requests needed. And because the site regularly checks for changes and re-indexes the data, corrections appear online in less than a minute rather than days.

The beauty is that the payload includes the links between product data and assets, so it communicates that relationship and any updates in an efficient way. Nothing gets left behind.

Seeing the bigger PXM picture

This project underscores a principle we see across many different businesses: when companies connect PIM and DAM, they don’t just improve efficiency—they transform how they bring products to market.

As identified in our 2025 Manufacturers Digital Commerce Benchmark Study, companies using both platforms are:

26% more likely to report positive or very positive company performance
33% more likely to report ROI from PIM

That’s because these businesses are thinking differently. They’re not just managing systems—they’re connecting the dots between product experience and customer experience. In other words, they’re laying the foundation for PXM.

Visual Comfort was already thinking big picture. They had the right technology pieces in place and a vision for a better customer experience. Ntara helped connect those dots. Together, we built a foundation that makes it easier for their teams to stay agile, deliver a consistent experience, and get products to market faster—all in a way that’s simpler.