Multifunctional horticultural wholesale company Schetelig Oy is a family business that has been serving gardening professionals for 95 years. Oscar Schetelig founded Oy Schetelig Ab in 1929 and today the company offers its services to professionals in the field already in the fifth generation.
Schetelig is an importer and marketer as well as a wholesaler with a selection of more than 20 000 active product names. The company has three business areas: it works in the Professional Growing, Landscaping, and Home & Garden. The company's goal is to be a long-term and reliable partner for its own customers.

- We have everything in our selection – from technical equipment to garden shovels and batch seeds, says the Marketing Manager Nora Kauste, who is the representative of the fifth generation of the family in the company.
Schetelig maintains and enriches its product range with Adeona PIM
The PIM system began to be examined a few years ago, because maintaining a large product selection without an appropriate system was challenging. The information was scattered in various excels and it took a lot of time to update them. Adeona PIM was selected as a solution because it seemed suitable for Schetelig's needs.
- The retailer sector needs data on a large scale: products come from all over the world, so the need to centralize the data in one system was great, says the Procurement Manager Jasmin Tuominen, who is responsible for Schetelig's purchases in the Home and Garden sector and is one of PIM's main users.

The decision to introduce PIM was made in 2020, and since 2021 the system has been in use. In the beginning, there was a lot of work when the products were created and marketing texts were produced. But now that most of the products have been added to the system, the updates take place quickly and the users are satisfied - PIM is used actively.
- For example, the process of making catalogues has sped up a lot. Any errors that appear are corrected directly in PIM, and the next time you update the catalogues, you can trust that the information is up-to-date, says Kauste.
In everyday life, PIM brings benefits: product information and features are easy to find. There is an integration with the website, so up-to-date information can be quickly published, which also benefits retail customers. The products reach the market quickly.
- Quite a lot of information is required about the products, and ERP does not have a place for everything, we mostly have basic information about the products there. Now the information is centrally exported to PIM, the products have clear attributes and the information is available to everyone. Salespeople also seek information from PIM when visiting customers, says Tuominen.
Previously, the same information was entered in several different places and the work had to be done again in connection with updates; this employed several persons.
- The information is now the same everywhere, regardless of whether the product information is on the website, in catalogs or on the customer's website – the information can be found everywhere consistently, continues Kauste.
Product Managers act as PIM maintenance users. Procurement uses PIM the most, but read access rights have been created for everyone: customer service, sales, warehouse. This makes everyone's work easier because searching from PIM is quick. Nora says that she uses PIM almost every day:
- I can get information and pictures really easily, the search works so brilliantly. There are many products, so you may not remember all of them by heart. For example, if you need to find a product somewhere on the road, the information can be found quickly in PIM.
Schetelig has operations mainly in Finland. There is a slight amount of activity abroad, but limitedly. Currently, the company's sales operate as BtoB business and retailers deliver the products to end customers. The current website is designed in the style of an online store, i.e. you can find, for example, product cards. PIM has made it possible to build pages in this way, which has also made their maintenance easier. Schetelig also manages and distributes its images through Adeona PIM.
Legislative requirements must be taken into account in product information
At Schetelig, product information is maintained in Finnish, Swedish and English. Product names, product descriptions and marketing texts must be available to retailers in all three languages. Centralized product information management has also made it easier to maintain language versions.
- Large chains in particular need extensive product information. The data is calculated from the suppliers' product enrichment levels, and the information must be comprehensive. The more data we can give to retailers, the better supplier we are, so this has a direct impact on sales, says Tuominen.

Legislation must also be taken into account in product information management. When the selection includes fertilizers, plastic, timber and plant protection agents, the information must comply with the regulations. These are constantly changing, so up-to-date information must be available in the systems as quickly as possible.
- Dangerous products, such as pesticides, have their own regulations. When official requirements can be delivered directly to customers from PIM, it reduces problems and gives a good image of us as a supplier, says Kauste.
PIM has brought benefits
At Schetelig, work has become more efficient with the help of PIM: the saving of resources is considered as significant.
- For example, when new products are created on a customer's product information form, it used to take a week for the procurement team, but nowadays it can be done in 10–15 minutes. PIM saves time and effort, says Tuominen.
From a marketing point of view, PIM has made things possible. Schetelig uses the EasyCatalog folding automation software, which, like the website, is integrated into PIM. Many operations are semi-automated, which saves resources and brings efficiency.
- The website project has been a big project and a success - now we have really good product information available on the website. This strengthens the company image. Changes from the PIM will immediately go to the website, so old information will no longer remain there, says Kauste.
Product Managers' working time has been freed up for information enrichment. KPIs are built into PIM, and if the Product Manager notices deficiencies in these, he can contact the supplier to get additional information and thus the quality of the data improves all the time.
- PIM saves unnecessary work, and also drives forward to get better quality data. This is appropriate and useful work, instead of copying the same information from one place to another. Now the resources are focused on the right things, says Tuominen.
Cooperation with Adeona is smooth
Communication with Adeona is smooth in everyday life. The systems usually work well, so help has not been needed much, but when needed, it has been received quickly. The implementation of the system went well, even though it was done during the pandemic. The website renewal and integration were also handled smoothly. The Adeona Community is perceived as useful: the workshops provide peer support and new ideas from other users. At the same time, you will get information about the news and you will be able to influence which topics are put on the development list.
- PIM has been able to perfectly fulfill all the expectations, wishes and needs we had for product information, and a lot of things have also been utilized that we could not even think of beforehand, says Jasmin Tuominen.
- We have been very satisfied. In my opinion, this has been the most revolutionary tool that we have introduced in recent years - it speeds up and makes working more efficient, says Nora Kauste.
Schetelig Oy is a multi-purpose garden wholesale company with three business areas in Finland: it operates in the professional sector with professional farmers, in green areas focusing on sports and golf courses and park work for cities and municipalities as well as green builders, and in the retail sector it supplies various garden products to Finnish chains and individual garden stores.