Product data, an essential tool for the DIY sector
At Hubo, managing product information lies at the heart of the business, touching every department. The Master Data Management team, led by Caroline Noeyens, plays a crucial role. This team manages the product data and coordinates the workflows required to process it. Together with the MDM Backoffice Team, they also provide vital support to colleagues and suppliers across all necessary areas.
Caroline explains why investing in structured, standardised data is no longer optional but an absolute necessity. Not only for Hubo, but for the entire DIY sector.
The power of GS1 standards
“Product data is the foundation of everything,” says Caroline. “From efficient processes to satisfied customers.” In a world of digital transformation, sustainability, and new regulations, reliable data is vital—especially in the DIY sector. With GS1 standards, companies can exchange product data in a structured way and be future proof. “ GS1 provides us with one harmonised data language. That makes our processes faster and more reliable,” Caroline adds.
My Product Manager as the single source of truth
From 2026 onwards, Hubo will require all its suppliers to exchange product information exclusively through My Product Manager. This will be our only product information system, the “single source of truth”. While the transition demands effort, the advantages are undeniable: uniform and consistent data, immediately usable by all parties.
At Hubo, many custom validations are in place—both on content and field level. GS1 also carries out extensive source checks in the data pool, and we work closely together to continuously improve in both directions. This is the only way to keep improving product data quality for all stakeholders.
For suppliers, Caroline sees this shift as a real opportunity: “You only need to provide your data correctly once, and it immediately reaches all data recipients. If all required product information is available, we can launch a new product on our website within 24 hours. Standardising product information significantly reduces time-to-market. That is efficiency at its best.”
Data as the engine for omnichannel
Bij Hubo vloeit productdata door de gehele organisatie. Het voedt niet alleen de webshop, maar ook adviespagina’s, de kassa’s, rapportages en analyses.
Data voorziet je klanten niet louter van informatie, maar draagt ook bij aan de extra service die we aan onze klanten bieden. “Van klusadvies tot maatwerk: data zit aan de bron van alles wat we doen voor onze klanten”, vult Caroline aan.
Customer-focused and strategic
Caroline points out that high-quality product data has a direct impact on customer satisfaction. “A customer with the right information will make a purchase decision more quickly, and it also ensures more accurate product expectations,” she explains. “Clear information builds trust. Correct data also means fewer returns, which reduces costs.”
The future? Even more standardisation
Regulations around sustainability and product safety are evolving rapidly. Think of the European Deforestation Regulation (EUDR), the repairability index, the new General Product Safety Regulation (GPSR), and so on. GS1 anticipates these changes and, through My Product Manager, provides the necessary tool to translate these obligations into concrete data fields. “You simply fill in the required data and comply with the legislation,” Caroline explains.
Message to the sector
Caroline ends with a clear call to action:
“At Hubo, DIY is in our DNA. ‘Just do it!’ is one of our core values. The same goes for data: just get started, no matter how small the steps. See it as an opportunity to structure your data in the best possible way, to the benefit of you as supplier, us as retailer, and our end consumers.”
