HQ marketing, local stores and automated production need different workflows

The pressure sits between the systems

Akeneo already contains product information. Pricing comes from Tilroy. Approved InDesign files define how a price poster, showroom label or smaller POS item should look.

None of that automatically means the right file reaches the right person.

Between source data and finished material sit the practical steps that consume time: selecting records, checking commercial rules, resolving missing fields, starting production, reviewing the result and delivering it where it is needed. One exception is rarely the problem. Repetition is.

A campaign brings a broad selection of products and messaging. Price updates arrive more frequently, often without any reason to redesign the layout. Then there are local incidents that cannot wait for the next central batch, such as one missing showroom label.

When all of those requests land with the same team, urgent store needs, predictable production runs and real marketing decisions begin to compete for the same capacity.

Different routes for different work

When marketing is shaping the communication

Not every production step should disappear.

For campaign and showroom material, HQ still decides what enters the store, which products receive attention and whether the composition is ready. Those decisions belong with marketing.

What does not need to return every time is the underlying document construction. Starting from approved templates means that typography, layout behaviour and recurring production settings are already fixed. Product and price information can enter that framework without reopening the complete artwork.

The result is not a fully automatic campaign process. It is a more controlled way to produce familiar material while leaving the relevant commercial decisions with the team that owns them.

When the layout stays stable but the prices move

Recurring price output follows another pattern.

A new store price, another product selection or a changed discount rule may require fresh material, even though the page design itself has not changed. Rebuilding the document manually treats each run as unique when most of the work is already known.

Here, the source systems can carry more of the load. Product attributes are taken from Akeneo; Tilroy supplies the pricing and discount input. Pulse processes and webhooks support a generation route that has evolved beyond the earlier manual or semi-manual handling.

Rules and exceptions still require ownership. Missing images, incomplete input or a new pricing condition do not solve themselves. Yet a normal price run no longer needs to begin with someone assembling the same document structure again.

When the need appears in the showroom

Sometimes the request consists of one label.

The product is present, the showroom is open and the missing item is immediately visible to local staff. Routing that issue back through HQ introduces a delay without adding a meaningful design decision.

An ongoing API integration is intended to let Exterioo users request a missing showroom label directly from the Furnware environment they already use. Beliving is implementing this connection using the 2imagine API and the accompanying integration guidance.

Once the integration is completed and validated, product context can travel with the request and trigger the configured document output. The integration is currently being implemented.

One maintained production basis

From the user’s perspective, these routes are deliberately different. Behind them, much of the groundwork is shared.

Product content remains in Akeneo. Store-related prices and discount logic come from Tilroy. InDesign templates determine hierarchy, typography, positioning and the technical shape of the final material. When an additional attribute becomes relevant—a collection, fabric characteristic, product form or another commercial field—it can be added to the datasource and exposed where the document needs it.

Shared production logic does not mean shared brand expression. Juntoo and Exterioo retain their own templates, visual rules and retail material, while reusing the product, pricing and production logic that can be shared.

That work is maintenance of the publication basis, not another end-user flow.

The same principle applies to more specialised formats. Beliving also uses decolabels with EAN barcodes, including layouts that place multiple labels on a single sheet. Where operationally useful, generated files can be delivered through Dropbox.

Taken separately, those details may look like isolated features. Together, they show something more useful: the setup can serve different document types and starting points without creating a separate production island for each one.

What needs to remain coherent stays together. What differs operationally does not have to be forced into one user journey.

What the workflows deliver today — and what comes next

Beliving uses the same broader document setup for several recurring situations, while the showroom API integration is being implemented.

HQ prepares POS communication where selection and review still matter. Price posters and labels can move through a more automated production route when the structure is fixed and the commercial input changes. The ongoing API integration is intended to let local users request a missing showroom label without turning it into another central artwork assignment once the connection is completed and validated. Smaller barcode-based formats cover a different store need again.

The effect is not that every document becomes fully automatic.

Instead, repeated work is redirected. A price run no longer has to imitate bespoke design production. Once the API integration is completed and validated, one local request is intended to start locally. Product details and store pricing are reused across several outputs rather than copied into separate working files.

No validated figures are currently available for hours saved, volume produced or reduction in workload. The ticket history does show a clear expansion of the account: first POS production and pricing integration, then automated job processing and an API integration now being implemented for showroom requests, followed by a new brochure initiative.

Further optimisation: monthly Exterioo brochures

A monthly brochure places different demands on the organisation.

Selections change. Promotions move. Prices and copy must be ready against a recurring deadline, while each market expects the correct commercial version. For Exterioo, that means Belgium and the Netherlands, with French, Belgian Dutch and Dutch-market content.

The distinction between the two Dutch variants matters. Shared language does not imply identical wording, especially in promotional communication.

Beliving and 2imagine are currently preparing this next production route. As the work is still in analysis and POC, it should not yet be described as a completed result. Its relevance is nevertheless clear: after several smaller flows have been established, the same principles are now being considered for a larger, recurring publication that would otherwise restart a familiar cycle of selection, layout and correction every month.