Rust-Oleum slashes product information management time by up to 90% with Inriver and Ntara 

At a glance:

• Industrial Manufacturing
• B2B
• Enterprise
• Vernon Hills, IL, US

90%

Time reduction

$1bn

Revenue

6000+

SKUs

Summary

Rust-Oleum, a trusted name in specialty coatings for over a century, transformed its fragmented product information processes into a unified, efficient system with Inriver and implementation partner Ntara. 

Previously managing 5,000–6,000 SKUs through spreadsheets, local files, and tribal knowledge, Rust-Oleum faced major inefficiencies, duplicated work, and inconsistent data across teams and retail partners. By adopting Inriver, the company centralized its product data into a single source of truth—streamlining workflows, automating syndication, and ensuring data accuracy across ecommerce channels. 

Outcomes: 

• Reduced product management time by up to 90% 
• Established a single source of truth for all product data 
• Automated data syndication for major retail partners
• Improved collaboration across ecommerce, marketing, and operations
• Increased scalability without adding headcount 
• Strengthened product data accuracy and customer trust 

The challenge

Rust-Oleum encountered significant obstacles in managing its extensive product catalog, which encompasses thousands of SKUs spanning various categories. Previously, the company relied on outdated and dispersed methods, including Excel sheets, files stored on local networks, and informal tribal knowledge across teams. According to Jon Ahn, Account Manager, E-commerce, “Before we discovered Inriver, we used Excel spreadsheets, local network files, scattered resources, and loads of tribal knowledge. Our data was everywhere.” 

This fragmented system resulted in numerous challenges. Employees struggled to locate consistent and up-to-date product information, which led to inefficient workflows and repeated tasks—keys issues for their lean e-commerce team of only 10 people.

“The biggest challenge our company faced was not only duplicative work but people going crazy doing the same thing over and over.”

Jon Ahn

Account Manager, E-commerce at Rust-Oleum

The inefficiencies extended beyond internal teams. Without a centralized process, Rust-Oleum faced barriers in meeting the unique data requirements of its downstream retail partners. These challenges hindered growth and risked eroding trust in the brand. Inconsistent product data could ripple out to customers, affecting their buying decisions in a competitive e-commerce environment where accuracy is vital. 

Rust-Oleum faced a turning point. The company realized its outdated systems could no longer support expansion goals or accommodate the growing demand for precise and consistent product information. As Ahn explained, “We realized we couldn’t stay the same, couldn’t keep to our old ways and expect continued growth.” What they needed was a robust, flexible solution capable of centralizing product data, eliminating redundancies, and supporting scalability. 

In their search, Inriver emerged as the best-fit solution. Its ability to be customized to Rust-Oleum’s unique needs was a key factor. “The reason Inriver stood out to us is mainly that it was so customizable. We really felt that Inriver was custom-made to fit our needs as a business,” Ahn said. 

Ultimately, Rust-Oleum’s challenges stemmed from outdated, labor-intensive processes that hindered efficiency, team collaboration, and the ability to scale. Finding a centralized and adaptable system became a critical step toward transforming their product data management. 

The solution

To address these issues, Rust-Oleum partnered with Ntara to implement Inriver as its Product Information Management (PIM) solution. This solution provided the centralized, scalable, and customizable framework Rust-Oleum needed to redefine its product data processes. “Today, with our PIM system, we have all our data in one place. We treat it as a single source of truth and tie all of our homemade and external systems back to it,” Ahn shared. 

The implementation kicked off with an in-depth discovery phase, led by Ntara. By thoroughly analyzing Rust-Oleum’s existing workflows, Ntara pinpointed inefficiencies and areas for improvement, clearing the path for transformation.  

“Ntara evaluated how Rust-Oleum was managing their product data at the time, and we really helped them peel back the layers of the onion to determine how we could implement a system for them that would replace manual workflows with automation, and centralize their disparate teams who were working in different silos at the time.”

Briar DeHaven

Senior Account Director, Ntara

“We helped work out a strategic plan to implement Inriver and to create syndication channels that would enable them to, with a few clicks of a button, send their data downstream to other big box retail partnerships and small mom and pop stores, and deliver quality and consistent data wherever consumers go, research and buy their products,” DeHaven said. 

With these insights, Rust-Oleum replaced redundant, manual processes with streamlined, automated ones. Using Inriver, teams across ecommerce, marketing, regulatory, and operations departments now share synchronized data workflows, which has reduced repetitive tasks and improved efficiency. 

A standout feature of Inriver is its ability to automate workflows end-to-end. “With Inriver, if we know what the end goal of our data is, we can automate anything from start to finish, whether it’s mapping data points or converting them for syndication,” said Ahn. This automation has been particularly impactful for the e-commerce team, which previously spent countless hours compiling regulatory information, compliance details, and other product data by toggling between different internal systems. Now, this critical information is housed in a single source of truth within Inriver, making it accessible at the click of a button. 

Scalability was another major factor that drove the adoption of Inriver. Rust-Oleum works with a vast and varied network of retail partners, ranging from big-box retailers to smaller independent stores. Each partner has unique data requirements, and tailoring product information to meet these needs used to involve extensive manual effort. With Inriver, however, Rust-Oleum can automate these syndication processes, significantly reducing the resources required.

“Now we no longer need to hire a separate headcount to manage each customer’s data requirements—Inriver gives us that scalability with fewer heads, less effort, and less time.” 

Jon Ahn

Account Manager, E-commerce at Rust-Oleum

Beyond optimizing internal workflows, Inriver has heightened Rust-Oleum’s ability to deliver consistent, accurate product information to external partners and end customers. Consolidating data into one governed system ensures that retail partners and consumers receive reliable, up-to-date details about the company’s products. In the highly competitive e-commerce environment, this capability builds trust and positions Rust-Oleum’s products as dependable choices. “Accurate product data is critical for driving decisions, and Inriver makes it possible for us to focus on that rather than constantly dealing with data headaches,” noted Ahn. 

The platform’s flexibility was another key advantage. Unlike rigid, one-size-fits-all solutions, Inriver allowed Rust-Oleum to configure the system to meet both its current needs and future growth objectives. Combined with Ntara’s strategic expertise, this adaptability enabled Rust-Oleum to create a solution tailored for sustainable success. 

Through Inriver, Rust-Oleum has not only solved pressing challenges but has also pivoted its focus toward future growth and customer-centric innovation. Teams can now adopt a forward-thinking mindset. As Ahn summarized, “We’re not thinking anymore about how to cut corners or find more efficiency within our internal processes, but we really think about how we can make our business better, generate more sales, and improve the overall shopping experience for our consumers.” 

The result

The adoption of Inriver has ushered in a new era for Rust-Oleum, completely transforming how the company manages its product data. Centralizing information within a single PIM system has eliminated redundancies, streamlined operations, and empowered teams to concentrate on strategic goals. 

One of the most dramatic results has been an unprecedented reduction in time spent on repetitive tasks. Manual processes that previously consumed 10, 20, or even 30 hours are now completed in a fraction of that time—sometimes in just 30 minutes or less. This has been especially significant for Rust-Oleum’s ecommerce team, allowing them to focus on initiatives that add real value, such as enhancing the customer experience and driving growth. 

“Processes that used to take us 10, 20, or 30 hours are now cut not only in half but sometimes down to 30 minutes or an hour.”

Jon Ahn

Account Manager, E-commerce at Rust-Oleum

For example, jobs like creating templates for product data syndication, which were once bogged down by duplication and inefficiency, have been vastly simplified. “For our Amazon business, we used to download multiple templates and fill out data repeatedly, but now we can finish that syndication in minutes rather than hours,” shared Ahn. Not only has this shift saved valuable time, but it has also guaranteed that the product information provided to retailers is consistent and reliable. 

The scalability achieved through Inriver has also been transformative. Rust-Oleum’s many retail partners often require product data tailored to their own specifications. Previously, meeting these requirements required additional staff and manual labor. Now, automation manages the vast majority of these tasks. “We no longer need to hire a separate headcount to manage each customer’s data requirements—Inriver gives us that scalability with fewer heads, less effort, and less time,” Ahn shared, underscoring how the PIM solution supports growth without extra strain. 

“Inriver gives us scalability with fewer heads, less effort, and less time.”

Jon Ahn

Account Manager, E-commerce at Rust-Oleum

Perhaps most importantly, Rust-Oleum’s product information is now much more trustworthy. Consolidating data into one governed system ensures accuracy and consistency, which is particularly crucial in digital marketplaces. By delivering reliable information to retail partners and customers, Rust-Oleum has fortified its reputation as a trustworthy brand. “We can focus on generating more sales and improving the overall shopping experience, rather than constantly dealing with data headaches,” Ahn added. 

The benefits of Inriver extend beyond operational efficiency. The system has freed resources that can now fuel innovation and strategic growth. With less time spent reconciling data, teams are better positioned to advance the company’s broader objectives, ensuring that Rust-Oleum remains competitive in an ever-evolving digital market. 

In conclusion, the implementation of Inriver has transformed Rust-Oleum’s approach to product data management, delivering measurable benefits in time savings, scalability, and customer trust. By solving immediate inefficiencies and enabling forward-thinking capabilities, Inriver has equipped Rust-Oleum with the tools needed to thrive in a fast-changing landscape, ensuring sustained growth and innovation well into the future.