Partner story: Mercury Marine

case study

Find out how a unique product data model design and enterprise PIM rollout delivered efficiencies for Mercury Marine.

Mercury Marine is the world’s leading manufacturer of recreational marine propulsion engines. Before working with inriver and Shift7 Digital, Mercury Marine did not have a master system for product information, and several of its acquired parts and accessories divisions had legacy PIM solutions, on a variety of now-unsupported platforms.

These divisions share common parts and have a business need for transparency not only for accessing their own product data, but also for access to each others. Siloed legacy product data brought many challenges including:

  • Intra-business-unit operations were unable to maintain data standards or accuracy across teams
  • Complex product categories forced the creation of many unique data structures
  • Unsupported legacy PIM and Print systems were a risk to business and a maintenance headache to IT

With multiple PIM projects underway, we can now connect PIM to brand websites like, Mercury Racing, and other Brunswick division sites. We also still do a lot of print publishing with an existing system and are now able to enrich product data in PIM before sending to catalogs, making that process more efficient.

Mary Jo Mullen, Manager, Product Data & Analysis | Mercury Marine


  • Developed flexible data model that gives the parent brand marketing ownership of a product, while allowing the other brands to leverage parent level attributes in addition to creating content specific to their brand
  • Scalable data model, designed to onboard additional brands as their business grows
  • Inbound data is collected from several sources and aggregated providing a single PIM ingestion point, in inriver PIM
  • Bi-directional integration with Adobe AEM allows asset metadata to be managed in PIM and DAM
  • Integrations with inriver include:
    • Adobe AEM DAM – associating digital media to products
    • Adobe Magento – supporting 6+ brand websites
    • B2B portals – providing product content and assets to 20+ dealers
    • Print materials – supplying print content to over 25 brand catalogs


  • inriver PIM
  • Adobe AEM DAM
  • Adobe Magento

A central PIM for all business units

Scalable data model

Single PIM ingestion point for inbound data

Digital and print integrations