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Master data

Every supplier sends a different spreadsheet.

Someone cleans up each file by hand before your PIM can take it. Cernel turns every layout into your attributes and values, so your PIM gets one clean record.

A row of ceramic vases in different shapes, glazes and colours on a pale wooden shelf against a white wall
Supplier filesThis week's vases3 files, 3 layouts
ProductColourHeightMaterial
VASE CER 25 OFFWHTnordic_home.csvOFFWHT25CMCER
Vase, keramik, hvidlagerliste_2026.csvhvidH 250 mmKeramik
Vase céramiquecatalogue_fr.csvblanc cassé0,25 mEmpty

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Sound familiar?

Your real catalogue lives in a shared inbox. The PIM stores what it is given.

Data arrives in phases, in whatever layout each supplier likes, and lands in more than one system. Nobody can check every value by hand.

One wrong value is worse than an empty one.

  • Nine people, nine ways of writing the same value.
  • Gaps go back to product managers, and wait.

Cernel maps any supplier layout to your attributes and value lists, and hands your PIM clean records.

  • Every layout needs its own mapping.

    Columns mixed up, units of every kind, titles as an afterthought. Someone sorts out each file by hand before the PIM can take it.

    Cernel Reads each supplier's layout once and remembers it for their next file.

  • Navy, navy blue, dark blue.

    Every supplier, and everyone on the team, writes the same value their own way. Values drift, filters split, and a new value turns out to exist already under another spelling.

    Cernel Every value comes from your own lists, so every spelling lands on one option.

  • Missing facts take weeks to come back.

    What the data team cannot find goes to a product manager to source, and waits in a shared inbox until someone has time.

    Cernel Agents look up what the file left out on the maker's own page, with the reasoning behind each value.

  • The same product turns up twice.

    Two suppliers, two files, one product. Without a key to join them, the PIM ends up with duplicates.

    Cernel Files about one product join on its SKU, GTIN or MPN, so the next file completes it instead of adding it again.

“Supplier data is written to sell to us, not to the end consumer.”
Mark Hacklett, Head of E-commerce, Tiffany Lighting Direct. Read the story

How it works

One supplier line becomes your record. Checked before your PIM sees it.

Watch one line from a supplier's file turn into a record your team would have typed by hand, and see where your team comes in.

  1. 1

    The file comes in

    Your team uploads the supplier's file, in whatever layout it came. Cernel recognises what each column holds and remembers it for that supplier's next file.

  2. 2

    It joins your catalogue

    Each line finds its product by EAN, GTIN or SKU, so a second file completes the product instead of creating it twice.

  3. 3

    Agents fill and clean

    Each product lands in its category. Values arrive in your units and from your value lists, and what the file left out is looked up on the maker's page.

  4. 4

    You decide, your PIM gets it

    You choose which values go live automatically and which get a review step. Finished values go back to your PIM.

1. The file comes in. The supplier's line arrives as they typed it: codes, abbreviations and their own units. Nothing your filters can use yet.

Supplier filelighting_range_AW26.csv
Supplier's nameEANColourMaterialSizeFittingPower
PND DOME ALU GRYRow 2145712345000214GRYALU38CME-27max60w
CernelYour recordJust arrived
ProductCategoryColourMaterialBulb fittingShade diameterMax wattageCable length
Pendant lamp, grey domeNot matched yetEmptyEmptyEmptyEmptyEmptyEmptyEmpty
Your PIMWaiting for a checked record
ProductCategoryColourMaterialBulb fittingShade diameterMax wattageCable length
Pendant lamp, grey domeLighting / PendantsEmptyEmptyEmptyEmptyEmptyEmptyEmpty

Example product, file and values.

Value lists

Three spellings of cream. One value in your filter.

Your value lists decide what a filter can hold, so every supplier's spelling lands on the same option, and the shopper who filters for cream finds every cream mug.

Two cream stoneware mugs side by side on a white table
Stoneware mug, 350 mlColour: crème

Colour

Your shop's filter. One value from your list.

  • Cream112
  • off whiteSpelling from nordic_home.csv41
  • ECRUSpelling from lagerliste_2026.csv17
  • crèmeSpelling from catalogue_fr.csv9
  • White86
  • Sand54
  • Charcoal31

Four spellings of one colour, from three supplier files

Example products, files and counts.

What changes

If this sounds like your week, here is what changes.

  • Supplier files

    Instead of

    Typing each supplier's spreadsheet into your PIM by hand

    • An import template per supplier
    • Staging sheets

    With Cernel

    Clean records for your PIM, whatever layout the supplier sent

    Each supplier's layout is learned once, and files about one product join on SKU, GTIN or MPN.

  • Value lists

    Instead of

    Fixing three spellings of one colour

    • Find and replace
    • Scripts that hit their ceiling

    With Cernel

    Every value from your own lists

    Values only come from your own lists, and you decide whether an agent must always pick one.

  • Gaps

    Instead of

    Sending missing attributes to product managers

    • A shared inbox
    • A tracking sheet

    With Cernel

    Gaps found and filled before anyone has to ask

    Completeness per category shows what is still missing; agents look the rest up on the maker's page.

  • Control

    Instead of

    Checking every value by hand

    • Spot checks
    • Two people per batch

    With Cernel

    Your rules decide what goes through

    Review steps check every value and only ask a person when something fails or needs a decision.

Works with your PIM

Cernel works with your PIM. The AI layer that fills it.

Cernel connects to what you run. At Firtal Group it went in with no migration.

  • Your PIM

    Two-way sync with the PIM systems we integrate with. Products come in, and values made or edited in Cernel go back on their own, in every language.

  • Supplier files

    Any supplier's CSV, in whatever order, size and shape it comes, matched to your products on an identifier.

  • Your shop

    Two-way sync with the shops we integrate with, when the webshop is where your product data lives.

  • Your ERP and in-house systems

    Push products in and read finished values out over the API, or use exports in your own columns.

Customer stories

Clean records, live in days

All customer stories

  • Tiffany Lighting Direct

    Tiffany Lighting Direct gets a new supplier range live in days, not months

    to get a new supplier range live
    Days
    products from 20+ brands
    13,000+
    extra hires needed
    0
    Read the story
    A stained-glass table lamp on a wooden table in a quiet cafe

  • Firtal Group

    Firtal Group added a thousand extra hands without adding headcount

    products enriched
    +25K
    organic traffic to product pages
    +20%
    faster time to market
    +80%
    Read the story
    In the warehouse at Firtal Group

  • Molly & My

    Molly & My builds every market on one foundation

    products enriched across 8 markets
    20,000
    faster time to market
    4x
    organic traffic to product pages
    +29.3%
    Read the story
    A stack of folded knitwear in low warm sunlight

FAQ

Questions master data teams ask us.

  • Where does Cernel fit in our PIM workflow?

    Cernel works with your PIM. Products come in from it, agents fill the missing attributes against your model, and you choose which values go back automatically and which get a review step first. Finished values go back on their own to the PIM systems we integrate with, and to any other PIM through the API or a file in your own columns.

  • What can our suppliers send?

    Any CSV file, in whatever column order, size and shape. Your team uploads it, Cernel recognises what each column holds, and it remembers the layout for that supplier's next file. Files about the same product join on its EAN, GTIN or SKU, so a second file completes the product.

  • Can we use our own taxonomy and attributes?

    Yes. Build your own taxonomy or import the one you have, and let Cernel sort products into it. Attributes can be free text, formatted text, or one or more values from your own lists.

  • How do we know where a value came from?

    Every value shows whether it was imported, written by an agent or edited by a person, when it changed and its earlier versions. Every AI-written value also shows the inputs it used, the agent's reasoning and the exact prompt.

  • Can we enforce our own data rules?

    Yes. Values only come from your own lists, every attribute follows its agent's instructions, and you can require review per attribute. Add a review step and an agent checks each value against rules you write, then lets it through, holds it for a person or rejects it.

  • We use a custom PIM system. Does Cernel work with it?

    Yes. Cernel connects to any system through the API: push products in and read the finished values out. Or work with files: supplier CSVs in, and exports in your own columns, ready for your PIM to import.

Where to next

Where Cernel keeps your records clean.

Bring one supplier sheet.

The messiest one you have, and your attribute model. In a demo we map it, fill the gaps and check every value against your rules, so you see your own records come back, not ours.

Book a demo